Job Title: Co-CEO
Company: A-SAFE Group
JAMES SMITH
Tell us a bit about yourself. This can include telling us what fires you up about the job you do, your professional achievements, your career highlights. What inspires you? What attracted you to pursue a career in manufacturing? Is there anything else you’d like to say about either your job or UK manufacturing?
I’ve always been driven by making things from scratch, tangible products that are useful, unique and proudly made. I grew up surrounded by tools and ideas, so manufacturing felt natural. What inspires me most is the mix of innovation, relationships and real-world impact. There’s nothing more satisfying than seeing your product on a factory floor, being praised by a global brand, or sold back to you by a happy customer. I’m energised by trying new things, learning from mistakes and taking ideas to market. Helping set up our own companies in 15 countries has proven that the challenges you solve in Wakefield are the same ones you tackle in Dusseldorf or Tokyo. Manufacturing is creative, collaborative and commercial, and I love every part of it.
What advice would you give to your younger self?
Trust your conviction. Everything in life is about having more conviction and confidence. Don’t waste time with regret, as it only makes you dwell. Make sure you keep moving forward.
What is your favourite engineered/manufactured product?
We have a huge injection moulding machine at A-SAFE, the one that makes our machine-guarding solution, A-GUARD. Watching it run is incredible. It’s powerful, precise and makes something truly innovative.
Please give one interesting fact about yourself that not many people know.
I love loud, hardcore punk music. I used to go watch many underground hardcore punk bands. Big energy, jumping off the stage, crowd surfing… I’ve also ran marathons in New York, Edinburgh and London.
If you weren’t in manufacturing what would be your dream job?
I would have worked in a job that involved travelling, seeing the world, and experiencing different places. I’ve been lucky enough to be able to do that to a certain extent, but there’s still so much more I want to see.
LUKE SMITH
Tell us a bit about yourself. This can include telling us what fires you up about the job you do, your professional achievements, your career highlights. What inspires you? What attracted you to pursue a career in manufacturing? Is there anything else you’d like to say about either your job or UK manufacturing?
I’m driven by a need to solve problems and a belief that safety and efficiency should never be compromised. What fires me up is constantly pushing boundaries and leading with a hands-on, engineering-first mindset, always questioning the status quo and creating smarter solutions. Seeing ideas take shape and delivering real-world impact is a great inspiration. Manufacturing drew me in because it’s fast-paced, creative and grounded in results. I’ve always been excited by strategy, investing in the right machinery and projects to stay ahead. UK manufacturing has the talent, ambition and innovation to lead globally, and I’m proud to play a part in shaping that future.
What advice would you give to your younger self?
Value self-reflection and continuous improvement. Take time to assess what’s working, what’s not and how you can get better. That mindset will take you further than trying to get everything right first time. Keep learning, stay open and trust the process.
Please give one interesting fact about yourself that not many people know.
I enjoy performance driving and I’m a keen skier. I also coach youth rugby and participate in my children’s sports activities – these are the things that make everything I do at work worthwhile.
If you weren’t in manufacturing what would be your dream job?
Working in engineering for performance vehicles.