ATF Professional had the privilege to speak with David Bradley, Managing Director of Wellskye Ltd, an automotive parts supplier, to delve into his journey within the vehicle recycling industry. From his humble beginnings running a yard in mid-Wales to leading the Green Parts division at SYNETIQ, David’s expertise spans the breadth of the field. Now, as the driving force behind Wellskye Ltd, he shares his insights on the industry’s evolution and the future of independent yards.
A Winding Road to Green Parts Leadership
It’s been a rollercoaster of a journey. It all started in my first yard in Powys, dismantling VWs. We then expanded into a larger site in Doncaster, which we rented from none other than Richard Martin of Motorhog. After a few years of trading at the two sites and a change in the markets, we decided to close the Doncaster branch of our business. This is when I figured we would be moving back to Wales where my company was still trading with my business partner at the time. However, Mrs Bradley had other ideas and was well-settled in Yorkshire. Richard had approached me prior to this on a couple of occasions, offering me a position at Motorhog’s head office Branch in Doncaster. So I took the plunge, went for a meeting, and told him I would stay for six months; that was in 2016. Six months became seven years. In my opinion, it was here I met the best Op’s man in our industry, Ray Curry. We instantly gelled and created a partnership that helped the team build something we were all very proud of and very passionate about.
Motorhog went from strength to strength right up to the Merger with Car Transplants, DH Systems & FAB Recycling to form what you now know as SYNETIQ Limited.
My role at SYNETIQ started as the E-Commerce Manager for parts sales, which lasted just over four years. After that, I was promoted to the Head of Green Parts, which meant I was responsible for all the parts channels at SYNETIQ. I held that position until July 2023, when I left to start my current venture, Wellskye.
A Return to Entrepreneurship
There is a list of factors that made me take this leap of faith, some of which I am happy to share. During my time with SYNETIQ, I had the pleasure of working with some fantastic and knowledgeable people. I built great teams and departments around me that functioned fantastically and were so well driven by the leaders I had appointed. Every one of those managers made me look fantastic (you know who you are, guys – keep smashing it!). SYNETIQ had been acquired by IAA, which Ritchie Brothers then acquired, and the growth was there; the business was scaling massively, and I felt the challenge was complete for me. I thrive on growth for both myself and the business, and I felt the business didn’t need me anymore. Also, when something becomes that big, corporate or international, making impactful changes can be quite a task. I felt it was now or never, and I didn’t see myself still working for SYNETIQ in five years’ time, so I secured the site in Hull.
Reflecting on the Industry’s Transformation
There have been so many changes in the industry, but the rise in online sales is a massive one for me. When I first started, 90% of our sales were done online. Most big names in the industry then were still doing the majority of their business over the phone. Winning in the online space was very easy for me back then, as the competition was small. eBay has been getting massively behind the growth in our categories in recent years, and it has just escalated. Education, software systems and data have made the online competition very strong. Another instrumental change is the constant growth in the number of green parts used in the insurance repair sector. The transition into these markets has quite rightly obtained a lot more respect and recognition for our industry. It’s now safe to say, “We are an authorised treatment facility for the recycling of end-of-life vehicles.” Without someone saying, “Whatever, you’re a scrap yard mate, haha!”
People and Digitalisation in an Ever-changing Industry
First and foremost, PEOPLE are the key. The lack of specific industry knowledge is quite an issue and one of the key stumbling blocks we face. With our industry’s new recognition and corporatisation, more and more people are joining it from various other backgrounds. Sometimes, this can be a good thing, but more often than not, it can be bad. Our industry is so unique and specific that applying the dynamics from another business sector is very hard. Our sector has grown so quickly that there just aren’t enough experienced people available.
Digitalisation has been instrumental to the scalability of our Industry, and I have worked with most programs. I have now chosen to partner with Eladene Systems for my business. The two main reasons for me are: the vehicle data is supplied by the OEM themselves and not a third party. Probably more importantly, the software owner is a dismantler himself, and this is a system created by a dismantler for the dismantler. The data provided by the system is instrumental to a new start-up. I have no current contracts, so I can choose exactly what breaking stock comes into my business. This data helps drive the decisions behind which vehicles to target. Yes, I may be paying slightly more for vehicles, but this information helps ensure I can maximise every unit. Hopefully, working smarter, not harder.
The Future of Independent Yards
There will always be a need for smaller independent companies. In my opinion, there will be a gap in the market that needs to be filled by a good dismantling outfit. More insurers now see the benefits of using green parts for their repairs. This could mean that stock may have to be retained for those markets if you hold the contract. This helps those businesses reach their carbon targets and is great for all involved.
Independents can choose their stock, as mentioned previously. They can also decide when and where to sell it. There is no shortage of vehicles in the UK, and too many to be processed by the ‘big boys’ alone. I am very fortunate as I have had a small yard in the past and helped scale the largest. I have learned so much over the years from people like Richard & Dave Martin, Ray Curry, and Jason Cross, to name but a few, who are all experts in different parts of our industry. Starting now from ground zero means I can cut out all the mistakes learned in the past and set off on the right foot without too many hurdles … hopefully!
To find out more about Wellskye, please visit www.ebay.co.uk/str/wellskye or email dave@wellskye.co.uk / info@wellskye.co.uk
