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Introducing AcSoft

Sensors and instrumentation for the professional engineer

About AcSoft

AcSoft Sound & Vibration

AcSoft Ltd was established in 1994 by Managing Director, John Shelton, who, having spent many years with a competitor business in the UK and Denmark, decided that software-based measurement systems were the future.

During the past 25 years, John and his team have built on contacts in the industry and experience of advanced applications to develop a complementary range of products and software from top quality transducers through to final analysis and reporting software.

AcSoft has now grown into a multidisciplinary company offering solutions to large multinational businesses and small consultancies alike, along with applications advice, to ensure maximum return on investment.

AcSoft is a key sponsor of the Institute of Acoustics.

John Shelton, Managing Director

John Shelton holds an Honours degree in Acoustical Engineering, and a Masters degree in Sound & Vibration Studies, from ISVR in Southampton.

After a short time developing loudspeakers at Goodmans, he joined Bruel & Kjaer UK as an area sales engineer. Over the nine years that followed, he specialised in sound intensity and source location techniques, as well as managing technical sales across the UK.

Two years at Brüel & Kjær in Denmark gave him experience in VXI-based virtual instrumentation, and whetted his appetite for software measurement solutions, taking responsibility for worldwide sales & marketing.

Founding AcSoft in 1994, with many international contacts becoming suppliers and friends, the company has now developed to become one of the leading players in the UK noise & vibration instrumentation market.

A sister company, Svantek UK, was also formed in 2011 to expand the market for this high-quality range of hand-held instruments

John is an active member of the Institute of Acoustics and sits on several national committees and working groups on measurement & instrumentation.

A keen racing dinghy sailor, John has won several National & European titles on the water and is also a keen flat-earth audiophile.


Paul Rubens, General Manager


Paul has worked with the AcSoft Group since 2010 and has extensive experience in the health, safety and environmental technology marketplaces across Europe, Asia and the Americas. He spent over ten years as Managing Director of one of the world's largest health, safety and environmental monitoring instrumentation companies.

He specialises in helping businesses grow into exciting new areas and has a proven track record in helping European-based businesses expand internationally and American and Asian businesses grow within Europe.

Paul also has wide-ranging experience of working with the UK government, having led an environmental trade mission for UK trade and investment to Taiwan in 2007 and the first of a new series of trade missions to China initiated by the Prime Minister in 2008. He also chaired an international working group for the Environmental Industry Commission (EIC). In 2006, Paul was a guest at Buckingham Palace at a reception for members of the UK scientific community.

He holds an honours degree in physics, an HND in electronics and a diploma in mathematics.

Aidan Hubbard, Sales Manager


Aidan joined the AcSoft Group in early 2016 when we moved to our new offices near Bedford. He brings significant commercial experience to this sales position.

Aidan spent 11 years in a variety of roles with leading power tools supplier, Cooks of Bedford, including E-Commerce Manager where he was responsible for eight members of staff and helped the department grow to become 50% of the company’s total turnover.

“I believe my expertise and knowledge will bring intrinsic value to the Sales Manager role, enabling me to work with the team to develop new business opportunities and provide unrivalled support to AcSoft & Svantek customers across the UK.” comments Aidan.

Paul Rubens, General Manager at AcSoft Group comments: “Aidan’s meticulous approach and understanding of the noise and vibration instrumentation market gained during his time as Svantek’s Applications Engineer will help ensure the on-going development of key relationships and open up exciting new growth opportunities.

“Aidan has all the credentials we require in a Sales Manager and will strengthen Svantek & AcSoft's presence in their main target markets,” he concludes.


Jo Hare, Marketing and Events

Jo brings considerable marketing expertise to her role having worked in digital marketing within an agency and marketing with a business to business audio visual provider. Qualified with a degree in Business Management and also Google Ads certified, Jo brings the Group much needed insight and experience in many aspects of both digital and traditional marketing.

Very much a people person, Jo has also spent time in education and travel industries before joining the AcSoft Group as lockdown was being lifted in 2020.

In her role at AcSoft Group, Jo is responsible for coordinating marketing activities and events and generally improving and developing our online presence.

Paul Rubens, General Manager at AcSoft Group comments: “2020 has been a bit of a contradictory year for the Group as despite the pandemic, lockdown, and having many customers on furlough, we’re having possibly our best sales year ever. I’m delighted to have Jo on board to help grow our brand presence and get us perfectly positioned to grow even faster in 2021. As well as a proven track record in marketing, she brings enthusiasm and vibrancy to the team.”

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