About ASCALi
At ASCALi, our Supply Chain and Logistics Consultants deliver Strategic Excellence, grounded with Practical Know-How. We bring all our years of experience to our client projects to deliver innovative change at fast pace.
Welcome to ASCALi
The team at ASCALi have been delivering best in class supply chain and logistics consulting services since 2002. Formed by our Director, Craig Willoughby, with a clear vision for accelerating customer success, cost efficiency and sustainability for our clients, we pride ourselves on being easy to work with, dilligent and innovative.
Our focus is to get to know you – your company and your aspirations, to enable us to create highly effective Supply Chain & Logistics change programmes that cut costs, improve service to your customers and enhance your return on capital employed.
Our team have delivered:
- Cost Savings in excess of 20% in Warehousing & Logistics
- Enhanced speed to market with lead times halved
- Optimised inventories with reductions identified of over 30%
- OTIF levels increased, from under 47% to over 99%
- Transport solutions cutting thousands of tonnes of CO2
We achieve our results by taking a data-driven view of your activity that we align with our industry knowledge and know-how to get to the right results.
We drive creative strategic thinking, with the addition of real-world experience of on-the-ground practical delivery. We are ‘Strategists in Safety Shoes’.
Meet the Team
We pride ourselves on the experience of our team. This experience enables us to create inventive and sustainable Supply Chain & Logistics solutions for clients.

Craig Willoughby
A Chartered Member of the Institute of Logistics & Transport (CMILT) with over 30 years of logistics design and implementation history, Craig has delivered solutions across the world, and has held director-level responsibility for managing multi-site logistics operations. A top of the class graduate with a BSC (Hons) in Transport & Logistics, winning the British Airways Prize for ‘Best Overall Performance, all Logistics Courses’ at the University of Plymouth. He later won the Annual Award for Innovation from the Logistics Leaders Network, having implemented an innovative new transport solution that saved 20% of transport costs. He started his Supply Chain career with Sainsburys before joining Wincanton Logistics, and subsequently moving into Consulting, where he has excelled identifying cost and service solutions, helping one client alone save >£20m from its annual costs.

Kate Harrison
Kate is our data specialist with an absolute passion and eye for detail. With a degree in Applied Mathematics from the University of Southampton, she is able to extract data that leads to direct cost savings for our clients by spotting gaps and trends within their data. She can take the most complex of data sets and transform them into insightful referenceable information to support our clients’ businesses. She is highly expert in data analysis techniques. Since starting her career as a Management Trainee with the retailer Allders, she has fulfilled a number of specialist data-focused roles across Supply Chain businesses before joining with ASCALi.

Aidan Ward
Aidan brings a wealth of logistics solution design experience. Having graduated with a BSc (Hons) in Applied Biology and Biochemistry from the University of Birmingham, he started his career in food science with Rowntree Mackintosh in York. Whilst there, he moved into ergonomics and work study sciences, ultimately moving into the distribution field. He subsequently joined Wincanton Logistics where he found his niche in warehouse solution design and optimisation. After 12 or so years of designing blue chip distribution operations for this large third party solution provider, he moved into the world of consulting as a Solutions Engineer, where he has delivered a large number of highly cost effective solutions.

Arthur Greenhalgh
Arthur has a CV in Production and logistics operations that goes back over 45 years. He started his career in the automotive OEM manufacturing sector working for companies such as BTR Fatati Ltd, Robert Farnworth Ltd and Imperial Home Decor where he learned the ropes about how to execute lean, efficient production processes. Qualified in 5S / 6S techniques, lean six-sigma & statistical process control, and IOSH accredited, Arthur was Head of Operations For Snows Timber Group where he helped reduce operating costs by over 15%. He brings outstanding operational experience to his project work, having managed multi-site operations and implementations across a range of industries.

Pam Houston
Pam is the gel that keeps the ASCALi Consulting team together, coordinating our activity, ensuring our projects are moving in the right direction. With a first-class Degree in Mental Health Practice from the University of Birmingham, and post-graduate level 7 qualification in Organisational Psychology from the University of Essex, Pam brings all her specialist training to help us build People Strategies that enable us to get the most out of our Team. Responsible for solution and client research, Team recruitment as well as team administration, her presence is invaluable to the ASCALi business.

Archie Willoughby
Archie is the newest member of the ASCALi Team, and is our Warehouse Visualisation Specialist. He works with our senior consulting team to plan out warehouse layouts and solutions. As an apprentice in the business who joined us with a T Level in Business Management, he is also responsible for helping streamline the company’s move into digital transformation and marketing. Whilst Archie may have the least experience in the team, he brings a bucket-load of youthful desire to ensure that ASCALi stays ahead of the curve when it comes to using new tools and technologies.

Nigel Nash
Nigel is a Warehouse Solutions Expert with over 40 years in the Warehouse design and optimisation field. He has a wealth of qualifications and accreditations amassed over those years including a Certificate of Apprenticeship in Project Engineering, Registered as Incorporated Engineer (I. Eng) with the Engineering Council, Member of the Institution of Engineering Technicians (Mechanical), Chartered Member of the Chartered Institution of Logistics and Transport (CMILT).He has worked for some of the UK’s best known retail and e-commerce brands as well as spending many years in third party logistics, most recently GXO Logistics, designing complex warehouse solutions across a range of sectors and geographies.

Kenneth Paine
Kenneth has over 20 years of transport solution evaluation experience. With a BSc(Hons) in Strategic Systems Management from Bournemouth University, he was a graduate recruit into the Supply Chain field with Exel Logistics (Now DHL). He started in Supply Chain Solution design and gradually started to specialise in transport analysis. He has since focused in this very specialist and technical area. Using state-of-the-art transport modelling tools, combined with his highly evolved data analysis skills, he is highly adept at identifying inventive ways to drive operational cost and sustainability benefits for our clients, saving £m’s in costs (>£4m for one client recently) and driving significant service and sustainability achievements. Raised in Argentina, Kenneth is fluent in Spanish and English and has helped our team deliver engagements across the world.

Andy King
Andy is our Go-To person for all things customs and import-export related. Andy has a BA (Hons) in Business Studies from Manchester Metropolitan University, and post-graduate qualification in International Distribution, Law, Finance, & Business Organisation from the Institute of Export. He has been in the International Supply Chain industry for over 30 years, and has unrivalled knowledge to help you smooth the process for importing and exporting your goods. He has delivered results for a number of blue chip organisations, receiving a Global Recognition Award from Exel Logistics, and an Outstanding Achievement Award from OHL Logistics.
EXPERIENCE ACROSS ALL SECTORS AND SIZES OF BUSINESS
Our team of Consultants has decades of experience in delivering supply chain change from some of the biggest multi-national organisations through to SMEs and start-up organisations. Regardless of the scale of the client, we retain a personal and approachable style in our relationship with you, ensuring you are kept informed every step of the way. Our team have worked all over the world delivering value in:
- Warehouse Solution Design & Re-Design
- Operational Process Improvement
- Operational Cost Reduction
- Supply Chain Automation & Mechanisation
- Organisational Design & Re-Design
- KPI & Performance Metrics Management
- Supply Chain Strategy
- Supply Chain Sustainability
- Logistics Network Design
- Product Management & Placement
- Supply Chain Technology
- Transport Planning & Optimisation
THE ASCALI WAY TO BE
We pride ourselves on the great ethos we have within our team. We call it ‘the ASCALi Way to Be’ We believe that we should always:
Be KNOWLEDGEABLE…our clients expect us to have supply chain expertise that adds real value to their solutions
Be ATTENTIVE…listening to your needs and aspirations and understanding what you really want from the process
Be HONEST…we are pragmatic about what can be achieved and are honest with you about limitations on your time and resources
Be INNOVATIVE…innovation is at the heart of what our customers expect from us…don’t be afraid to push boundaries to seek new ideas
Be POSITIVE…Always look for the best possible outcome and seek to overcome the challenges we may face
Global Reach; Local service
Based in Cheltenham in the Heart of England, our team regularly works throughout the UK and Europe. It does not matter to ASCALi where you are based… we take the same approach to our tasks whether you are 5 miles down the road or five time zones away.
Supply chain operations are often by default spread across long distances, nationally, internationally and globally. Our clients can be based anywhere, and so can our team!
Professional Affiliations

Official Network Partner to the Chartered Institute of Logistics & Transport (UK)

Federation of Small Businesses.
Where you can find us
Find our offices in the heart of the country at 7 Manor Park Business Centre, Mackenzie Way, Cheltenham GL51 9TX
What Three Words Location: toned.loft.stews
Parking is available; Please use bays marked for ASCALi or use the Manor Park visitor spaces marked in Bays A – J.
Nearest Railway Station: Cheltenham Spa (1.4 Miles).
Quick Links to ASCALi’s Expert Services:
Our Team Has Worked With Great Brands ...





























