Bell Equipment appoints next-generation Bell as new CEO

Ashley Bell

Bell Equipment has appointed Ashley Jon Bell, grandson of the company’s founder Irvine Bell, as the new group chief executive officer, effective January 1. He succeeds Leon Goosen, who left the company on December 31 after 16 years of service.

“Ashley is well acquainted with the company having served as a non-executive director on the board since March 2015 and has provided valuable input as a member of the board’s risk and sustainability and social, ethics, and transformation committees,” the company said.

Bell previously worked for Bell Equipment after graduating in 2007, assisting with product marketing management of the Bell Articulated Dump Truck (ADT) and Backhoe Loader ranges. He also co-founded Matriarch Equipment with his brother, Justin Bell, in 2009.Bell acquired Matriarch in 2019 as part of its strategy to revitalize its presence in the agriculture and forestry industries and its products now fall under the Bell brand.

“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,” said Gary Bell, non-executive chairman.

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