Planning the exit, protecting the outcome, but not at all costs

By Graham Morrell, CEO, Flowmax Group

If you are an adviser to an owner-managed SME, you likely know that “exit planning” is often the wrong mental model. Most owners are not trying to leave at all costs. They’re trying to realise value, reduce personal risk and create options, without damaging the business, their legacy and personal relationships they’ve built.

The biggest mistake is to start with a route. The better discipline is to start with objectives; what are the personal and business goals that they are trying to achieve with the sale? With this at the forefront, advising them on the route that best serves them will be a much clearer process.

In practice, there are usually four objectives in play when it comes to the sale of a business. How much value the owner wants to realise now. How much control, involvement and identity they want to retain. How much change the organisation can absorb. And how confident the adviser is that the plan is deliverable without the founder always there holding everything together.

Once you frame it that way, the main succession routes for your clients reveal themselves in a more practical light.

A trade sale is often the clearest path to immediate value realisation, but it typically requires the owner to accept that control transfers quickly due to buyer already operating within the industry, and continuity is harder to guarantee. If the owner’s objectives include brand independence or protecting their current team and culture, those points need to be tested early, not assumed.

Private equity sits at the other end of the spectrum, usually involving a meaningful equity rollover and an active growth plan. It can work well where the owner wants to turn up the heat and enter a second chapter and is comfortable with a more formal board environment and a defined timetable. It can be a poor fit where the owner wants to de-risk and slow down towards retirement, or where customer service and stability are the real sources of competitive advantage.

Management buy-outs and employee ownership can align strongly with continuity objectives, but they tend to be preparation-heavy and often debt-financed, generally result in a much lower return. They ask a lot of the second-tier leadership team and of the organisation’s ability to operate with clarity and discipline. The owner may also need to adjust expectations on timings of payouts to protect fairness and feasibility.

Passive capital can be useful for funding without interference, but advisers will recognise the gap. If the real need is capability, leadership depth, systems, commercial focus, integration, then investment that stays at arm’s length does not solve the underlying succession challenge.

Long-term operating partners are an option designed for owners who want to realise value while protecting the legacy they’ve spent years building. Where they work best, they offer flexibility on structure and transition, and they bring hands-on support that reduces execution risk after the deal, not just funding. They work with the owner to move over time from an owner centric management model to one where the owner’s eventual departure doesn’t leave the business open to risk.

This is where advisers who support owner managed SMEs before any sale process exists can have the greatest impact. The earlier the objectives are clear, the more likely the outcome is protected, not just the transaction completed. Succession becomes an embedded strategy, not an afterthought.

At Flowmax, we work with owner-managed businesses in fluid technologies who want continuity and opportunity. We’re long-term and family-funded, we respect autonomy, and we combine capital with hands-on operating support in marketing, HR, finance and M&A. For advisers, that means there is an option for your clients that is built around fit, deliverability and long-term direction, not just financial engineering.

Selling your business with Flowmax

Flowmax Group appoints Crowe as it targets acquisitions in the UK water sector

Flowmax Group, a specialist fluid technologies operating partner focused on supporting owner-managed businesses, has appointed national audit, tax, advisory and consulting firm Crowe to identify targeted acquisition opportunities within the UK water sector.

The partnership will see Crowe’s corporate finance team support Flowmax in identifying owner-managed SMEs that assemble and distribute products used across applications including potable water, wastewater, sludge treatment, water quality monitoring and network infrastructure within the UK water industry.

The search will focus on established SMEs that assemble and distribute fluid management and control products supporting critical water infrastructure, typically generating between £3 million and £8 million in revenue and employing around 10 to 35 people.

The partnership forms part of Flowmax’s long-term strategy to support the growth of specialist businesses across its portfolio and the wider UK water sector, combining complementary capabilities to better serve customers.

Flowmax’s approach is centred on supporting specialist businesses that share a common focus on fluid management and control. With more than 25 years of experience, 15 businesses across the Group, over 210 colleagues and annual turnover exceeding £60 million, Flowmax provides the platform and expertise to help its operating companies strengthen their offering, access new opportunities and continue their long-term growth while preserving the expertise and relationships that underpin their success. The Group has grown significantly in recent years, with revenue increasing by 50% over the past five years, including an 18% increase in the most recent financial year.

This approach is demonstrated by B&D Plastics, a Colchester and Aldridge-based specialist in plastic pressure pipework systems, which Flowmax acquired in 2024. The business has built a strong position supplying piping systems and related products into the UK water industry, providing a platform for further investment in complementary capabilities that strengthen its offering to customers in the potable water sector.

Building on this approach, future acquisitions will be considered where there is a strong strategic fit, with opportunities either strengthening existing operating companies such as B&D Plastics or complementing the wider Flowmax Group. The objective is to connect specialist businesses that can share expertise, broaden product offerings and create new opportunities across the water sector while preserving the strengths of each business.

Graham Morrell, CEO of Flowmax Group, said: “Our focus is on specialist fluid management and control businesses and on creating brighter futures for owner-managers and their teams. The UK water sector is a priority for us, particularly potable water, and we see a clear opportunity to support our operating companies by bringing together complementary businesses that strengthen technical capability, collaboration and the value we deliver to customers.

“Whether businesses join an existing subsidiary or become part of the Group directly, our objective is to create long-term value through complementary expertise, not simply greater scale. Working with Crowe enables us to identify businesses that share our focus on specialist fluid management and control, while creating opportunities for owner-managers to build on their success with the support of a specialist group.”

Ryan Niblock, Director – Corporate Finance at Crowe, added: “Flowmax has a clear understanding of the businesses where it can add value, and we are pleased to support its search for companies that align with its strategy. The UK water sector includes many highly specialised businesses with strong technical expertise and long-standing customer relationships. We look forward to engaging with companies that are considering their future growth plans and exploring opportunities to build on their existing success, and supporting Flowmax through every stage of the acquisition process from identification through to completion.”

Selling your business with Flowmax

Investing in the people behind our businesses

Behind every successful business is a great leader. But the most successful of businesses have a leader who surrounds themselves with support and never stops learning. Flowmax Directors’ Days are just one of the ways we invest in the people who lead our businesses.

Last month, we welcomed owner-managers from across the Flowmax Group for our latest Directors’ Day, where attendees came together to strengthen their knowledge on the financial and legal side of business, whilst sharing experiences with their like-minded peers.

Hosted by our Finance Director Lucy Cubitt and our Head of Legal Mary-Kate Irving, the day combined practical workshops with plenty of opportunities to collaborate and discuss the challenges that leaders face across different businesses.

The finance session, The Story Behind the Numbers, explored how financial reporting can become a tool for better decision-making rather than simply a monthly reporting exercise. Working through a series of realistic business scenarios, the group used hypothetical financial data to identify trends, discuss what the figures were telling them and consider the commercial decisions that might follow.

The value in sessions like this to our owner-managers was summarised nicely by Mark Cusworth, General Manager at Whisper Pumps. “Not only did it re-affirm my own beliefs regarding profit vs turnover, but it helped me understand the Flowmax accounts better, and how small changes can have large consequences on the bottom line.”

In the legal session, the focus turned to the Economic Crime and Corporate Transparency Act 2023 (ECCTA) and the practical implications for businesses. Mary-Kate explained the changes to anti-fraud legislation, including how organisations can be held liable for certain economic crimes committed by senior managers, even where there has been no direct board involvement. The session also explored what effective, proportionate and well-documented anti-fraud procedures look like in practice, helping directors understand how to reduce risk within their own businesses.

The day concluded with an evening at Edgbaston Stadium, home of the Warwickshire Bears, to enjoy a game of cricket. It was a great opportunity to continue conversations from the day, strengthen relationships across the Group and spend time with colleagues and external partners from HR, marketing, IT and audit.

Being part of Flowmax means owner-managers no longer have to tackle every business challenge alone. By sharing knowledge, building capability and strengthening our collaboration across the group, we’re helping to create brighter futures.

Selling your business with Flowmax

Legacy planning for owner-managed SMEs 

By Graham Morrell, CEO, Flowmax Group

Sometimes the most important conversations about legacy and succession only happen when the sale process is already underway. They should happen earlier, quietly, with the people an owner already trusts.

If you work with owner managed SMEs for example as a solicitor or accountant, maybe providing HR support, sometimes you see the signals. A client mentions they’re “starting to think about the future”. They’re tired of being the decision-maker in every area. They’re thinking about family, health, or what happens if they are unexpectedly unavailable. They’re not asking you to run a process. They’re asking what good looks like.

This is where succession planning becomes less about buyers, and more about protecting outcomes. How can the owner influence what happens afterward?

Most owners want three things at once. They want to take some value off the table. They want the business to keep thriving. And they want continuity, for their people, their customers and the culture they’ve built. The adviser’s role is to turn that intent into a route that fits.

A useful starting point is to separate the different kinds of risk the owner is trying to reduce.

Some routes reduce financial risk quickly but increase continuity risk. A trade sale can deliver certainty, but integration can reshape the business in ways the owner may not like. The questions to ask are not transactional, they are practical. What happens to the leadership team. What happens to the brand. What changes for customers. What does “synergy” mean in reality.

Some routes reduce execution risk only if management are ready. Management buy-outs and employee ownership can preserve culture and legacy, but they depend on capability and governance. They can be excellent outcomes, but they tend to reward early preparation, investing in second-tier leadership, tightening reporting and making decision rights explicit and in building there is a financial investment cost as spare capacity is installed to give team members capacity to grow and an outcome cost as a purely debt backed sale value is usually much lower.

Some routes reduce continuity risk but require alignment on pace and control. Bringing in an outside investor can enable growth, but the owner needs to be clear on what they are signing up to. Private equity typically brings a timetable and a more formal governance rhythm. Venture capital is designed for earlier-stage scale, and for many established SMEs it introduces pressure that does not match how the business actually operates.

And some routes reduce dependency on the founder by combining capital with capability. A long-term operating partner can give the owner a way to realise value while keeping autonomy, identity and a future that still feels like the business they built. The test is simple, is there practical support behind the plan, or just money and expectations.

At Flowmax, we work with owner-managed businesses in fluid technologies who care about continuity and opportunity. We partner for the long term, we respect autonomy, and we back growth with hands-on operating support, not financial engineering. For trusted advisers, we’re a useful option to introduce early, before any process exists, when shaping the right route matters more than running a competitive one.

Selling your business with Flowmax

Guiding owner-managers to the right deal

By Graham Morrell, CEO, Flowmax Group

In a strong market, it’s easy for the conversation to drift towards valuation. Advisers know the reality is broader. When founders are clear about what they want from the sale process, it shapes not just the number achieved, but the certainty of getting the deal done, the strain on management during the process, and what happens to the business and its people afterwards.

“The right deal” is rarely the highest headline price. It is the best fit across the seller’s personal priorities – tax impact, timing of exit and any post-deal role – as well as deal certainty (for example, the balance of cash versus deferred or performance-linked consideration), the level of control if they remain in the business, and what the deal means for the team and the company’s direction after the founder steps away.

Few founders sell a business more than once, and there are always complexities they haven’t encountered before.  That’s where advisers add real value, helping owners define success early, map out what could be options and pressure-test the trade-offs involved. They can cut through the noise by asking what the owner is really optimising for.

If the priority is a clean break and maximum certainty, a trade sale can be the right answer, particularly where there is clear strategic fit. The owner should go in with eyes open about what changes after completion. Integration can be swift, brands can be repositioned or dropped, and duplication is often removed. For some owners that is acceptable, for others it destroys the legacy they hoped to preserve.

If the owner wants to back a high-pace growth chapter and can live with the volatility that sometimes  comes with it, external investment can look compelling. Private equity can bring firepower and focus, but it typically comes with a defined value-creation plan and a timetable, something that can be challenging for those who are used to walking their own path. The owner needs to be comfortable with a more formal governance rhythm and the expectation of another transaction. Venture capital is designed for earlier-stage, high-growth models and further funding rounds can lead to significant dilution for the founder. For established SMEs, it is often simply the wrong tool, pushing pace and dilution before the business is set up to absorb it.

If the owner wants to realise value while keeping continuity, the route and the new partner needs to support that intent rather than fight it. That may mean flexibility in structure, such as a phased transition, the option to retain meaningful involvement, and support that reduces risk once the founder steps back.

The practical takeaway is simple. Get some professional support to help define the non-negotiables before kicking off the sale process. What must remain true about the culture? How important is brand autonomy? What role does the owner want over the next two to three years? What is the future for the broader workforce? What investment or payout is required, when, and who will actually deliver it? When those answers are clear, the buyer universe narrows quickly, and the final decision becomes easier to defend.

At Flowmax, we partner with owner-managed businesses that want continuity and opportunity by acquiring majority stakes, helping the founders to realise value while protecting what makes the business strong. We take a long-term view with a family-investor orientation and combine capital with hands-on operating support in marketing, HR, finance and M&A, so the plan is deliverable in the real world. For owners looking to sell, that means an option aligned to legacy, autonomy and sustainable growth, approached with clarity and respect for the owner-manager relationship.

Selling your business with Flowmax

Flowmax Group expands into the Middle East with new regional distribution hub

Flowmax Group, headquartered in Coventry, has announced the establishment of Flowmax Fluid Control Middle East Trading LLC, marking the Group’s first physical presence in the region. Based in the UAE, the new entity will operate as a regional distribution hub, enabling Flowmax companies to hold local stock and serve customers across the Middle East with improved access and lead times.

Flowmax is a specialist fluid technologies operating partner with a focus on value creation. It provides owner-managers with both continuity and opportunity, allowing them to achieve a partial exit, realise value and maintain operational autonomy while investing for growth. Its companies are experts in fluid technologies — a focused approach that enables the Group to truly understand the dynamics of the markets its businesses operate in and how to drive sustainable expansion.

Building a local footprint in the Middle East strengthens Flowmax Group’s portfolio of owner-managed fluid technology businesses and supports their ambitions to expand internationally. The region represents a high-growth opportunity, with the pumps market projected to grow at a CAGR of 4.7% to £4.6 billion by 2033, and the water-desalination equipment sector expected to reach £13.5 billion by 2033, growing at 10% annually, according to Grand View Research.

Graham Morrell, CEO of Flowmax Group, said: “The Middle East represents a hugely exciting growth region for the Group. Establishing Flowmax Fluid Control Middle East Trading LLC provides a channel for our Group companies to distribute locally and engage more effectively with regional partners and customers, reinforcing our competitive advantage and supporting future growth. It’s also a huge value-add for prospective businesses joining our Group, giving them the ability to participate in one of the fastest-growing markets globally for fluid technologies.

“This is about creating continuity and opportunity — for our people, our customers, and the exceptional owner-managers we partner with. Our new regional distribution hub is the latest step in our journey to create brighter futures across every market we serve.”

The Middle East expansion builds on Flowmax’s proud heritage as a specialist fluid technologies operating partner, supporting a network of owner-managed businesses across the UK and Europe. Founded in 1997 and headquartered in Coventry, the group now operates 15 businesses with combined revenues exceeding £65 million.

Selling your business with Flowmax