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"Trade Talk..."
It is a little over five years since I was last in Robertsbridge – a hilly picture-postcard village which, even before being home to cricket bat making in the late 1800s, actually made women’s stays. It was here that Baden-Powell, just a century ago, formed the first cub scout pack.
Since 1876 though, Gray-Nicolls have been there making bats.Over the mundane building beneath their famous trade mark they proclaim a simple but oh-so-pertinent slogan that continues to stand the test of time:‘The Best for Centuries’And as I approached the site,my car parked beside ‘The George’, I could almost hear the familiar sound of leather on willow as I passed close by Willowbank and Willow Mews.As the years pass, it isn’t only the policemen who are getting younger (you must have noticed.) but so too are those in charge. Well, that certainly applies to Nick Wilton at Gray- Nicolls, who was born in Wadhurst, less than ten miles away.His school days,Primary and beyond, could more appropriately be called sports days and though cricket was always uppermost, he was an all-rounder and fortunate enough to be at a school that encouraged him.At every age he played for the ‘unders’.Be it the ‘Under 10 Colts’or the ‘Under 14’s’ England and so on.And it wasn’t only the ‘Unders’. Aged just 13, he was with the Seniors and was playing for Sussex CC professionally aged seventeen, having played well nigh non-stop,which he was to do until the summer of 2001.Perhaps ‘non-stop’ is the wrong expression, for all the time he was a wicket keeper and as the records confirm, was certainly a ‘stop’ behind the wicket using his catching skills to good effect.Why wicket keeping? “Because,”he says,“that is one position where you are always very much in the game, part of the action, and it was where I could best exercise my particular strength as a catcher.”As a player, and later as a coach, he had always played Gray-Nicolls.As one might expect, he speaks highly of their reliability but admits too that it was seeing some of the stars of the world of cricket using G-N bats and equipment that played a part in his choice, confirming the importance of sponsoring the right players and doing all that is possible to ensure they get maximum coverage.
What a refreshing change to be able to record that here in Robertsbridge there is not simply a distribution centre but a British, yes British, (so good,we must say it twice!) production unit.And more, not simply a British made product made in Britain, but British bats made from British-grown wood (willow, of course) which in no way deprives the forests (some of which are owned by G-N) because every time a tree is uprooted, a replacement one is planted from a cutting of the one that has been taken. And, thanks be to the Source of all living, the procedure can be repeated every 15 to 20 years. Surely there is no another major sport that can boast such a story. Despite cricket being such a traditional sport, and G-N being such a traditional outfit, no one could accuse them of sitting back when it comes to innovation. Gimmicky names and shapes are not new among bat manufacturers, and I would be the last one to knock every one of them. Indeed they would not survive unless they prove fit for purpose, but G-N possibly were first in the field with something different which appealed to the masses and performed well. I refer to their famous ‘Scoop’ series, which in its day took the sport by storm. It was indeed, a scoop in both senses of the word, the hollowed out design so easily recognisable and its sale-ability, a real scoop for the retailer. G-N – while never sacrificing the all-important functionality of their bats – do pay great attention to the livery.After all, there can be no better advertisement for the brand than its appearance on the field, and more importantly on the TV screen, in the capable hands of a scoring batsman. Rather less obvious, except at the point of sale, is their silver hologrammed logo, proudly proclaiming the bat as ‘hand-crafted in the UK’, placed effectively but discreetly on the back.
Nick may have discarded his wicket-keeping gloves to become Cricket Promotions Manager at G-N but as we sat face to face in his office,my eagle eyes wafted downward under the desk where a somewhat sad pair of gloves lay strewn on the floor.And excited as he may have been about his prospects at Grays, where he has been since August 2005, I gained a distinct impression that his progression from player on the field to player at G-N was somehow very natural. This was where destiny had chosen for him and he was at home here just as he had been behind the wicket.Very much, that is, at the centre of play.And even if it is the batsmen who sometimes bask in the glory of scoring runs, the fielders, and in particular the wicketkeeper, in keeping down the runs of the opposing team, play such an essential role in every game.
Gray-Nicolls have a most innovative web site giving their history and a fully comprehensive story of product. Any punter logging on will quickly find his or her (and “ladies are participating in the game more and more”, says Nick.) nearest stockist with a quick flick. Featured too are past and present players from whom it would be invidious to pick any specific one, save perhaps the most famous of them all whose picture graces (clue!) this article as well as appearing on the wall adjoining Nick’s office,with words recalling the great man’s achievement scoring 1000 runs in May 1895, and reached his one hundredth hundred. Nick may not know it, but WGG also kept wicket from time to time but as a batsman who rarely missed a ball, when he was at the crease, he spared the keeper from too much work.
The internet was bound to come up in our conversation and the fact that a serious cricketer would usually want to get the feel of the bat before buying it would encourage a normal retail sale.While it would be burying one’s head in the sand to suggest that there is not discounting in cricket sales, though no more so that in other avenues of the sports trade (and indeed all trades), G-N is certainly not party to nonsensical discounts to its customers and encourages forward orders.Of course,GN sales are not restricted to bats and be it clothing or equipment, and to some extent even bats, the internet will doubtless continue to have a growing impact on where sales are made. G-N, never a firm to sit back and reflect on past glory, are to make use of the internet to initiate a unique relationship with those who use their product. Included with every bat sold will be a mini DVD. This will not only show how to care for a bat but will also invite the purchaser to register the product. It is intended to build up a relationship between G-N and the end user.
Always bearing in mind the need to keep the retailer in the picture too, the customer will be able to provide feedback, enter competitions with cricketing prizes to be won, and news of achievements shared with cricketers worldwide. Such an initiative typifies the positive approach of G-N as it turns what some may regard as threats to what they perceive as opportunities. It was time to look at and pick up the bats and discover what was new. Every player, almost from cradle to the grave seems to be catered for. Junior bats start as low as size 1 and we are talking serious weapons here, although there is also a plastic Nitro set consisting of two bats, stumps and a ball, an introduction set for early players. While the width of a bat is limited by cricket laws there is no maximum thickness and there are varying views as to the optimum area for weight and balance. Even the treated bats may benefit, explained Nick, from some further knocking in before play, just to prepare them for the punishment to come though G-N is able to perform this task ‘back at the ranch’ when required so to do. But bats are not simply about blades. Handles play an important role in the bat’s playability and I was intrigued to literally see through the hollow handle which is a feature of the Fusion series. (OK – the handle was not attached to the willow at the time!) Away from bats, G-N offer a full range of clothing (including breathable garments) and equipment. I was particularly impressed with the lightness and comfort of the Fusion Pro Performance leg guard. and the flexibility and protection afforded by some of the batting gloves.
With cricket so much in the news, it was hard to concentrate too much on product.At one time cricket’s popularity had seemed to be losing ground but with the 20-20 game’s growing following, both for spectator and participant, and a more modern approach to player’s apparel, and with at least some signs of England’s successes (we can’t win ‘em all!) the future looks bright. Even a Jelly Babies story on the cricket pitch made headlines in the national press and before setting out on my journey home I wanted to get Nick’s slant on the story. The incident had, he thought, been somewhat overplayed and possibly the media had blown the story up somewhat out of proportion. But was there any significance, I wanted to know, in jelly babies as opposed, for example, to liquorice allsorts? Are you aware of what the message of the jelly babies conveyed? Just in case you are as ignorant as I was, let me explain. It is all to do with the way in which bowlers may (illegally) attempt to manipulate the swerve of the ball by rubbing it with, yes, that’s right, the sweet juice that can be found in the jelly babies. Well, one learns something every day and I’ll never suck another one without remembering my meeting with Nick at G-N. Surely W.G.G.must be turning in his grave.
Jack welcomes your comments and is always glad to discuss your ideas, problems and concerns, either person to person, or in print. If there is anyone you would like him to meet or any product to write about please contact the Editor or Jack (writeawayjack@aol.com) His articles do not necessarily reflect the views of the publishers and are not ‘advertorials’. They are not seen prior to publication by any person or firm to whom they may refer.
