Fred began his career in human resources management in 1990 at Fram Footwear (a division of Conshu Holdings Limited) progressing to HR director. He represented Conshu on the South African Breweries human resources committee before joining Safic in 1997. He moved rapidly through the corporate ranks serving as operations director in 1998, managing director in 2000 and finally group managing director for Safic in 2003. His vision for the organisation facilitated the strategic acquisition of Marley Flooring in 2004 and the consolidation of the various companies into Accéntuate Limited, which culminated in the listing on the AltX of the JSE in 2006. Fred serves on the board of several group companies and, furthermore, is a member of the Institute of Directors. Fred serves as the Chairman of the Gold N’ Links Board.