Forza Doors, recognised for its commitment to sustainability and precision craftsmanship, has delivered over half a million doors from its West Sussex factory since 2010. As a leading UK manufacturer of bespoke timber fire doors and joinery, the company emphasises strong customer partnerships built on trust. FX editor Emily Martin speaks with Will Hunnam, the newly appointed managing director of Forza Doors who, since acquiring the company in 2023, has set ambitious growth targets for the company.
Emily Martin: Welcome Will. To start, could you provide a brief introduction to your background and education?
Will Hunnam: Certainly! I’ve been in the industry for over 20 years now, and my journey has been quite unconventional. I didn’t attend university; instead, I began my career in engineering, which lasted about 15 years, primarily focused on engineering and operations. This experience provided a solid foundation in a large corporate environment, where I learned a great deal. However, I reached a point where I questioned whether this was the path I wanted to continue on. My parents were entrepreneurs, which inspired me to explore alternative options. In 2011, I left Shell, where I had worked for 15 years, partway through my MBA at Cambridge, and transitioned into the investment industry. Over the past decade, I’ve either run businesses for investors or started my own ventures with partners, eventually leading me to Forza a couple of years ago.
Emily Martin: What was happening in 2023 when you joined Forza Doors?
Will Hunnam: At that time, Forza was approaching its 15th anniversary, which is a significant milestone for any business. The company was founded in 2010 by a highly experienced team that understood the door industry well. They identified an opportunity to improve market offerings after leaving a larger firm that had faced challenges. Their goal was to provide better products and services, and they focused heavily on certification. However, by 2023, the founding team was nearing retirement age, and while the business had experienced a successful 13-year journey, it was clear that new leadership was needed to inject energy and fresh ideas into the company. They initiated a formal process to sell the business in 2022. I partnered with investors who supported my vision to find a business ready for a change in ownership. I learned about Forza in May 2022, and after a lengthy courtship process, I built a strong relationship with the founders. I recognised the opportunity to apply my management experience to enhance the solid core values of quality, service, and expertise that they had established.
Emily Martin: What was the unique selling proposition (USP) of Forza that appealed to you?
Will Hunnam: Initially, I looked at the financial performance and the changing regulatory environment, particularly following the Grenfell tragedy, which led to the Building Safety Act and the Fire Safety Act. These changes presented a significant opportunity for Forza, as the company had invested heavily in primary fire testing for a decade and had robust certifications, making it an industry leader. The new legislation aligned perfectly with Forza’s strengths. However, what truly stood out to me was the depth of relationships with long-standing customers. Some clients have been with us for nearly the entire 15 years, which speaks volumes about our commitment to service and quality. Additionally, as I got closer to joining the team, I was impressed by the passion and dedication of the Forza staff. They genuinely care about their work and enjoy collaborating, which has led to impressive growth and customer satisfaction.
Emily Martin: What changes can we expect at Forza now that you are at the helm? What improvements are on the horizon?
Will Hunnam: We are leveraging our strengths and have already invested nearly £3 million into our production facilities since 2023. Early on, we recognised that our growth could be limited without continued investment. Fortunately, we secured additional space, allowing us to create a cutting-edge production facility. We’ve also upgraded existing buildings with new roofing, windows, and lighting to enhance the working environment and improve our overall appeal.
Moreover, we are committed to reducing our environmental footprint. We recently completed the first phase of our solar installation and have released third-party verified Environmental Product Declarations (EPDs) for our core products. This two-year journey has provided us with insights into our operations and environmental impact, giving us a roadmap for future improvements.
Additionally, we’ve undertaken a brand refresh to align with our core values. While the team’s strengths and values were evident, they hadn’t been formally defined. We went through a process to articulate what makes Forza unique and how our team operates effectively. This clarity has informed our brand refresh and how we present ourselves to customers and stakeholders. We aim to be a forward-thinking, design-led British manufacturer and an industry leader in quality and aesthetics, backed by strong certifications.
We are also focusing on enhancing our marketing function to better tell our story and have brought in a Head of People to professionalise our human resources and nurture our key assets.
Emily Martin: That sounds promising. Can you elaborate on your customer focus? Who are you targeting now?
Will Hunnam: We are a pure B2B business, primarily serving the commercial fit-out industry. Based in the southeast of the UK, a significant portion of our sales goes into central London, but we have national coverage across Scotland and England. Historically, Forza has positioned itself as a challenger brand, building strong relationships with contractors. However, over the past two years, we’ve recognised that we are more of a market leader now, given our size and ability to support customers effectively.
With this shift, we understand the need to deepen relationships with stakeholders at the top of the development funnel, such as architects, designers, and main contractors. This is a key area for us to invest in. We have always participated in events like Clerkenwell Design Week to foster collaboration with architects and designers. A recent project with a luxury brand exemplifies this approach, as we were involved from the project’s inception, allowing us to deliver bespoke products that align with the designer’s vision while ensuring functionality.
Emily Martin: What can you tell us about Forza’s commitment to sustainability and compliance?
Will Hunnam: We’ve touched on the EPDs and our commitment to the architecture and design side. I’d like to emphasise our ongoing investment in certification, especially as the regulatory landscape evolves with EN certification changes. We’re committed to advancing our fire door certification and ensuring compliance with new standards. Overall, I believe we’ve covered a lot in a short time, and I hope this provides valuable insights into Forza’s direction.
Emily Martin: What drives you, personally, and how you plan to use that passion to succeed in your role at Forza Doors?
Will Hunnam: As I’ve matured, I’ve gained a better understanding of myself. I’m an adventurer at heart and thrive on challenges, whether through physical activities like running events or in my professional life. My goal is to drive Forza to be a strong market leader committed to excellence and continuous improvement. That’s the challenge we’re embracing, and I’m excited about the opportunities ahead. We have a fantastic team in place, and together, we’re making great strides
