Meet our team

At Absolute Robotics we are passionate about finding ways to use developments in technology and robotics to maintain Britain’s effectiveness in manufacturing on the world stage. Our experienced team want to see our consumer culture fed by efficient production methods and innovation.

Steve Potter

Steve Potter
– Group Director

After finishing his Honours degree in Electrical and Electronic Engineering at Cardiff University in 1997, Steve went to work at Control Techniques as a Design and Applications Engineer. Here he gained a grounding in electrical system design and project management, specifically with inverters, PLCs and communications. In 2001, Steve branched out to start his own company, TwentyFourSeven Engineering, which designed and manufactured systems for applications all around the world. It was also the year in which he achieved Chartered Engineer status. Building on this background, he formed Absolute Automation with Roger Newey in 2010 and the firm moved into new, much larger facilities in Bromsgrove.

Today, Steve and Roger head up the Absolute Automation Group, comprising three distinct offerings: Automation Systems; Tension Control Equipment; and Robotics. In his spare time, Steve enjoys climbing with the family.

Roger Newey

Roger Newey
– Group Director

After completing his Honours degree in Electrical Engineering at Southampton University in 1987, Roger went to work for Pirelli Cables in Hampshire as a Projects Engineer. Here, he was responsible for the development and project management of control systems for Power Cable Manufacturing Machinery, as well as upgrades to existing plants. During this time, Roger became interested in the emergence of the digital DC and AC motor drives, along with industrial communications networks – and attained membership of the IET as a Chartered Engineer. To progress his career further, Roger moved to Control Techniques in 1997 and worked for nearly 10 years in its design and applications division – designing motor control systems for a wide range of industries from food and beverage, to molten steel. After working for four years as an independent consultant, Roger joined forces with Steve Potter, forming Absolute Automation in 2010.

Today, they head up Absolute Automation Group, comprising three distinct offerings: Automation Systems; Tension Control Equipment; and Robotics. Away from the office, Roger is an enthusiastic dinghy sailor and a member of the Shropshire Sailing Club.

Geoff Ferguson

Geoff Ferguson
– Managing Director/Head of Robotics

Geoff launched his career in robotics in 2000 with the remote operations team at Magnox, working in nuclear power generation. After four years, during which he achieved Chartered Engineer status with the IMechE, he left to join OC Robotics. Here he worked on designing for remote intervention in confined and hazardous spaces with snake-arm robots. This took him into industries as diverse as aerospace, medical, construction and, once again, nuclear. After taking a career break to travel the world with his family, he returned to the UK in 2018 and joined Steve and Roger to lead Absolute Robotics.

When not working with robots, Geoff enjoys helping his wife with home-schooling their five children or running and hiking in the great outdoors.

Mark Smith

Mark Smith
– Sales Manager

Mark was educated in Electronics Engineering during his time in the Royal Navy. After he left in 1984, Mark joined Heenan Drives, in Worcester, as a Service and Commissioning Engineer. It was during his time there that Mark gained extensive knowledge in both AC and DC drive systems, as well as Eddy-Current drive systems, and moved into a sales position. He joined Omron Electronics in 1992, where he gained further knowledge on drives and PLC (programable logic controller) systems, working closely with major original equipment manufacturers and distribution. Mark progressed to Business Team Manager, running a small sales team, before moving to Schneider Electric where he ran a much larger sales team. Since then, Mark has had experience of running a business, where he gained knowledge in senior management and business practices.

Mark joined Absolute Automation in 2017 as Sales Manager, with specific responsibility for drive sales and support. Outside of work, Mark is a keen football coach and coaches a local team in Worcester called Powick FC.