Aqualogic Welcomes Lloyd Howells as Contracts Manager
February 5, 2025
After many months of planning and negotiation, we are proud to announce the successful completion of a management buyout (MBO) at Aqualogic.
So, what does this mean for our clients, partners, and stakeholders? In practical terms, very little changes day to day — we remain Aqualogic, continuing to deliver the trusted water conservation solutions we’re known for. However, the ownership structure behind the scenes has evolved as part of a strategic succession and growth plan.
Founded in 2004 by Michael Rice, Aqualogic has grown to become a UK leader in water conservation. This MBO marks the formal departure of Michael as Chairman and majority shareholder, along with other minority shareholders. Leadership of the business now transitions to Ben Rice (Managing Director) and Ashley Williams (Services Director), who step forward as the new owners, continuing to lead the company under a refreshed partnership model.
Ben Rice, Managing Director, said: “This buyout represents a significant milestone in Aqualogic’s journey. With strong foundations built on experience, expertise, and trust, we’re more committed than ever to maintaining the highest standards as we lead the company into a new chapter of growth and innovation.”
Ashley Williams added: “When I joined Aqualogic as an IDM Technician back in 2011, I never imagined I’d one day become a director and co-owner of the business. I’m incredibly proud of how far we’ve come, and even more excited about where we’re going. This is a team effort – and I’m honoured to be on this journey with such a dedicated and talented group of people.”
Jonathan Adler, continuing board member said “It’s incredibly gratifying to witness the growth and opportunities that Aqualogic has created internally. Ashley’s remarkable journey from starting as an IDM Technician in 2011 to becoming a joint business owner in 2025 is truly inspirational. This progression exemplifies that with dedication and hard work, our employees can achieve anything.”
This MBO ensures full continuity in our operations, while also opening the door to a new operational model designed to support further growth and evolution of the business.
Reflecting on the transition, founder and outgoing Chairman Michael Rice said:: “After nearly 50 years in the water industry, it’s time to hand over the keys to the next generation. I couldn’t be prouder that the succession has come from within the business. I’m confident Ben and Ashley will take Aqualogic from strength to strength – and I’ll be watching with a keen eye.”
As part of our exciting next steps, we’re in the process of relocating our Field Service operations to a larger premises in South Wales, driven by the significant growth we’ve experienced. This new facility will be a cornerstone of our sustainability goals – fully powered by renewable energy – and part of a broader initiative developed in collaboration with Business Wales. It will support future job creation, business expansion, and alignment with Welsh government priorities.
We’re proud of where we’ve come from – and even more excited about where we’re headed.
