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Control Techniques is taking a STRONG step forward!

26 June 2018

To help build on its British heritage, variable speed drive specialist Control Techniques has linked up with the World’s Strongest Man in a bold new partnership.

Image courtesy of Control Techniques

Control Techniques, a Nidec company, designs and produces electronic variable speed drives for the control of electric motors. Founded in 1973, the company has headquarters in Newtown, Wales. It has dedicated production and R&D sites globally, along with automation centres in 45 locations around the world.

Eddie Hall, officially the strongest man on the planet, has lent his considerable strengths to the Welsh firm as official brand ambassador. Eddie, who reached the pinnacle of strongman competition, will now appear as the face of Control Techniques, helping raise awareness of its products and capabilities.

Control Techniques, based in Newtown, has operations in 44 countries, and is excited to have sealed the deal with Eddie. Control Techniques' new president, Anthony Pickering, has spoken of his desire to see the Welsh company return to the top table of drives manufacturers. 

He said: “Control Techniques heritage in the drives market is well known. If you look at the history of drives, Control Techniques was the first to market with so many things we take for granted now.

“We have ambitious plans. We have a great range of products and we need to get that message across loud and clear. I bring the expertise of almost 30 years in the market, working at a high level, so I understand the tactics of the market and the needs of the customer.”

“Control Techniques is, and always will be, a specialist company. We make drives, and drive-related technologies, and we have 45 years of heritage based on that. The idea of working with another British specialist who has competed – and won – on a global stage appealed greatly to us. Since 1973 we have a history of making bold decisions, and working with Eddie is the latest in a long line of firsts from Control Techniques. We’re looking forward to seeing people’s reactions when they see what we have in store with Eddie.”

As part of the agreement, Eddie will help promote Control Techniques globally in a series of adverts, public appearances and other projects.

Eddie added: “Control Techniques is, like me, a specialist in its chosen field. It understands the importance of identifying your strengths and working hard to achieve your goals.

“I’m excited to be the face of a British success story in Control Techniques, and I look forward to helping the team there make the right impact.”

Image courtesy of Control Techniques

A British heritage 

Tony joins almost a year after Control Techniques was acquired by Japan's Nidec group of companies. He said: “Country of origin is becoming more of a differentiator. With that in mind we need to build on our British heritage. It's a huge plus for us. The drives are designed, tested and manufactured in the UK. Our expert teams offer fantastic technical support from the UK. We are the last major British drives manufacturer and with the backing of Nidec, the world's largest manufacturer of motors, we can build from a solid base. It's a marriage made in heaven.”

As someone who began his career as an apprentice, Tony understands the importance of attracting and developing the next generation of talent.

He said: “We have a superb graduate programme – the E3 Academy - and we want the best young engineers to want to join Control Techniques. They should know they will have everything they need to achieve great things in their careers. It's one of the most impressive working environments you could ever hope to see, in an amazing part of the country.”

“My ambition is to put us back on the map. We talk drives, we live drives, and everyone in this company is from a drives background. The length of service I've seen from the various doctors and chartered engineers in this organisation is incredible.

“Control Techniques has great existing products and some exciting new things on the horizon. We have everything we need to really move this company forward.”

Stay tuned to see what else Control Techniques has up its sleeve!


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