A husband and wife team from South Tyneside are achieving their business goals sooner than expected, as their sportswear company attracts a growing number of orders from throughout the UK and overseas.

Bolam Premier Sportswear was launched in South Shields by football enthusiasts Kevin and Tricia Bolam almost two years ago, and the company is now receiving local and national orders on a weekly basis.

The enterprising duo have made the most of the support available from Business Link throughout the company’s growth. They have benefitted from a wide range of assistance, including funding towards training in a Customer Relationship Management (CRM) system, which has enabled the business to streamline its systems and market its products and services more effectively.

Having been involved with junior and adult league football for over 20 years, which included sourcing football strips, the business was developed in response to the large number of teams in the area and for work-life balance reasons. Tricia commented: “Kevin was working away from home in a retail role and was keen to spend more time with the family. In addition our retail roles, which had once been customer facing, were now more behind the scenes – mine in pharmacy and Kevin in shop refitting – so we were keen to become more hands on again. “With our involvement in grass roots sport we realised there was a real opportunity to develop a business supplying sportswear and coaching equipment involving rugby, cricket, basketball, tennis, swimming, boxing, football, martial arts and many more sports to ensure there were orders throughout the year. We were keen that the emphasis was on high-quality customer service and a quick turnaround of goods.”

Keen to get the business off to the best possible start, Kevin and Tricia contacted Business Link for advice and guidance. The organisation assessed Bolam Premier Sportswear’s needs and referred the company to the North East England Investment Centre (NEEIC) for funding to develop the business. They were also able to signpost specialist consultants through the North East Service Provider Register (NEESPR) to develop the company’s business plan.

“Once we had made contact with Business Link it all took off really quickly. We were really driven as Kevin had given up his job to concentrate on the business and I had reduced my hours to part time,” added Tricia.

Tricia and Kevin have been really switched on to marketing the business by maximising their contacts within the sports industry and have added a number of complementary services including heat pressing and trophies, to help attract custom. Tricia and Kevin have developed mutually beneficial relationships with a local engraving business and an embroidery firm in the region to provide additional services to customers.

The company is also living up to its promise to provide high levels of customer service. “Whether the order is for one kit or 100, we’re committed to ensuring our customers receive their order on time and with the same levels of service,” added Tricia.

Business Link has continued to assist Bolam Premier Sportswear throughout its growth and, most notably, the company’s skills adviser Neil Armstrong was able to help secure funding from the NEEIC towards training in the Sage Act 2008 CRM system, which has had a significant impact on the business.

Tricia added: “Not only has it enabled us to professionally produce all of our quotes and invoices, we can now access a database of customers and potential customers who can be targeted via e-marketing activities at one time with one click. It has also allowed us to evaluate the buying habits of customers and target communications to improve customer responses.

“By being fully trained to make the most of the new system we’ve been able to operate much more effectively and efficiently and to set ourselves apart from the competition. Business Link has been a great source of support from the start, providing a sounding board for ideas and providing access to information and advice. The NEEIC funding support was vital, helping us to gain the skills to use the system which has had a real, positive impact on the business.”

Neil Armstrong, Business Link skills adviser said: “Bolam is an aspirational business who want to grow through high levels of customer service. Our work with them has been focussed on helping them to achieve this goal. It is great to see that the support we have provided is making a real impact.”

With a client base that includes Redditch United Football Club, Joseph Swann specialist technology college and Felling Magpies Football Club and large orders in the pipeline which include supplying The iFDA, a professional soccer academy, which requires 80 kits per week during the summer holidays, the business is set for further expansion. Tricia has recently left her role to concentrate on the business full-time and they have plans to take on additional staff in the near future. The business continues to work with Business Link and is currently exploring opportunities to develop an e-commerce website.

Business Link has a team of expert advisers who offer advice, help and information to individuals and companies across the region, giving them access to the ‘business brains’ who will help to get their business idea off the ground, or grow their existing company. For further information about Business Link visit www.businesslink.gov.uk/northeast or call 0845 600 9 006.