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The Metal Guys Talk Business

The Metal Guys Talk Business

Written by: Comton Group
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 Peter Comerford and Mike Bolton are The Metal Guys! They have worked in the metal sector for over 10 years, a huge global industry that produces more than a billion tonnes of material annually and affects all other industries and walks of life. They now run a successful recruitment and marketing company servicing the metal and engineering sectors, making them ideally placed to provide impartial, independent insight into the industry, sitting outside the hierarchy of the various stages of the industry from raw material to finished product. Under the moniker of The Metal Guys, the pair continue to gain insights from - and ask the difficult questions to - the decision makers and technical experts that you won't hear on any other podcast. If you produce, work with or supply metal, then tune in and join the conversation.© 2022 The Metal Guys Talk Business Economics Marketing Marketing & Sales
Episodes
  • S04E07 | Steel Distribution to Battery Manufacturing, The Avocet Journey with Kieren Hall

    S04E07 | Steel Distribution to Battery Manufacturing, The Avocet Journey with Kieren Hall
    Feb 24 2026
    In this episode of The Metal Guys Talk Business, Pete and Mike sit down with Kieren Hall, CEO of Avocet Battery Materials, to explore the transition from traditional steel distribution into advanced battery component manufacturing.Kieren shares how he joined his father’s steel trading business in 2012, the decision to move beyond distribution, and the realities of building a manufacturing operation from scratch. The conversation covers Innovate UK grants, raising private investment during COVID, technical challenges in battery production, and the importance of culture, agility and incremental improvement when scaling a business.This episode provides a practical look at what it really takes to move from trading materials to manufacturing proprietary products in a globally competitive market.Key Topics CoveredFrom Lifestyle Business to Manufacturing AmbitionKieren joined the family steel trading business in 2012, stepping straight into sales. By 2018, despite a stable and comfortable operation, he wanted to build something more than a distribution model.The ambition was clear: move from selling other people’s products to manufacturing something in-house.Entering the Battery IndustryIn 2020, Avocet secured a competitive Innovate UK grant to develop battery connector technology.The opportunity created immediate pressure:A £1.4m project with 50% co-funding requirementsThe need to raise private investmentBuilding a credible business plan for a manufacturing startupKieren explains the realities of pitching to investors, structuring financial forecasts, and learning to sell not just a product, but a vision.The Reality of Manufacturing, moving from distribution to manufacturing proved significantly more complex than expected.Challenges included:Specialist surface treatments not openly documented in the marketEquipment limitations when working with softer metalsThe need to build in-house R&D capabilityWhat began as unexpected technical obstacles ultimately became competitive advantages, including patented processes and differentiated products.Navigating a Volatile Battery MarketThe episode explores the wider battery industry landscape, including:The collapse of high-profile Western startupsChina’s dominance in battery supply chainsThe difficulty of scaling production outside AsiaThe importance of localisation and technical depthAlthough originally focused on supporting European gigafactories, Avocet has pivoted and now exports to both China and the United States.Building the Right TeamFrom just two people during COVID, the business has grown to over 30 employees.Key hires included:An experienced operations directorDedicated R&D leadershipCommercial and production managementKieren discusses the importance of bringing in expertise early and creating a collaborative leadership structure rather than a top-down model.Culture, Agility and Incremental GainsAvocet deliberately built its culture from the ground up, centred around:CareQualityAgilityContinuous improvementInspired by sport and incremental gains, the company runs transparent monthly meetings, shares performance updates, and ensures teams understand both wins and setbacks.Working with motorsport clients further accelerated their thinking around speed and operational agility.Raising Investment and Lessons LearnedKieren shares candid insights into raising private capital:Hardware manufacturing requires patient investmentLegal structuring and shareholder alignment are criticalThe wrong investor can create long-term conflictSelling shares is effectively selling a productThe importance of alignment, trust and clean governance structures is emphasised throughout.Distribution as a Gateway to ManufacturingFor businesses considering entering manufacturing, Kieren highlights a practical approach:Start by distributing into the marketUnderstand customers, pricing and demandIdentify niche gapsManufacture once differentiation is clearThis staged approach reduces risk and builds commercial understanding before committing to capital-intensive operations.The Bigger PictureThis episode explores more than batteries.It’s about:Scaling within manufacturingFounder developmentManaging investor pressureCompeting globally from the UKBuilding resilience through operational challengesA grounded and honest conversation for anyone considering expanding beyond distribution into manufacturing.SEASON FOUR of The Metal Guys Talk Business is sponsored by:SteelBuy, a digital platform revolutionising the way businesses trade metal products online.NERO Pipeline Connections, a trusted UK stockholder of stainless steel valves, fittings, and pipeline products, supporting industries from process to precision.Comton Group, Recruitment Engineered for Metal and Manufacturing.The Metal Guys Talk Business is created and produced by Comton Group.Contact us via our social media channels to discuss the podcast and recruitment solutions for your business.Social Media AccountsLinkedIn:Michael Bolton ...
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    1 hr and 30 mins
  • S04E06 | Digital Product Passports with Matthew Ekholm

    S04E06 | Digital Product Passports with Matthew Ekholm
    Feb 17 2026
    Episode Title: Digital Product Passports and their impact in the Steel SectorHosts: Peter Comerford and Michael BoltonGuest: Matthew Ekholm, Strategic Engagements Manager, Circular Economy, Provenant (Part of Protokol)Release Date: 17th February 2026Episode Summary:In this forward-looking episode of The Metal Guys Talk Business, Peter and Michael are joined by Matthew Ekholm from Provenant (Part of Protokol) to unpack another of the big upcoming shifts facing the metals industry, Digital Product Passports.The conversation explores what Digital Product Passports are, why the EU is mandating them, and what they mean in practical terms for steel and aluminium producers, distributors, and stockholders. From compliance timelines and traceability to circular economy benefits and greenwashing concerns. This episode cuts through the noise and explains what businesses should be thinking about now, rather than in 2028.Key Topics CoveredWhat Are Digital Product Passports?Matthew explains Digital Product Passports as a digital evolution of traditional mill certificates, physically linked to products through QR codes or RFID, providing accessible and structured data across the product lifecycle.Discussion on why steel and aluminium have been prioritised under the EU Ecodesign for Sustainable Products Regulation.Regulatory Timelines and What’s ComingA clear breakdown of expected timelines, including delegated acts for steel anticipated in late 2026, with compliance windows extending into 2028 and 2029.Why waiting until regulations are finalised could leave businesses scrambling to catch up.Impact on the Steel and Aluminium Supply ChainHow Digital Product Passport requirements apply to manufacturers, stockholders, and downstream processors placing products on the EU market.Clarification on UK-only sales versus EU exports, and why Digital Product Passports are likely to become a global standard beyond Europe.From Paper Certificates to Digital TraceabilityComparison between traditional mill test certificates and Digital Product Passports.How Digital Product Passports centralise quality, compliance, sustainability, and traceability data into a single digital system that follows the product through the value chain.Operational Challenges for the Metals IndustryThe realities for small, family-run, and less digitalised metal businesses.Why data readiness, supply chain engagement, and early pilot projects are critical, particularly where information is siloed or still managed manually.Circular Economy and End of Life BenefitsHow Digital Product Passports can significantly improve recycling, reuse, and material sorting at end of life.The potential to reduce down-cycling by giving scrap processors confidence in material composition, grade, and age.Greenwashing, Transparency, and TrustHow Digital Product Passports help credible businesses prove sustainability claims while working alongside regulations like the Green Claims Directive.Why Digital Product Passports do not automatically eliminate bad actors, but strongly favour those doing the right thing.Data Security and ConfidentialityExplanation of public versus privileged data within a Digital Product Passport.How sensitive commercial information can be protected while still enabling access for regulators, recyclers, and supply chain partners.The Role of Provenant (part of Protokol)An overview of Protokol’s background as a blockchain focused software company and how that expertise supports Digital Product Passport solutions.How Protokol helps companies through readiness assessments, pilot projects, and early stage implementation.Creating Value Beyond ComplianceWhy Digital Product Passports should not be seen purely as a regulatory cost.Exploration of opportunities around operational efficiency, sustainability storytelling, customer engagement, warranties, and long term business value.Learn more about Protokol: https://www.protokol.comConnect with Matthew Ekholm on LinkedInPLEASE NOTE - This episode was filmed and recorded in 2025 hence using the Protokol name instead of Provenant. Provenant is a brand name for Protokol's SaaS product for Digital Product Passports. SEASON FOUR of The Metal Guys Talk Business is sponsored by:SteelBuy, a digital platform revolutionising the way businesses trade metal products online.NERO Pipeline Connections, a trusted UK stockholder of stainless steel valves, fittings, and pipeline products, supporting industries from process to precision.Comton Group, Recruitment Engineered for Metal and Manufacturing.The Metal Guys Talk Business is created and produced by Comton Group.Contact us via our social media channels to discuss the podcast and recruitment solutions for your business.Social Media AccountsLinkedIn: Michael Bolton - MikePeter Comerford - PeteComton Group - Comton GroupTikTok: Mike - @comtonmikePete - @comtonpeteInstagram:Mike - @comtonmikePete - @comtonpete
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    1 hr and 10 mins
  • S04E05 | Manufacturers Hub

    S04E05 | Manufacturers Hub
    Sep 23 2025

    Episode Summary:


    In Episode 5 of Season 4, we sit down with Richard Patch, founder of the Manufacturers Hub, to explore how a side project to help his employer find new leads has grown into one of the most talked-about platforms in UK manufacturing.

    What began as a simple database of suppliers and customers has quickly developed into a fast-growing online hub with thousands of followers, hundreds of businesses onboard, and a mission to make visibility and networking affordable for every manufacturer.


    We explore:

    • How Manufacturers Hub grew from a spreadsheet idea into a national platform
    • Why visibility remains the biggest problem for SMEs in manufacturing
    • The challenges of building a business while working full-time
    • Why the price point was set deliberately low to encourage mass adoption
    • Success stories from members who have won contracts and grown their reach
    • Richard’s vision for scaling the platform in the UK and beyond

    “It’s like Yellow Pages, but built for modern manufacturing.”
    “If you haven’t got visibility, you haven’t got leads. And without leads, you haven’t got growth.”
    “We’re not chasing big invoices. We’re chasing big numbers of members.”


    This episode is packed with insight on digital visibility, community building, and why simple ideas can become game-changing solutions.


    Key Topics:

    • The origins of Manufacturers Hub and its early growth
    • Visibility problems in UK manufacturing and how to solve them
    • Affordable membership models and why £50 matters
    • Balancing a startup with full-time work
    • SEO, LinkedIn, and the power of content marketing
    • Success stories from members gaining leads and contracts
    • Scaling plans, including ecommerce and international potential
    • Why branding and digital presence are critical for manufacturers


    🎧 Listen now:

    https://themetalguys.transistor.fm/


    🧷 Episode Quote:

    "We’re not here to take thousands from a few companies. We’re here to give visibility to thousands." – Richard Patch


    🔗 Sponsors:

    SteelBuy is a digital marketplace built for the metals industry, helping buyers and sellers connect with speed, transparency, and simplicity.

    NERO Pipeline Connections is a trusted UK stockholder of stainless steel valves, fittings, and pipeline products, supporting industries from process to precision.

    Comton Group Ltd. is a specialist recruiter for the metal, engineering, and manufacturing sectors, helping businesses hire the right people from shop floor to senior leadership.


    🎙️ About The Metal Guys Talk Business

    Hosted by Peter Comerford and Mike Bolton, The Metal Guys Talk Business is the go-to podcast for professionals in the metals, engineering, and manufacturing sectors. Each episode explores the challenges, changes, and big ideas shaping the industry from the shop floor to the boardroom.

    🤝 Connect with the Hosts:

    Peter Comerford – Connect on LinkedIn
    Mike Bolton – Connect on LinkedIn
    Richard Patch – Connect on LinkedIn
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    57 mins
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