Rob Sims

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Rob Sims

Group chief executive, Elite Group

What was your dream career as a child?

That's an easy one: I always wanted to be Action Man and joined the army at 16.

What has been your personal highlight of 2019?

Working with the team at Elite and helping them and the business develop. There are some really great people here and it's a pleasure to work with them.

Which famous person deserves a (gentle) slap?

Any major politician for all the delay, confusion and mess created about Brexit.

What two things (apart from family) would you grab if your house was on fire?

It would have to be my phone and photo albums.

Which of your 2019 predictions have come to pass?

Unfortunately, the continued mess that Brexit is and the never-ending saga.

What TV show have you binge watched this year?

Game of Thrones. I've resisted until this year then watched all the series back to back.

How has 2019 been from a business perspective?

A really positive year. We are evolving and developing as a business, we have new strengths through new colleagues that are allowing us to strengthen our propositions.

What annoys you most about your commute?

I'm really lucky, I only live 10 miles from work and travel through beautiful countryside, so nothing. It's a dream compared with the two-hour each way journey I used to have.

If you could witness one past event, what would it be?

The Armistice for the First World War. The relief at the end of all that suffering must have been overwhelming to witness.

How do you explain the channel to people?

The channel is like an extra layer of service, knowledge and expertise between the customer and the manufacturer/carrier. We provide the support and direction to allow our customers to benefit and make the best choice for their business.

What have been your favourite and least favourite partner conference destinations?

I'm a fan of events in the UK where there is time and space to network. Conferences are a commitment both ways, so I don't understand why people don't make time for the delegates to get involved.

What is the biggest challenge facing the channel in 2020?

The continual need to adapt to new technologies and the opportunities that they bring. Recruiting, developing and retaining the right people as always is a major challenge.

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