Choice Energy promotes internal leader Lachlan Magee to CEO

Choice Energy has announced the appointment of Lachlan Magee as Chief Executive Officer, marking the next phase for the business after more than 13 years in operation.

Founded by Chris Dean and Alan Gill, Choice Energy has grown from a small operation to one of the top energy brokers in Australia. Today, the company has two offices in Melbourne and Brisbane and a team of over 60 staff.

The leadership transition follows a succession process over the past 12 months, with both founders identifying Magee as the natural choice to lead the business into its next phase while remaining involved as executive directors.

Having joined the business 11 years ago, Lachlan Magee progressed from sales into a series of senior leadership positions, including leading the company’s solar division before stepping into the role of Chief Revenue Officer. As the company’s top salesperson for many of its early years, Magee has since contributed to both commercial performance and broader strategic direction.

Magee has consistently demonstrated strong leadership, professionalism and a deep understanding of the business. Known for his calm, considered and transparent approach, he has earned the trust and respect of both the company’s team and clients. Magee will also work closely with Chief Operating Officer Daniela Todorovski, who has played a key role in the company’s growth.

Alan Gill and Chris Dean will remain in executive roles and continue to play important roles as founders and leaders. The transition was not about stepping away from the business entirely, but rather creating greater balance while ensuring the company remains positioned for long-term growth.

Chris said the move reflects the strength of the foundations built over the past 13 years, and the opportunity to scale the business through Lachlan’s leadership. “The foundations are built, now it’s time to scale the vision via Lachlan's leadership. Freeing up some of the day to day operations will also allow Alan Gill and I to be more strategic in our growth plans for Choice Energy.”

The next chapter is focused on building on the legacy created by Chris and Alan while continuing to further Choice Energy’s impact across the market.