Meet our team

At Absolute Measurement we are passionate about finding the prefect solution for our customers tension applications. Our experienced team have built up wide-ranging skills and knowledge working with some of the most exciting industries in the UK and worldwide.

Meet the team

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.

Meet the team

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. To progress this side of his career, 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. Away from the office, Roger is an enthusiastic dinghy sailor and a member of the Shropshire Sailing Club.


David Payne
– General Manager

David’s first role in engineering was working as a Control Systems Engineer for Cepha controls whilst completing his HND in Electrical and Electronic Engineering, specialising in the water treatment industry, he gained experience in PLC’s (Programmable Logic Controllers), Process Control and SCADA systems. He then went on to join VA Tech towards the end of 2014 as a Draftsman in Control Systems where he focused on electrical design for systems used in the investment casting industry. He progressed to IMA Swiftpack in 2015 where he worked on a vast array of tablet counting and packaging machines. Understanding high speed applications, part tracking and developing both electrical design for machinery and PLC hardware / software upgrades. In 2018 David joined Swisslog working on a multimillion pound project as a Control System Engineer gaining extensive knowledge in programming. David joined Absolute Measurement in 2019 as the General Manager to develop the business further.

Outside of work, David is a self confessed petrol head and enjoys attending various automotive meets in the UK and road trips further afield in his V8 AMG.

Meet the team

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.