Robert Hughes

CEO & Managing Director

robert-hughesRob Hughes is the inventor of the Armourflex range of impact products. Rob has a wealth of experience in sales and marketing that he brings to the company to ensure that the brand is promoted and marketed to achieve maximum exposure in the sports equipment arena. Gained over 25 years working for the Intercontinental Hotel Group, The Hong Kong Jockey Club and Swire – Coca Cola.

Roger Watts

Advertising & Sales Support Director

roger-wattsRoger is our Marketing, Advertising & Sales Support Director. Roger has over 20 years of multi market account and advertising campaign development and execution. He has created TV commercials for many of the biggest brands in Europe, such as: Tomy, Vivid, Golden Bear, Hasbro, Hornby and more. Over 27 year of experience managing multi market brands and advertising accounts across Europe and Asia Pacific Region for British Airways, P&G, B.A.T, SEAT Automotive, Hasbro, Hornby PLC, Tomy and more.

Tom Keenan

Director and Thai Business Liaison

tom-keenan40 years experience in the design, procurement, project management and commissioning of major civil infrastructure works including mass transit railway systems, international airport facilities vehicular expressway systems and paper mill facilities. Tom has worked across the globe including UK, Nigeria, Thailand and Hong Kong.

Kathryn Pashley

Product Designer

kathryn-pashleyKathryn is the Product Designer of the team and began creating the original concepts with Rob Hughes for Armourflex back in 2010. Four years on she continues to manage its design development and production, aiming to expand the Armourflex product portfolio even further in the future.

Bank Rodpoonpa

Thai Sports Liaison

bank-rodpoonpaFormerly Pro S-League Singapore from 1996-97. Bank holds an FA Coaching Level Certification and was West Ham Coach for the under 12’s. Currently runs a soccer school ETSC for 5 to 12 year olds here in the UK. With a wealth of football contacts in Thailand he has be a great asset in getting the brand and product known to the appropriate channels. Bank is our liaison with Thai FA, Sport Ministry and Clubs.

Mike Woolf

Indonesian Business Liaison

mike-wolf-2Mike is a UK national with 30 plus years’ experience in Asia in the insurance industry. Mike is currently managing a risk survey and valuation company in Indonesia. His main sporting interests are football and tennis.  He is also on the Committee that manages the Jakarta Schools Football League that has over 3,000 players aged from 6 through to 18.

Steve Hopper

North East Rep

Steve HopperI have coached a senior team and numerous junior clubs and I am a level 1 qualified coach. Most recently myself and a friend set up our own junior club called Heddon Juniors Football Club based at Heddon on the Wall Newcastle upon Tyne.

I am very passionate about Grassroots football and hope to have as many players wearing the ArmourFlex brand as my own son currently wears the ankle and shin guards

Outside the UK?

Currency conversions are estimated and should be used for informational purposes only.

Our Products


Copyright Information
BSEN13061 Standard
CE Meets EC standards
TM Design and word mark


Registered company in England and Wales Company no: 8720600