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The Counterpoint Team
Meet the team
Richard Apps
Director and co-founder

At GKN Aerospace, Richard Apps worked on strategic planning, business development and the evaluation of acquisitions. He also managed GKN’s industrial offset commitments in Kuwait and prior to that he was the Group Strategic Planning Manager for Westland Group. He managed R&D projects at BICC (now Balfour Beatty) and was a Production Controller at Marconi Avionics (now part of BAE Systems). He has a degree from Cambridge University in Engineering and an MBA from Manchester Business School.

Kane Ray
Senior Consultant

Kane Antony Ray joined Counterpoint following 8 years employed as a Head Analyst at Aviation Consultancy IBA Group Limited. Leading their Commercial Aircraft Engine department, he developed an adaptable understanding of aero engine values as well as the respective market factors that influence an array of aircraft engines including common CFM, General Electric, International Aero Engines, Pratt & Whitey and Rolls-Royce types. As part of his prior role, he was also responsible for Due Diligence projects, notably those concerning Aircraft Disassembly and Dismantling entities. Kane is also an ISTAT (International Society of Transport Aircraft Trading) Certified Appraiser, an accreditation that enables the undertaking of valuation assessments across all aviation assets. Prior to commencing a career within the Aviation Industry, Kane was awarded a degree in Air Transport Management from Loughborough University. Consequently, he has maintained a keen interest in Aviation Safety, a subject that influenced his final year thesis.

Joanne Zhang

Joanne joined Counterpoint from the University of Bristol where she completed her PhD degree in Aerospace Composites. During her 4-years research experience Joanne developed a patentable composite manufacturing technique which can be used to produce a multifunctional aerospace composite by introducing graphene and/or carbon nanotubes, outcome of which has generated a lot of industrial interest. Joanne also carried out a project for a tier-1 supplier researching next generation composites technology and has a MEng degree in Aerospace Engineering.

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Peter Woolfrey
Director, Systems and Equipment

Peter has spent his entire career working within Aerospace and Defense having originally  graduated in Mechanical Engineering.  He has worked for a range of blue chip aerospace companies gaining experience within systems and equipment, avionics, engines and airframes. Following successful completion of an MBA Peter moved into business development and gained experience in m&a, strategy deployment and major account management. His last role before retiring from full-time employment was as Group Head of Business Development with Senior plc. Since retiring from full-time employment Peter has worked part-time as an independent advisor/consultant.

Ben Bettell
Project Director Aircraft Interiors

Ben Bettell has worked in the aircraft industry in senior positions for 35 years, including being Group Business Development Director for Premium Aircraft Interiors Group responsible for worldwide marketing and product development. Ben has been engaged in almost all aspects of interiors, including the manufacture and sales of crew seats, galleys and inserts, lavatories, water and waste, stow bins, and monuments. He has been involved in all classes of seating design, development and certification. Since retirement from PAIG in 2010, Ben has worked for clients around the world on: design and development of new interiors; market research; and M&A.

George Burton
Co-founder and Senior Adviser

George Burton was the Director of Strategic Planning and Business Development for GKN Aerospace, and prior to that for Westland Aerospace, in a career there spanning over 20 years. Formerly a Research Partner for a City of London stock-broking firm, he has a degree from Oxford University in Philosophy, Politics and Economics.



To increase our capacity and bring in additional specialist expertise, Counterpoint has an diverse team of associates who work with us regularly on projects. We also have an extensive worldwide network of experts and can bring in other expertise as required.