Meet the team

FOUNDER & Director | SM CLEANING & SUPPORT SERVICES LTD

Danny Steele is the Founder and Director of SM Cleaning & Support Services, bringing over 23 years of experience within the window cleaning and specialist cleaning industry. He established the business in 2010 with a clear vision to deliver reliable, high-quality services built on strong relationships, accountability, and long-term value for clients.

As a forward-thinking leader with a sharp eye for detail and a strong customer focus, Danny continues to drive the strategic growth and direction of the company. Under his leadership, SM Cleaning has evolved into a trusted, multi-service provider, known for its consistent standards, hands-on management, and commitment to doing things properly.

Danny remains actively involved in the day-to-day operations of the business, spending significant time on site meeting with clients, supporting operational teams, and overseeing service delivery. He believes in leading from the front, maintaining a visible presence across contracts, and ensuring that high standards are not just promised, but delivered.

His practical approach, combined with a genuine commitment to both employees and clients, underpins the company’s reputation for quality, reliability, and value. Danny’s leadership style is rooted in hard work, transparency, and respect, principles that continue to shape the culture and success of SM Cleaning & Support Services.

Co-Owner & Director | SM CLEANING & SUPPORT SERVICES LTD

Sid Mitchell is Co-Owner and Director of SM Cleaning & Support Services and brings over 24 years of industry experience to the business. Having progressed from frontline operations into senior leadership, Sid has a deep, practical understanding of service delivery and the standards required to operate safely, responsibly, and consistently at scale.

As a Director, Sid is primarily office-based and oversees the operational framework that underpins the company’s day-to-day performance. He plays a central role in governance, health and safety management, sustainability initiatives, and social value delivery, ensuring that SM Cleaning operates not only efficiently, but responsibly and in line with best practice and client expectations.

Sid is instrumental in developing and maintaining company procedures, compliance systems, and reporting processes, providing structure and assurance across all contracts. He works closely with both the operations and office teams, offering guidance, problem-solving support, and oversight to ensure standards are maintained and risks are effectively managed.

With a strong focus on quality, consistency, and long-term relationships, Sid helps ensure clients receive a dependable and well-managed service. His methodical approach, attention to detail, and commitment to continuous improvement make him a key figure in the leadership of the business and an integral part of SM Cleaning’s long-term success.