From geology graduate to global sales leader, Gwyn Simmonds has spent more than 25 years at the intersection of data, reliability, and customer trust. In this episode, Steve explores how a curiosity-driven career led Gwyn from the lab bench to the boardroom and what’s changed along the way.
Gwyn shares honest reflections on leadership, travel, and learning on the job, revealing how oil analysis has evolved from pipettes and paper reports to automation, AI, and insight-driven service.
Key Takeaways
From Geology to Oil Analysis
Straight from the University of Staffordshire, a newspaper ad led Gwyn into his first lab role. What began as “a job that paid the bills” turned into a lifelong fascination with data, machines, and people.
Curiosity Opens Doors
Not an engineer by background, Gwyn credits curiosity, and mentors like Mike Bourne, for showing him how data tells stories. That early curiosity built the foundation for his technical and commercial confidence.
Lab Coats to Leadership
Over time, Gwyn moved from interpreting data to managing accounts, then to leading global sales and marketing for eight laboratories worldwide. His leadership philosophy? “Lead from the front but bring everyone with you.”
Technology Transforms Talent
From pipettes to robots and from spreadsheets to Power BI dashboards, Gwyn describes how AI and automation are changing not just how labs work, but who works in them. Data literacy now sits beside engineering know-how.
Trust and Flexibility
With teams across continents, Gwyn leads through trust rather than control balancing global travel with family life in North Wales. His open, people-first approach shows that culture matters as much as process.
Learning Never Stops
From workplace book clubs (The Challenger Sale, Lean Selling, Modern Sales Leadership) to industry networking, Gwyn emphasises that growth comes from sharing knowledge, not guarding it.
🔗 Connect with Gwyn
• Gwyn Simmonds on LinkedIn
• POLARIS Laboratories
Why Listen
If you’ve ever wondered what a career in lubricants and condition monitoring really looks like, this episode offers a candid, human look at how curiosity, learning, and leadership evolve over time.
Whether you’re just starting out, leading teams, or simply trying to balance work and life on the road, Gwyn’s journey shows that staying curious is still the best strategy there is.
From hospitality and accountancy to marketing in the lubricant sector, Lisanne Hoolwerf brings a refreshing outsider’s lens to an industry often defined by tradition and technical jargon. In this episode, she shares her journey into lubricants, her passion for translating complex ideas into customer-centric stories, and why curiosity and consistency are her secret weapons.
Recorded live as part of the Beyond the Blend series, this conversation explores what happens when fresh perspectives meet a traditional industry and why marketers might just be the catalyst for change.
Key Takeaways
From Hospitality to B2B Storytelling
Lisanne’s early career in hospitality shaped her service mindset, stepping into the customer’s shoes and understanding how they perceive value. These lessons now drive her marketing approach.
Challenging Perceptions of the Lubricant Industry
Friends warned her against joining a “polluting industry,” but Lisanne discovered a world that keeps everything moving and a storytelling gap that needs to be filled.
The Translator Role
Lisanne frames marketing as “the translator between the product/service and the end user,” bringing clarity to complex, technical narratives.
Curiosity Over Credentials
With no technical background, Lisanne leaned into curiosity. Asking endless questions, listening closely, and shaping her own informed view of the industry.
Marketing’s Perception Problem
Too often, marketing is relegated to “making brochures.” Lisanne advocates for marketing’s role early in strategy. Crafting value-based messages that align technical excellence with customer relevance.
Making the Customer the Hero
She believes the industry must shift from product-first to customer-first storytelling. Positioning, speed of response, and narrative all need to reflect the buyer’s world, not just the companies.
Educating for the Future
Lisanne highlights the urgent need to tell better stories to attract new talent and challenge outdated perceptions, especially as the industry’s workforce ages.
Why Listen
If you’ve ever felt like an outsider in a technical industry, or if you believe marketing should be more than pretty brochures, this episode will resonate. Lisanne’s blend of curiosity, customer focus, and storytelling offers a clear blueprint for modernising how the lubricant industry communicates both internally and externally.
🔗 Connect with Lisanne
In this episode, we welcome Gemma Stephenson, Business Development Manager at Cargill Bio industrial, whose journey spans from the lab bench in tribology to shaping sustainability conversations across the lubricants industry.
Gemma’s story is one of curiosity, courage, and purpose. From her early days testing blends and MTM machines to presenting at international conferences, she’s built a career that proves passion, and persistence can rewrite preconceptions of what a “lubricants career” looks like.
Key Takeaways
From Lab to Leadership
Gemma began her career in Croda’s labs, testing lubricants and solving technical problems. What hooked her? The mix of science, real-world application, and a team of equally “bonkers” enthusiasts.
Breaking Perceptions
She faced the early stigmas of a male-dominated, “stuffy” industry head on, proving that the sector isn’t dull, but dynamic. Supported by mentors like John Eastwood, she grew from presenting data to influencing strategy.
Sustainability with Substance
Today, Gemma’s work sits at the crossroads of sustainability and business outcomes. From product carbon footprints (PCF) to lifecycle assessments, she champions making sustainability useful, practical, and customer-focused rather than abstract jargon.
The Rise of Sustainability Managers
Gemma sees first-hand how sustainability professionals are emerging as decision-makers in the lubricants supply chain. Bringing a “translation lens” to purchasing, technical, and commercial discussions.
Collaboration is Key
Her strongest insight? Progress accelerates when the industry stops working in silos. “Talk to each other,” she says. Real change comes from OEMs, additive companies, regulators, and suppliers sharing perspectives and aligning action.
STEM and the Next Generation
Beyond her day job, Gemma is passionate about outreach. Whether it’s speaking at schools with cereal-box wind turbines or helping launch the UKLA/UEIL STEM programme, she’s on a mission to inspire the next generation to see lubricants as exciting, impactful, and never boring.
Connect with Gemma
• Gemma Stephenson on LinkedIn
• Cargill Bio industrial
• UEIL Sustainability Committee
Why Listen?
If you’ve ever thought lubricants were “dull,” this episode will change your mind. Gemma brings energy, honesty, and practical insight to the sustainability conversation. Reminding us that purpose, collaboration, and curiosity are what drive real progress.
Tune in to hear how a lab scientist became a visible advocate for change, why sustainability must be woven into every CVP, and what it really takes to inspire both today’s buyers and tomorrow’s talent.
Recorded at: Lubricant Expo, Düsseldorf September 2025
Panel Guests:
• Lisanne Hoolwerf – Head of Marketing at Olyslager
• Daniel Tait – Managing Director at Oil Store
• Jade Thompson – Business Development Manager at SKF RecondOil
• Elisa Swanson-Parbäck – Business Development Director – Sustainable Lubricants at Perstorp Group
Hosted by: Rob Taylor and Steve Knapp (Plan Grow Do)
🎧 Episode Overview:
In this special Beyond the Blend LIVE edition from Lubricant Expo in Düsseldorf, we bring together a powerhouse panel of lubricant industry professionals to explore the findings of the Buyer Revolution, the largest-ever research into lubricant buyer behaviour with over 25,000 data points from five essential surveys.
We dive deep into what buyers really want, what frustrates them, and how commercial teams must adapt. From speed of response and solving your own problems to managing for long-term value instead of quarterly targets. This episode is full of hard truths, lightbulb moments, and actionable insights.
Key Takeaways:
1. Speed vs Relevance: Stop Replying Fast, Start Responding Well
58% of buyers are frustrated with response times - but even when a reply comes, nearly half say it lacks relevance. The panel explores how sellers must focus on both speed and substance and why perception is everything. Being “fast” in your eyes might still feel like a delay to the buyer.
2. Solve Your Own Problems – Then Get Out of the Way
71% of buyers define their needs before contacting suppliers. But two-thirds feel their input is ignored. Buyers don’t want a re-education, they want validation. As Daniel Tait shared: “Don’t put roadblocks in the way of a buyer who knows what they want.”
3. The New Account Manager Must Add Real Insight
81% of buyers rated proactive insight as the #1 trait in an account manager, yet only 22% experience it. Technical knowledge, curiosity, and empathy are the differentiators. As Jade Thompson explained, “If I turn up without application knowledge, I’m no use to the customer.”
4. It’s Time to Lead with Application Knowledge, Not Product Brochures
Product features alone won’t win trust. Understanding the customer’s processes, the actual application, and operational challenges is what truly delivers value, especially when buyers are already well-researched.
5. Think Long-Term: Sales Targets Aren’t the Buyer’s Problem
Elisa Swanson-Parbäck offered a powerful analogy: “Be the Alfred to your buyer’s Batman. Your job is to help them succeed.” Her call for account managers to prioritise customer lifetime value over quarterly pressure hit home.
6. Sales Has a Listening Problem – And It’s Costing Us
From ego-driven pitching to ‘coffee catch-up’ calls that add no value, buyers are frustrated by time-wasting. The panel’s final rapid-fire round made it clear: Talk less, ask better questions, and stop dropping in without purpose.
🔗 Links:
🌐 Buyer Revolution Research: plangrowdo.com/the-buyer-revolution
🎧 More Episodes of Beyond the Blend: Spotify | Apple Podcasts
📍 Lubricant Expo Info: lubricantexpo.com
Why Listen?
Whether you’re a seller, marketeer, or manager in the lubricants industry this panel episode delivers unfiltered insight into what buyers really think about your approach. You’ll walk away with practical takeaways, human stories, and renewed urgency to evolve.
👂 Listen to this episode if you want to close the gap between buyer expectations and seller behaviour - and build trust that lasts.
In this episode, we sit down with Angus Macdonald, Co-Founder and Director at A&S International, as he shares his entrepreneurial journey in the lubricants and reliability sector, spanning innovation, sustainability, and the power of partnerships.
Angus opens up about the pivotal decisions that shaped his path: leaving the security of corporate life, taking the leap to co-found a family business, and navigating the challenges and opportunities that came with growing A&S International from the ground up. It’s a story about trust, resilience, and vision but also about the personal moments that changed how Angus leads and lives today.
🔍 What’s Inside:
• Angus’s leap from corporate beginnings to co-founding A&S International and why embracing uncertainty became one of his greatest strengths
• How personal values shaped his decision to build a sustainability-focused business tackling real-world problems like fuel efficiency and bioremediation
• The reality of family business dynamics: navigating different perspectives, playing to each other’s strengths, and keeping relationships intact while growing globally
• The mindset shifts Angus experienced when working with customers facing operational challenges and how empathy became central to his leadership
• The role of partnerships, trust, and curiosity in opening new opportunities across multiple sectors
Angus’s journey is proof that personal growth and business growth go hand in hand. From moments of doubt to breakthrough wins, he shares openly how building a purpose-led company has shaped his leadership, relationships, and outlook on life.
Big Themes:
• Sustainability at the heart of modern lubrication
• Balancing innovation with strong family-business values
• Driving reliability and efficiency through smarter solutions
• Finding purpose and resilience through personal challenges
• Building lasting relationships and global partnerships
Why Listen?
This is more than a business conversation, it’s a story of courage, connection, and creating impact. Angus reveals the lessons he’s learned along the way: why purpose matters as much as profit, how staying curious opens doors, and why relationships remain the true currency of success in a rapidly evolving sector.
📲 Where to Connect:
• Angus Macdonald on LinkedIn
• A&S International Website
▶️ Listen now to hear Angus’s personal journey and discover how he’s helping shape a more sustainable, innovative, and customer-focused lubricants industry.
In this episode, we sit down with Annie Lindsell, Sales Operations Director at Blueprint Event Company, as she shares her unconventional journey into the lubricants industry and how she’s found purpose and passion in an unexpected place.
What’s Inside:
• Annie’s leap from fine art and Laura Ashley uniforms into the heart of the global lubricants event scene
• Why the Blueprint team’s culture and the power of events reignited her professional purpose
• Her candid take on motherhood, career balance, and rediscovering identity after starting a family
• Why working in the lubricants sector is not what she imagined—and why that’s a good thing
• Insight into what makes Lube Expo Europe, Middle East, and North America unique—and why they’re growing so fast
💬 Annie’s reflections are warm, honest, and inspiring. Whether you're in events, energy, or simply navigating life as a working parent, this episode has something for you.
Big Themes:
• Reinvention, resilience & rediscovery
• The human need for connection in a digital-first world
• The underestimated creativity behind event strategy
• Showing up with curiosity—even when the industry is unfamiliar
🎧 Listen now and get to know the people behind the lubricants industry—because this sector is about more than just molecules. It’s about community, collaboration, and momentum.
Where to Connect:
• Annie Lindsell on LinkedIn
• Blueprint Event Company Website
In this powerful episode of Beyond the Blend, we speak with Trevor Gauntlett of Trevor Gauntlett Consulting; a chemist, former Shell leader, basketball coach, Movember fundraiser, and all-round role model. From being a leading voice in the lubricant sector to building community through sport and advocacy, Trevor shares the story behind the science, his deep sense of purpose, and the people-first ethos that drives him.
About the Guest
Trevor Gauntlett, Principal Consultant at Trevor Gauntlett Consulting
With over 30 years in lubricants, including 21 years at Shell, Trevor is a leading voice in energy, base oils, additive strategies and sustainable transitions. He’s also a published writer, dedicated basketball coach, and long-time Movember supporter, using his experience to help shape the next generation of both professionals and people.
In This Episode
• How Trevor turned a cancer diagnosis into a writing career
• What junior basketball coaching teaches about leadership and motivation
• The hidden power of giving time, not just money
• Lubricants’ real role in the energy transition
• Why empathy, planning, and perspective matter more than ever
• “Nothing by halves”; how Trevor lives out this mantra in life and business
🔗 Links & Resources
• Trevor Gauntlett on LinkedIn https://www.linkedin.com/in/trevorgauntlett/
Enjoyed the Episode?
• Follow Beyond the Blend wherever you get your podcasts
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• Share this episode with someone in lubricants, energy, or engineering who’d be inspired by Trevor’s story
In this episode of Beyond the Blend, we sit down with Caitlin Jacobs, ILMA’s Director of Communications and Member Engagement, whose work sits at the crossroads of storytelling, strategy, and service. Caitlin shares how she’s helping shape the future of the lubricants industry—not just through campaigns and comms, but through listening, elevating voices, and building bridges across generations and organisations.
Key Takeaways:
A Communications Role with Purpose: Caitlin opens up about how she’s reshaped the ILMA brand in recent years, moving beyond newsletters and conference brochures into a more digital, connected, and value-driven approach to member communication.
Elevating Member Voices: From highlighting family-run businesses to spotlighting innovation in sustainability, Caitlin discusses why giving members a platform to tell their stories is one of the most powerful tools for building trust and relevance.
Reaching the Next Generation: With a clear eye on talent and retention, Caitlin talks about how ILMA is adapting its approach to speak to younger professionals—without losing the legacy and values the association is built on.
Collaboration Over Competition: Whether it’s with board members, event planners, or ILMA’s wider stakeholder network, Caitlin believes the best results come from shared ideas, consistent feedback, and open communication.
The Human Side of Association Work: From on-the-ground planning to post-event follow-ups, Caitlin reflects on the emotional labour that comes with working behind the scenes—and why moments of connection matter more than metrics.
Why Listen?
If you work in associations, B2B communications, or are simply looking for fresh ideas on how to engage people in a legacy sector—this conversation will resonate. Caitlin brings heart, humour, and sharp strategic insight to everything she does.
Where to Connect:
LinkedIn: Caitlin Jacobs
Organisation: ILMA – Independent Lubricant Manufacturers Association
In this inspiring and deeply human episode of Beyond the Blend, Steve speaks with Bhavika Sachdeva a business leader, a creative, a parent, and a strong advocate for women in the lubricants industry.
Bhavika shares her remarkable journey of joining the family business straight after an arranged marriage at 21, stepping into a male-dominated manufacturing world, and learning to find her voice, confidence, and leadership style all while navigating early motherhood and the dynamics of working in a close-knit family company.
Key Takeaways:
• Early Leadership Through Immersion: Thrown into the deep end at 21, Bhavika learned by doing. Without a manual or formal structure, she found her rhythm through hands-on experience, navigating cultural dynamics and real business pressure.
• Redefining Professionalism as a Parent: As a new mother, Bhavika built her leadership identity alongside her parenting journey. She challenges the belief that motherhood is a barrier, proving instead that it sharpens empathy, structure, and resilience.
• Creativity as Strategy: Bhavika brings creative thinking into everything from improving operations to launching journaling tools for children. She shares how creative expression helps her solve problems, connect with her team, and find joy.
• Courage in the “Crawling Days”: Bhavika speaks openly about the times when showing up felt like a struggle, and how consistent effort, even in low moments, became a foundation for personal and professional growth.
• The Power of Validation: A small but powerful moment, her father-in-law painting a mural to honour her work, sparked a shift in how she saw herself as a leader. It became a catalyst for confidence and belief.
• Women in Lubes & Greases: Bhavika reflects on the importance of visibility, representation, and community for women in technical sectors. Her message is clear: there’s space at the table, but we have to build the chairs too.
• Inner Work, Outer Change: Whether through therapy, personal journaling, or simply giving herself permission to feel, Bhavika believes that true leadership comes from aligning your inner world with your outer actions.
Why Listen:
Bhavika’s story is one of compassion, grit, and personal growth. If you’re building a career in a family business, juggling multiple roles, or simply figuring out how to show up as your whole self at work, this episode will hit home.
Where to Connect:
• LinkedIn: Bhavika Sachdeva & Trinity Lubes & Greases FZC
• Community: Women in Lubes & Greases – LinkedIn Group
In this heartfelt and wide-ranging episode of Beyond the Blend, we’re joined by Keri Craig, Director at Interflon Scotland, whose professional journey, from global education at the British Council to helping lead a family-run lubricant business, is packed with insight, emotion, and a powerful sense of purpose.
From raising teenagers in two cultures to rediscovering her roots in Scotland, and from grief and resilience to forging a leadership identity in a traditionally male-dominated sector, Keri brings calm clarity, curiosity, and courage to the table.
Key Takeaways:
• A Family Business, Rediscovered: After two decades in Mexico, Keri returned to Scotland to support her parents during a difficult time. What started as a practical decision turned into a professional reinvention, helping lead the company her father built.
• Leading by Learning: Keri didn’t grow up in the lubricant industry, but she’s embraced the steep learning curve, taking site visits, earning certifications, and bringing fresh eyes to long-standing customer relationships.
• From Imposter Syndrome to Best-Self Leadership: Through vulnerability and personal development, Keri shifted her mindset, leaning into what she does best: clarity, customer experience, and human-centred leadership.
• Navigating Legacy and Innovation: Balancing the deep trust her father earned over 30 years with the need to modernise for a younger generation of buyers, Keri is helping bridge tradition and transformation at Interflon Scotland.
• Local Charm, Global Perspective: Whether describing biscuit-fuelled sales calls in Shetland or bringing international insights from the British Council, Keri embodies the principle of thinking globally, acting locally.
• The Power of Networks: Keri’s honesty about finding her footing, rebuilding her support system, and connecting with others through programmes like Scottish Enterprise’s “Pathways to Scale” highlights just how essential community is to resilience and growth.
• Advice for Women in Industry: Keri speaks candidly about being underestimated and why she believes in confronting barriers with kindness, competence, and quiet determination.
Why Listen?
This episode is a masterclass in adaptive leadership, self-belief, and family business transformation. Whether you're leading a small team, entering a new industry, or simply navigating career change, Keri’s story offers practical insight and emotional depth in equal measure.
Where to Connect:
• LinkedIn: Keri Craig
• Company: Interflon
In this powerful episode of Beyond the Blend, we welcome Elisa Swanson-Parbäck, Business Development Director – Sustainable Lubricants at Perstorp Group.
From a diving instructor in Finland to the European Parliament in Brussels, Elisa’s journey blends sustainability, business acumen, and personal purpose. This conversation uncovers how curiosity, reflection, and community spirit have propelled her to the forefront of sustainable change in the lubricant industry.
Key Takeaways:
* Diving Deep (Literally and Professionally): Elisa’s early days in her family’s diving business taught her lessons in entrepreneurship, customer-centricity, and trust. Principles that still shape her leadership.
* Championing Sustainable Change: Elisa’s work today is focused on developing renewable, responsible solutions across the lubricant value chain and taking those insights to policymakers at the EU level.
* From Brussels to the Boardroom: Hear about Elisa’s role in the ATIEL & UEIL Joint Sustainability Committee and how storytelling, timing, and collaboration are critical for influencing regulation and driving awareness.
* Dyslexic Thinking as a Superpower: Elisa opens up about identifying with dyslexic thinking, how it fuels her creativity and strategic thinking, and why self-reflection is key to leading with authenticity.
* Creating Impact through Community: Whether in diving, public affairs, or corporate leadership, Elisa believes in the power of like-minded people driving shared missions—and how progress (not perfection) is what keeps her going.
* A Purpose-Driven Career: Elisa challenges listeners to ask “Am I the right person in the right place? ”a question that helped her realign her career around sustainability, value creation, and long-term vision.
Why Listen?
Elisa blends technical insight, behavioural science, and bold purpose into a conversation that is both inspiring and deeply practical. If you care about sustainability, want to lead with impact, or are figuring out how to align your work with your values, this episode is a must-listen.
Where to Connect:
* LinkedIn: Elisa Swanson-Parbäck
* Events: Find her at ELGI, Lubricant Expo, and UEIL technical meetings
* Company: Perstorp Group
Brought to you in partnership with the Lubricant Expo!
Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and help shape the future of lubrication together.
Lubricant Expo Europe is the must-attend annual event for professionals looking to discover or promote the latest advances in lubricant and lubrication technology. Whether you’re an engineer, executive, or industry professional, this free-to-attend exhibition and conference connects lubricant solution providers with end-user buyers and the entire chemical and equipment supply chain.
Bringing together the lubricant community and end-users from over 80 countries, Lubricant Expo Europe is a comprehensive showcase of all lubricant technologies, including finished lubricants, additives, process equipment and machinery, condition monitoring, automation systems, testing and analysis, data technologies, lubricant manufacturing equipment, end-user application systems and more.
Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and help shape the future of lubrication together.
In this episode of Beyond the Blend, we sit down with Mark Lord, Managing Director of Aztec Oils Ltd, who brings four decades of real-world experience, unfiltered honesty, and a deep passion for people to the mic. From fridges at Heelas to founding and scaling one of the UK’s most respected lubricant businesses, Mark’s journey is all about spotting opportunity, trusting people, and never standing still.
Key Takeaways:
• From School Leaver to Industry Leader: Mark left school at 16, learned early lessons in business from his father (including what not to do), and carved out a path defined by experience, resilience, and sharp instinct.
• Aztec Origins: Founded in 1995, Aztec Oils started with a van, a ramp, and one man doing it all. The name? Inspired by a children’s library book on the kitchen table.
• Scaling Through People: Mark’s not just built a business he’s built a team. His philosophy: spot the drivers (not passengers), give them skin in the game, and empower them to run regional Aztec businesses as part-owners.
• Growth by Acquisition: From Oil Line to Northern Oils, Caldo, and more, Mark shares what he's learned integrating businesses—and why success always comes down to people.
• Taking a Stand: Mark has been vocal on issues like lubricant dumping and unfair trade practices, championing transparency and fair competition for the sake of the entire industry.
• Culture, Not Just Commerce: Whether reflecting on his days sneaking into Reading Festival or supporting employees through ownership models, Mark’s values of humility, loyalty, and empowerment shine through.
Why Listen?
If you want to understand what real leadership looks like in a complex, fast-moving market, this episode delivers. Mark blends strategic foresight with street smarts, and his no-nonsense insights on growth, people, and responsibility will resonate with leaders at every level.
Where to Connect:
• LinkedIn: Mark Lord
• Company: Aztec Oils Ltd
In this energising episode of Beyond the Blend, we’re joined by Ella Auchterlounie, Marketing Executive at Vickers Oils, who brings fresh eyes, digital savvy, and a whole lot of energy to one of the lubricant industry’s oldest names. From YouTube beginnings to breathing new life into a 200-year-old brand, Ella shares her journey into the world of B2B marketing and how she’s helping make a traditional industry more accessible, relatable, and engaging for the next generation.
Key Takeaways:
• From Retail to B2B: Ella walks us through her diverse background, from retail and social media to agency work and now industrial lubricants proving that varied experience is a strength.
• Self-Taught & Resourceful: With curiosity as her guide, Ella shares how she’s built technical knowledge from scratch through mentoring, online learning, and tools like Lubrication Expert videos.
• Making Lubricants Approachable: Ella talks candidly about how technical language and lengthy documents can be a barrier, and how she’s on a mission to bring clarity, accessibility, and interactivity to marketing whether through 3D ship tours or engaging newsletters.
• Digital with a Human Touch: She’s brought Vickers’ LinkedIn presence to life, using video, interactive design, and personality-rich content to grow reach and engagement all while emphasising that people still matter in a digital world.
• Balancing Corporate & Personal: With insights from her lifestyle-focused YouTube days and a talent for writing and design, Ella discusses how showing personality builds trust, relevance, and stronger brand affinity.
• Sustainability & Storytelling: From brewery visits to food-grade regulations, Ella is passionate about sustainability and transparency two things she’s helping amplify in her role at Vickers Oils.
Why Listen?
Ella represents the voice of a new generation in the lubricants industry curious, creative, and digitally fluent. Whether you’re in marketing, leadership, or talent development, her story is a reminder that the future of this industry depends on how well we tell its story and how open we are to fresh ideas.
Where to Connect:
• LinkedIn: Ella Auchterlounie
• Company: Vickers Oils
In this energising episode of Beyond the Blend, we meet Neil Chahal, Commercial Director at EL Oils, whose journey from warehouse apprentice to senior leadership is a masterclass in curiosity, humility, and hands-on growth. With trademark wit and unfiltered honesty, Neil walks us through how early lessons, good (and bad) managers, and a focus on people-first leadership have shaped his evolving vision for the lubricant industry.
Key Takeaways:
• A Full-Circle Journey: Neil began at EL Oils as a “tea boy” and warehouse assistant before leaving to climb the sales ladder. A decade later, he returned, this time to lead the very business that launched him.
• Leadership with Empathy & Edge: Drawing from experience across roles and companies, Neil leads with openness, patience, and accountability, balancing structure and humour while pushing for high standards and support.
• Millennial Perspective: As a self-proclaimed bridge between generations, Neil speaks to the realities of leading in a traditional industry as a digital-savvy, 31-year-old leader. He unpacks how to modernise workflows, uplift teams, and still learn from both older and younger colleagues.
• Structure & Simplicity: From stock codes to shared drives, Neil’s passion for clear systems and processes reflects his belief that small details create big wins, and a scalable, repeatable business.
• People Over Pedigree: Neil challenges outdated ideas around degrees and qualifications, arguing that attitude, curiosity, and culture fit matter more than academic background when building great teams.
• The Power of Reflection: Self-driven and brutally honest with himself, Neil shares how regular reflection fuels his growth, and why leaders should make space for self-assessment, not just KPIs.
Why Listen?
If you're a young leader navigating legacy industry, or a seasoned pro curious about what motivates the next generation, this conversation is packed with insight, humility, and practical ideas. Neil proves that good leadership isn't about titles, it’s about action, empathy, and adaptability.
Where to Connect:
• LinkedIn: Neil Chahal
• Company: EL Oils Ltd
In this episode of Beyond the Blend, we sit down with Tina Reading, Head of Media at the United Kingdom Lubricants Association (UKLA) and Editor of Lube Magazine.
But Tina’s story goes far beyond press releases and page layouts. From Tudor history to grassroots football, and from launching lifestyle magazines to community toy drives, her career is a masterclass in passion, versatility, and the power of local engagement.
Key Takeaways:
• A Colourful Career Path: Tina shares her dynamic journey through publishing, finance, airlines, and even running her own hair salon before finding her home in the lubricants sector.
• Fuelled by Passion Projects: Whether it’s grassroots football at Chesham United or her beloved Metroland lifestyle magazine, Tina’s commitment to community impact is front and centre.
• Print, Digital & Global Reach: With extensive experience in global media, Tina discusses the evolution of publishing from glossy wedding mags to digital storytelling in technical industries.
• Community at the Core: Hear how Tina helped launch local initiatives like the Chiltern Toy Bank and digital high street platforms during COVID to support small businesses and families.
• Culture & Curiosity: From studying Tudor history at Hampton Court to loving ‘80s music and everything from Wham to The Cure, Tina’s boundless curiosity fuels her creativity.
Why Listen?
Tina’s infectious energy and rich blend of professional insight and personal drive make this episode a standout. Whether you’re in media, marketing, community development, or just love a story of reinvention and resilience, her journey is both inspiring and refreshingly relatable.
Where to Connect:
• LinkedIn: Tina Reading – LadyTinaReading
• UKLA & Lube Magazine: ukla.org.uk / lubemagazine.com
In this episode of Beyond the Blend, host Rob Taylor sits down with Anthony Roberts, CEO of Blueprint Event Company and the driving force behind Lubricant Expo, the world's largest lubricant-focused exhibition. Anthony shares how his passion for events, music, and community-building led him to create a global platform that is shaping the future of the lubricant industry.
Key Topics Discussed:
✅ The Journey to Lubricant Expo – From organising music events and running a live venue in London to launching industry-leading exhibitions, Anthony explains how he transitioned into large-scale trade shows and co-founded Blueprint Event Company.
✅ Why Lubricant Expo? – Anthony shares why he and his team saw a gap in the market for a global lubricant industry event, how they launched in Germany, expanded to North America, and now set their sights on Dubai for the Middle East edition in 2026.
✅ The Power of Collaboration & Community – He discusses how partnerships with associations, industry bodies, and key players have helped Lubricant Expo thrive. He also explains why the industry has welcomed them so warmly and how collaboration is more than just a buzzword in his approach.
✅ Choosing the Right Locations – Why Germany (Essen/Düsseldorf), Detroit, and Dubai were selected as key locations for Lubricant Expo, and how these venues connect industry players from around the world.
✅ The Future of Live Events – Despite the rise of AI and virtual events, Anthony explains why face-to-face networking, chance encounters, and in-person collaboration remain irreplaceable in the lubricant industry.
✅ Balancing Business & Family – With four kids and a fast-growing business, Anthony shares how he sets boundaries, prioritises weekends, and ensures work-life balance, crediting both his business partner and his wife as key to his success.
✅ Expo Best Practices – Top tips for exhibitors and attendees on how to maximise their experience, including pre-event marketing, networking strategies, and meeting planning.
Standout Quotes:
🗣️ “The lubricants industry welcomed us more warmly than any other sector we’ve worked in.”
🗣️ “Face-to-face networking will always be irreplaceable—no AI can replicate the power of a handshake.”
🗣️ “We built Lubricant Expo to serve the entire lubricants supply chain, from base oils to end users.”
🗣️ “I might be CEO at work, but my wife is definitely CEO at home.”
Expo Tips from Anthony Roberts:
🎯 For Exhibitors: Engage early, leverage marketing support, and make it clear why people should visit your booth. Use pre-event outreach and email signatures to let customers know you’ll be there.
🎯 For Attendees: Study the exhibitor list, book meetings in advance, and maximise your time—plan your visit like a strategic business trip rather than a casual event.
🎯 For Everyone: The key to a successful Expo experience is being proactive—don’t just show up, show up prepared!
Connect with Anthony Roberts & Lubricant Expo:
🔗 Website: Lubricant Expo
🔗 LinkedIn: Anthony GB Roberts
🔗 Upcoming Events:
Lubricant Expo Europe (Düsseldorf, 2024)
Lubricant Expo North America (Detroit, 2025)
Lubricant Expo Middle East (Dubai, 2026)
Stay Connected:
📌 Follow Beyond the Blend for more behind-the-scenes insights into the lubricants industry and its key players.
In this episode of Beyond the Blend, we sit down with Elaine Hepley, a varnish specialist, technical services and sales manager at Delta Zero, and founder of Solana Consulting.
Elaine’s journey is anything but ordinary—spanning criminology, blood splatter analysis, classic car restoration, and data analytics before she became a leading voice in varnish mitigation.
With her trademark passion and energy, Elaine shares how she carved out a niche in the lubricant industry, the pivotal moments that shaped her career, and why she believes in embracing life’s challenges as opportunities for growth.
Key Takeaways:
* A Fascinating Career Path: From studying criminology to working in data analysis and eventually becoming a varnish expert, Elaine’s unconventional journey is proof that opportunities come when you step outside your comfort zone.
* The Power of Giving Back: Elaine’s commitment to helping others shines through her leadership in community projects ike captaining a team that pulled a Boeing 727 for charity!
* Mastering Data Storytelling: She discusses the power of data in technical fields, the risks of misinterpreting it, and how AI is changing the landscape.
* Lessons in Leadership: Through her studies at Cornell University in Women in Leadership and Organisational Leadership, Elaine reflects on how women can lead with both emotion and logic.
* Varnish, Maintenance & Innovation: A deep dive into her passion for varnish mitigation, her work with Delta Zero, and how she’s helping organisations understand and prevent lubricant-related failures.
* Personal Growth & Resilience: Elaine opens up about overcoming personal and professional obstacles, from family challenges to a life-changing car accident, and why she believes investing in yourself is the best decision you can make.
Why Listen?
Elaine’s story is one of resilience, reinvention, and relentless curiosity. Whether you’re in technical services, leadership, or just looking for career inspiration, her insights on navigating change, embracing challenges, and creating your own path will leave you inspired.
Where to Connect:
* LinkedIn: https://www.linkedin.com/in/elaine-hepley/
* Solana Consulting https://www.linkedin.com/company/solana-consulting-services-llc/
* Delta Zero – https://delta-xero.com/
In this episode of Beyond the Blend, host Rob Taylor sits down with Rafe Britton, engineer, lubrication specialist, and creator of Lubrication Explained, a highly successful YouTube channel educating the industry.
Rafe shares his journey from aerospace engineering to lubricants, the industry's marketing problem, and how AI is changing the way people work and buy.
Key Topics Discussed:
* The Accidental Entry into Lubricants – From a childhood fascination with Apollo 13 to a career in aerospace engineering, Rafe takes us through the twists of fate (including a CV typo!) that led him to lubricants via ExxonMobil.
* Marketing in the Lubricants Industry – Rafe argues that the sector suffers from a major marketing problem, relying on bland, corporate messaging that fails to engage customers or attract new talent. He discusses how the industry must shift to storytelling, branding, and customer-centric communication.
* The Power of YouTube & Content Creation – Rafe explains how Lubrication Explained grew from a simple way to save time during COVID into a 25,000+ subscriber community and a driver of inbound business. He highlights how buying has changed and why social media and digital platforms are now critical to success.
* AI’s Impact on the Industry – The discussion explores how AI is transforming research, customer interactions, and efficiency in business. Rafe shares concerns about over-trusting AI-generated content, its limitations in technical applications, and how businesses can train AI with trusted data rather than relying on generalised models.
* Talent Retention & The Next Generation – With an ageing workforce and industry veterans retiring, Rafe highlights the urgent need for knowledge transfer. He discusses how young engineers are drawn to industries with purpose and innovation, and how lubricants needs to better communicate its real-world impact across every sector.
* The Thrill of the Unknown – Rafe shares what excites him most about his work: problem-solving in unfamiliar industries, tackling challenges from mining to manufacturing, and constantly learning in a field that touches everything that moves.
Standout Quotes:
🗣️ “The lubricants industry has a marketing problem—it fails to tell its own story in a way that engages customers or attracts talent.”
🗣️ “If it moves, it has lubricant in it. That’s what makes this industry exciting.”
🗣️ “AI is an answer in search of a problem. The challenge is figuring out where it truly adds value.”
🗣️ “We need to capture the knowledge of the retiring workforce before it’s lost forever.”
Connect with Rafe Britton:
🔗 YouTube: Lubrication Explained
🔗 LinkedIn: Rafe Britton
Stay Connected:
📌 Follow Beyond the Blend for more behind-the-scenes insights into the lubricant industry.
In this episode of Beyond the Blend, host Rob Taylor sit down with Richard Camper, President of ILMA (Independent Lubricant Manufacturers Association) and EVP of Hasco Oil.
Richard shares his insights on the evolving lubricant industry, talent attraction challenges, AI’s role in shaping business strategies, and the need for a fresh narrative about lubricants’ contribution to sustainability.
Key Topics Discussed:
ILMA Presidency & Industry Outlook – Richard discusses his recent appointment as ILMA President for 2025 and his mission to elevate the industry’s appeal to younger talent. He highlights ILMA’s new multimedia outreach programme aimed at showcasing lubricants’ critical role in energy efficiency and sustainability.
Talent Attraction & Industry Perception – The lubricants sector faces an image problem—seen as “unsexy” and misunderstood. Richard explains how the industry’s role in reducing energy waste, advancing technology, and supporting sustainability must be reframed to attract new talent.
AI & The Changing Buying Process – The impact of AI on purchasing decisions is already evident, with customers leveraging AI-driven research before engaging with suppliers. Richard explores the risks and opportunities AI presents, particularly in improving data-driven decision-making, inventory management, and personalised customer engagement.
Adapting to Digitalisation & Customer Expectations – The conversation explores how buyer habits are shifting, with an increasing demand for speed, efficiency, and digital interaction. Richard shares his experience with AI-led product searches and what this means for the future of sales and customer relationships.
Personal Journey in Lubricants – Richard reflects on his accidental entry into the industry, from a summer job to a lifelong career. He candidly discusses ambition vs. contentment, the lessons learned along the way, and his views on balancing leadership with personal growth.
The Future of Work & Next-Gen Engagement – The discussion touches on generational differences in decision-making, digital literacy, and how younger generations are shaping the future of work. Richard provides insights into how businesses need to adapt to remain relevant and attract top talent.
Standout Quotes:
“27% of the world’s energy is wasted due to friction. Our job every day is to lower that number. That’s what makes our industry essential.”
“The lubricants industry is a technology industry—we just haven’t told the story well enough.”
“AI is an answer in search of a problem. The challenge is figuring out where it truly adds value.”
“People don’t necessarily want personal interaction, but they do want personalisation.”
Connect with Richard Camper:
LinkedIn: Richard Camper
ILMA: www.ilma.org
Stay Connected:
Follow Beyond the Blend for more insightful conversations with the key players in the lubricant industry.
In this inspiring episode of Beyond the Blend, Steve Knapp speaks with Sophie Wand, Sales and Marketing Advisor for UK Lubricants Indirect at Shell, about her journey from a graduate program to a pivotal role at one of the world's largest energy companies. Please note: Sophie's views are her own.
Sophie’s story is a testament to the power of resilience, adaptability, and seizing opportunities in an ever-evolving industry.
Key highlights from the episode include:
Navigating a Dual Role: Sophie shares how she balances her work in sales, managing a territory in the South and engaging directly with automotive customers, with her contributions to Shell’s marketing strategy, including digital campaigns and event planning.
Diversity in the Energy Sector: Reflecting on her experiences as a young female leader, Sophie discusses Shell's inclusive culture and the importance of visible female role models in breaking down barriers in male-dominated industries like automotive and energy.
Passion for Energy Transition: Sophie delves into her commitment to addressing climate change and why she joined Shell to be part of the solution, emphasising the significance of making meaningful contributions to the energy transition.
Building Confidence: From leading workshops for Euro Car Parts account managers to navigating workshops as a customer-facing advisor, Sophie offers insights into developing confidence and the importance of putting yourself forward.
Future Aspirations: Sophie talks about the opportunities she sees in Shell’s global operations, including roles in e-mobility and social investment, as well as her desire to make an impact in energy transition initiatives.
Whether you're a graduate exploring career paths, a professional navigating the challenges of customer-facing roles, or someone passionate about the energy industry, this episode is packed with valuable lessons and inspiration.
Connect with Sophie Wand on LinkedIn and explore her journey as she continues to make waves in the lubricant and energy sectors.
*All content, views and opinions expressed by Sophie belong solely to her and do not reflect or represent Shell plc.