Meet the MD: Getting to Know Chad Shakespeare

At Seeco, people are at the heart of everything we do and that starts with leadership. As part of our “Meet the Team” series, we spoke with Managing Director Chad Shakespeare to talk about his journey into the industry, what drives him and where he sees Seeco heading in the years ahead.

From hands-on leadership to building long-term customer relationships, discover what Chad had to say…

Tell us a bit about your background, what’s your journey been to becoming MD at Seeco?

My metalwork career started back in July 2000 when I joined an architectural metalwork company specialising in installations for high-end retail and super-prime residential markets. I originally joined as a Contracts Manager, but after just three months I moved into production because I wanted to properly understand “the how” behind what we did.

That decision really shaped my career. I’ve been involved in production ever since, learning every aspect of the process and gaining hands-on experience across the industry. I joined Seeco in April 2022, the opportunity to become MD felt like the natural next step.

What attracted you to Seeco and what made you feel it was the right opportunity for you?

Sheet metal surrounds us every day, even if most people don’t realise it. The opportunity to lead a business that had recently been acquired by a private equity company was something that really interested me.

I felt it was a business I could integrate into successfully after spending time getting to know the people, the processes and how the business operated. There was already a strong foundation in place and I could see the potential for growth and development.

How would you describe Seeco as a business today and what excites you most about where it’s heading?

Seeco has evolved significantly under the new ownership. Once the transition period settled, the focus became all about growth, both in terms of expanding the customer base and exploring new opportunities with existing clients.

By making the most of the skills and knowledge within the team, alongside improving the utilisation and efficiency of our machinery, we’ve been able to bring on several new accounts while still retainingthe core customers who have trusted Seeco for decades.

Some of those relationships date back to the late 80s and early 90s, which says a lot about the trust and consistency we’ve built over the years. That blend of long-standing partnerships and new opportunities is what excites me most moving forward.

How would you describe your leadership style?

I’d like to think I’m seen as a “boots on the ground” kind of person. I’m more than happy to get stuck in on the workshop floor when the team are under pressure, or even take the bins out if they’re full.

I don’t expect anybody to do something I wouldn’t do myself. I believe if you muck in and support people when needed, the team naturally follows you rather than feeling pushed.

That approach helps create a culture where everyone works together and takes pride in what they do.

You place a strong emphasis on honesty and transparency with customers, where does that mindset come from?

That comes from experience. Over the years I’ve seen situations where people have overpromised to customers knowing full well there was very little chance of delivering what was being promised.

That never sat well with me.

As a customer myself, I wouldn’t want to be put in that position, so I try to be as open and honest as possible, even if that occasionally means turning work away. Of course, nobody wants to do that, but I’drather be upfront than put a customer in a difficult situation later down the line.

What does a “good fit” customer or project look like for Seeco?

We’re ideally suited to volume, repeatable work involving processes such as laser cutting, punching, folding, bushing, welding, painting and silk screening.

What’s great about sheet metal manufacturing is how interconnected the processes are.

Some projects require every stage, while others only need selected elements - and we have the capability to support both.

What are the biggest challenges you’re currently navigating as MD?

At the moment, there’s uncertainty around raw material prices and availability due to conflict in the Middle East, so we’re monitoring that situation very closely.

We’re also seeing changes within some of our existing customer bases, where long-standing contacts are moving on and new buyers are coming into businesses. Naturally, those new contacts want to ensure they’re getting the best value possible, which can introduce new competition into relationships that may previously have been very established.

The key is staying adaptable, maintaining strong service levels and continuing to build trust.

Looking ahead, what does success for Seeco look like over the next few years?

For the business, success is continuing to drive growth under the new ownership while maintaining the quality and service standards Seeco is known for.

Personally, I’m looking forward to the challenge of continuing to develop as an MD within the industry and helping push the business forward.

There’s a lot of opportunity ahead, and I’m excited to see where the next few years take us.

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