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Muscleform are fully operational and will continue to fulfil orders

Robin Rodger

Managing Director

Here from the beginning!, so I have 40 years experience in nutritional formulations.  "I’m a bit of an adrenaline junkie and petrol head.  I love fast motorcycles and cars, and especially love taking either or both to the Nurburgring where my brother lives.   I also like to keep fit which includes going to the gym five times a week, cycling and healthy eating.  But best of all I like spending time with my two adorable granddaughters.  I don’t get a massive amount of leisure time as this business demands a fair amount of commitment".

Nicola Haycroft

Head of Support and Business Development 

"I grew up with horses from a very early age, with my family still owning a large riding school and livery yard in Essex. As a child, I spent most weekends and holidays riding and playing ponies and then moved on to dabbling in showjumping and eventing. Since moving to Norfolk in 2004, I realised my passion was dressage and successfully competed my KWPN, Peter Pan, up to Prix St George until recently.I joined Aviform in 2007, after my son started school full time, to cover the accounts function, but these days you will find me working alongside the MD on product and business development."

Robert Whiting  

Head of Operations

"I joined Aviform in 2010 as Head Of Operations, previously having careers at different management roles. I have a passion for stock management and procurement, and a desire to achieve all tasks! Away from work I am a life long suffering Norwich City Football supporter, and enjoy watching as many home games as possible! I love spending quality time with my wife and young family (when not working!)"

Judy Starke

Trade Sales, Compliance & Equine Nutritional Adviser

  "I joined Aviform in 2006 and my job is quite varied.  I especially love being able to talk to our customers and give advice on our supplements, whether it's for equines, dogs or avian: it is always great to hear their success stories as a result.  I have, on and off, around 40 years experience with horses and dogs, and throughout my childhood my Mother kept and bred Budgerigars.  I currently own two horses, a pony, three dogs and a tortoise.  When I was younger I competed and later on supported my daughter with her riding through Pony Club, BYRDS and British Dressage, whilst still enjoying riding at a non-competitive level.  I am quite busy dealing with our trade customers within the British Isles as well as Internationally, and have recently also taken on the role of Compliance to keep everything in order for our continuing programme of good practice and accreditation."

Melissa Wilson 

Retail Sales

Melissa has been with us since 2015. "I love my job and the people I work with. My hobbies: the gym and gin & tonic. Favourite thing to say: 'how many carbs are in that?"

Wendy Greaves


"I joined Aviform in 2016.  I'm a Norfolk girl born & bred living with my 2 daughters, 2 cats, 2 dogs & 1 husband! I enjoy going to the gym & I'm an avid F1 fan (photo is of me pretending to be a racing driver and making car noises!!)"

Beth Atkins

Digital Marketing

"I joined Aviform in October 2015 after 5 years working in retail. I'm a huge music fan and enjoy going to concerts and festivals in the summer, my favourite being Glastonbury - when I'm lucky enough to get tickets! I am also a qualified makeup artist and hair stylist so am sometimes busy at the weekends working weddings and photo shoots."

Kerry Woodrow

Head of Liquid Production

"I joined Aviform in 2013 as a part time packing assistant, from there I joined the operations team mainly manufacturing liquids. I also have another part time job working in Security. In my spare time I enjoy shopping and spending time with family and friends."

Andrew Joyce  


"I Joined in 2016. I run, drink beer and listen to dodgy music. Sometimes all at once!"

Diogo da Silva 


“I joined Aviform in February of 2019. I'm a musician and music is my main passion, but i also love a bit of football and skateboarding! In my spare time I enjoy spending time with my friends drinking beer and having fun!”

Lauren Greaves  


“I joined Aviform in June 2019 after many years of self employment whilst mainly being a full time Mum to my son & daughter. As they no longer require “Mum’s Taxi” quite so much anymore I am able to have more time for myself & my  husband (When he isn’t playing golf) We enjoy trips to the theatre & cinema as I’m a great lover of the arts. I also swim most mornings and regularly go to the gym. ”

Lilly Daniels

Retail Sales

“I have been been around horses since I was 3 years old, as a child I spent all of my free time looking after my loan pony and having riding lessons. When I turned 14 my parents decided I was ready to own my own horse who I have now had for 4 years! I have also grown up around cats and dogs, now owning 2 of my own dogs, a staffy and a cockapoo. My hobbies include staying active looking after and riding my horse and walking my dogs. I joined Aviform in 2020 after finishing 2 years studying level 3 animal management at college. ”

Oliver Haycroft


“I joined in the summer of 2017 after leaving school for some money to go towards my trip around Europe. I loved working for Aviform so much I came back after my trip! (also I ran out of money galavanting around Europe) In my spare time I love to obsessively watch Brooklyn 99, Red Dwarf and role playing in dungeon and dragons. 2020 brings a new challenge for me as I am hoping to combine my Aviform job and start an Engineering course. Most days you will find me in the powder room filling pots, pouches, listening to music or eating cheesy chips in the kitchen! ”

Lewis Downes

Head of Powder Production

“I joined Aviform in 2019 after working abroad and as a mechanic. In my spare time I love the outdoors so you will mostly find me outside doing jobs, tinkering under a car or behind the wheel of a car that I have rebuilt.”

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