On a recent roundtable discussion hosted by Made in Group, members gathered to hear from Tom Marren, Managing Director of WOMAG, on how his company has embraced strategic growth and international expansion. Following Tom’s talk, attendees explored what it takes for UK manufacturers to tap into overseas markets, tackle everyday operational challenges, and seize emerging opportunities.
Panellists Included:
- Tom Marren, WOMAG
- Neil Williams, Rowan Precision
- Jacqueline Watkins, Hyfore Workholding
- Steve Walker, Frederick Cooper
- Matt Frost, McLar Injection Moulding
- Cherelle Jones, Partners PR
- Tony Mattravers, Made in the South West
- Hosted by Sam Sleight, Made in Yorkshire
From Local Foundations to Global Ambitions
Kicking things off, Tom gave an inspiring insight into WOMAG’s journey from its humble beginnings to a company now spanning multiple continents. He explained how they first broke the business into clear operational areas—finance, sales, operations, communications, and, crucially, quality—and began bringing in specialists to drive those functions forward. This approach paved the way for introducing new product lines, such as laboratory balances and inspection equipment, many of them via exclusive agreements with world-leading manufacturers.
Tom highlighted WOMAG’s recent 60% revenue growth—an achievement he credits to a thorough restructuring of systems. A new operating platform enabled better asset tracking, improved calibration record-keeping, and deeper visibility into finances. Crucially, this was all done by retaining a strong focus on customer experience and quality assurance, helping WOMAG stand out in the international weighing and inspection markets.
Navigating Overseas Markets
Much of the discussion revolved around exporting, a key factor in WOMAG’s success. Reflecting on WOMAG’s early steps abroad, Tom recounted how conversations with local Chambers of Commerce and support from the Department for Business and Trade (DBT) were instrumental. Through these avenues, WOMAG was introduced to new partners and tender opportunities—particularly in the Middle East.
“We didn’t manufacture every component ourselves, but the UK brand and our UCAS-accredited calibration laboratory status really stood out overseas,” Tom explained. He emphasised that Middle Eastern buyers are often drawn to the reliability and quality offered by British businesses. WOMAG capitalised on that, securing major contracts in sectors ranging from defence to poultry—exploring what Tom amusingly dubbed ‘the chicken off’ between Saudi and the UAE, both vying to build the world’s largest poultry operations.
Building Relationships: A Global Constant
A key takeaway was the universal importance of nurturing relationships. Panellists like Jacqueline Watkins and Steve Walker underscored how, even in European markets, taking time to share a meal or talk family can be just as crucial as hammering out technical details. Tom noted a similar dynamic in the Middle East, where long, informal conversations often precede any mention of business.
Cherelle Jones of Partners PR added that cultural adaptation goes beyond small talk—messaging, branding, and even how a product is portrayed can differ markedly from the UK approach. She highlighted the value of joining an international network of communicators to ensure a company’s story resonates wherever it lands.
Making Export Work for You
Not everyone at the table was actively looking beyond Britain—some, like Neil Williams of Rowan Precision and Steve Walker of Frederick Cooper, focus primarily on domestic supply. Still, they found relevance in understanding how export opportunities might develop in the future. Even small manufacturers can benefit from forging relationships with Chambers of Commerce or DBT, whether that’s for eventual expansion or simply to keep a finger on the pulse of global trends.
Matt Frost from McLar Injection Moulding raised practical considerations around logistics and cost, emphasising how transport fees can rapidly mount. He pointed out that sometimes the best approach is letting your products travel indirectly—via a customer’s finished good—rather than setting up direct overseas sales.
Conclusion: The Power of Persistence and Partnership
The roundtable painted a hopeful, energetic picture of British manufacturing’s capacity to succeed abroad—even for those who don’t traditionally see themselves as exporters. From WOMAG’s rapid revenue boost to the smaller firms looking ahead cautiously, the central message was crystal clear: collaboration, research, and a genuine willingness to build personal connections can open doors worldwide.
For Tom and WOMAG, the road to overseas growth has been anything but linear—yet by carefully targeting market gaps, leveraging UK quality standards, and leaning on support from agencies and partners, they’ve positioned themselves to thrive. As participants agreed, UK manufacturers have the skill, innovation, and credibility to stand out on the global stage. The real trick is seizing those moments when they appear and trusting that the right relationships, formed both at home and abroad, will support long-term success.