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Ben Cross on growing an engineering business as a third-generation owner

By Ben Cross

Managing Director at PB Asher

PB Asher’s home port is Southampton, but their engineers are found across the globe. They keep ships sailing wherever their journey takes them.

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PB Asher provides expert servicing or overhauling of engine components and entire engines for ships from the world’s biggest commercial fleets. A family business founded in 1948, Ben Cross is now the third generation to take over the PB Asher stewardship.

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"We’re based on West Quay Road and have been since 1948. We’re servicing ships across the world, but still remain in the same home we’ve always been in. In fact, we’ve been there longer than the road has been tarmacked!"

Ben Cross, Managing Director at PB Asher

After growing up around the business, gaining a degree in international business and spending time travelling across the world, Ben knew there would be a time he’d take his place in PB Asher.

In 2005, the business was in trouble. Stagnant, struggling to grow and permeate further into their market. So much so, that they couldn’t afford to hire Ben to come in full-time.

With some negotiation, they managed to get him part-time for 6 months. Fast forward 20 years, and he’s still there, having overseen a significant period of growth, moving from £700k annually to £10m a year.

"We’re an engineering business - always have been. Originally very niche, we’ve broadened our service offering, most notably in 2019. My brother also came on board and together we substantially expanded our offer and grew very fast."

Ben Cross, Managing Director at PB Asher

Originally diesel injection specialists, they now offer a complete turnkey labour and parts solution for the entire engine. Their main clients are in the shipping sector, covering cruise lines, containers and other commercial shipping.

Parts or engines are either sent to the Southampton workshop or visited by their large team of field engineers who travel across the world every week. Their flexible, dynamic team are breaking the mould in an industry that’s often seen as old-fashioned.

The shipping industry is often relationship-based – and they’re proud to have great relationships locally, nationally and globally. These relationships aren’t by chance, it’s as a result of their team’s commitment to getting the job done right, and making the lives of those running these ships, and the fleets, a lot easier.

"When I came in, I was very young, and I felt the industry was a different generation to me. But as I’ve grown older, we’re now seeing a younger generation coming into the shipping industry. The old guard has retired, and we’re working with a team of young, passionate people who have their whole careers ahead of them whilst still having those long-term connections with the last generation."

Ben Cross, Managing Director at PB Asher

The future is to maintain the growth they’ve seen over the last half a decade – and the team believe they can. Ben’s vision is to become the UK’s leading marine and power engine specialist.

They’ve grown from a small family business to a significantly bigger set-up. But with that growth, they’re committed to maintaining their culture and beliefs. It’s how they define themselves, and why they’ve been chosen by shipping networks for over 75 years.

"Our culture is unlike any other in our industry, we believe. We’ve got a willingness of our whole team who want to grow, they see more work as exciting, not stressful. We’re all on board with our vision to become the biggest and the best. It’s a family business, and whilst there are only 2 who share our name, it feels like the other 45 are family too - and I’m sure they feel the same."

Ben Cross, Managing Director at PB Asher

Spark a conversation

With a young family and a fast-growing business, Ben’s aim is to build a future for his two girls, who are his priority.

When it’s time to relax, it would have been tennis – but recently, he’s made the transition to Padel.

Travelling across the world over a number of years, Ben’s trip around Asia remains one of his favourites. And he has a keen ability to be close to (but manage to avoid) natural disasters.

The best piece of business advice that’s helped Ben

“For me, it’s that success is all about the team around you. Fostering a close team that pushes in the same direction, regardless of their position. That’s really what has made us succeed and will be the base for our future growth, together.”

Discover more of their secrets of success