Q&A: Paul Lewis

14 May 2021

Paul Lewis became MD of Phoenix Hire & Sales four years ago. This go-ahead business has depots in Bridgend, Cardiff, Cwmbran, Pontypridd and Swansea, a Survey hub in Pontypridd and a dedicated plant sales operation in Newport, where a new tool hire branch will be added shortly. Phoenix has several dealerships for major suppliers like Thwaites, Yanmar, Ammann and Stihl. 

How’s business? 

It is exceptionally good. We had another record last quarter to finish off our financial year in an incredibly strong position.

What products are in particular demand at the moment? 

Anything aligned to the Civils side is in very high demand, from petrol cut-off saws, floor saws and plate compactors on small tools, to excavators and dumpers on the plant side of things. We are constantly turning around this type of equipment, in big numbers.

What are some of the most recent additions you’ve made to the hire fleet? 

Our bread-and-butter kit, such as cut-off saws and plate compactors, are fleeted practically daily. Every depot manager has autonomy to fleet items as they see fit after they have done a few stock cross-examinations across the depot network (all this type of equipment we always try to hold as sales stock in each location.) On larger plant items, we have invested another £500,000 in mini excavators since January 2021. The demand is huge.

What do you think are the main challenges facing the industry? 

Getting hold of product. Everything just seems to have an incredibly long lead time. I believe this is an industry-wide issue, not just with our own dealerships and offerings. It’s sometimes tempting to hold off on sales to keep the equipment for our own hire fleet use, but of course we would never let our customers down in that way. 

And what are the biggest opportunities? 

For us, there is room for more depots. There is still so much work available. For the industry overall, I think anything that’s deemed green and/or eco-friendly will carry a lot of weight, very soon…

What’s the oddest or most challenging hire request you’ve ever received?

We get quite a few challenging ones - usually on a Friday evening for a delivery out of area next morning, when the customer has been let down by someone else. So it’s the versatility, flexibility, enthusiasm and good old customer care of an independent that saves the day. All that, plus allowing our people to make decisions so they can get the jobs done.

What annoys/frustrates you? 

Lateness. If you’re five minutes early, you’re ten minutes late as my old boss from many moons ago would say.

What was your favourite school subject?

PE. My kids take great delight in telling everyone that I left school with only two swimming badges! Academia wasn’t really for me, but I did get some O-levels that enabled me to join Lloyds Bank on a government YTS scheme. I stayed there ten years, working at branches in Cardiff, Pontypridd and Penarth, and also sold services like insurance. That’s when I found out I loved selling and dealing with business people. 

So how did you get into the hire industry? 

It’s quite a story. After a year out in France in 1996 playing rugby [more on that later] I came back and sold fork lift trucks for a number of years, but craved a faster moving environment - even though the commission was fantastic when you got an order. In the bank, I had been impressed by self-employed customers who had started successful companies in construction and hire, and it seemed like a good industry to get into. I joined a tool hire business in Llantrisant and went from handling and processing an average of three orders a month to three an hour. 

What made you start your own business? 

I was inspired by the successful small business owners I’d met in the bank. I bought an existing company, AK Tool Hire in Bridgend, re-branded it as Lewis Hire & Sales and it grew very quickly. 

How did you join Phoenix then? 

I had known Gary Derraven [Phoenix’s chairman who had previously established and sold Cwmbran-based Kingfisher Hire & Sales] for many years. He was setting up Phoenix and looking to expand. In 2009, Lewis Hire & Sales effectively became a sub-brand under the Phoenix umbrella, enabling us both to grow faster – so successfully that it made sense to merge the businesses, which we did six years ago and I became operations director of Phoenix. 

If things had been different, what other career might you have chosen?

I would have loved to have been a professional sportsman. I actually spent a year in Bordeaux playing rugby in the back row ‘part-time’ for a second division team, Stade Foyen. They paid my rent (I was living in a five-storey windmill!) and I also helped with PR activities for the club’s sponsors. In the past I played amateur rugby with my home club Llantrisant on Saturdays and football for a pub side every Sunday. 

What’s the best piece of advice that you’ve ever been given, or that you would pass on to others?

If you’re in a hole, stop digging. And very importantly, from my father, learn to like whisky! 

Do you follow a particular sport or team? 

I am an extremely proud Welshman and follow Wales in rugby and football. And ever since I was boy I have been an avid Manchester United fan. I go to Old Trafford as many times as I can, although it’s been on hold with Covid.

What new skill would you like to learn?

Boating. We have holidays regularly in Salcombe, south Devon, and I always hire a small rib (rigid inflatable boat). I love it. I’d like to buy a small motor boat for activities with the family like wakeboarding and see where that takes me, but I’d want to make sure I’m skilled enough before just jumping in and setting off. Cardiff Bay is very convenient to where we live, too.  

What would you do if you won the lottery?

Buy a bigger boat! I’d also put some of the money towards helping the homeless and giving young people a better start in life. If I had more time I would like to visit schools and tell them about a career in hire. It’s important to give people opportunities and develop them within the business. Phoenix is of a size now where there are many, many potential career roles available, from the hire desk and the workshop, to accounts and marketing. 

What’s the secret of success? 

I honestly believe that, first you have to love what you do, then encourage those around you to be the best they can be, and never quit on something that you really want.

Finally, is there anything you would like to add about future plans? 

We see no reason why we can’t continue on the same path and trajectory. As a board, senior management and staff team, we will be going for it. 

● Read about how Phoenix has introduced electric and hybrid cars into its vehicle fleet here.