Ashley Bell

Ashley Bell is the chief executive officer of Bell Equipment, which is based in Richards Bay, South Africa. Ashley was born and raised in Empangeni. At the very young age of six he was sent to boarding school in Pietermaritzburg where he attended Cordwalles Preparatory. He finished high school at Hilton College.

Following his schooling, Ashley completed a commercial pilot’s license and a BCom degree in marketing in Durban. “My very first job was as a helicopter pilot tracking stolen vehicles at all times of the day and night, which was a different, but good working environment,” he explained.

Bell Equipment celebrates their 70th anniversary in 2024. As the business is family-owned, Bell Equipment has always played a significant part of Ashley’s life. “I have stayed close to the business. The subject around the dinner table has always been the company and what’s going on, including some of the new projects and challenges,” he explained.

The origins of Bell Equipment date back to 1954 when Ashley’s grandfather, Irvine Bell developed a self-loading sugar cane trailer, which became well known in the sugar industry. This trailer was followed by the sugar cane loader, which was the first mechanical loader in the industry.

In the 1970s, the involvement of the second generation – Irvine’s sons Gary, Paul and Pete – as well as two cousins, Mike and Dave Campbell saw the business grow into a global player. New heavy equipment machinery was added to the production line, as well as additional distribution channels established to market their products. Bell Equipment’s core product now is the articulated dump truck, which is sold in 80 countries around the world.

“Bell should never have achieved what they have in the global market considering it is a company based at the southern tip of Africa and faced with numerous challenges,” said Ashley.

A POSITIVE IMPACT
Over the last eight years, Ashley served on the company’s main board until his appointment as CEO in 2024. In his current position Ashley sees his purpose being: “To create an environment which sustainably makes a positive impact for all stakeholders in our company.” He added that his goal is to create an environment where team members can grow and thrive and where they can contribute to both the success of their customers and the business.

In terms of his business career, the accomplishment that makes Ashley proudest is the start-up original equipment manufacturer (OEM) that he and his brother founded in 2009. They established a company called Matriarch Equipment that focused on designing, manufacturing and distributing niche products for the sugar and forestry industries.

Ashely commented, “We learned a great deal from conceptualising to designing the machine, establishing the supply of components, manufacturing and then marketing and selling as well as supporting the product.” In 2019 Matriarch Equipment was sold to Bell Equipment.

POWER WITHIN YOU
Commenting on the best advice that he has ever received and how that has impacted on his life, Ashley said that his journey had taught him that if you’re unhappy or you don’t like something, change it. He explained, “Often the power to make a change lies within you as an individual, and the sooner you act, the better.” He added that this approach has helped him to be more decisive in his own life and in business.

Reflecting on how he faces challenges in the workplace, Ashley said that one of his passions is trail running. One of the toughest events he participated in was a 100-kilometre run through the Drakensberg. “I had to dig really deep mentally and physically to get through it and I’ll probably be crazy enough to do it again someday. I think it’s important to remember that pain is temporary and no matter how difficult the situation is at the time, one day you’ll look back and you will have survived, and it’s all good in the end.”

Ashley added that there will always be conflicts and obstacles within teams, but he thinks that consistency in how you approach these is key to motivation. “I’m very big on consistently communicating with the team my thoughts and challenges and getting their thoughts.” In addition, Ashley says he continuously reminds people of their longer-term vision and goals. “What we are setting out to achieve as a team – with an understanding that there will be bumps along the way. A finger on the pulse is essential, so having a close team is important.”

FIGHTING SPIRIT
Bell Equipment has a professional management team with many Bell family members working within the business, all with their respective areas of expertise. Ashley commented that, “While we do experience conflicts at times, we’re fortunate in the sense that everyone is able to pull along in the same direction. Heritage has been a huge part of the organisation’s culture. That never give up fighting spirit is what we’ve had to rely on over the years to get through some tough times.”

Ashley has a keen interest in seeing South African companies growing from entrepreneurial businesses into successful and sustainable companies. Their stories provide a lot of inspiration for his own journey.

Currently, Bell Equipment has a number of exciting new products and initiatives underway to create a more diversified and sustainable business going forward and to grow and evolve as a manufacturer on the global stage. A new initiative at the Richards Bay factory is to establish themselves as a contract manufacturer for products beyond the yellow metal world.

In conclusion, says Ashley, “Nothing worth having comes easy. There are always times where you’ll think you’ve got too much on your plate and you honestly don’t know how you will get through it all, but you just put your head down and get on with it.”