Mr Cumins joined the Company in August 1990 as Finance and Administration Manager when the Company had 23 stores, becoming General Manager in March 1992. He became Managing Director in April 1995. Mr Cumins moved from this role to the role of Executive Deputy Chairman on 23 January 2017.

Mr Cumins is a qualified accountant and has overseen the major growth in the number of franchisees in Australia as well as the international development of the Cash Converters franchise system. His experience in the management of large organisations has included senior executive positions in the government health sector.

Mr Cumins was appointed as Non-Executive Director of Perth Bears Limited in June 2025 and was also appointed as the Executive Director of Game Gear Holdings Pty Ltd on 6 June 2025, a licenced distributor of head gear for contact sports.