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Our mission

We help your bar pull the perfect pint, save costs and work towards being kinder to the planet.

We have a combined knowledge of 50 years of serving the licensed trade.

This wealth of personal experience drives our passion to help licensed business owners like you, to get more profit from your business.

During these years we have witnessed first-hand how profits are being attacked from higher business rates and taxes, increased price competition from supermarkets and soon to be legal, environmental practices.

Our story

A journey of discovery, opportunity and achievement.

  • Where we started

    We looked at ways we could help bars and their owners fight back against all these rising costs. We found one major area.

  • £30 Billion a year

    After reviewing the figures of how the industry loses some £30 billion a year in lost pints due to dirty beer lines and, after looking at what else is on the market to combat this, DING was born.

  • The complete system

    We wanted to offer the licensed trade a complete beer line cleaning system that made real savings, would meet up-coming environmental pressures and serve a fresher pint for customers.

  • Where we're going

    Expansion accross the UK and global distribution with trusted partners is paving the way for our international growth.

Our team

Meet the people who drive DING’s innovation. A team of industry professionals combining over 50 years experience.

Jon Lee
Founder & CEO

Jon brings 27 years experience from within the licensed drinks, bar and wholesale sectors. His vision and entrepreneurial nous are a major part of the driving force behind the rapid growth of DING. Jon’s entrepreneurial skills have also seen him successfully own start, build and run businesses like PBS and a property business for over 6 years

Anthony White
Founder & Operations Director

Entrepreneur with 20+ years in the drinks and hospitality industry. Proven track record in building ventures with strong commercial outcomes. Specialist in operational excellence and supply chain. Founder mindset with a focus on innovation, efficiency, and profitability. Driving global expansion with a vision to set new standards in hospitality operations.

Paul Holme
Executive Director &
Board Advisor

Paul brings over three decades of experience running regulatory laboratories across the industrial and pharmaceutical sectors.  A recognised expert in his field, he successfully started his own company in 2014 which was successfully exited in 2024 via a trade sale generating a good return for his shareholders, he now holds the position of COO in a large global contract research organisation.   Using his scientific knowledge, Paul developed the Ding Elimin8™ cleaning powder and continues to guide the company with his deep scientific and business insight.  Paul now takes on the role of Executive Director & Board Advisor (and acting Chairman) providing strategic direction as the company expands internationally.

Tim Hines
Financial Director

Tim Hines is a ACA qualified accountant with 10 years experience as FD across a number of industries and 7 based in the drinks industry. He has helped grow and sell businesses, implement processes and controls as well as management reporting to drive results improvement.

Shaun Marsden
Strategic Development Director

Shaun Marsden co-founded Catax, a leading UK tax consultancy, scaling it to exit before moving into new ventures in growth, strategy, and innovation. He also co-founded WHATCLASS, Spotify’s official global Ed-Tech partner, delivering on-demand music learning from world-renowned artists. As an investor and Strategic Development Director at DING, Shaun brings extensive networks and drive, helping steer the company’s ambitious UK and global growth.