Recorded at: Lubricant Expo, Düsseldorf September 2025

Panel Guests:

• Lisanne Hoolwerf – Head of Marketing at Olyslager

• Daniel Tait – Managing Director at Oil Store

• Jade Thompson – Business Development Manager at SKF RecondOil

• Elisa Swanson-Parbäck – Business Development Director – Sustainable Lubricants at Perstorp Group

Hosted by: Rob Taylor and Steve Knapp (Plan Grow Do)

🎧 Episode Overview:

In this special Beyond the Blend LIVE edition from Lubricant Expo in Düsseldorf, we bring together a powerhouse panel of lubricant industry professionals to explore the findings of the Buyer Revolution, the largest-ever research into lubricant buyer behaviour with over 25,000 data points from five essential surveys.

We dive deep into what buyers really want, what frustrates them, and how commercial teams must adapt. From speed of response and solving your own problems to managing for long-term value instead of quarterly targets. This episode is full of hard truths, lightbulb moments, and actionable insights.

Key Takeaways:

1. Speed vs Relevance: Stop Replying Fast, Start Responding Well

58% of buyers are frustrated with response times - but even when a reply comes, nearly half say it lacks relevance. The panel explores how sellers must focus on both speed and substance and why perception is everything. Being “fast” in your eyes might still feel like a delay to the buyer.

2. Solve Your Own Problems – Then Get Out of the Way

71% of buyers define their needs before contacting suppliers. But two-thirds feel their input is ignored. Buyers don’t want a re-education, they want validation. As Daniel Tait shared: “Don’t put roadblocks in the way of a buyer who knows what they want.”

3. The New Account Manager Must Add Real Insight

81% of buyers rated proactive insight as the #1 trait in an account manager, yet only 22% experience it. Technical knowledge, curiosity, and empathy are the differentiators. As Jade Thompson explained, “If I turn up without application knowledge, I’m no use to the customer.”

4. It’s Time to Lead with Application Knowledge, Not Product Brochures

Product features alone won’t win trust. Understanding the customer’s processes, the actual application, and operational challenges is what truly delivers value, especially when buyers are already well-researched.

5. Think Long-Term: Sales Targets Aren’t the Buyer’s Problem

Elisa Swanson-Parbäck offered a powerful analogy: “Be the Alfred to your buyer’s Batman. Your job is to help them succeed.” Her call for account managers to prioritise customer lifetime value over quarterly pressure hit home.

6. Sales Has a Listening Problem – And It’s Costing Us

From ego-driven pitching to ‘coffee catch-up’ calls that add no value, buyers are frustrated by time-wasting. The panel’s final rapid-fire round made it clear: Talk less, ask better questions, and stop dropping in without purpose.

🔗 Links:

🌐 Buyer Revolution Research: plangrowdo.com/the-buyer-revolution

🎧 More Episodes of Beyond the Blend: Spotify | Apple Podcasts

📍 Lubricant Expo Info: lubricantexpo.com

Why Listen?

Whether you’re a seller, marketeer, or manager in the lubricants industry this panel episode delivers unfiltered insight into what buyers really think about your approach. You’ll walk away with practical takeaways, human stories, and renewed urgency to evolve.

👂 Listen to this episode if you want to close the gap between buyer expectations and seller behaviour - and build trust that lasts.

In this episode, we sit down with Angus Macdonald, Co-Founder and Director at A&S International, as he shares his entrepreneurial journey in the lubricants and reliability sector, spanning innovation, sustainability, and the power of partnerships.

Angus opens up about the pivotal decisions that shaped his path: leaving the security of corporate life, taking the leap to co-found a family business, and navigating the challenges and opportunities that came with growing A&S International from the ground up. It’s a story about trust, resilience, and vision but also about the personal moments that changed how Angus leads and lives today.

🔍 What’s Inside:

• Angus’s leap from corporate beginnings to co-founding A&S International and why embracing uncertainty became one of his greatest strengths

• How personal values shaped his decision to build a sustainability-focused business tackling real-world problems like fuel efficiency and bioremediation

• The reality of family business dynamics: navigating different perspectives, playing to each other’s strengths, and keeping relationships intact while growing globally

• The mindset shifts Angus experienced when working with customers facing operational challenges and how empathy became central to his leadership

• The role of partnerships, trust, and curiosity in opening new opportunities across multiple sectors

Angus’s journey is proof that personal growth and business growth go hand in hand. From moments of doubt to breakthrough wins, he shares openly how building a purpose-led company has shaped his leadership, relationships, and outlook on life.

Big Themes:

• Sustainability at the heart of modern lubrication

• Balancing innovation with strong family-business values

• Driving reliability and efficiency through smarter solutions

• Finding purpose and resilience through personal challenges

• Building lasting relationships and global partnerships

Why Listen?

This is more than a business conversation, it’s a story of courage, connection, and creating impact. Angus reveals the lessons he’s learned along the way: why purpose matters as much as profit, how staying curious opens doors, and why relationships remain the true currency of success in a rapidly evolving sector.

📲 Where to Connect:

• Angus Macdonald on LinkedIn

• A&S International Website

▶️ Listen now to hear Angus’s personal journey and discover how he’s helping shape a more sustainable, innovative, and customer-focused lubricants industry.

In this episode, we sit down with Annie Lindsell, Sales Operations Director at Blueprint Event Company, as she shares her unconventional journey into the lubricants industry and how she’s found purpose and passion in an unexpected place.

What’s Inside:

• Annie’s leap from fine art and Laura Ashley uniforms into the heart of the global lubricants event scene

• Why the Blueprint team’s culture and the power of events reignited her professional purpose

• Her candid take on motherhood, career balance, and rediscovering identity after starting a family

• Why working in the lubricants sector is not what she imagined—and why that’s a good thing

• Insight into what makes Lube Expo Europe, Middle East, and North America unique—and why they’re growing so fast

💬 Annie’s reflections are warm, honest, and inspiring. Whether you're in events, energy, or simply navigating life as a working parent, this episode has something for you.

Big Themes:

• Reinvention, resilience & rediscovery

• The human need for connection in a digital-first world

• The underestimated creativity behind event strategy

• Showing up with curiosity—even when the industry is unfamiliar

🎧 Listen now and get to know the people behind the lubricants industry—because this sector is about more than just molecules. It’s about community, collaboration, and momentum.

Where to Connect:

• Annie Lindsell on LinkedIn

• Blueprint Event Company Website

In this powerful episode of Beyond the Blend, we speak with Trevor Gauntlett of Trevor Gauntlett Consulting; a chemist, former Shell leader, basketball coach, Movember fundraiser, and all-round role model. From being a leading voice in the lubricant sector to building community through sport and advocacy, Trevor shares the story behind the science, his deep sense of purpose, and the people-first ethos that drives him.

About the Guest

Trevor Gauntlett, Principal Consultant at Trevor Gauntlett Consulting

With over 30 years in lubricants, including 21 years at Shell, Trevor is a leading voice in energy, base oils, additive strategies and sustainable transitions. He’s also a published writer, dedicated basketball coach, and long-time Movember supporter, using his experience to help shape the next generation of both professionals and people.

In This Episode

• How Trevor turned a cancer diagnosis into a writing career

• What junior basketball coaching teaches about leadership and motivation

• The hidden power of giving time, not just money

• Lubricants’ real role in the energy transition

• Why empathy, planning, and perspective matter more than ever

• “Nothing by halves”; how Trevor lives out this mantra in life and business

🔗 Links & Resources

• Trevor Gauntlett on LinkedIn https://www.linkedin.com/in/trevorgauntlett/

Enjoyed the Episode?

• Follow Beyond the Blend wherever you get your podcasts

• Leave us a ⭐⭐⭐⭐⭐ rating and review

• Share this episode with someone in lubricants, energy, or engineering who’d be inspired by Trevor’s story

In this episode of Beyond the Blend, we sit down with Caitlin Jacobs, ILMA’s Director of Communications and Member Engagement, whose work sits at the crossroads of storytelling, strategy, and service. Caitlin shares how she’s helping shape the future of the lubricants industry—not just through campaigns and comms, but through listening, elevating voices, and building bridges across generations and organisations.

Key Takeaways:

A Communications Role with Purpose: Caitlin opens up about how she’s reshaped the ILMA brand in recent years, moving beyond newsletters and conference brochures into a more digital, connected, and value-driven approach to member communication.

Elevating Member Voices: From highlighting family-run businesses to spotlighting innovation in sustainability, Caitlin discusses why giving members a platform to tell their stories is one of the most powerful tools for building trust and relevance.

Reaching the Next Generation: With a clear eye on talent and retention, Caitlin talks about how ILMA is adapting its approach to speak to younger professionals—without losing the legacy and values the association is built on.

Collaboration Over Competition: Whether it’s with board members, event planners, or ILMA’s wider stakeholder network, Caitlin believes the best results come from shared ideas, consistent feedback, and open communication.

The Human Side of Association Work: From on-the-ground planning to post-event follow-ups, Caitlin reflects on the emotional labour that comes with working behind the scenes—and why moments of connection matter more than metrics.

Why Listen?

If you work in associations, B2B communications, or are simply looking for fresh ideas on how to engage people in a legacy sector—this conversation will resonate. Caitlin brings heart, humour, and sharp strategic insight to everything she does.

Where to Connect:

LinkedIn: Caitlin Jacobs

Organisation: ILMA – Independent Lubricant Manufacturers Association

In this inspiring and deeply human episode of Beyond the Blend, Steve speaks with Bhavika Sachdeva a business leader, a creative, a parent, and a strong advocate for women in the lubricants industry.

Bhavika shares her remarkable journey of joining the family business straight after an arranged marriage at 21, stepping into a male-dominated manufacturing world, and learning to find her voice, confidence, and leadership style all while navigating early motherhood and the dynamics of working in a close-knit family company.

Key Takeaways:

• Early Leadership Through Immersion: Thrown into the deep end at 21, Bhavika learned by doing. Without a manual or formal structure, she found her rhythm through hands-on experience, navigating cultural dynamics and real business pressure.

• Redefining Professionalism as a Parent: As a new mother, Bhavika built her leadership identity alongside her parenting journey. She challenges the belief that motherhood is a barrier, proving instead that it sharpens empathy, structure, and resilience.

• Creativity as Strategy: Bhavika brings creative thinking into everything from improving operations to launching journaling tools for children. She shares how creative expression helps her solve problems, connect with her team, and find joy.

• Courage in the “Crawling Days”: Bhavika speaks openly about the times when showing up felt like a struggle, and how consistent effort, even in low moments, became a foundation for personal and professional growth.

• The Power of Validation: A small but powerful moment, her father-in-law painting a mural to honour her work, sparked a shift in how she saw herself as a leader. It became a catalyst for confidence and belief.

• Women in Lubes & Greases: Bhavika reflects on the importance of visibility, representation, and community for women in technical sectors. Her message is clear: there’s space at the table, but we have to build the chairs too.

• Inner Work, Outer Change: Whether through therapy, personal journaling, or simply giving herself permission to feel, Bhavika believes that true leadership comes from aligning your inner world with your outer actions.

Why Listen:

Bhavika’s story is one of compassion, grit, and personal growth. If you’re building a career in a family business, juggling multiple roles, or simply figuring out how to show up as your whole self at work, this episode will hit home.

Where to Connect:

• LinkedIn: Bhavika Sachdeva & Trinity Lubes & Greases FZC

• Community: Women in Lubes & Greases – LinkedIn Group

In this heartfelt and wide-ranging episode of Beyond the Blend, we’re joined by Keri Craig, Director at Interflon Scotland, whose professional journey, from global education at the British Council to helping lead a family-run lubricant business, is packed with insight, emotion, and a powerful sense of purpose.

From raising teenagers in two cultures to rediscovering her roots in Scotland, and from grief and resilience to forging a leadership identity in a traditionally male-dominated sector, Keri brings calm clarity, curiosity, and courage to the table.

Key Takeaways:

• A Family Business, Rediscovered: After two decades in Mexico, Keri returned to Scotland to support her parents during a difficult time. What started as a practical decision turned into a professional reinvention, helping lead the company her father built.

• Leading by Learning: Keri didn’t grow up in the lubricant industry, but she’s embraced the steep learning curve, taking site visits, earning certifications, and bringing fresh eyes to long-standing customer relationships.

• From Imposter Syndrome to Best-Self Leadership: Through vulnerability and personal development, Keri shifted her mindset, leaning into what she does best: clarity, customer experience, and human-centred leadership.

• Navigating Legacy and Innovation: Balancing the deep trust her father earned over 30 years with the need to modernise for a younger generation of buyers, Keri is helping bridge tradition and transformation at Interflon Scotland.

• Local Charm, Global Perspective: Whether describing biscuit-fuelled sales calls in Shetland or bringing international insights from the British Council, Keri embodies the principle of thinking globally, acting locally.

• The Power of Networks: Keri’s honesty about finding her footing, rebuilding her support system, and connecting with others through programmes like Scottish Enterprise’s “Pathways to Scale” highlights just how essential community is to resilience and growth.

• Advice for Women in Industry: Keri speaks candidly about being underestimated and why she believes in confronting barriers with kindness, competence, and quiet determination.

Why Listen?

This episode is a masterclass in adaptive leadership, self-belief, and family business transformation. Whether you're leading a small team, entering a new industry, or simply navigating career change, Keri’s story offers practical insight and emotional depth in equal measure.

Where to Connect:

• LinkedIn: Keri Craig

• Company: Interflon

In this powerful episode of Beyond the Blend, we welcome Elisa Swanson-Parbäck, Business Development Director – Sustainable Lubricants at Perstorp Group.

From a diving instructor in Finland to the European Parliament in Brussels, Elisa’s journey blends sustainability, business acumen, and personal purpose. This conversation uncovers how curiosity, reflection, and community spirit have propelled her to the forefront of sustainable change in the lubricant industry.

Key Takeaways:

* Diving Deep (Literally and Professionally): Elisa’s early days in her family’s diving business taught her lessons in entrepreneurship, customer-centricity, and trust. Principles that still shape her leadership.

* Championing Sustainable Change: Elisa’s work today is focused on developing renewable, responsible solutions across the lubricant value chain and taking those insights to policymakers at the EU level.

* From Brussels to the Boardroom: Hear about Elisa’s role in the ATIEL & UEIL Joint Sustainability Committee and how storytelling, timing, and collaboration are critical for influencing regulation and driving awareness.

* Dyslexic Thinking as a Superpower: Elisa opens up about identifying with dyslexic thinking, how it fuels her creativity and strategic thinking, and why self-reflection is key to leading with authenticity.

* Creating Impact through Community: Whether in diving, public affairs, or corporate leadership, Elisa believes in the power of like-minded people driving shared missions—and how progress (not perfection) is what keeps her going.

* A Purpose-Driven Career: Elisa challenges listeners to ask “Am I the right person in the right place? ”a question that helped her realign her career around sustainability, value creation, and long-term vision.

Why Listen?

Elisa blends technical insight, behavioural science, and bold purpose into a conversation that is both inspiring and deeply practical. If you care about sustainability, want to lead with impact, or are figuring out how to align your work with your values, this episode is a must-listen.

Where to Connect:

* LinkedIn: Elisa Swanson-Parbäck

* Events: Find her at ELGI, Lubricant Expo, and UEIL technical meetings

* Company: Perstorp Group

Brought to you in partnership with the Lubricant Expo!

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and help shape the future of lubrication together.

Lubricant Expo Europe is the must-attend annual event for professionals looking to discover or promote the latest advances in lubricant and lubrication technology. Whether you’re an engineer, executive, or industry professional, this free-to-attend exhibition and conference connects lubricant solution providers with end-user buyers and the entire chemical and equipment supply chain.

Bringing together the lubricant community and end-users from over 80 countries, Lubricant Expo Europe is a comprehensive showcase of all lubricant technologies, including finished lubricants, additives, process equipment and machinery, condition monitoring, automation systems, testing and analysis, data technologies, lubricant manufacturing equipment, end-user application systems and more.

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and help shape the future of lubrication together.

⁠REGISTER FOR FREE TODAY!⁠

In this episode of Beyond the Blend, we sit down with Mark Lord, Managing Director of Aztec Oils Ltd, who brings four decades of real-world experience, unfiltered honesty, and a deep passion for people to the mic. From fridges at Heelas to founding and scaling one of the UK’s most respected lubricant businesses, Mark’s journey is all about spotting opportunity, trusting people, and never standing still.

Key Takeaways:

• From School Leaver to Industry Leader: Mark left school at 16, learned early lessons in business from his father (including what not to do), and carved out a path defined by experience, resilience, and sharp instinct.

• Aztec Origins: Founded in 1995, Aztec Oils started with a van, a ramp, and one man doing it all. The name? Inspired by a children’s library book on the kitchen table.

• Scaling Through People: Mark’s not just built a business he’s built a team. His philosophy: spot the drivers (not passengers), give them skin in the game, and empower them to run regional Aztec businesses as part-owners.

• Growth by Acquisition: From Oil Line to Northern Oils, Caldo, and more, Mark shares what he's learned integrating businesses—and why success always comes down to people.

• Taking a Stand: Mark has been vocal on issues like lubricant dumping and unfair trade practices, championing transparency and fair competition for the sake of the entire industry.

• Culture, Not Just Commerce: Whether reflecting on his days sneaking into Reading Festival or supporting employees through ownership models, Mark’s values of humility, loyalty, and empowerment shine through.

Why Listen?

If you want to understand what real leadership looks like in a complex, fast-moving market, this episode delivers. Mark blends strategic foresight with street smarts, and his no-nonsense insights on growth, people, and responsibility will resonate with leaders at every level.

Where to Connect:

• LinkedIn: Mark Lord

• Company: Aztec Oils Ltd

Brought to you in partnership with the Lubricant Expo!

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and help shape the future of lubrication together.

Lubricant Expo Europe is the must-attend annual event for professionals looking to discover or promote the latest advances in lubricant and lubrication technology. Whether you’re an engineer, executive, or industry professional, this free-to-attend exhibition and conference connects lubricant solution providers with end-user buyers and the entire chemical and equipment supply chain.

Bringing together the lubricant community and end-users from over 80 countries, Lubricant Expo Europe is a comprehensive showcase of all lubricant technologies, including finished lubricants, additives, process equipment and machinery, condition monitoring, automation systems, testing and analysis, data technologies, lubricant manufacturing equipment, end-user application systems and more.

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and helpshape the future of lubrication together.

⁠REGISTER FOR FREE TODAY!⁠

In this energising episode of Beyond the Blend, we’re joined by Ella Auchterlounie, Marketing Executive at Vickers Oils, who brings fresh eyes, digital savvy, and a whole lot of energy to one of the lubricant industry’s oldest names. From YouTube beginnings to breathing new life into a 200-year-old brand, Ella shares her journey into the world of B2B marketing and how she’s helping make a traditional industry more accessible, relatable, and engaging for the next generation.

Key Takeaways:

• From Retail to B2B: Ella walks us through her diverse background, from retail and social media to agency work and now industrial lubricants proving that varied experience is a strength.

• Self-Taught & Resourceful: With curiosity as her guide, Ella shares how she’s built technical knowledge from scratch through mentoring, online learning, and tools like Lubrication Expert videos.

• Making Lubricants Approachable: Ella talks candidly about how technical language and lengthy documents can be a barrier, and how she’s on a mission to bring clarity, accessibility, and interactivity to marketing whether through 3D ship tours or engaging newsletters.

• Digital with a Human Touch: She’s brought Vickers’ LinkedIn presence to life, using video, interactive design, and personality-rich content to grow reach and engagement all while emphasising that people still matter in a digital world.

• Balancing Corporate & Personal: With insights from her lifestyle-focused YouTube days and a talent for writing and design, Ella discusses how showing personality builds trust, relevance, and stronger brand affinity.

• Sustainability & Storytelling: From brewery visits to food-grade regulations, Ella is passionate about sustainability and transparency two things she’s helping amplify in her role at Vickers Oils.

Why Listen?

Ella represents the voice of a new generation in the lubricants industry curious, creative, and digitally fluent. Whether you’re in marketing, leadership, or talent development, her story is a reminder that the future of this industry depends on how well we tell its story and how open we are to fresh ideas.

Where to Connect:

• LinkedIn: Ella Auchterlounie

• Company: Vickers Oils

Brought to you in partnership with the Lubricant Expo!

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and help shape the future of lubrication together.

Lubricant Expo Europe is the must-attend annual event for professionals looking to discover or promote the latest advances in lubricant and lubrication technology. Whether you’re an engineer, executive, or industry professional, this free-to-attend exhibition and conference connects lubricant solution providers with end-user buyers and the entire chemical and equipment supply chain.

Bringing together the lubricant community and end-users from over 80 countries, Lubricant Expo Europe is a comprehensive showcase of all lubricant technologies, including finished lubricants, additives, process equipment and machinery, condition monitoring, automation systems, testing and analysis, data technologies, lubricant manufacturing equipment, end-user application systems and more.

Join Lubricant Expo Europe from 16-18 September 2025 at Messe Düsseldorf, and helpshape the future of lubrication together.

⁠REGISTER FOR FREE TODAY!⁠