For almost 70 years, Pennant has quietly built a global reputation from its Gloucestershire headquarters, developing specialist software, training systems and engineering solutions for some of the world's most demanding industries.
Today, around 50 of the company's 120 employees are based in Cheltenham, supporting customers across defence, aerospace and other highly regulated sectors. While Pennant's heritage includes work linked to Concorde and hovercraft development, its latest innovation – the recently enhanced Auxilium software platform – is helping organisations around the world manage complex technical information and maximise operational efficiency.
SoGlos speaks to Pennant's head of operations for EMEA, Peter Whitton, about the company's Gloucestershire roots, the launch of Auxilium and why understanding customer needs has remained at the heart of the business for almost seven decades.
Pennant has been innovating from Gloucestershire for almost 70 years. What's enabled the business to continue evolving?
I think it's always come back to understanding what customers actually need. Technology changes constantly, but our focus has always been on solving the right problems rather than simply adopting the latest trend.Historically, we've worked on projects linked to Concorde and hovercraft, which were pioneering engineering programmes in their day. Today, we're developing software platforms, training systems and immersive technologies for customers around the world.
Sometimes that means using the latest technology and sometimes it's about combining proven technologies with newer ones where they genuinely add value. We're not interested in technology for technology's sake – it must solve a real customer problem.
Ultimately, it's our people who make that possible. We have engineers and specialists who are genuinely passionate about what they do and are always looking at how new developments, whether that's AI, virtual environments or advanced software, can improve what we deliver.
Pennant recently launched a major upgrade to its Auxilium platform. What does it do?
Auxilium brings together three software products that Pennant had already developed into a single platform with one common database, creating what we call a single source of truth for customers.Although it's a technical product, the principle is actually quite simple. Organisations managing complex assets need accurate technical information that everyone can rely on. By bringing everything together into one platform, we're making that information easier to manage, easier to access and easier to support throughout the life of an asset.
Alongside the software itself, we've also improved the customer experience through a new support portal, One Pennant, simplified licensing and a more streamlined way of accessing the Auxilium Suite.
The development has involved teams across the UK, Australia and North America, so bringing all of that together has been a significant achievement.
Why is that important for your customers?
Many of our customers operate in highly regulated sectors where accuracy, compliance and efficiency are critical.We work with governments, defence organisations and major aerospace and defence primes.
Whether we're delivering specialist training systems or software, our role is to help customers manage complex information and support their equipment more effectively throughout its lifecycle.
The next stage for Auxilium is continuing to evolve the suite, including opportunities around AI and other technologies that help customers work even more efficiently.
Pennant operates in safety-critical industries. What does that responsibility involve?
Quality, safety and security underpin everything we do.Our products don't fly aircraft or operate military equipment themselves, but they help train the people who do, and manage vital information for those who maintain an asset. That means everything we produce has to be accurate, reliable and developed to rigorous quality standards.
Data security is equally important. Many of our customers work with highly sensitive information, so strong processes and internationally recognised standards are fundamental to the way we operate.
We're always balancing realism with safety too. If you're creating a training environment, people need to experience situations that genuinely prepare them for working on real equipment.
How important is Gloucestershire to Pennant's success?
It's a fantastic place for a business like ours.The county has an excellent reputation for engineering, aerospace and cyber, so there's a strong pool of talent here as well as a network of specialist businesses that complement what we do.
As an SME, we don't need every specialist skill in-house all the time, so being able to collaborate with trusted local partners is incredibly valuable.
While remote working has its place, those face-to-face relationships still make a real difference.
What does your role as head of operations involve?
One of the things I enjoy most is the variety.My role covers almost the entire customer journey, from supporting bids and meeting customers through to commercial negotiations, project delivery and ongoing support.
Being an SME means everyone wears multiple hats. I often describe our people as "Swiss Army knives" because they bring different skills and adapt to different challenges.
For me, requirements are king – or queen. If we've understood exactly what the customer needs, delivered the project on time and to the right quality, we've done our job well.
That flexibility is one of our strengths. Larger organisations can sometimes be slowed down by process, whereas we can respond quickly when customers' requirements change.
How is technology changing the way people are trained?
One of the most exciting developments is combining real equipment with immersive virtual environments.Instead of relying entirely on live training exercises, we can create highly realistic scenarios where people learn to operate complex systems safely before working on the real equipment.
It allows more people to train, reduces costs and creates a safe environment where users can build confidence and experience.
It's another example of how technology can improve learning when it's applied in the right way.
What makes Pennant a good place to build a career?
I've been here for almost 25 years, and there are quite a few people who've stayed for a long time or returned after working elsewhere, which says a lot about the business.Because we're an SME, people have the opportunity to work across different parts of projects rather than becoming specialists in one very narrow area.
We also work closely with schools, colleges and people leaving the Armed Forces, offering work experience and bringing in people with valuable practical knowledge.
When people come for an interview, we always look to give them an honest view of what we do because it's often much broader than they expect and it's critical that it's right for both parties.
What excites you most about Pennant's future?
For me, it's always been about the people and the products.Seeing a project leave the business and hearing positive feedback from customers never gets old.
We're continuing to invest in technologies like immersive simulation, AI and software platforms such as Auxilium, while staying true to the same principles that have guided Pennant for almost 70 years.
We bring together software, engineering expertise, training and long-term support under one roof, and that's what makes Pennant different.
To find out more about Pennant and its Auxilium suite, visit pennantplc.com.
