Andy Baines

Visionary
DISC Type : Ds

Joint MD (Fractional) at The Specialist Washing Company (Trading as Wudumate)

Cheltenham, England, United Kingdom

Overview

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.

Personality Overview

Direct & Assertive

Risk Tolerant

Big Vision Person

They are very professional in their approach and can weigh multiple perspectives together.  They might take some time to make their mind up but once they do, they don't change it easily. They exhibit a rare combination of being result-oriented but patient at the same time.

Topics They Care 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.
Bathroom Industry Trends
With over 26 years in the sector at companies like VADO and Kohler, he actively follows and discusses industry innovations, from new product categories to smart technology.

Media Appearances

Andy has no verified media appearances

Work History

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

Education

1998 - 1999
MBA from Oklahoma City University
1987 - 1991
2:1 BSc (Hons) from Brunel University of London

More Information

Social Presence :

Prographics :

Exp : 33 Location : Cheltenham, England, United Kingdom Job Level : Leadership Designation : Joint MD (Fractional) at The Specialist Washing Company (Trading as Wudumate)
URL has been copied!

Insights For Selling To Andy

During A Call Or A Meeting

DO's

  • Use phrases like 'your team deserves', 'best in class' etc.
  • During followups, use phone or text if needed, they should be fine
  • Let them know of potential risks but suggest mitigation methods alongside

DONT's

  • Don't go over them unless you are left with no other option
  • Don't shy away from asking hard questions, but be extra polite
  • Don't take their patience for granted, avoid long-winding sermons

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Andy is

  • Strong proof of impact and their conviction will matter the most, but they wouldn't want to act unilaterally either
  • Will you ever get a clear answer from Andy

  • They will say no if they are not convinced but you will have to prompt them.

Insights For Deal Planning

    How fast (or slow) will Andy move?

  • They will want to understand things well but can move fast once they have a clear picture.
  • Can Andy take some risk or not?

  • They have good risk tolerance but are likely to think it through once or twice.

You And Andy

Personality Compatibility


More Profiles

Discover additional public profiles from our index.

Search more profiles

Looking for someone else? Search here for anyone.

Or visit Humantic AI to know more.