Travel center operator LV Petroleum has promoted Kris Roach from chief operating officer to president and CEO, according to a Wednesday press release. His first day was April 23, a company spokesperson confirmed.
He succeeds co-founder Guy Madmon, who will continue in his founder role, the spokesperson said.
Roach joined Las Vegas-based LV Petroleum as COO in October 2025 after a 33-year career with TravelCenters of America, 15 of which he spent as a member of the leadership team, according to his bio on LV Petroleum’s website.
Roach has overseen a period of expansion for LV Petroleum, which operates over 80 travel center locations under the TravelCenters of America, TA Express and Petro Stopping Center banners, as well as 180 quick-service restaurants and 30 convenience stores under the Conoco brand. Since the beginning of this year, the company has acquired its first travel center in Ohio, opened its first two sites in West Virginia and made partnerships with Core-Mark and PepsiCo.
“Leading LV Petroleum as CEO is both an honor and a responsibility,” said Roach in the announcement. “We've built a network grounded in operational excellence and genuine care for the people we serve.”
The COO duties will be distributed across the organization, the spokesperson said.
Roach has also joined the board of directors for NATSO, the trade association for travel plazas and truck stops in the U.S., as an at-large director.
