‘I believe in leading by example’ – Claudine Ellul Sullivan, Bad Boy Cleaning Services Ltd CEO

Founded in 1969, Bad Boy Cleaning Services Ltd boasts more than 55 years of dedicated service within Malta’s cleaning industry. Today, under the leadership of this family enterprise’s second generation, CEO Claudine Ellul Sullivan steers the company, maintaining its core values of perseverance and excellence. She is also pioneering new technologies, sustainability and innovation to revolutionise the sector in 2025 and beyond.

For Claudine Ellul Sullivan, the journey to becoming CEO of Bad Boy Cleaning Services Ltd was as personal as it was professional. Stepping into the shoes of her father, company founder Emanuel Degiorgio, Claudine navigated the challenging transition with determination. “One of the most significant moments in my career was when my late father entrusted me to take over the business and lead it forward. I embraced the responsibility with his encouragement and the support of our incredible team,” she reflects. “I am proud that, together with our dedicated staff, we have not only honoured what was passed down to me but also built upon it, creating a stronger, more innovative business that has become a leader in our sector.”

Indeed, family values still run deep at Bad Boy, more than half a century after it was established and despite now employing over a thousand team members. “We pride ourselves on fostering a family culture,” Claudine asserts. “We are there for our team, encouraging everyone to share any issues or concerns they may have. I firmly believe that a serene, supportive family business environment is critical to building a stable and successful team. This sense of unity and care makes us more resilient, cohesive and ultimately more successful together.”

Channelling this work ethos rooted in integrity, collaboration, mutual respect, and a drive for continuous improvement, Claudine combines mentorship with strategy as CEO to create a company culture that prioritises Bad Boy’s backbone: its people. “I believe in leading by example, cultivating an environment where every team member feels valued, respected and empowered to contribute their best,” she explains. “I work closely with key staff to shape and implement our vision and strategy, recognising that every team member is essential in achieving our goals. Like a football coach who leads from the sidelines but is also willing to get on the field, I collaborate and work alongside my team to move the business forward together and realise our shared objectives as part of a cohesive, motivated workforce.”

Claudine’s personal life and the business are intertwined, particularly as her daughter, Mia, now continues the family legacy at Bad Boy. “One of the key hurdles of running a family business is balancing personal and professional boundaries, as decisions made within the business often affect family dynamics, and vice versa,” she shares. “Transitioning leadership across generations, while preserving the company’s ethos, can also be complex. We strive to create a culture that is dynamic and forward-looking, while rooted in our foundation of respect and support.”

Her succession planning with her daughter also builds upon Claudine’s experience as a woman in leadership within a male-dominated industry. “My advice to other women looking to grow their own business or advance in their current roles begins with self-belief. Trust in your abilities and the unique perspectives you bring – do not be afraid to speak up and make your voice heard! Embrace continuous learning, balance passion with perseverance, be willing to take calculated risks, stay adaptable and abreast of industry trends, and – most importantly – surround yourself with people with expertise in areas you do not consider your strengths. Together, you can excel.”

Excellence has been Bad Boy’s signature for over five decades. Answering the local demand for high-quality and reliable cleaning services, the company was established in 1969 as Malta’s first professional cleaning company. Under Claudine’s leadership since 2012, it has expanded its scope to include high-security facilities, hospital and retail space cleaning services, solidifying its position as a market leader across the domestic, commercial and industrial cleaning sectors.

“A major milestone was joining a team of other leading cleaning companies both in Malta and abroad to manage cleaning at Mater Dei Hospital and Sir Anthony Mamo Oncology Hospital between 2008 and 2020, ensuring exceptional infection control standards,” recalls Claudine. “We also contributed to Malta International Airport’s cleaning management, earning international accolades for hygiene excellence and elevating the sector.”

A focus on innovation and sustainability has been key to the company’s growth. “In the last five years, we’ve introduced Malta’s first fully electric street sweepers and supplied industrial autonomous robots to reduce our carbon footprint and enhance efficiency,” Claudine explains. “Today, as the official representative of leading automated cleaning service robots and in partnership with one of the top suppliers of electric cleaning vehicles, our large fleet of electrified and robotised cleaning equipment achieves better cleaning results across Malta for both the private and public sectors. This technology has eased the pressure on our cleaning staff – particularly during Malta’s challenging summers – ensuring consistent performance regardless of conditions.”

Automation remains a key aspect of Claudine’s vision. “Automation has significantly transformed the cleaning industry, bringing about greater efficiency, consistency, quality, and precision,” she highlights. “At Bad Boy, we see automation as a crucial tool for driving progress and staying ahead in our sector. It has already had a direct and meaningful impact on the services we offer. It has reduced our reliance on manual, repetitive tasks, allowing us to streamline operations and enabling our employees to focus on more complex and value-added services that require human insight and attention.”

Adaptability and innovation have remained key amid global turbulence, Claudine believes, noting the ongoing stability, robust growth and resilience of Malta’s economy. “In the cleaning services sector, the market size in Malta was estimated at €143 million in 2024, ranking 32nd in Europe according to IBISWorld. As new businesses open in the retail and hospitality sectors, and tourism thrives, demand for cleaning services increases. We consolidated our existing business activities to ensure a robust and stable foundation in 2024 while exploring growth opportunities in emerging market segments by introducing innovative new products and services, and seeking collaborations with market-leading brands,” she explains, adding that investment in internal digitisation has also improved operational efficiency, service provision and response time at Bad Boy.

However, Claudine reflects that 2024 also brought personal challenges: “I navigated the year without my father, whose presence, guidance and advice I deeply miss. It has been an emotional journey, but I find comfort in feeling that he is watching over me and our business, continuing to inspire my decisions.”

Looking towards 2025, Claudine foresees further evolution for Malta’s cleaning sector, with an emphasis on environmentally friendly mobility and sustainability initiatives. Meanwhile, as labour shortages persist, she predicts automation will play an even larger role within the industry, while employee well-being remains a central priority. “Employee rights and fostering a workplace culture where everyone is treated with dignity and respect are crucial. This is already being seen locally with the introduction of temping and outsourcing licensing, and the start of the reviews of work regulation orders.”

The coming years also hold new projects and plans on the horizon for Bad Boy, she reveals. “We plan to further integrate advanced automation technologies, such as AI-powered cleaning robots and fully autonomous systems, to enhance efficiency, consistency and cost-effectiveness, and provide even more tailored and scalable solutions for our clients while reducing manual labour for our staff. Plus, we are exploring data-driven insights internally to monitor and optimise our cleaning operations in real time. This will allow us to anticipate client needs, enhance service quality and improve resource management, ultimately leading to better client satisfaction and operational efficiency.”

As for her personal aspirations, Claudine aims to solidify Bad Boy Cleaning Services as the go-to provider for innovative and sustainable cleaning solutions as well as exceptional service delivery. She concludes: “By the end of 2025, I want us to be recognised not just for the quality of our work, but also for our commitment to employee well-being, customer satisfaction and the community.”

This article is part of the serialisation of 50 interviews featured in Malta CEOs 2025 – the sister brand to MaltaCEOs.mt and an annual high-end publication bringing together some of the country’s most influential business leaders