STRATEGY, TEAMWORK AND A WINNING MINDSET

How did you hear about Storm and what initially drew you to the company?

I first heard about Storm through people in the channel talking about the reputation the business was building, and the more I looked into it the more it stood out. What drew me in straight away was the energy in the environment and the calibre of the teams – you could tell there was real pace, high standards, and a genuine drive to get better every day.

I also liked Storm’s market positioning: focusing on small to medium businesses means you’re close to the customer and you can make a big impact quickly – you see the difference you’re making, not just in theory but in the outcomes customers get.

And finally, the growth plans were (and still are) exciting: the ambition to scale smartly and become the most profitable IT reseller possible felt bold, clear, and something I wanted to be part of.

Where did you work before joining Storm and how has that helped you in the channel?

Immediately before joining Storm, I spent four years in investment banking, working in debt advisory services. Before that, I was a professional rugby player with Saracens and London Irish - so not the most conventional route into the IT channel, but it’s given me a great mix of commercial experience and a real team-first mindset.

One of the things my rugby career gave me that I’ve taken into the channel is knowing what it means to be a great team player: clear communication, doing your job for the group, and staying connected internally so we deliver for the customer. Rugby also taught me the value of proper preparation – you don’t just turn up and hope – and to keep a positive, competitive mindset. That “wanting to perform and win” mentality is something I bring to Storm every day.

What does your day-to-day look like at Storm?

My day-to-day at Storm is extremely varied. The scope of my role is to work closely with senior management across people, process and operations, so it can change quickly depending on what the business needs most. One day I might be supporting sales on a key customer proposal, the next I could be reviewing service providers for a specific business line, and then shifting into systems work – looking at how we integrate our platforms internally and with third parties to make us more efficient. It also stretches into bigger strategic pieces like geographical expansion and Board-sponsored projects, so there’s always a mix of detail, pace, and long-term impact.

How do you see the future of technology evolving, and what challenges do you think that will bring to Storm?

I think AI will be the biggest development in technology over the next five years – not in the sense of “robots doing everything”, but in how AI supports day-to-day efficiency across roles and makes businesses easier to scale without having to grow headcount at the same rate. Do I think some jobs will be made redundant by AI? Definitely yes. But I think the overwhelming driver will be enabling existing teams to do more, faster, with better decision-making – and I still believe there will be a human element required for the foreseeable future, especially where trust, accountability and customer outcomes matter. 

Sustainability will also remain at the forefront, including how we reuse devices to maximise value and how manufacturers keep improving processes to reduce environmental impact. 

For Storm, one of the key challenges is that AI demand consumes huge compute power and energy, which puts pressure on supply chains and capacity – particularly around chips and the infrastructure that supports them. That means we need to stay closely connected with our key vendors so we’re at the forefront of product, availability and roadmap conversations, and so we can help shape our customers’ technology strategies in a way that’s secure and practical. 

I also think customers will continue to consolidate their supply base, so purely transactional partners will fall away; Storm’s opportunity is to go deeper with customers and operate as a trusted advisor. We’re well positioned for that – we can support international requirements and offer capability beyond IT and technology alone, through our sister company Storm Procurement.