Building for the future: Krystal’s new team structure

At Krystal, we’re building with the long term in mind, laying strong foundations that support sustainable growth, enable us to serve more clients and amplify our positive impact.

Since becoming CEO, I’ve been focused on aligning our strategy with what matters most: delivering exceptional service, growing ethically, and investing in infrastructure supporting people and the planet.

That’s why I’m proud to share a series of recent changes to our internal structure. These aren’t just operational updates but part of a broader strategy to keep Krystal agile, collaborative, and deeply client-focused as we grow.

A team built for growth and impact

This new structure is about preparing for the future while staying true to our values. It’s designed to help us deliver an even better service today while building a stronger, more resilient business for tomorrow.

Alongside a brief explanation of each update, I’ve invited some of our talented team members to share their own perspectives on the roles they’re stepping into because it’s their energy, expertise and passion that will bring our strategy to life.

Enhancing customer experiences

Steven Sinnot has stepped into a new role as Head of Customer Experience, overseeing all our support teams across Hosting, Katapult and Managed Services. This change brings greater consistency to the way we support our clients and ensures that no matter which product you use, you experience the same high standard of service. It’s a big step toward creating a more seamless and joined-up journey for everyone who hosts with Krystal.

“Looking after Customer Experience means making sure every client feels supported, understood and valued. I’ll be focusing on delivering consistently high standards across every touchpoint, and creating a support experience that’s not just efficient, but genuinely helpful. I’m honoured to be trusted with the role and excited to take on the responsibility of continuing, and enhancing, Krystal's already first-rate customer support experience.” - Steven S.

Supporting our Managed Services clients

To support our growing base of cloud clients, we’ve created a dedicated Managed Services Support Team, compromising of Ben Hamman and Cole Taylor. They’ll bring the same responsiveness and care our hosting clients have long relied on, adapted to the needs of businesses using our bespoke cloud solutions. This new team strengthens our ability to scale Managed Services while keeping the personal, expert support we’re known for.

“As part of the Managed Services Support Team, I’m looking forward to continuing to deliver the same high level of service our Managed clients already rely on. Working more closely with the wider Krystal Support teams means we can share knowledge both ways and tackle challenges together, with a more joined-up approach across the board.” - Ben H.

Driving innovation to deliver exceptional products

Our Head of Software, Adam Cooke, has moved into an exciting new role as Head of Product and Innovation. He’s now leading the execution of our product & software strategy to design, develop, deliver and grow our services and ecosystem. With decades of experience at the forefront of software innovation, Adam is a key member of the Krystal team and I’m excited to see how he furthers his impact on the quality of our products and the scope of our success.

“Establishing our new Product and Innovation department is the first step in putting us on an even stronger path to deliver exceptional products. Whether it’s websites, email or cloud services, we’re focused on making everything even more powerful, more flexible and better value for money. We’ve got big plans for the years ahead, and I’m delighted to be leading a fantastic team of software engineers, along with our engineering, product and project managers, as we take this next step together.”- Adam C.

Managing our success

Ben Oates, who previously did an amazing job as Head of Support, is becoming our Hosting Product Manager, joining our Product and Innovation team. This is our first product ownership-specific role and marks an important step for Krystal as we place dedicated focus on one of our most established services.

Ben brings a deep understanding of our clients, platforms and the hosting industry, shaped by years of leading our frontline support team. Now, he’ll be working closely with software engineers, marketing and product leads to shape the future of our hosting experience, making it faster, smarter and even more reliable.

“Leading the support team over the past four years has given me real insight into what our customers need and value. Now I’ve got the chance to help shape the products they actually want to use, and that’s incredibly exciting. We’ve got a brilliant, loyal customer base, and improving the hosting experience for them and new clients is a big focus. With a new CEO and a renewed vision rooted in our founding values, it’s a great time to be part of the Krystal team. Our customers drive everything we do, and we’ll be involving them at every step.” - Ben O.

James Orchard has taken on a newly created role as Project Manager to help coordinate internal initiatives and drive progress on key developments. As we take on more complex, multi-team projects, having dedicated oversight will make it easier to move fast and deliver improvements across our platforms and services.

“Joining as Krystal’s first Project Manager is a bit of a milestone for me, and a fun challenge. I’ve jumped in at a time when there’s loads happening, from platform updates to major website overhauls, and I’m here to make sure we keep that momentum and deliver things that really matter.” - James O.

Working for the planet

Polina Kuperman has stepped into a dual role as Krystal’s first Sustainability Officer, while continuing as Senior Marketing Executive for Katapult. This is a big moment for us. Sustainability has always shaped our decisions, and now it’s formally part of how we operate. With Polina leading the charge, we’ll be taking a more focused, strategic approach to how we track, improve and communicate our environmental impact across the business.

“It's such a privilege to step into the role as Krystal's first ever Sustainability Officer. There's already so much heart at this company. My goal is to turn that into a lasting, measurable impact that aligns with our values.” - Polina K.

Futureproofing our infrastructure

We’ve welcomed six talented experts into our Infrastructure team: Charlie Sun, David Wilkinson, Jake Fellows, Jon Tibble, Matthew Dolman and Osman Bashkel. Each brings deep Managed Services experience, helping us expand our capacity and support more complex builds while maintaining the resilience and performance our clients count on.

The team is now led by Paul Bickerdyke, who has joined Krystal as our new Head of Infrastructure. Paul’s focus will be on ensuring our platforms remain robust, scalable and secure as we grow, while continuing to evolve our infrastructure in line with client needs.

“I’ve joined Krystal at an exciting time when there is a real focus on both new products and services as well as doing everything we already do even better. My main focus will be on automation, the security and resilience of our platforms and supporting the growth of the business and our internal capabilities.” - Paul B.

Focusing on client relationships

We’ve also created a more focused Sales Team, with Muntakim Ahmed and Tom Harris leading on client relationships and Managed Services opportunities. Their role is to work closely with current clients to ensure they’re getting the most from Krystal, while also building new connections with businesses looking for the performance, support and ethics that larger providers just don’t offer.

“Thrilled to join the new sales team at Krystal! This journey is all about driving growth by empowering our team, strengthening relationships, forging new connections and seizing new opportunities. With our incredible team, we're ready to push boundaries and take Krystal to new heights. Excited for what’s ahead!” - Munti A.

Why this matters

This new structure reflects where Krystal is heading and why we’re evolving. Demand for high-quality cloud infrastructure, values-led service, and expert support continues to grow, and we’re seeing it across businesses of all sizes. These changes allow us to meet that demand while staying true to what sets us apart.

We’re not growing for growth’s sake. We’re growing with intention, scaling responsibly, staying agile, and focusing on delivering real value to our clients. Every change we’ve made supports our goal of building a better kind of business that combines quality, ethics, and impact without compromise.

Looking ahead

This is just one step in a much bigger plan to shape Krystal for the next decade and beyond. We’re investing in our infrastructure, expanding our managed services, and pushing Katapult further than ever. We’re also making bigger strides in sustainability, with the appointment of our first Sustainability Officer and a renewed commitment to reducing digital emissions across everything we do.

It’s an exciting and pivotal time. I’m incredibly proud of the team we’ve assembled and the structure we’ve put in place. With these foundations, we’re better positioned to grow purposefully, deliver more for our clients, and create lasting, positive impact.

Thanks for being part of the journey.