Bell Equipment’s Power Shift: Ashley Bell Takes the Helm, Redefining Leadership in the Yellow Metal Industry

  • CEO Succession: Leon Goosen resigns as CEO of Bell Equipment, making way for Ashley Bell, effective January 1, 2024.
  • Board Restructuring: Ashley Bell's transition to CEO prompts Avishkar Goordeen's appointment as alternate director and committee changes.
  • Commitment to Continuity: Ashley Bell, now CEO, retains roles in key committees, emphasizing a seamless leadership transition.
By Lethabo Ntsoane

In a significant development for Bell Equipment Limited, Leon Goosen steps down as Chief Executive Officer, effective December 31, 2023.

CEO Succession: A New Leadership Era

Bell Equipment proudly unveils Ashley Bell, currently a non-executive director, as the incoming CEO from January 1, 2024. Ashley’s transition to the role of Executive Director accompanies his CEO appointment.

Key PointsDetails
Outgoing CEOLeon Goosen resigns, effective December 31, 2023.
Incoming CEOAshley Bell, a non-executive director, takes over from January 1, 2024.

Board and Committee Dynamics: Strengthening Leadership

Ashley Bell, with a tenure on the Board since 2015, brings a profound understanding of the yellow metal industry, a vital asset for Bell Equipment’s future strategic initiatives.

Leadership Transition: Board’s Perspective

Gary Bell, Chairman of the Board, and Hennie van der Merwe, Lead Independent Director, extend congratulations to Ashley Bell, emphasizing his alignment with the company’s values and long-term objectives.

Board StatementsDetails
Congratulations to Ashley BellGary Bell and Hennie van der Merwe commend Ashley’s comprehensive knowledge and strategic vision.
Gratitude to Leon GoosenThe Board expresses appreciation for Leon Goosen’s leadership contributions and wishes him well.

Continuity in Leadership: Key Appointments

Avishkar Goordeen, alternate director to Leon Goosen, assumes the role of alternate director to Ashley Bell, effective January 1, 2024.

Key AppointmentsDetails
Alternate DirectorAvishkar Goordeen transitions to Ashley Bell’s alternate director from January 1, 2024.

Committee Restructuring: Adapting to Executive Changes

As Ashley Bell shifts from a non-executive to an executive role, Ushadevi Maharaj, an independent non-executive director, joins the Risk & Sustainability Committee, effective January 1, 2024.

Committee ChangesDetails
New Committee MemberUshadevi Maharaj becomes a member of the Risk & Sustainability Committee.

CEO’s Dual Role: Commitment to Committees

Ashley Bell, now the Chief Executive Officer, continues his service on the Risk and Sustainability Committee and the Social, Ethics, and Transformation Committee, reflecting his dedication to these vital functions.

Board’s Appreciation: A Farewell to Leon Goosen

The Board expresses gratitude to Leon Goosen for his leadership and invaluable contributions to Bell Equipment during his tenure as CEO.

Message from the Chairman: Confidence in the Future

Gary Bell, Chairman of the Board, shares confidence in Ashley Bell’s capabilities and emphasizes the ongoing support from the dedicated Board and executive team.

Local Impact: Richards Bay Headquarters

The announcement, made from Richards Bay on November 30, 2023, marks a significant milestone in Bell Equipment’s corporate journey.


As Bell Equipment undergoes a transformative leadership change, the appointment of Ashley Bell as CEO signifies a strategic move to leverage in-house expertise. The Board, with confidence in the new leadership, acknowledges the contributions of the outgoing CEO, Leon Goosen. With the continued commitment of the executive team, Bell Equipment is poised to navigate a new chapter, driven by a vision aligned with family values and long-term objectives. The announcement reflects the company’s adaptability and commitment to sustaining its legacy in the yellow metal industry.

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Lethabo Ntsoane

Lethabo Ntsoane holds a Bachelors Degree in Accounting from the University of South Africa. He is a Financial Product commentator at Rateweb. He is an expect financial product analyst with years of experience in reviewing products and offering commentary. Lethabo majors in financial news, reviews and financial tips. He can be contacted: Email: Twitter: @NtsoaneLethabo