Exec Digital catches up with Analox, a big player in the gas analyser market and discovers some exciting plans in the pipeline
By Ben Lobel
In the trade, when you think of a name like Analox, you think premier player in the design and manufacture of gas sensors and analysers. As the Analox website reveals, over the past 25 years, the company has established its reputation for developing innovative solutions to gas monitoring in extreme environments and are now recognised as a leading authority in its field.
Delving a little deeper, you find some exciting developments on the horizon for the firm, which we’ll look at later. But first, a brief history. Managing Director Mark Lewis explains: “Analox was started 28 years ago in 1981, by Chairman Alan Harbottle. We started supplying gas detection equipment to the offshore industry, and the first incarnation of the company was called Scottish Anglo Environmental Protection Ltd.”
Success came quickly in the oil industry as well as in commercial diving, Analox looked to stake their claim in other markets too – the result of which was a voyage into the beverage industry.
This market switch brought about the development of a low cost carbon dioxide sensor, which turned out to be a pivotal moment in the firm’s history. “These CO2 sensors usually cost around £1,500 – and what we did was develop a sensor which costs £50,” explains Mark. “That really enabled a whole new market in terms of the beverage industry.”
It is easy to see why. How did Analox cope with the inevitable growth that would follow? Marketing Manager Michelle Morley says: “We started off with two people working above a shop. Staffing levels have progressed over the years as the company has grown, and of course we have moved buildings to accommodate staff.” The growth has resulted in Analox occupying a purpose-built office which houses all manufacturing and office staff, located in Stokesley, North Yorkshire. And the representation doesn’t stop at the UK – there is also a US Sales office based in Los Angeles with two members of staff responsible for the sale of Analox analysers through North America.
And in terms of other markets, it’s not only North America that Analox focuses on. As Michelle points out: “We sell into different countries in different ways; we operate in a number of niche markets in a number of countries. Each marketplace has a different way of operating, so we have to be adaptable.”
To illustrate this adaptability, Analox has split its whole sales organisation into two – one focusing on the commercial market and the other focusing on the military market to get more focus on both.
Mark explains: “Effectively we now have two sales teams independently managed so we can focus on both of these markets and their needs.”
Being adaptable also goes hand in hand with knowing exactly what the demands of your market are and how these demands are changing. This takes us on to new products. Analox is working on a new dual CO2/O2 analyser for the hospitality market which will be a portable unit called the Aspida – from the Greek for ‘shield’ – planned for launch in June. The product is a good example of how the company tailors products to their specific market – the Aspida is centred solely around the needs of the food and drink industry.
But does it stand apart from the competition? The answer – in a crucial way. It is the only portable gas analyser to incorporate a ‘man down’ panic alarm, meaning increased safety in the case of collapse in areas of elevated levels of CO2 or O2 depletion.
But the launch of the Aspida system is coming off the back of an established success. The company’s Analox 5 analyser, which developed into the Analox 50 is a purpose-built unit to go into pub cellars and other areas where CO2 is stored. Michelle explains: “Anywhere where you can serve a draught drink, this product has been designed to be fitted.” Now, there are around 95,000 of these units in service around the world, paving the way for the Aspida to makes its impact on the sensor market.
And there are no barriers in the way to achieving this goal of being the best. “Our basic company vision is to be the number one in gas sensing in hostile environments,” says Mark.
“We have a very strong business value, to be proud of what we do and how we do it and everything the company does and that focuses our employees to do the right thing when dealing with our customers.”