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Bell Equipment appoint Ashley Bell as new CEO

Ashley Jon Bell
Ashley Jon Bell

Ashley Jon Bell appointed to succeed outgoing group chief executive officer Leon Goosen

BELL Equipment Ltd have appointed Ashley Jon Bell, grandson of the company’s founder Irvine Bell, as new group chief executive officer, effective from 1 January 2024. This follows the resignation in July of Leon Goosen, who leaves the company on 31 December 2023 after 16 years of service, the last five and a half spent as group CEO.

Ashley Bell is well acquainted with the company having served as a non-executive director on the board since March 2015 and having provided valuable input as a member of the board’s Risk and Sustainability and Social, Ethics, and Transformation committees.


A qualified commercial helicopter pilot, he holds a degree in business management and previously worked for Bell Equipment after graduating in 2007, assisting with product marketing management of Bell’s articulated dumptruck and backhoe loader ranges. Since then, he has jointly established and managed several successful businesses in various industries.

He also co-founded Matriarch Equipment with his brother Justin Bell in 2009. The company focused on developing innovative equipment for a wide spectrum of industries and enjoyed notable success in agriculture and forestry. Bell acquired Matriarch in 2019 as part of their strategy to revitalize its presence in the agriculture and forestry industries and Matriarch’s products now fall under the Bell brand.

Congratulating Ashley Bell on his appointment, Gary Bell, non-executive chairman of Bell Equipment, said: ‘Ashley joins a sizeable team representing the third generation of the Bell family actively engaged in the business and it’s heartening to see the next generation stepping up to play an integral role in the future of the company.

‘Having worked closely with Ashley for several years, he has all the personality traits and credentials we need, is well aligned with the board’s strategy, and is a good fit to lead our experienced management team. I have every confidence that he will build on our family legacy with dedication and a passion for the business.’

Ashley Bell said: ‘I am fortunate to have grown up in an environment where Bell Equipment has been a central theme, and I am both honoured and excited to step up as group CEO. I look forward to working with the entire Bell team, supported by our customers and suppliers, to ensure we execute our group strategy and make a positive impact for all stakeholders.’


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