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Q&A: Martin Doran

5 August 2022

Q&A: Martin Doran

Martin Doran is general manager of Astley Hire based in Leigh, which dates back to 1966. The operation has seven specialist divisions including access, cleaning equipment, cooling, heating, maintenance, training and scaffolding. Martin joined Astley Hire in 2018 and it is one of the first industrial equipment hire companies to achieve carbon-neutral status.

How’s business at the moment? 

Overall business seems to be good. Over the past two years post-Covid, it has been very hard work which I am sure is the case for most businesses up and down the country. A lot of the time it feels like being a swan: above the water everything looks fine but beneath the surface it’s a bit more manic. 

Are any products in particular demand?

We are being asked increasingly for green solutions. Customers are demanding them and we are adding more items like electrically powered access machinery to the fleet, and electric pressure washers instead of diesel units. 

What was your first job?

After leaving school I worked at my local branch of Matalan where I unpacked stock deliveries and stacked the shelves. 

So how did you get into the hire industry?

After studying accountancy and finance at university, my first proper job was at a small management accounts company called Sollertia. It had been created when LGH [Lifting Gear Hire] sold its UK business to Speedy in 2006. The overseas business of LGH, as well as Rotrex Group based in Atherton, was retained by the owners and these businesses needed an accounts function. I joined Sollertia very early in its development – I think I was its third employee. 

How did things develop?

The Sollertia brand grew and specialised in accounts functions for hire companies. I ended up working with a wide range of business leaders across a broad spectrum of hire organisations, including clients in Germany, Holland and Belgium. I worked with businesses like LGH, Rotrex Group, Rigging Services Direct, Allens Catering Equipment Hire, PAL Hire and Astley Hire. I also did some work for the Hire Association Europe, which gave me a wider perspective on the industry. 

How did you join Astley Hire? 

They had outsourced their management accounts function to Sollertia. I would attend Astley Hire’s monthly management meetings and I could see huge potential for the business. Owners Stephen and Michael Dorricott have been in the business for a long time and I could see that some new blood could take the operation forward. They liked the idea of someone who knew the company taking over the reins, letting them step back from day-to-day management, and I loved the idea of a new challenge. I became general manager in 2018 and it has worked out well for all of us. 

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

Supply chain issues plus what might happen in the future regarding the Ukraine conflict. How long will it last? How do we control inflation? And now that a recession is being forecast, what will the impact be? The medium term looks challenging and decisions we all make over the next two to three years will require careful consideration.  

What one thing would make business easier? 

From Astley Hire’s point of view, we are outgrowing our premises. If I could move the entire business tomorrow to a new location with more operational capacity, then that would be great. 

What frustrates you? 

The race to the bottom: the constant devaluation of the service we offer as an industry because some companies will offer equipment at a next-to-nothing rate. 

What do you enjoy doing in your spare time?

I love my sport. Being from Wigan I was brought up on Rugby League. I also watch football, F1, golf, American football, boxing, cricket – if it is on Sky Sport, then I will normally watch it. I have two young kids – Issie (6) and Alfie (1) so family time is important as well. My wife Lisa and I often take the children to rugby games where there is a real family-friendly atmosphere. 

Do you follow a particular sport or team? 

I have had a season ticket for Wigan Warriors for years. Football-wise I am a Liverpool fan and even managed to get a season ticket for a few seasons about ten years ago. 

Tell me a surprising fact about yourself.

I am a local missional leader in the Church of England. I started a special congregation called Church4all that is aimed at families, based where we live in Maghull, Merseyside. 

What were your favourite school subjects?

Geography and Maths. 

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

Management accountancy, which is what I left to join Astley Hire. 

What’s the best piece of advice that you would pass on to others?

Don’t be scared of failure. If you’re going to fail, then fail quick and fail cheap. Learn from your mistakes and go again. 

What new skill would you like to learn?

I have always wanted to do my pilot's licence. In the past I have had gifts of a couple of flying lessons and I loved it. Professionally I have been learning a lot about carbon accounting as we move to Net Zero. 

That’s ironic given that you are an accountant by profession!

Yes, it’s a similar approach but instead of accounting for money you are accounting for carbon tonnage.

What would you do if you won the lottery?

If it was a lot of money then I would buy properties in different countries around the Mediterranean. I would then fly between them, chasing the best weather and enjoying the food. 

What’s the secret of success? 

If you find out, tell me! From where I am now, it would be: don’t just be content with how things are right now. Always be open to change and pushing forward constant improvements. Being competitive always helps.

Finally, what’s on the Astley Hire agenda looking ahead?

Our future plans will include looking at our carbon emissions. We self-declared our carbon neutrality in February 2022 (as reported previously) and we are getting this externally verified by an independent body. Next we are exploring ways of reducing our carbon footprint further with the overall aim of reaching Zero Carbon. This is a long path but I feel we have made a good start to our journey. 

Photo: Alan Guthrie


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