South East Regional Sales Manager Appointment

Leading equine bedding manufacturer, Bedmax Limited, has appointed former event yard manager Phil Roelich to develop regional sales in the South East.

Bedmax is delighted to announce the appointment of Phil Roelich to manage their Sales and Retailer Support in the South East of England. In his new role Phil will take responsibility for the care and support of existing customers and further developing the company’s ongoing growth across this area which includes, East Anglia, London, the East Midland,  the home counties, and Kent. A key element of this will be to raise the profile of the company’s recently launched straw pellet bedding Strawmax.

Phil joins Bedmax from Voltaire, where he successfully developed a sales territory covering the Home Counties and Ireland, fostering relationships with top level riders, trainers, and equestrian centres, increasing brand awareness and consistently exceeding sales targets to become the company’s leading European salesperson in 2021 and 2022.

As a former professional rider and trainer with an Advanced Diploma in Equine Business Studies, he understands the demands of the equestrian market from the point of view of owners, customers, and the retailers who supply them.

Phil intends  to use his experience and commitment to success in this proactive position with Bedmax. “I began my working life in the year that Bedmax began making their market-leading shavings, and as an owner and rider I have always been aware of the unbeatable quality of their bedding. I‘m proud to be given the opportunity to represent the Bedmax brand, and I’m totally committed to working with the team to make the South East region successful, not just in sales but also in the critical area of customer support, which is one of the distinctive hallmarks of this exceptional company.”

With its head office based in Northumberland, Bedmax produces its range of equine and animal bedding products, and fuel logs at dedicated production plants in Northumberland, Nottinghamshire, and Hampshire. Its portfolio of products includes Bedmax – the company’s original large pine shavings; Littlemax – finer pine shavings; Stockmax – 100% pine shavings for game birds, poultry, and other animals; Strawmax – straw pellet bedding for horses, and Hotmax – Woodsure accredited fuel logs made from the dust extracted in the production of the bedding products. Bedmax holds two Royal Warrants and is the first and only bedding manufacturer to achieve BETA NOPS Bedding accreditation.

For Bedmax Managing Director Tim Smalley, Phil Roelich will become an ambassador for the family company as much as a regional sales manager. “We have been looking for some time for the right person to represent us in the South East of the country. Phil has exactly the right combination of professional credibility, enthusiasm, experience and a passion for horses to fit into our team. He clearly understands our vision and ethos, and we’re looking forward very much to seeing him pick up the reins in the South East in the coming months.”

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