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Trade Talk
Been there, done that, got the t-shirt. When it was first mooted that it might be timely to visit STAG and meet Ward Robertson, I wondered if there would be anything new to add to what I had written following my previous visit to see John Fisher, its founder, when I was last in Swindon in December 2000. Yes, Ward had replaced John, and the premises, although still in Swindon, has a new location.
What I discovered proved to be quite an eye opener, and as ever, I will attempt to tell it ‘like it is’. And, for that matter, ‘like it isn’t and more’. Whereas my previous article was adorned with a smiling John Fisher aside the stuffed stag on the wall complete with its flourish of horns, on this occasion there was not a sign of a stag to be seen, and Ward was content, if not eager, to be photographed, perhaps significantly, with his back to the wall alongside the simpler symbol of the Group. Another difference will be found near the end of this article. Summing up John, I wrote “And there is one all-important aspect to him: whatever else, it must be good fun.” Not this time round.
Born in Scotland, the son of a policeman, Ward is a child of the early 60s. Aged two his family moved to Blackburn in Scotland, where he went from Primary school to Livingstone High School, leaving at 16. He played volleyball and rugby, and was keen in the field of athletics. He achieved four ‘0’ levels but it would seem that his name will not be found on any Honours board. Indeed, his own description of his further education tallies exactly with mine. Both he and I attended, and continue so to do, the University of Life. Contrary to what some of our gown and mortar board associates may think, that does not infer that we have opted out of the world of learning and in his case, quite apart from the ongoing experiences that make up our waking hours, he has been and continues to be an avid reader. Remarkably, he has read, and it would seem digested, some three to four hundred books concerned with business and influence. One such, by James Allan, written some one hundred years ago, entitled ‘As a Man Thinketh’ has been responsible for much of his thinking, and more importantly, his doing. That one book has been, he explained, a guiding light to the manner in which he has developed his power of self-help, an attribute that he is convinced has been key to his success to date. Pressed to give just one example, he pointed to his immediate coming to terms with and use of the Internet. John Farndon’s ‘China Rises’ is a recent addition to reading material that continues to inspire him.
It may seem unkind to describe Ward as a ‘hard man’ but ‘hard’ does not equate to ‘brittle’. Perhaps ‘tough’ would be more apt.
His father had retired early from the police and entered the building trade, specialising in everything concrete and Ward’s early days included a spate of selling vans and some time in FMCG. Those less ignorant than me will know that those letters stand for Fast Moving Consumer Goods and any connection to such an industry with his own move to selling Pretty Polly tights, however fast moving consumer goods such may be, is I am assured, simply a coincidence. From tights to Coca Cola and the grocery trade, he was now clocking up some fifty thousand miles every year. Like many before him and since, the pressure and discipline associated with the grocery trade was to stand him in good stead when he took his first steps into the sports trade. As was customary, vacancies were most often advertised in ‘The Grocer’ and he was appointed area sales manager by Dunlop/Slazenger covering Scotland, the North East and Cumbria. In 1985-87 the big seller, he recalled, was the Max 500g Squash Racket. However, aged 24, with an urge to travel, it was off to the USA, North California and Lake Tahoe. Seeing the sights and getting by as a cab driver, and then selling closets (a type of built-in-wardrobe), he responded to leads, and made cold calls, keeping his head above water, dealing with the consequent ups and downs until the end of 1990, when it was ‘Home Ward’ (and no, I couldn’t resist that one!). By March he had been some six months with Rucanor where, being last in, he was first out when the boom in shell suits came to a sudden halt. Ten years at Hi-Tec where he was key accounts manager, were preceded by some time with a ladies’ fashion brand. Ward was Hi-Tec’s contact with STAG and as such was privy to the news that John Fisher had decided to sell out. He expressed an interest and 18 months later the deal was made. The rest is history, or more accurately, this was a turning point in the history of STAG. For a short time, it was business as usual but not for long. It may be the same ship but there have been some very definite changes. The result, as I see it, is a streamlined vessel making serious waves and taking on more passengers to benefit from the voyage.
So what has gone? Thrown overboard is the warehouse, which was akin to a wholesaler available to members who wanted fill-ins. This must have been a facility requiring resources, both in terms of manpower and finance, quite out of proportion to its usefulness. After all, STAG members already enjoy special terms from and access to Reydon who are well able to satisfy their needs. Gone too is the rather loose relationship that members have with STAG, whereby they can pick and choose which order they do (or do not) put through STAG. Yes, members can, in special circumstances, negotiate their own with suppliers, but they no longer can do so behind STAG’s back. And gone too is any idea of a member trading as a STAG establishment, with bags displaying the (obsolete) stag’s head or any other sign of membership on show to Joe Public.
What then is STAG and is it a viable proposition for the independent sports shop? STAG is a business and STAG means business. STAG is a Buying Group. STAG offers a service. STAG is a ‘no touch goods’ concern. STAG today, even with 16 personnel, is very much Ward’s baby. He has no time for committees. He is focussed, and although I have often previously met and referred to focussed individuals and the need for a focussed (as opposed to blinkered) approach, this man is without doubt the most focussed you are ever likely to meet. There are just two aspects for this focus, namely members (that is the retailers) and suppliers. Success, apart from the profit motive which is, without apology, for that is no sin, equals contented retailers and satisfied suppliers. As the latest promotional brochure states: “Quite simply, when you join us we can help put more money in your back pocket – increasing the bottom-line profits.”
With only about 500 of some 1,000 independent sports shops belonging to any buying group, and only 10% of some 800 outdoor shops, likewise, it is easy to understand why Ward is looking forward to welcoming his 500th member and might then ask “Can five hundred independents be mistaken?”.
Ask Wirral Sports of Birkenhead, who considered that very question for six months before deciding to join this October. I did just that and spoke to Dawn Walsh who, with her sister Candy Stott, runs Wirral Sports. Attracted by the buying power that enables her to compete with ‘the big boys’, she was excited too at the prospect of saving some £2,000 a year with the lower credit card charges, paying back several times over the modest joining and annual fee. As a bonus, she praised the considerable saving, in both time and money, by being able to pay all their suppliers monthly with just one cheque. She particularly appreciated the personal interest that Ward had shown in what they were doing and the professional approach. Dawn, I hope to be down your way soon and feature what sounds to be a great outfit. Ward would have been pleased with their response. For a very nominal annual fee and no contractual time to stay, they were in a winning situation able to enjoy not only discounts way above their own negotiating powers but a very attractive commission rate on credit card sales They were also privy to access to STAG’s web site, accessible only to members through their specific email address and a password. This site, to which I had a sneak preview, is updated daily and very much on the ball, with suppliers’ exclusive STAG offers. And the twice-yearly Stag shows (all accommodation paid) make the most of one’s time to meet suppliers and see what is new. Oh yes, to place orders, often enjoying special show offers, too.
Independent? I have several times alluded to the fact that ‘independents’ are anything but ‘independent’ but if the definition can be restricted to meaning ‘being able to run one’s business in one’s own way, making one’s own decisions, choosing one’s own direction, promoting, planning, pricing, predicting, and even profiting (one should be so lucky!) then STAG would seem to make an ideal partner who will not interfere, interrupt, or influence how you do it. Ward’s decision to make SGB – Sports and Outdoor (our new title with our new Editor) a Media Partner is likely to offer many benefits to both members of the buying group and the publication but it will not influence my words. While able to comment I will always try to give an honest account of what I see, what I hear, and what I think. This visit to STAG reinforced my view that traders not already part of a buying group or association would do well to think seriously about joining one. Provided they can – and do – pay their bills on time, STAG seems to be a good place to hang their hat. Yes, it will benefit Ward as well. He would be the last to deny it. He too is in business but the success of his business is directly dependent on the success of his members. In that respect, if there is just one criticism that I may have, it is that he was so concerned that all his members remained their own person, and could present themselves as such to their customers, he was less than keen on setting up any sort of training sessions. Had he, I wondered, not considered that increased sales by his members would put extra dosh into his bank account (never mind about the back pocket) and then it occurred to me that perhaps SGB – Sports and Outdoor could devote some of its pages to giving some general advice to its readers. Well Editor, you did ask for thoughts and comments, so there’s one for starters! (Have I found myself a new job? I ask.) [You’re safe, Jack – and you will be able to see from our January issue how things are changing in SGB! – Ed]
Ward Roberson likes to walk, does some mountain biking, but his real hobby can be summed up in just one word: ‘Work’. If cutting the log becomes tedious and slow, he would say: “Sharpen the saw.” And he would do just that. Ringing in my ear as we parted company, with not a stag in sight, was his philosophic message: “Change what you can or walk away.” Perhaps one day he will write his own book. And as to that headline question about losing one’s independence by joining STAG, you most certainly will not. You may even have just a little more.
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.
