Emma Armitage

Emma Armitage

Excel Water

Emma Armitage is the managing director at Excel Water, a specialist in providing pure water solutions within the water treatment market, encompassing design, manufacturing and installation of equipment.

Career Overview

Emma’s career in the environment sector began in 1998, when she started out as a sales representative with WasteCare Ltd, a recycling and waste management services provider in Leeds. During what would be a successful five-year spell with the business, Emma would go on to assume more responsibility and spend a period of time in the role of Quality and Environmental manager, managing and implementing the company’s Quality and Environmental Management System including managing the other sites in the UK and Ireland. She also took on account management for major newspapers and printers across Yorkshire and the wider UK, managed business development for the photographic and print industry, and trained and mentored new sales staff joining the WasteCare team.

In April 2003, Emma joined the family business, Excel Water. Initially joining as finance and sales director, Emma’s role involved managing the management accounts, preparing quotations for customera, liaising with suppliers, and working on recruitment. She also oversaw payroll and HR matters, and ensured compliance with health and safety requirements.

In September 2016, Emma became a co-owner of the business to enable her father to retire. She has occupied the role of managing director since then and begun implementing the business’ growth plan to take the family business to the next level of growth.

Under Emma’s leadership, Excel Water was able to increase its turnover even during the Covid-19 pandemic, primarily through forming closer relationships with clients who were manufacturers of sanitiser and cleaning products.

In July 2021, Emma appeared on a Leaders Council of Great Britain & Northern Ireland podcast, discussing the importance of leadership and the impact it has had on her career to date.


Emma attended Garforth Academy between 1991 and 1996. In 2016, she completed the Goldman Sachs Business Course run through the University of Oxford’s Said Business School. 

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