Andy Baines in

Andy Baines

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Joint MD (Fractional) at The Specialist Washing Company (Trading as Wudumate)
📍 Cheltenham, England, United Kingdom

With 30 years of leadership in the bathroom industry, Andy Baines is an innovator and designer at heart, focused on driving profitable growth. As CEO of the consultancy "Something Changed, " he applies his “Strategy By Design” philosophy to help businesses transform. Colleagues describe him as a visionary leader with deep business acumen.

Andy is passionate about creating products that enhance peoples lives and fostering an environment where teams can thrive. He actively engages with his industry, attending major trade shows to stay on top of the latest trends. He also focuses on creating inclusive, multi-faith workplace environments through his work with Wudumate.

Unique fact: Andy is a co-inventor on multiple patents for smart bathroom technology, including systems that track hand hygiene compliance and monitor a facilitys maintenance needs.

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Experience
33 Years
Current Role
Joint MD (Fractional)
Job Level
Leadership
Location
Cheltenham, England, United Kingdom
Personality Overview

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Communication Style
Decision Approach
Work Preference

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Priorities

Topics Andy cares about

Strategy By Design
His core professional philosophy, which combines creative design methodologies with strategic business planning to foster innovation and solve complex problems for clients.
Front-End Innovation
He focuses on the "fuzzy front end" of innovation, helping teams manage ambiguity and develop clear roadmaps for new products, services, and business improvements.
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Career

Work history

11-2025
Joint MD (Fractional)
The Specialist Washing Company (Trading as Wudumate)
7-2025
Founder, CEO
Something Changed
7-2022 - 6-2025
Managing Director
VADO
1-2020 - 6-2022
VP & GM – Global Commercial Products, Kitchen & Bath Group
Kohler Co.
7-2015 - 1-2020
President
Robern
In the press

Media appearances

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Education
1998 - 1999
MBA
Oklahoma City University
1987 - 1991
2:1 BSc (Hons)
Brunel University of London
Social presence
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Behavioral profile

DISC profile (public)

DISC behavioral profile

Dominance, influence, steadiness, and calculativeness scores with guidance on how this person prefers to communicate and decide.

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