Monster, formerly known as Gas Monster, has outlined how business coaching helped it to break the £1m revenue barrier and solve seasonality.
Founded by Wayne Bell in 2011, Monster started out as a one-man boiler installation service. Wayne’s career originally began by running a food franchise until a poor boiler installation experience gave him the idea to enter the plumbing and heating industry. He retrained, bought a cheap van and launched Gas Monster.
According to a company statement, the business grew quickly, but Wayne struggled with the operational side. A friend then introduced him to The Alternative Board (TAB) and owner of TAB Cambridge, Martin Oakley.
Wayne said: “I’ve always known how to fix things, but not how to run a business. Martin’s approach was exactly what I needed, challenging enough to make me rethink things, but supportive enough that I didn’t feel lost or overwhelmed. It was practical and it’s been completely transformational for my business model.”
One of the biggest breakthroughs came when Wayne tackled the seasonality of his heating business, the statement added. With demand peaking in winter and dropping in summer, Wayne said that TAB helped him to revise his business strategy to incorporate air source heat pumps and air conditioning.
Gas Monster rebranded to Monster in March 2025, along with new vans and a refreshed team. The company statement said that Wayne used TAB’s guiding principles to reframe his approach to key challenges such as talent recruitment and customer acquisition.
The statement noted that Monster’s transformation comes as the UK faces increasingly frequent and intense heatwaves. Summer 2025 was officially the hottest on record, it cited, as average temperatures reached 16.10°C. According to the Met Office, climate change has made summers like this 70 times more likely, and what were once rare extremes are now expected every five years.
With warmer weather arriving earlier each year, Monster reported that it has seen a shift in customer habits. Many homeowners installing heating systems for winter are now planning ahead and are ordering air conditioning units in anticipation of early summer heatwaves. The company noted that this is a trend that reflects its year-round approach, meeting seasonal needs before they peak.