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.

Martyn Page CTA, TEP, Executive Chairman

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.

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

Darren Bailey, Non-Executive Director

Darren has over 30 years’ experience working within the angling retail sector, beginning with his first role at Norwich Angling Centre Limited in 1986. Darren progressed to management within the company then, with the addition of other stores, to area management before being appointed Managing Director.

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.

Dilys Maltby, Non-Executive Director

Dilys has enjoyed a career with consumer brands – both as a consultant and as a client. She is Senior Partner and co-founder of Circus, a boutique management consultancy - specialist in Purpose and Proposition. Circus believes that ideology should inspire both the customer and the colleague experience, and accelerates sustainable, commercial growth.

Dilys is a practitioner and has led engagements for The White Company, Covent Garden, Virgin Atlantic, Selfridges, John Lewis, Viacom and Microsoft, amongst many others.

Senior Management

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

Keith Easton, Financial Controller

Keith joined the Angling Direct senior management team in November 2008 as the Financial Controller and is responsible for all aspects of the accounting function. Prior to joining the Company, Keith worked as an accountant with a number of Norfolk based businesses including Goymour Properties Limited (an investment property company) for 13 years and Anglian Leisure Limited (the Norfolk Dinosaur Park) and has significant financial and management experience within the commercial sector.

Wouter Putman, eCommerce & Operations Manager

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.

Stewart Downing, Commercial Manager

Stewart joined the Company in October 2013 as the Commercial Manager. Prior to joining Angling Direct, Stewart had worked in the fishing tackle business for 8 years. Following three years with Shakespeare (a UK brand of general fishing tackle), Stewart was appointed the UK sales director of Pure Fishing (a US owned fishing tackle supplier) when they acquired the Shakespeare brand in 2008. Previously, Stewart had held a number of senior sales and marketing positions in food supply businesses.

Shona Wright, 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.