Members of Made in the Midlands were welcomed to ADS Laser in Leicester this week for an informative tour of one of the UK’s top metalwork manufacturers, and left with fresh insight into how a family firm is scaling with purpose, innovation and a sharp focus on people.
Founded in 2005 by Duncan Keates, his brother Stephen, and their wives, all of whom still play hands-on roles, ADS Laser has grown from a modest 3,000 sq ft fabrication unit into an impressive 87,000 sq ft operation. Located on the former Fox’s Glacier Mints site, the firm now employs over 100 people and delivers end-to-end metalworking services: laser cutting, folding, fabrication, finishing and assembly, all under one roof.
Duncan Keates told members how the business started during a challenging time, with £12,000 of kit and a handful of loyal, local customers. “Fast forward to now,” he said, “and last year we posted £10.5 million turnover. We’re aiming for £11.5 million in 2025, and we believe this site alone can support us to £20 million.”
People: The Heart of Growth
Cutting‑edge kit, including six‑metre lasers and folding machines, is only part of the story. Duncan emphasised that real success boils down to people.
“The biggest challenge and opportunity in the sector now is people… We’ve got amazing kit, but without the right people operating it, it doesn’t matter.”
To tackle the national skills gap, ADS has leaned into apprenticeships and peer support. Recent grads Morna and Sam completed their training with distinction, while Luke scooped Made in the Midlands Apprentice of the Year and later went on to win the national title.
A buddy‑up system, staff referral bonuses and a warm, family‑run approach have helped ADS attract and keep the talent it needs.
Chocolate Pipes… to 2‑Acre Practicality
The Leicester site, once home to Fox’s Mints, was purchased in April 2020. After 10 months of stripping out mint residue, conveyors and old machinery, ADS revealed a modern factory ready for growth. With six‑metre cutting and folding capabilities, 24 welding bays (including robotic options), powder coating, wet spraying and assembly lines, the facility has become a one‑stop shop.
What truly sets it apart is the two‑acre secure storage yard, remediated, CCTV‑monitored, floodlit — built on previously redundant land. This gives ADS the ability to store large volumes of customer products, including bulky, value-dense construction items like modular balconies, entirely on‑site. That’s a game‑changer for customers: no more costly off‑site warehousing, no multiple handling, and more efficient delivery scheduling.
Duncan noted the competitive edge:
“We partner closely with several customers that require a long‑term delivery strategy… this space offers a cost‑effective, secure option and cuts down the risk of damage.”
Sustainable Systems, Smart Investment
Energy innovation is another strong suit. A rooftop array of over 1,050 solar panels delivers around 400 kW, slashing monthly electricity bills from £25,000 to just the low teens. It’s a key part of ADS’s strategy, aligning with ISO 14001 environmental clearance and protecting the business from energy volatility.
ISO 9001 (quality) and ISO 45001 (health & safety) are also in place, reinforcing the credentials ADS brings to larger sectors, including the NHS and aerospace.
One‑Stop Metalwork, Made in the Midlands
ADS Laser positions itself as one of the UK’s largest single‑site metalwork companies. With capabilities stretching from one‑off bespoke projects to production runs of 10,000 units, plus welded and powder‑coated finishes, digital inspection via 3D scanning and robust certifications, it offers a rare all‑under‑one‑roof proposition.
Looking ahead, Duncan says: “We’re not standing still. We’re always asking: how can we be better? What can we do differently? What does the customer need next?”
Sharing Success
The factory tour capped off a valuable visit by Made in the Midlands, part of its mission to help members trade ideas, foster productivity and build a resilient manufacturing cluster. Delegates toured the facility, met the ADS team, and saw why family philosophy, technology investment and a people‑centred approach is driving real growth in the Midlands.
“We’re proud of what we’ve built,” said Duncan. “But there’s always more we can do, and getting together like this is how we all move forward.”