Colin Cox, managing director of WEG Middle East, graduated with an HND in electrical engineering from East Warwickshire College in 1982 and worked in various roles at a number of electric machine companies. He joined WEG in 2002, where he was responsible for the UK High Voltage machines business. In 2007 he moved to Dubai to start the WEG Middle East branch, which currently has a turnover of 27 million USD and employs 22 people.