# Rob Elam

> Rob Elam is the founder and CEO of Propel Fuels, a renewable-fuels retailer he started in Seattle in 2004 after work spanning Outward Bound, 3M and digital communications. He built Propel around a practical idea: cleaner fuels would spread faster if drivers could buy them conveniently at familiar stations. The company later expanded in California, introduced renewable Diesel HPR, developed consumer and site-selection data, and won a major trade-secret judgment against Phillips 66 that remains on appeal. Elam has also served as a conservation leader, including nine years on the Native Fish Society board.

- **Role:** Founder and CEO at Propel Fuels
- **Organizations:** Propel Fuels, Native Fish Society, FORM Communications, Dropcountr, The Flyfish Journal, California Air Resources Board LCFS Advisory Committee, 3M, Outward Bound
- **From:** Davis, California, United States
- **Education:** Cultural Anthropology, minor in English Literature, Hamline University
- **Known for:** Founded Propel Fuels in 2004 and developed a co-location model for selling renewable fuels at existing service stations., Helped introduce Diesel HPR at 18 Northern California retail locations in 2015, described by Propel as North America's first retail rollout of renewable diesel., Co-authored public studies of California low-carbon fuel consumers based on surveys of roughly 1,000 customers.

## Career timeline

- **1990s** — Worked for Outward Bound in his twenties, then joined 3M; later moved into internet-era communications work.
- **1998** — Moved to Fluent Communications / MRM-McCann Worldgroup in project leadership and business development.
- **2001** — Founded FORM Communications, a brand, marketing and data/technology firm, and served as managing partner.
- **2004** — Co-founded Propel Fuels in Seattle and went full-time into biodiesel in June.
- **2007** — Prepared Propel's first public Seattle-area biodiesel pumps using space at existing filling stations.
- **2008-2009** — Expanded into California; Propel moved its headquarters from Seattle to Sacramento, while Elam served as president and a director.
- **2010-2019** — Served on the Native Fish Society board; chaired it from 2010 through 2016.
- **2013** — Became an advisor to water-management technology company Dropcountr.
- **2014** — Returned to Propel's day-to-day leadership as CEO and joined California's LCFS Advisory Committee.
- **2015** — Propel launched Diesel HPR at 18 Northern California locations and moved its headquarters to Sacramento.
- **2019** — Propel announced plans to add an electric-vehicle charging network to its low-carbon retail strategy.
- **2022** — Propel filed a California trade-secret lawsuit against Phillips 66 after acquisition talks that ended in 2018.
- **2024** — A California jury awarded Propel $604.9 million in compensatory damages and found the misappropriation willful.
- **2025** — The court entered an $833 million judgment including exemplary damages and interest; Phillips 66 filed an appeal.
- **2026** — The Propel Fuels case received a Benchmark Litigation Impact Case Award.

## Achievements

- Founded Propel Fuels in 2004 and developed a co-location model for selling renewable fuels at existing service stations.
- Helped introduce Diesel HPR at 18 Northern California retail locations in 2015, described by Propel as North America's first retail rollout of renewable diesel.
- Co-authored public studies of California low-carbon fuel consumers based on surveys of roughly 1,000 customers.
- Is named on patents concerning alternative-fuel station site selection and reporting or exchanging environmental savings from fuel purchases.
- Led Propel when it obtained an $833 million trial-court judgment in its trade-secret case against Phillips 66; the judgment is on appeal.
- Served nine years on the Native Fish Society board, including six years as chair.

## Latest updates

- **2026-07** — Phillips 66 filed its opening brief in the California Court of Appeal on July 10, 2026; the appeal remains pending.
- **2026-03** — Propel Fuels' case against Phillips 66 received a 2026 Benchmark Litigation Impact Case Award; Elam said the team had stood firm for innovators' rights.
- **2025-11** — The trial court rejected Phillips 66's post-trial motions; Phillips 66 filed a notice of appeal on November 14, 2025.
- **2025-08** — The California trial court entered an $833 million judgment for Propel, comprising $604.9 million in compensatory damages, $195 million in exemplary damages and $33.3 million in prejudgment interest.
- **2024-10** — A California jury returned a $604.9 million verdict for Propel and found the trade-secret misappropriation willful.

## Links

- Website: https://propelfuels.com
- LinkedIn: https://www.linkedin.com/in/robelam
- Twitter/X: https://twitter.com/PropelFuels
- Facebook: https://www.facebook.com/PropelFuels/

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Profile page: https://yespress.io/rob-elam
Published by YesPress — https://yespress.io
Last updated: 2026-09-28