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dezineforce appoints new CEO

dezineforce CEO, George Shanks

Seasoned executive and business innovator set to open up new opportunities for successful engineering design optimisation specialist

dezineforce, a provider of advanced engineering design optimisation tools, has announced the appointment of George Shanks as its new CEO. Shanks brings with him a wealth of experience, which will further enhance that of the strong executive team built by former CEO Dr Peter Collins who assumes the role of commercial director and will continue to serve on the board.

Shanks joins dezineforce at an exciting time. The company recently launched a plug-and-play appliance version of its on-demand cloud based engineering design optimisation and decision support suite. This product launch has created significant opportunities in both new and existing markets by giving engineering companies an alternative, on-site way of accessing the unique capabilities of the dezineforce solution.

Shanks has over 25 years’ experience building successful companies. In 1998 he co-founded Rubus, an Internet consultancy, and helped the company grow from initial start-up to over 300 people in just over two years. Most recently he was CEO of JacobsRimell, a company he led to growth and profit over a four-year period, culminating in the successful sale of the company to a public industry player.

Commenting on Shanks’s appointment, chairman of dezineforce, Dr Uday Phadke, said: “dezineforce has successfully developed its service delivering it to customers across several target sectors in high-tech engineering. Peter Collins has led the company through this initial phase with tremendous energy and laid the foundation for its future growth. George Shanks is a successful and experienced executive whose unparalleled leadership expertise will drive the company through the next stage of its development.”

Shanks added: “There is a very talented team behind dezineforce whose groundbreaking technology gives our innovative solutions a considerable edge as engineering organisations look to make real use of design optimisation techniques. I am delighted to join the company at this time and look forward to working with the team to deliver step change benefits for our customers by transforming the way design engineers work.”


About dezineforce:

dezineforce offers a flexible solution to enable engineering teams tackle complex design challenges and create better designs faster. The dezineforce solution gives design engineers cost-effective access to a powerful combination of cutting-edge design search and optimisation tools and industry-leading simulation tools for structural, fluid dynamics, mechanism, optical and electromagnetic design analysis, made straightforward to use with integrated workflows and running on powerful computing clusters.

Available as an on-site appliance and as an on-demand cloud based service, the dezineforce solution dramatically compresses design cycles and enables engineers to make design decisions with confidence, thus eliminating the costs of design errors and greatly reducing the cost of the design process.

dezineforce customers come from a wide range of industries including aerospace, civil engineering, renewable energy, power generation, automotive and lighting, and include Arup, Contour, Nucon Industries, Hyde Engineering and Enabling Technologies.

dezineforce is the result of 100 man-years of development led by acknowledged leaders in CAE and high-performance computing, including Simon Cox, director of the Microsoft Institute for High Performance Computing at the University of Southampton, and Andy Keane, director of the Rolls-Royce University Technology Centre for Computational Engineering at the University of Southampton.

For additional information on the dezineforce service contact dezineforce on +44 1489 611 842 or visit


Date: September 21, 2009