Welcome to our meet the team series 👋

Over the coming months, we'll be showcasing the excellent people behind Newline and Auctionmarts. ➡️ Here's Simon! I.T. Director.

What's your career journey so far?

I graduated with a 2:1 from Aberystwyth University and began my career in insurance sales before returning to the family business. I’ve been part of the Newline team since 1997, starting part time during school holidays before joining full time in the early ’90s.

What is your role within Newline

Since joining Newline, I’ve taken on a variety of roles, from engineering to software development. I became a partner in 2011 and later earned my FMAAT qualification, stepping into the role of Financial Director. During my time here, I’ve overseen financial, legal, HR, and software operations.

“Did you know?, I represented Wales in the over-45s hockey World Cup in South Africa in 2022 and still play competitive hockey”

Fun Fact

What is your proudest achievement at Newline?

After 24 years as a partner focussing on auction software for industries like livestock and agricultural machinery, I helped transition Newline to Jonas Software Ltd in 2021.

Now, as IT Director at Jonas Lifestyle Ltd, trading as Newline ASP, I’m driving growth across the UK, Ireland, New Zealand, and Canada, with a focus on an innovative product roadmap for the future.

What do you like to do outside of work?

I enjoy an active lifestyle with my wife, Lucie, and our three sons, staying busy with sports and outdoor adventures.
As a keen sportsman, I represented Wales in the over-45s hockey World Cup in South Africa in 2022 and still play competitive hockey. I’m also passionate about sailing, holding a Day Skipper qualification, and love chartering yachts in Greece.

A fan of the outdoors, I take on year-round sea swimming and even sing shanties in a local band, often dressed as a pirate at community festivals. And yes, I do enjoy a good rum now and then!