After working for Ashley and Martin for more than 20 years, CEO Richard Bond has credentials as an innovative marketer and business leader that are well proven. He has helped guide the company through its low points in the 1990s, and with the assistance of the Medical Director, Dr Mario Terri, created the powerhouse company that it is today.

The starting point was to take ownership of the business in 1999. With a clear strategic vision to become the premier hair-loss treatment provider in Australia, they decided to reinvent the marketing and aggressively push the business forward. At the time, many of their ideas were considered revolutionary for the hair-loss industry; however, the company’'s rapid ascent is testament to the success of their approach. Initially, they set up the management team in Sydney, but as the company became stronger, Richard was promoted to the CEO position and then relocated the head office to Perth.