Page 23 - KZN Top Business LEADERS-eBook

ASHLEY BELL

shley Bell is the chief executive officer A POSITIVE IMPACT no matter how difficult the situation is at the time,
of Bell Equipment, which is based in one day you’ll look back and you will have survived,
Richards Bay, South Africa. Ashley was Over the last eight years, Ashley served on the and it’s all good in the end.”
company’s main board until his appointment as CEO
Aborn and raised in Empangeni. At the very
in 2024. In his current position Ashley sees his purpose Ashley added that there will always be conflicts and
young age of six he was sent to boarding school in
being: “To create an environment which sustainably obstacles within teams, but he thinks that consistency
Pietermaritzburg where he attended Cordwalles
makes a positive impact for all stakeholders in our in how you approach these is key to motivation. “I’m
Preparatory. He finished high school at Hilton College.
company.” He added that his goal is to create an very big on consistently communicating with the
environment where team members can grow and team my thoughts and challenges and getting their
Following his schooling, Ashley completed a
thrive and where they can contribute to both the thoughts.” In addition, Ashley says he continuously
commercial pilot’s license and a BCom degree in
success of their customers and the business. reminds people of their longer-term vision and goals.
marketing in Durban. “My very first job was as a
helicopter pilot tracking stolen vehicles at all times In terms of his business career, the accomplishment “What we are setting out to achieve as a team – with
of the day and night, which was a different, but that makes Ashley proudest is the start-up original an understanding that there will be bumps along the
way. A finger on the pulse is essential, so having a
good working environment,” he explained. equipment manufacturer (OEM) that he and close team is important.”
his brother founded in 2009. They established a
Bell Equipment celebrates their 70th anniversary
company called Matriarch Equipment that focused FIGHTING SPIRIT
in 2024. As the business is family-owned, Bell
on designing, manufacturing and distributing niche
Equipment has always played a significant part of Bell Equipment has a professional management team
products for the sugar and forestry industries.
Ashley’s life. “I have stayed close to the business. The with many Bell family members working within the
subject around the dinner table has always been Ashely commented, “We learned a great deal business, all with their respective areas of expertise.
the company and what’s going on, including some from conceptualising to designing the machine, Ashley commented that, “While we do experience
of the new projects and challenges,” he explained. establishing the supply of components, manufacturing conflicts at times, we’re fortunate in the sense that
and then marketing and selling as well as supporting everyone is able to pull along in the same direction.
The origins of Bell Equipment date back to 1954 the product.” In 2019 Matriarch Equipment was sold to Heritage has been a huge part of the organisation’s
when Ashley’s grandfather, Irvine Bell developed Bell Equipment. culture. That never give up fighting spirit is what
a self-loading sugar cane trailer, which became we’ve had to rely on over the years to get through
well known in the sugar industry. This trailer was POWER WITHIN YOU some tough times.”
followed by the sugar cane loader, which was the
Commenting on the best advice that he has ever
first mechanical loader in the industry. Ashley has a keen interest in seeing South African
received and how that has impacted on his life, companies growing from entrepreneurial businesses
Ashley said that his journey had taught him that if
In the 1970s, the involvement of the second into successful and sustainable companies. Their
you’re unhappy or you don’t like something, change
generation – Irvine’s sons Gary, Paul and Pete – stories provide a lot of inspiration for his own journey.
it. He explained, “Often the power to make a change
as well as two cousins, Mike and Dave Campbell
saw the business grow into a global player. New lies within you as an individual, and the sooner you Currently, Bell Equipment has a number of exciting new
act, the better.” He added that this approach has products and initiatives underway to create a more
heavy equipment machinery was added to the helped him to be more decisive in his own life and diversified and sustainable business going forward and
production line, as well as additional distribution
in business. to grow and evolve as a manufacturer on the global
channels established to market their products. Bell stage. A new initiative at the Richards Bay factory is
Equipment’s core product now is the articulated Reflecting on how he faces challenges in the to establish themselves as a contract manufacturer for
dump truck, which is sold in 80 countries around workplace, Ashley said that one of his passions products beyond the yellow metal world.
the world. is trail running. One of the toughest events he
participated in was a 100-kilometre run through In conclusion, says Ashley, “Nothing worth having
“Bell should never have achieved what they have the Drakensberg. “I had to dig really deep mentally comes easy. There are always times where you’ll think
in the global market considering it is a company and physically to get through it and I’ll probably be you’ve got too much on your plate and you honestly
based at the southern tip of Africa and faced with crazy enough to do it again someday. I think it’s don’t know how you will get through it all, but you
numerous challenges,” said Ashley. important to remember that pain is temporary and just put your head down and get on with it.”
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