Management & Board

Executive Directors

Andy Torrance, Chief Executive Officer

After joining the business as a Non-Executive Director in October 2019, Andy became Chief Executive Officer in February 2020. Having previously held COO positions at Dunelm and Holland & Barrett, as well as a number of executive roles during a 12-year tenure at Halfords, Andy has a wealth of specialist retail experience. Commercially astute with demonstrated leadership skills, Andy has successfully grown brands across multiple geographies, driving sales and delivering EBITDA growth by implementing customer centric omni-channel strategies. In his position as COO of Holland & Barrett, Andy had executive accountability for Leadership, Customer Experience and Store P+L in 1,064 stores in UK, Eire, the Netherlands, Belgium and Sweden.

Steven Crowe, Chief Financial Officer, ACA, BA,(hons)

Steve joined the company in Jan 20 with a proven background as A Chief Financial Officer and Senior Executive with a blend of front-line financial, commercial and strategic experience in both the private equity and blue-chip corporate environment, underpinned by a "Big 4" background.

Highly experienced in leading businesses in business strategy, M&A, planning and reporting as well as driving major commercial and business change decisions and execution.

Has a first-class record of project delivery, building sustainable senior relationships and developing “high performance" teams within differing business environments.

Steve' previous posts include COO at Verisk Claims Oct18-Dec19, CFO Validus IVC LTD June14-Sep18, FP&A Director Aviva General Insurance Jan11-May14 and Divisional Finance Director Aviva General Insurance Oct07-Dec10

Non-Executive Directors

Martyn Page CTA, TEP, Non-Executive Director

Martyn is a co-founder and major shareholder of the Company and the visionary behind Angling Direct. Martyn founded the Angling Direct Brand in 1997 following the acquisition of Norwich Angling Centre. Alongside his executive role at the Company, Martyn has worked as a corporate accountant for over 40 years' advising and guiding companies from start-ups to UK and international operations with revenue in excess of several hundred million. Martyn is a well-known angler, within the UK and internationally, and is an angling author, who is also involved in national committees and clubs working for the improvement of fisheries and education and promotion of angling.

Paul Davies, ACA, Non-Executive Director

Paul is a qualified chartered accountant having qualified with Price Waterhouse in 1994. Following a spell working as an auditor in Abu Dhabi with Ernst & Young, he commenced a career in small- cap corporate finance advisory in the City. He joined Beeson Gregory in 1995 and moved to Collins Stewart in 1999, Arden Partners in 2004 and Seymour Pierce in 2007. He has worked on a large number of flotations and secondary fundraisings (both on AIM and the Full List) and small- cap M&A transactions. Paul was previously the finance director of Fibre 7 UK Limited from March 2011 to November 2016.

Chris Keen, ACA, Non-Executive Director

Chris is a member of the Institute of Chartered Accountants in England and Wales and brings more than 20 years of experience in various Chief Financial Officer roles, with a focus on scaling up businesses operating both domestically and internationally and across a variety of sectors including retail and leisure.

Chris is currently CFO at McKesson UK, part of McKesson Corporation, a global leader in healthcare supply chain management solutions, retail pharmacy, community oncology and specialty care and healthcare information solutions. Between 2012 and 2019, Chris was CFO of Holland & Barrett, a leading health and wellness product retailer, where he oversaw a number of key acquisitions across Europe, driving the group's international growth strategy and expanding its omni-channel proposition.

Prior to joining Holland & Barrett, between 2006 and 2012, Chris was CFO at The Laurel Pub Company (latterly the Stonegate Pub Company), helping to build the business into the largest privately held managed pub operator in the UK with over 500 units. In 2012 Chris was appointed CFO of the Bramwell Pub Group to oversee the financial restructuring of the business.

Nicola Murphy, Non-Executive Director

Nicki has spent the last 28 years serving as founder and CEO of the River Group, one of the UK’s leading strategic marketing agencies. The River Group specialises in delivering integrated campaigns to a range of clients including retailers.

In addition to her role as CEO of the River Group, Nicki has extensive experience in the charity sector including as the Chair of the board of trustees at the Sophie Hayes Foundation and a trustee and director of the Katie Piper Foundation.

Operations Board

The Board is supported on operational matters by a number of senior managers. Details of whom are set out below:

Wouter Putman, Digital & Customer Director

Wouter joined the Company in December 2007 as the EPOS administrator. Prior to joining Angling Direct, Wouter graduated with an MSc in Industrial Engineering and Management in 2006. Subsequently Wouter was promoted to Systems Manager in March 2009 before being appointed to the senior management team as the Operations Manager in April 2012. Wouter's main responsibilities include delivering online growth through managing acquisition, development and optimisation as well as the management of Group logistics and ERP systems.

Shona Wright, HR Director & Company Secretary

Adapting to the fishing retail environment whilst leading the people agenda and fulfilling the Company secretary role, Shona is a CIPD qualified HR Manager with 12 years' experience in human resource practice and strategic business partnering. Shona's HR experience has predominantly been with privately owned FMCG manufacturers, including Mars food UK Ltd.

We welcomed Shona to Angling Direct in April 2017, a time when the Company was going through a monumental transformational period. During this time of significant change, Shona extended her role to include the Company secretarial duties and is currently completing the ICSA Professional Development Award – Company Law and Compliance in Listed Companies.

Craig Jones. Retail Transformation Director

Craig joined the business as Retail Transformation Director in December 2020. Prior to joining Angling Direct Craig has built a wealth of experience in specialist retailing and consumer facing organisations leading large teams across multiple functions in a variety of industries including Retail, Leisure, Health and Wellness. Craig has a proven track record of performance, financial delivery, businesses transformation and people growth, and has joined Angling Direct to lead the Retail Transformation strategy.

Craig has previously held the positions of Director of Retail at Holland and Barrett where he ran both the UK and ROI retail store portfolio of 320 stores, and the position of UK Operations and Customer Experience Director at Weight Watchers where he was accountable for over 4000 site locations and a team of 1200 who were responsible for the business transformation across Operations, Retail sales, Proposition Development, Customer Experience and Contact Centre. Craig also held the role of Sales director at Phones 4U.

Simon Morris, Commercial Director

Simon Morris joined Angling Direct in 2019 as Senior Buyer. He bought with him over 20 years’ experience in the Angling trade following on from extensive retail experience with Halfords. For the last 15 years Simon has held senior positions in the fields of product development, sourcing and sales management with some of the biggest Angling Suppliers in the world including most recently Pure Fishing and Shimano. Since being promoted to Commercial Director in June 2021 Simon has been instrumental in implementing Category Management into Angling Direct and continues to drive these principles through his purchasing and commercial teams. Drawing on his network of contacts across the globe he forms an instrumental part of the team leading our project to optimize distribution in Europe.