07 November 2025
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From left to right: Wayne Bell, Monster and Martin Oakley, Owner of TAB Cambridge
Monster, the rebranded heating and cooling business formerly known as Gas Monster, has broken the £1 million revenue barrier for the first time, a milestone that began with hot dogs, a recession, and a personal mission to fix what others couldn’t.
Founded by Wayne Bell in 2011, Monster started as a one-man boiler installation service. But Wayne’s entrepreneurial journey began in a very different place: running a food franchise. When the 2008 recession hit and retail declined, Wayne began to reflect on his future direction. A poor boiler installation experience sparked an idea, to offer a service that prioritised the customer and always delivered on the job.
He retrained, bought a cheap van, and launched Gas Monster, named after a friend’s suggestion and an ode to an old nickname. The business grew quickly, but like many individuals starting up, Wayne struggled with the operational side. That was until a friend introduced him to The Alternative Board (TAB), and owner of TAB Cambridge, Martin Oakley. Speaking about his journey, 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.”
TAB’s peer board and one-to-one coaching helped Wayne shift from technician to confident business leader. One of the biggest breakthroughs came when Wayne tackled the seasonality of his heating business. With demand peaking in winter and plummeting in summer, TAB helped Wayne revise his business strategy to incorporate air source heat pumps and air conditioning.
The rebrand to Monster in March 2025, complete with new vans and a refreshed team, helped the business become a trusted regional name in both heating and air conditioning. Wayne also used TAB’s guiding principles to reframe his approach to key challenges such as talent recruitment and customer acquisition. TAB played a key role in shaping Wayne’s decisions for Monster, including the strategic shift to a year-round business model, which helped accelerate the company’s growth. However, TAB always allowed Wayne to remain at the forefront of his business which began from personal passion. “I always want to be associated with Monster,” Wayne highlighted. “This is my business and I’m proud to stay hands-on.”
Monster’s transformation comes as the UK faced increasingly frequent and intense heatwaves. Summer 2025 was officially the hottest on record, with average temperatures reaching 16.10°C, beating the previous high set in 2018. 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 is seeing a shift in customer habits. Many homeowners installing heating systems for winter are now planning ahead, ordering air conditioning units in anticipation of early summer heatwaves. It’s a trend that reflects Monster’s year-round approach, meeting seasonal needs before they peak, and helping customers stay comfortable whatever the forecast.
https://monsterhc.co.uk/
https://www.thealternativeboard.co.uk/
