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December 2017
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Lifting industry expert joins Load Cell Manufacturer Straightpoint
Ayling and Mullard
Ayling and Mullard

Straightpoint has named Dave Mullard business development manager, as one of the industry’s leading force measurement, load monitoring and suspended weighing load cell professionals completed his move from a fellow lifting equipment manufacturer this week.

Mullard, who joined Hampshire, UK-based Straightpoint on 18 January, is keen to further advance a blossoming career in the below-the-hook sector, while spearheading his new company’s continued growth in Europe, Africa and Russia.

He said: “I have enjoyed the challenges presented by the lifting industry in relation to weighing technologies and have spent the last three years in particular developing a thorough understanding of the marketplace. Straightpoint continued to emerge as the market leader and I am grateful for the opportunity to align my goals with such an innovative, dynamic business.”

Straightpoint director David Ayling said: “We spent the second half of 2015 dedicating much of our time and resources to product development, but we adapted our focus at the turn of the year to once again prepare the business for growth. I am delighted that we’ve added an industry recognised professional to the company as we set out to achieve our targets.”

Ayling referred to recent landmark product launches, including the extension in range of wireless products to 700m; ATEX and IECEx versions of the Radiolink Plus wireless load cell; a new Running Line Dynamometer (or TIMH), part of the manufacturer’s tension in motion range; and the unveiling of Towcell. Mullard highlighted the diversity of the ever-evolving Straightpoint product range as one of the main factors in joining.

He said: “Straightpoint is a very dynamic business; it has demonstrated time and again its ability to react to market situations or customer demand and deliver a solution. The Radiolink Plus is a prime example; it is the company’s most popular product, known for its quality and reliability, yet the latest model represents the fourth generation of the constantly improving load cell.”

Mullard has clearly defined his short and long term goals. Initially, he will drive sales through existing distributor channels, while introducing himself in his new role to industry representatives. As the year unfolds, Mullard will narrow down his search for new distribution partners, particularly in Russia, which is a hotbed of potential on his watch.

“The immediate and longer term challenges excite me equally,” said Mullard. “I have been successful in the past at growing distributor networks and I feel even better equipped to do so, backed by such a diverse product range and a business that can provide standard, bespoke and specialist force measurement solutions, all to short lead times.”

He added: “I am convinced Straightpoint will pioneer progression of the lifting industry. Prior to working in my previous employer’s lifting division, I spent nine additional years within their business. I felt well respected and was loyal in return. However, my knowledge of Straightpoint and its technologies meant I knew this was the right move for me and gives me a better opportunity to help make the lifting industry a safer place.”

Mullard spent his first week at the company at Havant headquarters. He said: “I was already familiar with David Ayling having attended many of the same trade shows and events over the years. I have always been impressed by his openness and clarity of vision for his company, but it has been a pleasure to meet the whole UK team and hugely reassuring that they share David’s ambition, vision and focus. Everyone is pulling in the same direction and clear about what they can expect from each other. I am very excited about what the future holds for us all.”
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