After more than three decades of growth, collaboration and service to communities across Australia, Steeline is preparing for an important leadership transition.
Steeline’s current chief executive officer Andrew Walsh will retire at the end of 2026 following more than 12 years in the role. Michael Gerada has been appointed CEO-elect, with a structured handover underway since 1 June. The transition brings together two highly experienced steel industry leaders and reflects Steeline’s commitment to continuity: preserving the culture, relationships and locally focused service model that have long distinguished the organisation, while positioning the group for its next phase of growth.
Established in 1991, Steeline is Australia’s only national buying group of independently owned steel rollformers. Its network spans every state and territory, with members manufacturing and supplying roofing, rainwater goods, flashings, steel framing, sheds, fencing, purlins, battens and other steel building products.
The model combines the purchasing power and supplier relationships of a national group with the accessibility, product knowledge and responsiveness of locally owned businesses. In many cases, customers deal directly with the people who own and operate the branch.
“We are a group of independently owned roll forming businesses based across every state in Australia,” Walsh said.
“Our commitment is to service over and above, and we take this very seriously, maximising our supply arrangements and the partner networks to provide high quality Australian products to our customers covering all forms of roll formed roofing and rainwater goods, sheds, framing, flashings and commercial products to projects in our regions and beyond. We aren’t the biggest, but we are proud of what we do and what we mean to our customers.”
That regional presence has been central to Steeline’s identity. The organisation has historically maintained a stronger footprint outside the capital cities than many of its competitors, placing members close to local builders, roofers, fabricators and communities. For example, the new Steeline Mount Gambier operation in the Limestone Coast region of South Australia (pictured opposite).
It is also a model founded on practical experience. Steeline members understand the products they manufacture and supply because many have worked directly with rollforming equipment, installation teams and customers throughout their careers. This hands-on knowledge helps members provide immediate advice and build enduring relationships.
Preserving a strong legacy
Walsh’s tenure has spanned a period of considerable change for Steeline and the broader Australian steel industry.
One of his most important achievements is building on the fantastic ‘Steeline Family’ relationships between their members, key suppliers and industry stakeholders. “These relationships are one of the great things that sets Steeline apart from all the big corporates, and ensure our ongoing success,” said Walsh.
“My role has extended beyond negotiating supply agreements and developing strategy; it has involved maintaining the relationships between independently owned businesses and reinforcing the sense of shared purpose that underpins the Steeline network.”
The succession process began well before Gerada’s appointment. Walsh worked with the Steeline Board for around 12 months to identify a leader with the right industry knowledge, commercial capability and personal qualities. Technical skills and experience were essential, but cultural fit was equally important. Steeline needed a CEO who would be credible with members, understand independent businesses and recognise the importance of relationships within the group.
Gerada brings more than 30 years of experience across the Australian steel industry, including roles with Union Steel, Smorgon Steel, BlueScope and Metroll businesses spanning distribution, coated and industrial products. Gerada is also well known to many Steeline members, having worked with the group as a key supplier since the early 2000s.
“With 30 years’ experience in the steel industry and time spent across steel distribution, roll forming and business development, there is one thing that has always remained consistent to me and that is people and the need for good people, working together for the same vision, no egos, just a team wanting what’s best for the organisation,” Gerada said.
“Over many years being exposed to Steeline and the members I have always seen this firsthand from the members and to now be a part of this organisation and learn from and support some amazing people is something that I feel truly lucky to be given the opportunity to do.”
Gerada recognised Walsh’s broader contribution to the Australian steel industry, which began when Walsh joined the sector as a trainee metallurgist in 1982. “I’d like to recognise and thank Andrew for his service to the steel industry for more than four decades. Andrew has been a valued adviser and support to countless people across the industry.”
Trust in an uncertain market
Gerada assumes the role at a time when customers are seeking more than competitive pricing. Product origin, lead times, compliance, technical support, sustainability and design flexibility have become fundamental expectations.
He believes the uncertainty facing construction and manufacturing businesses creates an opportunity for Steeline’s members to reinforce their role as dependable local partners.
“The way the world is evolving and the amount of uncertainty that seems to fill people’s minds creates opportunity for business,” Gerada said. “With the uncertainty you are really looking for someone you can trust, whether it be around lead times, technical support, competitive value propositions, Australian-made product, sustainability, compliance or design flexibility; don’t just tell me you are going to do it, do it and stand by it.”
That commitment also extends beyond commercial relationships. Steeline’s Local Heroes initiative supports clubs, schools and community organisations, while its Tradie of the Year Awards—The Steelies—recognise the roofers, cladding installers, fencing professionals and apprentices whose work helps shape communities across Australia.
As leadership passes from Walsh to Gerada, the emphasis is not on reinventing Steeline, but on building confidently upon its foundations: independent ownership, national cooperation, local expertise and service over and above.
