What does it take to build lasting relationships in an industry that's constantly evolving?
We put that question and a few others to Bill Ralls and Nasser Shakoor, two of Recticel Insulation UK's Regional Sales Directors, who between them bring years of first-hand experience working with contractors, specifiers and merchants across the country.
From the growing focus on fire safety and Part L compliance, to the everyday pressure of balancing cost with sustainability, Bill and Nasser share what's changed most in construction, what customers value most from Recticel, and why they believe strong partnerships are built on trust rather than transactions. They also offer some straight-talking advice for anyone starting out in the industry and clear up one of the biggest misconceptions about what insulation actually does.
You've both spent many years in the insulation industry. What's one thing about the market that has changed the most during your careers?
Nasser: The shift from insulation as a basic commodity to a critical, highly engineered structural component. Early in my career, conversations with buyers were strictly about price per square metre. This is still a hot topic however today, driven by stringent building regulations and net-zero targets, the conversation also focuses on complex thermal dynamics, system compatibility, carbon footprints, and long-term building performance .
Bill: The biggest change has been the increased focus on building performance and fire safety. With the introduction of tighter regulations, particularly around Part L and fire protection, specification has become far more important. That's led to better quality buildings, improved energy efficiency and, ultimately, a safer industry.
What do you see as the biggest challenge facing UK construction today, and how is Recticel Insulation helping customers respond to it?
Bill: The biggest challenge is balancing cost pressures with the need to deliver more sustainable, energy-efficient buildings. Developers and contractors are under pressure from every angle. Recticel helps by providing high-performance insulation that delivers excellent thermal performance while also offering the technical support, specification expertise and reliable service our customers need to keep projects moving.
Nasser: The main challenge is balancing strict compliance with economic viability. Builders must achieve increasingly lower U-values under the Future Homes Standard while managing tight project budgets and material margins. Recticel helps by providing high-performance, space-saving PIR solutions like Eurowall+ and Eurothane GP, which allow contractors to meet compliance targets within standard wall cavities without costly architectural redesigns.
When you visit customers or projects, what feedback do you hear most often about Recticel Insulation?
Bill: The feedback we hear most often is about the quality and consistency of our products, backed up by the support our team provides. Customers value having people they can pick up the phone to when they need technical advice, commercial support or help solving a problem on site.
Nasser: Customers consistently praise our product reliability and the precision of our fit. Merchants, Distributors and contractors frequently mention that the rigidity, clean edge profiles, and lightweight design of our boards make them significantly faster to install on-site compared to alternative materials, saving them substantial labour time and minimising raw material waste.
Innovation is a big part of our business. What excites you most about the opportunities ahead for high-performance insulation?
Nasser: I am most excited by the commercialisation of circular economy technologies, such as our Next Life polyol recycling project. The ability to recycle thousands of tonnes of PIR waste back into high-quality, ultra-efficient insulation boards means we can offer customers a 30-50% reduction in total product carbon footprint without compromising on thermal efficiency.
Bill: As building regulations continue to evolve, there's a real opportunity for high-performance insulation to play an even bigger role in improving energy efficiency and reducing carbon emissions. It's exciting to be part of a business that's constantly developing solutions to meet those future demands.
What makes a successful partnership between Recticel Insulation and our customers?
Bill: Trust, communication and consistency. We work best when we understand our customers' business and become an extension of their team. It's about being reliable, delivering on commitments and helping them succeed, not just selling products.
Nasser: A successful partnership relies on transparent commercial alignment and deep technical support. We view ourselves as an extension of our customers' design and procurement teams. By involving our technical experts early in a project's timeline to run accurate U-value calculations, we ensure our distributors and contractors specify the exact product required, avoiding costly delays or over-ordering.
If you had to describe Recticel Insulation UK in three words, what would they be, and why?
Nasser:
- Future-smart: Because everything we engineer aims to meet tomorrow's strict environmental and performance standards today.
- Reliable: From our robust supply chains to the consistent thermal performance of our products on-site.
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Collaborative: We build long-term, mutually profitable relationships with our distribution networks and contractors rather than focusing on transactional sales.
Bill: We're always looking to improve our products, we're committed to delivering what we promise, and everything we do starts with helping our customers achieve their goals.
What advice would you give to someone starting their career in the construction or insulation industry today?
Bill: Be curious and never stop learning. The industry is constantly evolving, so take every opportunity to understand products, regulations and how construction works. Building strong relationships and being willing to listen will take you a long way.
Nasser: Master the technical details and regulations as early as possible. The modern sales or project manager cannot rely purely on relationship building. Understanding building physics, carbon accounting, and regulatory compliance is what transforms you from a product vendor into a trusted, indispensable partner to your clients.
What's one misconception people often have about insulation that you'd love to set straight?
Nasser: The common belief that all insulation materials with the same thickness perform identically. People often overlook the relationship between lambda values and overall U-values. High-performance rigid PIR boards achieve the same thermal resistance as traditional fibre insulation at a fraction of the thickness, saving valuable internal floor space and structural footprint.
Bill: Many people think insulation is just about keeping buildings warm. In reality, it's one of the most important components in improving energy efficiency, reducing carbon emissions, enhancing comfort and helping buildings meet increasingly demanding regulations.
A slightly lighter one... What's something your colleagues would say you're known for, either in the office or on site?
Bill: I'd like to think my colleagues and customers would say I'm approachable and have a relaxed attitude. I always try to make time for people and keep things positive, even when things get busy. That said, some of them would probably also say I'm impossible to get hold of because I'm either on another call or out visiting customers
Nasser: They would likely say I am known for constantly looking at the practical side of a sale. I always push our teams to look past the spreadsheets and ask how a deal or a product adjustment affects the contractor on a freezing, wet site on a Tuesday morning. If it doesn't make sense on-site, it doesn't make sense for our business.
Finally, looking ahead, what are you most optimistic about for Recticel Insulation UK over the next few years?
Bill: I'm optimistic about the opportunities ahead as the industry continues to focus on sustainability and improving building performance. Recticel is well positioned with the products, technical expertise and people to support that journey. We're continuing to invest in innovation, strengthen our customer partnerships and help shape a more energy-efficient built environment.
Nasser: I am incredibly optimistic about our growth under the new ELEVATE 2030 strategy. With our strong financial performance, our recent EcoVadis Silver and CDP 'A' ratings for sustainability, and our expanding product ecosystem, we are uniquely positioned to lead the UK market as retrofitting and energy-efficient new builds scale up over the coming years.
A Closing Note from Darren Whitehead, Acting Commercial Director
Bill and Nasser bring not only a wealth of experience and strong customer relationships, but also a genuine passion for our industry and for helping our customers succeed. I’ve had the pleasure of seeing first-hand the commitment they bring to their roles, and together they play a vital part in delivering our strategy, elevating our customer experience, and supporting our customers every day.
As the construction sector continues to evolve, it’s more important than ever to have leaders who truly understand the challenges our customers face, while recognising the opportunities that lie ahead. I’m confident that, with Bill and Nasser leading their respective regions, Recticel Insulation UK is in very capable hands and well positioned to continue growing, innovating, and elevating the value we deliver to customers across the country.
