Sales, Projects & Aftermarket

Simon joined Lely in September 2025 as Group Sales Manager for Lely Centers Holsworthy and Yeovil and brings decades of agricultural experience to his role, along with a passion for innovation and customer-focused solutions.

Prior to joining Lely, Simon held senior roles across the dairy industry, including Sales Manager for GEA Farm Technologies and Country Manager for Waikato Milking Systems, overseeing operations in both the UK and South Africa. His extensive background spans technical, sales, and business ownership roles within major dairy equipment manufacturers, giving him a well-rounded understanding of the industry and its evolving needs.

With a National Diploma in Agricultural Engineering, Simon began his journey in agri-engineering before transitioning to the dairy industry in his early twenties. Today, he continues to bring a blend of technical insight and commercial leadership to his work.

Simon was drawn to Lely by its strong reputation for reliability and innovation in the automated milking systems (AMS) sector. He is particularly inspired by the Astronaut A5 Next, due to its cutting-edge design and functionality. He also sees the Vector feeding system as a natural next step for farmers seeking to save labour and improve feeding efficiency.

Alistair has over 30 years of experience in the dairy industry, starting as an engineer for traditional milking equipment before shifting to robotic milking more than 15 years ago.

Renowned for his excellent client relationships, he has built strong connections with all related contractors, including electrical, plumbing, building, civil engineering, and architectural firms. 

Alistair is fully conversant with current CDM 2015 building regulations and holds both RIDBA and MEA certifications.

I have been working for Lely Center Holsworthy since 2014 initially as a SL2 Technician / Service Engineer and more recently I transitioned to Project Coordination. 

Following a recommendation from somebody who worked at Lely, I made the move to the company after 11 years as an Electrical Engineer at Tulip Ltd. The change in jobs has lead me to progress my skills and witness the advancement and cutting edge technology of robotic milking and feed and barn equipment over the years.

The Astronaut is a pretty impressive product, and the Astronaut A5 robot is far more user friendly than previous versions and easier to use for the farmer and for us! 

I’m a Product Specialist and Group Training Specialist for Lely Centers Holsworthy & Yeovil.

Previously, I worked at Lely Center Holsworthy for 9 years as a Product Specialist and Team Lead in the engineering team. 

In my new role I’m looking forward to getting fully involved in both centers, primarily in engineer development hopefully passing on some of my experience to our newer engineers. In time I hope to develop specific training courses for engineers to attend based on specific concerns or areas the service managers would like to develop skills. And further down the line, I would like to run farmer training sessions using the training robots at both centers.

In the short term you might see me on farm assisting engineers with servicing or commissioning and hopefully passing on a few hints and tips.

Many of you may already know me, as I have been with Lely Center Holsworthy for over 13 years. During that time, I have worked as TSS Technical Lead and Support, Service Manager, and for many years as a Robot Technician. I am therefore a familiar face — or voice — to many of our customers.

 In my new role, I will support new customers by providing structured onboarding to ensure a smooth transition from installation through guidance, training, and early-stage follow-ups, ensuring everything is operating as it should. I want new customers to feel welcomed and supported, and clear on how we can help.

For our existing customers, my focus will be on strengthening relationships, ensuring continued performance, and identifying opportunities to add value. This includes reviewing robot performance, chemical usage, account reviews, identifying opportunities to improve efficiency, reducing unnecessary costs, and working closely with you to address any issues. My focus is on reliability and helping you achieve long-term value from your equipment.

Across both groups, my priority is simple: to provide reliable support, build strong working relationships, and help every customer operate at their highest standard.

I strongly believe that clear communication and proactive support are key, so I will regularly review system performance and make recommendations where appropriate.