Max Sugarman’s first two years at the helm of ITS UK have flown by as he has brought his energy and vision to pushing forward transportation technology across the industry. We take time to reflect on his achievements so far, the challenges for the future – and find out where the committed Londoner likes to go at the weekend
As the head of one of the UK’s most prominent transport technology organizations, Max Sugarman is at the forefront of shaping the future of the industry. With a background in public affairs and advocacy, Sugarman brings a unique perspective to his role as chief executive of ITS (Intelligent Transport Systems) UK.
Sugarman’s journey to ITS UK was not a direct one, but his passion for transport and technology has been a constant thread throughout his career. “My background really been around public affairs, advocacy and communications, but I found my way into transport,” he explains. “I’ve worked for the Institution of Civil Engineers and then for the railway industry association, and part of it was around technology.”
This experience has helped inspire Sugarman to instigate some changes in ITS UK’s focus. “We’ve taken a bit of a shift to advocacy in our work, so a lot more in terms of promoting what the sector needs to thrive and to grow,” he says.
Under Sugarman’s leadership, ITS UK has been actively engaging with policymakers, producing detailed policy papers and meeting with ministers and shadow ministers to make the case for increased investment and support for the transport technology sector. “We’re making the case for why there should be investment and support for the sector,” says Sugarman.
“This should be transport technology’s moment to shine – a lot can be delivered at a lower cost than big civil engineering projects”
This advocacy work has been particularly crucial in the wake of the Covid-19 pandemic and the subsequent economic challenges faced by the UK government. “There’s not much money for big infrastructure projects,” Sugarman acknowledges. “So this really should be transport technology’s moment to shine, because actually a lot of this can be delivered at a lot lower cost than big civil engineering projects.”
One of the key areas Sugarman and ITS UK have been focusing on is the integration of various modes of transportation. “We’ve got a big a focus on how we move from a number of different MaaS schemes around the country to a more strategic approach to MaaS – something that I don’t think the UK has done. Even though the UK has done some great things like the Future Transport Zones, we’re still not being strategic enough with it,” he says.
This focus on integrated transport and multimodality has led ITS UK to advocate for the development of smart ticketing and the expansion of laws to allow wider use of micromobility solutions, such as e-scooters. As well as looking to the future of autonomous vehicles and enhancing the role of connectivity and digital technology in the transport sector.
To address these challenges, ITS UK has been working closely with the Department for Transport, advocating for the development of a strategy that incorporates new technological advancements. “We’re talking about their Integrated Transport Strategy, which is a really good opportunity to address things like MaaS, like smart ticketing, like DRT (demand-responsive transport) in a much more of a strategic way.”
Waiting for investment
In the UK, the new Labour government canceled several major road building projects, including the controversial Stonehenge Tunnel, when it came to power in July 2024. And there is now some uncertainty surrounding technology investment plans.
Sugarman is still optimistic: “This should be transport technology’s moment to shine – because a lot can be delivered at a lower cost than big civil engineering projects.” Nevertheless, the lack of certainty is a source of frustration for Sugarman: “We’re not yet sure whether some of the stuff that was previously confirmed, like the National Parking Platform (NPP) is still going ahead.”
Sugarman is a committed champion of the NPP, a project that aims to standardize and streamline parking services across the UK by making the overwhelming plethora of different parking apps drivers must currently use (30 at the last count) interoperable.
Sugarman believes NPP can be a “flagship in transport technology” with the potential to grow into a comprehensive platform for roads and road data. “It’s a real no brainer,” he says. “The trials have been successful and they’ve got about 200 local authorities waiting to see how they can be part of NPP. Also, in terms of public support, everyone I talk to gets the problem – having a lots of different apps on your phone is a bit of a nightmare.”
Getting together
Under Sugarman’s leadership ITS UK is attracting new members, drawn to the organization but dedicated members-only conferences, alerts of forthcoming tender opportunities and the chance to be part of the conversation with government about future technology deployment.
Events, including ones open to all, are at the heart of the ITS UK mission.
“We provide networking opportunities, promoting the sector, and hold things like our award ceremony,” says Sugarman. The organization also has a regular presence at third-party events around the world.
Sugarman believes that the ITS World Congress will be a game-changer for the UK’s transport technology sector when it comes to Birmingham in 2027, offering a unique opportunity to showcase the country’s capabilities and drive further investment and innovation. “Now is the time to get involved,” he says. “It might be two years away, but that goes pretty fast. So, that’s my big call to action.”
Sugarman is leading ITS UK and the industry it supports into a new era of sustainable and efficient transportation, helping to ensure that the UK remains at the forefront of this rapidly evolving industry and meets the challenges to come
Off duty
Max Sugarman’s passion extends beyond his professional duties. An avid outdoorsman, he finds solace in the natural world, often escaping the hustle and bustle of his home in Camden, North London, to seek refuge in the Suffolk countryside.
“Even though I’m based in the city, I love nature and the outdoors,” he says. “So I’m often going for a walk somewhere. During lockdown I became a bit of a bird watcher as well, because, you know, what else was there to do? But I absolutely loved it.”
This interview first appeared in the December 2024 edition of TTi magazine
