Fronde announces Anthony Belsham as its new CEO

Leading technology company Fronde announces the appointment of a new chief executive, Anthony Belsham.

Fronde’s Chairman Jon Mayson says the company sought a leader with experience in global markets, sound business expertise and a strong customer focus.

“After an extensive search for a CEO, we’re thrilled Anthony has decided to join Fronde. He has an outstanding background of leadership roles in a complex, innovative and global business; experience that will serve Fronde very well. 

“In addition, as a client of Fronde for many years, Anthony knows our company, knows our challenges and knows our potential. He is ready to lead the next stage in our journey.

“He has a solid background in digital and cloud-based solutions, which aligns with our focus here at Fronde and has deep experience in leading high performing global teams to deliver continuous improvement. 

“Fronde is transitioning to become a cloud business, assisting clients with digital transformations and it’s great to welcome a CEO who understand and supports our vision,” Mr Mayson says.

Based in Auckland, Mr Belsham will be heading Fronde’s trans-Tasman and Philippines based operations, joining the business from one of New Zealand’s top technology companies, Fisher & Paykel Appliances. 

Mr Belsham began his career writing code to control robotics and automated machinery, and then over a 24 year period, progressed through a series of increasingly senior roles at Fisher & Paykel Appliances to his most recent role as General Manager Global Quality. Other roles during his tenure include Global Sales Excellence Manager, Global Inventory Strategy Manager, Product Development Auckland Center Head and Global Cost, Efficiency and Quality Manager.

“As a client of Fronde, I have been deeply impressed with the company’s capability, passion and the outcomes they delivered for Fisher & Paykel Appliances. I am excited to be joining the team at Fronde, which I think has a bright future. We have some challenges to address in the short-term, but I believe we can continue to evolve as a business and achieve profitable growth,” Mr Belsham says.

“Fronde has great people and great products and services, and is well-placed to build on the strong history and foundations of the business. I am passionate about technology and innovation and how to use these to deliver business outcomes. 

“I am looking forward to leading the company, helping Fronde’s customers achieve their digital transformation goals and delivering results for our shareholders.”

Mr Belsham has a Bachelor of Engineering from the University of Auckland.

The company's shares are listed on the Unlisted platform, and last traded at $1 in January of this year, valuing the company at some $7.1 million. Fronde had wanted to grow to a $200 million annual revenue company by 2017 after generating rapidly growing sales in the three years before the Wellington slowdown hit trading last year.

(With reporting from BusinessDesk)