Today we are talking to Reuben Reynolds, Managing Director of Ionic systems who are the largest manufacturers of water fed poles in the world.
So were you a window cleaner formerly or have you always been in sales?I started my sales career at the age of twenty and was originally from an agricultural background. I had been friends with Craig Mawlam for a number of years before I joined OTT (Over the Top) to launch the Reach and Wash System. What got my attention was the obvious attraction of being able to work from the safety of the ground but under further investigation, realised that the work could be done in less than half the time and to a better standard than traditional methods. I was sold on the concept, I then shared the same vision as Craig, that this was going to change the way that window cleaning was going to be done in the future. When I first joined OTT, I worked on both aspects of the business promoting the Reach and Wash System and expanding the core original window cleaning business. The first couple of years I feel were essential for my grounding and understanding of the Industry. Being able to educate and win new window cleaning business for OTT was rewarding and built my confidence and understanding of how to demonstrate the equipment on all the different types of windows and frames.
Do you clean your own windows?
Yes I do my own windows and my next door neighbours, my neighbour is an awesome cook so it definitely worth my while.
You’ve been in many Ionics videos – were you pushed or did you jump?
I guess I jumped, it was a case of I knew what I wanted to capture on film and I guess it is easier to do it yourself than direct. You will see in more recent videos we have taken a different angle by putting the customers in front of the camera to get their view on existing products. Check out the new video, that has just been released.
How did you start out at OTT (Over the Top) and what was the transition like as Ionics became a brand name?
I joined OTT in 1997 to launch the Reach and Wash and Over the Top was the name of the Window Cleaning business. The company changed names to Ionic Systems after the window cleaning arm of the business was sold. At that point it made sense to have a name that was more distinctive to what we do as a manufacturing business. With the cash investment from the sale of the window cleaning business we were able to invest heavily in injection molding, which meant we able to design and create specific products for specific purposes. This has the taken the business from an assembly business to a manufacturing business in the true sense of the word.
Craig Mawlam is one of the best speakers I’ve heard – does he still work within Ionics or does he take a backseat these days?
Although he may not be as visible as he once was, Craig has not taken a back seat, he is at the sharp end of the Research and Development of new products and is the main figurehead of the training arm of the business, the British Window Cleaning Academy (BWCA). Craig is also heavily involved in serving and developing overseas markets and assisting the export team with providing installation and operational training for our International Distributors.
What brought about the creation of The British Window Cleaning Academy (BWCA), how many people have passed through the doors?
The creation of the BWCA came about as OTT first started manufacturing temporary anchorage equipment for abseiling. The PPE regulations required that training in the use of the equipment was a requirement and the first courses were for Window cleaners who needed to learn how to abseil, and abseilers who needed to learn how to do Window Cleaning. As for numbers, approximately 1200 window cleaners receive BWCA certification every year, and the BWCA Clear Choice scheme has just under 2,000 members.
With around 30 employees at Ionics – what percentage are utilised for training purposes?
20%
What’s next on the agenda for Ionics?
As the global market is opening up we can see a number of opportunities for Ionic, some window cleaning related, others water treatment, and yet others that we plan to innovate entirely new products for.
We have had a fantastic response to the new ranges of water fed poles and sales have exceeded our expectations, and with winning the Innovation award with the Swift pole this year, that was the icing on the cake. All the window cleaners that have had the poles in their hands have only positive things to say.
The Ergolite3 was the first production pole to top 72 feet – what were the complications in designing at this height?
There is always challenges to creating high level poles, the important factor as with all poles is creating a rigid and durable pole that is going to stand up to day to day use. The E3 material is a very high modulus material that has given us the rigidity required for that height range using the original ergolite clamps
I hear the Ionics research team are working on a new pole – apparently it tops the 80 foot mark – tell me more?
The new 80ft is an exciting new project we have been working on utilising the transverse clamps and with tighter tolerances between the sections, this has allowed us to produce a very rigid user friendly pole. The final production model will be available shortly, so keep a look out for a new promo' video available to view soon.
Do you ever think there will be a production pole over 100 feet?
If you asked this question a few years ago I would have said no, but with advanced carbon tubes and clamps it could be possible. There are a number of issues that we would need to be addressed before we could do this, but maybe, watch this space!!
The Pro6 and QuattRO trolley have been major successes for Ionics – why these models of all the range?
The Pro-6 is the biggest seller of all of our truck mounted models due to the water saving technology i.e. rejecting only 20% of the treated water as waste. In a time where people are realising that water is a precious recourse, we need to conserve as much water as we can. And of course lower the water bills!! The QuattRO has been very successful in countries where access to water on-site (rather than taking a supply of water to the site) is the norm'. As such it has been a great export success. This compact trolley system has equal technology to the Pro -5 with the added benefit of being portable.
Selling vans pre-fitted with Ionic systems was pure genius – who came up with that idea?
We have offered van packages since the launch in 1997. It soon became apparent to us that most window cleaners operated out of small vans with low roof racks and small payloads, which are perfect for carrying ladders and traditional window cleaning equipment. Most of these vans were unsuitable for what the customer required with a Reach and Wash System (to small), so if we could help the customer source the whole package and spread the cost over a few years this would make it affordable for most window cleaners.
Some say that Ionics are over-priced, what do you say to them?
Most people realize that you get what you pay for, and that quality has a price. We cover a wide range of products that cater for different price brackets and I feel that we are pretty competitive for a "like for like" product with the added benefits of a second-to-none after sales service and products in stock.
Ionics were first to roll out the Thermopure - Does hot always clean better?
In most circumstances yes, and anyone who uses hot water on a regular basis will attest to this. Where hot water doesn’t do so well is on poorly maintained old frames, where it can draw out a lot of dirt residue onto the glass that may be better off being cleaned with cold water and as a two step process. Problem windows like this can cause difficulty for even the most experienced window cleaners, and we cover them in great depth on the BWCA’s waterfed pole course. Those types of jobs aside though, I’m confident that the vast majority of users would agree that hot water does indeed clean better than cold.
The Pro10 indoor WFP system was revolutionary when it came out – tell the readers about it?
The Pro-10 machine overcomes a lot of obstacles with internal glass cleaning with being able to use the benefit of heated pure water using a telescopic pole from the safety of the ground.
The concept relies on having a head that delivers pure water and then being able to vacuum the dirty water residue from the glass in one action. The electric Pro-10 utilises 2 x 1200watt vacuums to create the suction and a 240 volt delivery pump to supply the water up a telescopic pole up to 40ft. The machine comes complete with sediment and DI filters for recycling the dirty water for reuse. There is no need to replace pads or cloths, so continuous working gives it an edge over traditional methods and micro fibre pad options. The initial outlay is more than a standard squeegee pole, but the benefits of no drips and lack of chemicals or detergents leave the windows cleaner for longer. I would urge people to get a demo if they are interested, as there is a skill to operating the poles at the right angle.
You’re due to roll out the Ionics road shows in a few days – what do you love about them?
It is great to get your products into the hands of customers without them having to travel too far to see them. They can try the water fed poles before they buy and are able to compare them against other pole ranges and their own equipment. Also, it’s a great opportunity to speak directly to our customers and those who are using our systems day-to-day. Window cleaners themselves are always coming up with very good ideas to solve various problems, and as a manufacturer it's very important that we don’t ignore their input, but rather respond to their needs.
Any funny incidents?
For me doing a Reach and Wash demonstration in London on an empty building with only the client and a security guard on site - the client and I were not allowed to check how the window that I had just cleaned from the inside had dried, without him escorting us. So I had cleaned the windows and we went in to check the results. On inspection they had not dried out to well, the glass still had water droplets on it but the glass was still quite dirty. So the client did not look to impressed and I explained that the windows were really dirty and that it would require an extra clean and then it would be perfect. So we went back down in the lift to go over the windows again. The client went to get us both a cup of coffee while I gave them a second going over. We drank the coffee and then went back in with the security guard to go up in the lift to inspect the windows. Well the window looked dirtier than before and I had no explanation to why it had not worked. There was a silence then the security guard turned to us and said I think I know what the problem is, I thought what the hell does this guy know about window cleaning! Then he said we are on the wrong floor, the windows you cleaned are on the floor above. Sure enough as we inspected the windows that I had actually cleaned, they were perfect. So the moral to the story is do not upset the security guard as it would have lost me the sale!!
Most people don’t realise Ionics exclusively sell the traditional Vermop Toplock range in the UK – do you ever think traditional window cleaning will be phased out completely?
No. Traditional window cleaning will still be a tool of choice for cleaning internal windows and low level windows on some sites. It is a case of choosing the right method for each situation, with careful regard for health and safety and efficiency
With the water drought situation in the UK, Craig was instrumental in keeping WFP users up and running. Do you ever think WFP could be banned in extreme situations?
The drought orders we saw a few years a go understandably caused a good degree of concern for window cleaners, and had we not fought our corner vigorously there is a possibility that window cleaning may have been affected to a much greater degree. As it turned out, it was eventually established that window cleaning with waterfed poles would only be affected in the most severe phase (“phase 3”) of a drought order. To put that in perspective, “phase 3” would also involve householders having to queue for and collect their water from stand pipes at designated times of the day. I believe this is sensible, and if a “phase 3” situation ever came about, then it would be practically impossible for window cleaners to continue to use poles anyway, even with no legislation. Thankfully, even though drought orders occur about every 3 or 4 years, the Environmental Agency estimate that a “phase 3” situation occurs only once every 500 years, so it’s not something we have to lose too much sleep about on a day-to-day basis. Other types of businesses were not quite so well represented, and as a result, do not have such a dispensation. Golf clubs and sporting grounds, for example, must cease watering their lawns in “phase 2” situations.
With 28 Ionics fitting centers worldwide, do you actively call on each one?
Although I have not personally visited every fitting centre we have established, I have played my part in providing parts of the sales training, my colleagues have covered technical training either on site or at our factory. Our distributors are very important to us, as they are the face of Ionic in many different countries. We have an on-going development program for them, both here in the UK and overseas, and we regularly train them with regard to new products, installation techniques and new market areas.
The production of Koi carp was another Ionics brain child – is it still going?
Koi Carp is a very specialised area, and we are partnered with a major Koi industry supplier to provide water purification filters for the Koi Carp industry to over sixty countries globally. As we manufacture all our own filters, they are used for many different markets around the world, Koi being just one.
You only spoke to Don Chute last week – did it take you by surprise at his passing?Yes it did, I only spoke with him a week before his passing, I knew it was terminal but I thought he had a little time to do some of the things we talked about on his bucket list.
Don was a great ambassador for the industry and true friend he will be sorely missed.
Why did Ionics backtrack in the USA with the school and Ionics center – was it a logistical problem?
We knew that window cleaning in the USA is fundamentally different to that of in Europe, and the market presented some specific challenges, one of which being the its sheer size. In order to open things up, we really needed a permanent representative, and Don fitted the bill perfectly. We were able to get a good insight into the market and the QuattRO product range was developed as a direct result.
The fact that the USA is such a large country also meant that replicating the training school has its difficulties. Don Chute was a great teacher, and the American training school was well received. But when he had a heart attack while on the road giving the training, we thought we would stop for a while and then re-launch it at a later date. By that time, we had successfully built the Reach and Wash brand in the States, and American window cleaners were much warmer to the idea of using waterfed poles. It was the right time to sell through a distributor that is well known and respected - J Racenstein. It was also no accident that the distributor we chose is the largest supplier of window cleaning equipment in the USA. That has proved to be a very good move, and the USA continues to be one of the fastest growing markets for us.
You don’t use boar hair brushes on the end of your WFP’s – any reason?
Yes. We tested them extensively a few years ago, and came to the conclusion that they trap the dirt in the brush tips and this would mean taking the brush off the glass for rinsing to get a good result, when a monofilament brush can be left on the glass to get the same result.
We don’t advocate removing the brush off the glass while rinsing, as this causes upper body stress while working on higher level windows, and really why go the effort if you don’t need to? Ionic brushes are specifically designed so that lifting-off to rinse is not needed.
Tell the readers more about your new clamps on the Swift WFP.
The new transverse clamp is a great simple solution to clamping the pole sections, by having the lever closing in a transverse direction it is now half the size of a vertical lever clamp. This makes the clamp a lot lighter and the collapsed pole length shorter. It also has a wider range of adjustment which gives the clamp a longer working life. The levers can also be set to open to the left or the right, which is useful for those who may be left-handed. The response we have had from the new clamps has been very positive, and it seems clear that the vast majority of users prefer them. We now fit them as standard on the Swift and Glyder poles.
Do you speak to Craig on a regular basis?
Yes. Although Craig is less visible to customers than he was previously, he is heavily involved in Research and Development and BWCA training. Both of these are absolutely integral to what Ionic does.
What makes Reuben Reynolds tick?
As you get closer to being middle aged (some would say I am already there) your priority and ambitions change slightly, what was important to you 10 years ago is less important to you now and other things take that priority.
I have two step sons working in the business and Craig has his Son Jason working with us, and I am really enjoying working with the next generation of Ionic. They remind me of the way Craig and I were thirteen years ago, their enthusiasm and energy to take the business forward. I am very fortunate to have a great team that I have worked with for many years. I try and work smarter rather than harder these days, so I try and get the work life balance, so my kids and my wife get some time too.
You play the guitar – what are your influences?
I am learning to play the guitar, this is something I enjoy doing with my son Joseph. I was brought up on a diet of Rock music that is my first love and with spending a little time in Canada working when I was twenty - this got me into a lot more American country/rock influenced music. With the internet now, a lot of old great bands can still keep in contact with their fans and make a living out of touring, so I enjoy watching live music.
If you weren’t working for Ionics – a rock star?
No I don’t think so, I would have to pay them to listen to my music. I think with the skills that I have gained over the past twenty years I would be running some kind of business.
Where do you see the window cleaning industry in ten years from now?
Good question. I think the buzz word these days is “sustainability,” so I would say we’ll probably see a much greater emphasis put on eco-friendly solutions with renewable energy and covering a safer working environment.
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