Meet the team

ADEY Innovation, the global manufacturer of magnetic filtration, is led by an experienced and globally based team of industry professionals. Responsible for the strategic direction and maintenance of the innovative values of the company, the team help to achieve long-term success in the industry.

Meet the team

ADEY Innovation, the global manufacturer of magnetic filtration, is led by an experienced and globally based team of industry professionals. Responsible for the strategic direction and maintenance of the innovative values of the company, the team help to achieve long-term success in the industry.

Matthew Webber

Chief Executive Officer

Neil Watson

Chief Technical Officer

Helen Isherwood

Innovation Director

Jonathan James

Finance Director

Dan Iversen

European Managing Director

Tom Hood

UK & Ireland Sales Director

ADEY Executive Management Tea​​m

Helen Isherwood

Innovation Director

Helen is responsible for the future innovation roadmap for ADEY Group and oversees marketing, product management and product development. 

Helen has over 25 years’ experience in heading up international marketing and product development teams, working for businesses delivering highly innovative hardware and software solutions, including Capita, Dyson and Promethean. During this time, Helen has introduced many new hardware, software and app technologies, with a large focus on user experience and IOT, as well as localisation of products for international markets. 

Helen is proud of her accomplishments in building teams that have been able to excel in delivery of innovative solutions, which have created transformational change for the benefit of improving and simplifying people’s work and user experience. 

In addition to integrity and trust, Helen also stands by the following values: treat everyone as you expect to be treated yourself and don’t ask anyone to do anything that you are not prepared to do yourself. When not at work, or ferrying the kids around, Helen loves to run, explore and spend time in her ‘happy place’, the garden.

Matthew Webber

Chief Executive Officer

Matthew is CEO of ADEY Group and assumes full responsibility for all businesses across the group. Within this role, Matthew manages the Executive Management Team and the relationship with parent company Genuit Group plc. 

Matthew still retains a strong customer focus and works closely with all Senior Sales Directors across the globe.

Having joined ADEY in July 2017 as UK & Ireland Sales Director and making an instant impact, Matthew was promoted to the newly formed role of Global Sales Director a year later. This added the European and North American territories to his responsibilities as well as the Commercial Division.

Before working at ADEY, Matthew was Regional Trading Director at Wolseley UK for three years, with full responsibility for the P&L in their Northern Region with sales of circa £385m.

In the early part of his career, Matthew spent nine years with a water treatment competitor, progressing through the Sales division into a senior role before moving to Wolseley in 2014.Matthew holds a BA(Hons) Law and Marketing degree and has several professional achievements he is particularly proud of. The most recent has been the improved culture built within the ADEY business and the subsequent financial results achieved by the business. 

Before joining ADEY, another big accomplishment for Matt was taking a bold but ultimately successful move into a new arena, merchanting, including operations responsibility for 165 Trade Branches and over 1,000 colleagues.

Among his core values, integrity, trust and respect rank high, and are integral to both Matthew’s leadership style and decision-making.

Outside of work, Matthew is married with three young sons. He loves most sports and was formerly a rugby union player for over 30 years. Other keen interests include hiking and photography.

Dr Neil Watson

Chief Technical Officer

Neil is responsible for chemistry development and domestic water testing, acquisitions and external affairs. Neil holds an Honours degree in chemistry and chemical technology and a PhD in corrosion chemistry. He has held several senior roles in the heating sector since 2002, having previously worked as the Global Technical Director within a competitor organisation. Before joining the heating industry, Neil held Technical and European Affairs Management roles for The Gillette Group and Duracell Batteries.

Working alongside trade associations, Neil is committed to raising the standards of best practice and one of his proudest achievements is bringing together the first trade association within the domestic water testing industry in the UK, now known as BEAMA Water Treatment. Neil drives our sector forward through cross-company coordination. Thanks to his insight, Neil has influenced several best practice standards used today when installing and maintaining domestic heating systems in the UK.

Whilst at ADEY, Neil has established ADEY’s chemistry development and water testing laboratory services, extending the product range from magnetic filters into a full suite of physical and chemical water treatment products.

Neil’s values centre on being open, honest and direct.

Neil is passionate about outdoor sports and enjoys rock climbing, skiing, kite surfing and exploring the mountains. Married with two children, Neil lives with his wife and family in the French Alps.

Jonathan James

Finance Director

As Finance Director for ADEY Group, Jonathan is responsible for all business financial management and strategic direction. Jon is responsible for reporting on a monthly and annual basis, control of cash, overheads and capital expenditure. He also oversees forward-looking planning, forecasting and budgeting, and is constantly reviewing the business to identify and implement both profit and cash improvement plans.

Jon originally trained and qualified in practice before moving out into industry back in 2016, to take up a role as Financial Controller for a local construction company. He joined ADEY in 2019 and became Finance Director in 2021.

Throughout his time at ADEY Group, Jon has continued to contribute towards the growth of the business and played a key role in the sale of the business in 2021.

Jon's values revolve around integrity and performance delivery. He believes in positively challenging all areas of the business to deliver their financial goals.

Outside of work, Jon enjoys spending time with his family, as well as being a keen rugby fan.

Dan Iversen

European Managing Director

As European Managing Director, Dan is responsible for growing ADEY’s business outside of the UK, developing the ADEY brand and presence across Europe, North America and APAC, and educating the market to the next level in water treatment.

Dan has held several senior commercial roles for over 25 years, 20 of which have been international living in six different countries. Most recently he held the role of VP for Xylem Europe.

The proudest moment in Dan’s career to date was establishing a successful operating model in Xylem Europe that ensured three times market growth over three years. Second to this was being asked by TED Conferences to speak about how business can create both economic and social impact and Purpose Tribe where Dan is currently a board member.

Dan strongly believes in making a difference for people who are less fortunate than himself. He also believes in being humble, polite and confront the brutal facts. Seeing the potential in people is one of Dan’s true values.

It will come as no surprise that Dan is a family man who likes to give back to society. His next big project is fundraising for a children's cancer foundation via biking from Zurich to Paris in July 2021.

Tom Hood

UK and Ireland Sales Director

Tom is responsible for the UK & Ireland Sales division, overseeing the sales strategy and implementation across all residential and commercial channels; national and regional plumbing and heating merchants, installers, new build, social housing/local authority, contractors, commercial stakeholders and strategic partners.

As well as heading up the sales division in the UK, Tom also leads our training programme alongside our Head of Training.

Tom started his career as a gas service engineer apprentice and quickly moved on to a senior engineering role before progressing into sales leadership roles both regionally and nationally. His hands-on experience is critical to understanding the UK heating sector and helping installation companies, both small and large, to optimise their profitability whilst being passionate about quality driving standards.

Working his way from an apprentice to ADEY’s UK & Ireland Sales Director is Tom’s greatest achievement. He prides himself on understanding the customers’ needs and delivering solutions for business growth.
Tom has three main values that he believes in – fun, challenge and enthusiasm.

Outside of work, Tom enjoys quality time with his family in the great outdoors, travelling across the UK in their VW campervan. He is also a very keen sportsman enjoying golf, cricket and football.