Nadeem Ahmad, Managing Director of Northern Gas Heating, mastered the commercial side of the gas and heating sector and knows what it means to put the personable touch in customer interactions.
“I started my career in the mid 90s,” Nadeem recalls. Starting as a sales representative for ATI, part of the expansive MKD group, he quickly ascended the ranks to assistant branch manager and then sales manager.
Nadeem’s knack for sales did not go unnoticed. He was soon poached by Circa Holdings PLC, a company spearheading sales and marketing for major energy companies. “They were after me for quite a while,” he shares with a chuckle, “and they offered me a great employment package.” Despite a rocky start of low sales, it wasn’t long before Nadeem turned things around and climbed the ladder to national sales manager and sales director.
But it was in 1998, as a “young 28-year-old chap,” that Nadeem embarked on the most significant venture of his life—establishing his own business, Northern Gas Heating. By 2000, it became a limited company and marked a new chapter in Nadeem’s illustrious career.
At the heart of his success is his approach to customer engagement.. Whether selling alarm systems or gas central heating boilers, he understood the importance of making each customer feel comfortable, of speaking to them in their homes, and of truly listening. “You’re going to someone’s property, and you’re a stranger. It’s their kingdom, and you’ve got to make sure that everyone is comfortable with each other.”
Nadeem’s approach to business and leadership has evolved over the years, shaped by the myriad of people he has met and the experiences he has garnered. “You can’t run a business by yourself,” he asserts. “It’s all about your team, and they’ve got to believe in your vision, your passion, and what you’re trying to achieve.”
Envisioning a Broader Market
Nadeem’s vision was clear and ambitious from the outset. At a time when British Gas dominated the private central heating installation market, Nadeem saw an opportunity to carve out a niche for his company. “My vision was to take a share of that market,” he explains. “Even if we took 0.1%, it was still a big share off of that business.”
The strategy was multifaceted: advertising in newspapers, Yellow Pages, and Thomson local directories, not merely as an alternative to British Gas, but as a superior service provider. “We can offer a service, we can do XYZ,” Nadeem asserts, drilling the importance of customer confidence in Northern Gas Heating’s offerings.
Nadeem recognised the limitations of a large PLC like British Gas, particularly in terms of warranties and pricing. “As a business of our size, we could extend the warranties and offer better pricing,” he notes. This approach not only differentiated Northern Gas Heating from its giant competitor but also attracted the attention of manufacturers.
By 2003, Northern Gas Heating had established partnerships with manufacturers, leading to their own branded radiators and controls. “A transition happened considerably quickly because of that vision, the direction, and the belief from early on,” Nadeem reflects.
What’s more, the company purchased an internet domain during the early stages of the internet, ensuring a commercial strategy on all fronts. “We were ahead of the game and early adopters of many things,” states Nadeem.
His foresight and determination to provide an alternative to British Gas not only disrupted the market but also laid the foundation for Northern Gas Heating’s success. Never one to shy away from challenging the status quo, Nadeem shows that even the smallest player can make a significant impact in a market dominated by giants.
What’s more, such market attentiveness has put Northern Gas Heating at the forefront of innovation and adaptation. The process began with the introduction of combination boilers, which required a shift in consumer mindset from traditional systems to more efficient units. “We had to change people’s mindsets,” Nadeem recalls, whilst highlighting the importance of educating customers about the benefits of the new technology.
As the sector progressed, solar PV emerged as a promising alternative. Nadeem’s proactive approach led him to China to understand the mechanics of solar cells and inverters firsthand. This direct engagement with manufacturers allowed Northern Gas Heating to bypass distributors, resulting in significant cost savings and a rapid increase in installations.
However, the journey was not without its challenges. Nadeem describes the sector’s reactive nature to crises, such as the high energy prices during the Ukraine-Russia conflict, which led to a surge in demand for solar PV and batteries, outstripping supply. “Every time there’s a crisis, there’s a demand to meet, and the supplier struggles to keep up,” he explains.
In this regard, education remains a key challenge, with Nadeem advocating for greater efforts to inform homeowners about the technologies available and their potential benefits. “Educating and informing homeowners on these areas is vital,” he stresses, pointing out the need for a broader understanding of how renewable energy solutions like air source heat pumps and solar PV can be tailored to individual homes.
Looking to the future, Northern Gas Heating’s acquisition by the Senapt Group marks a new chapter in its history. The group’s focus on smart metering, energy supply, and sustainability aligns with Nadeem’s vision of providing green, affordable energy solutions to homeowners. By integrating PV and battery costs into energy bills, the company aims to make sustainable living accessible to all, ensuring fixed energy costs and contributing to the fight against climate change.
A Legacy of Collective Achievement
As Nadeem Ahmad prepares to bid farewell to a career that has been as adaptive as it has been impactful, he reflects on the legacy he leaves behind. “It’s not only the business we’ve created,” he muses, “but how it evolved through a shared approach with my team.”
His vision was never a solitary pursuit; it was a collective journey marked by the contributions of every employee, past and present. And the customer-centric strategy Nadeem pursued not only set a new standard in the industry but also became a model that many sought to imitate.
As he steps into retirement, Nadeem can take pride in the knowledge that his innovative spirit and customer-first philosophy will continue to influence the sector for years to come. “We’ve done a lot,” he concludes, “and it’s all to do with the personnel and the people we have.” Indeed, it is the people—inspired and led by Ahmad—who will carry forward the torch of his legacy.
