INDUSTRY INSIGHT Bell Equipment’s after-sales solutions ensure that customer machines enjoy optimum availability
Product leadership
DOESN’T HAPPEN BY CHANCE More than six decades of excellence bear testimony to Bell Equipment’s ability to adapt, respond and grow within its expanding South African and international customer base. IMIESA speaks to John Fleetwood, managing director of Bell Equipment Sales South Africa (BESSA), about his earlier career, current role and vision for the business. John Fleetwood, managing director, Bell Equipment Sales South Africa
What drew you to the capital equipment sector? JF I developed a passion for all things mechanical from an early age largely thanks to my parents, who both worked for original equipment manufacturers (OEMs). From there, it was a logical progression and, after completing my studies at college, I signed up for a diesel earthmoving mechanic apprenticeship programme with a leading OEM. As they say, the rest is histor y.
How did your initial foundation as an artisan shape your future career path? The grounding proved invaluable. It’s always important to have a solid foundation. From working as a workshop mechanic and progressing to field ser vice, parts and then sales gave me a full over view of the workings of the business, plus a detailed understanding of the markets we operate in. As an interesting aside, the late Ir vine Bell, founder of Bell Equipment, also started his working life as an apprentice,
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qualifying as a fitter and turner. He went on to refine his mechanical engineering skills with the development of the legendar y Bell tri-wheeler. This innovation ser ved as the catalyst for further innovations, like our articulated dump truck (ADT) series.
What are some of your key development milestones at Bell Equipment? When I joined Bell Equipment, I was in the technical field, specialising on ADTs and based at our Richards Bay factory. From there, I was transferred to the regional office in Jet Park, Gauteng, where I gained in-depth exposure to the commercial and marketing sides of the business. I also subsequently gained first-hand exposure to Bell Equipment’s international dealer network roll-out, as well as the establishment of our ADT and allied fabrication facility in Germany. The latter ser ves the European, UK and North American markets. These and other experiences prepared me for my first major leadership role as managing
director of Bell Equipment’s operations in Zambia. Those three years from 2014 to 2017 formed a very exciting part of my career. At the time, I was responsible for managing an approximately US$20 million (R302 million) turnover business, four branches and some 100 personnel. From there, I moved back to South Africa as the general manager for BESSA’s Central Region, with responsibility for a R2 billion turnover business. Then, in November 2021, I was appointed as managing director for BESSA in its entirety.
How would you describe your management style? My passion for the business lends itself towards a hands-on and
