About Wayfind Logistics
Wayfind is a founder-led business and when you engage with us, you are working directly with Anthony and Justin.
They lead the initial engagement and the design of your freight operating model and remain accountable for how it performs over time.
Most of our clients come to us with a freight function that has grown over time rather than been deliberately structured. Visibility is fragmented, invoices are processed without a consistent audit process, and commercial decisions are made without a clear picture of their impact. The specifics vary but the underlying patterns are consistent.
Our role is to make the cost, the performance, and the trade-offs visible, then put the structure in place to manage them properly.
Wayfind is a Fourth Party Logistics provider. We sit between your business and the carriers, warehouses, and service providers that move your freight. We are not a carrier. We do not own transport assets and we do not structure our business around volume commitments to specific providers. That independence means every decision is made based on your position. If a carrier is not performing or no longer competitive, it can be addressed directly.
The Founders
Anthony Mason
Co-Founder and Director
Anthony's career sits at the intersection of freight operations and financial governance. This combination shapes how Wayfind approaches every client engagement.
He began his career on the supplier side of the freight and logistics industry before moving into distribution management and national logistics roles in the automotive industry, managing carrier networks, freight tenders, and multi-site operations.
Prior to co-founding Wayfind, Anthony spent five years in a senior finance role at a leading Australia and New Zealand 4PL provider, responsible for financial governance, commercial management, billing operations, and strategic planning.
Anthony holds a Bachelor of Commerce from Deakin University and is a CPA. He leads the design of Wayfind's financial and commercial frameworks and oversees the systems that underpin how the business operates.
Justin O’Meara
Co-Founder and Director
Justin is a senior supply chain operator with more than two decades of experience across complex logistics environments in Australia.
He spent close to a decade in senior leadership roles in the FMCG sector, running major freight tenders, leading network governance programmes, and delivering logistics transformation initiatives across carrier networks and internal operations.
Prior to co-founding Wayfind, Justin held a General Manager role at a leading Australia and New Zealand 4PL provider, and most recently led logistics transformation strategy for one of Australia’s largest convenience retailers.
Justin holds a Bachelor of Engineering from Monash University and an Executive MBA from Melbourne Business School.
He brings strong operational judgement and a consistent record of execution in demanding environments.
Why we started Wayfind
We have both spent our careers to date in and around logistics operations and kept seeing the same patterns.
Invoices being paid without a consistent audit process. Rate structures layered over time without being reset. Carrier performance accepted because there was no clear baseline to measure it against.
The specifics varied by business, but the underlying issues were consistent. Complexity made problems harder to detect, and no one was clearly accountable for resolving them.
The managed freight model was supposed to address this. In many cases, it did not. Responsibility was distributed, and accountability was diluted.
We started Wayfind to build a model where that does not happen. Accountability for cost and performance sits with us and stays there.
Our Values
These reflect how we operate and they are not aspirational.
Accountability - We take responsibility for the outcome. If something is not working, we address it directly.
Honesty - We are clear about what we find, including when change is not required or will not deliver the expected result.
Context over standardisation - We work from the specifics of your freight environment. We do not apply a standard model and assume it fits.
Continuity - The people you engage at the start design the operating model and remain accountable for its performance over time.
Our Vision
Our objective is to build a freight management business that clients trust because of how it operates.
A business where the people you meet at the start remain accountable for the work, and where decisions are made based on what is in the client's interest.
The model remains founder-led, with accountability retained at that level as the business grows.
Working with us
In the early stages, we work through your freight environment in detail. That includes your freight profile, carrier mix, rate structures, and how cost and performance are currently managed.
We make the position clear. Where there are issues, they are quantified. Where the current setup is working, that is acknowledged.
From there, we design the operating model and oversee its implementation. This includes carrier structure, commercial settings, and how performance and cost will be managed.
Once that is in place, we move to an agreed management framework that aligns with your requirements and reporting cadence.