Wednesday, July 8, 2020

Interview – Michael Davison, Firstaid4sport

Firstaid4sport sells sports first aid equipment and kits, as well as tape and supports to treat injuries. The Lincoln-based company recently became the official first aid supplier of the FA Wales Trust, so we caught up with director Michael Davison to find out more about the business.

How did Firstaid4sport come about?

“My wife played hockey, and her friend was very unfortunate and got smashed in the face. When they finally found the first aid kit it wasn’t sufficient. So Gemma went out and made her own kit, and set up the business with help from her father. She was a paramedic, but we both quit our jobs to pursue Firstaid4sport. The first website went live in 2002”.

Tell us what’s unique about your products

“Regrettably there is no British Standard for sports products like this, but we genuinely do build our products to specifications way and above the competition. My view is if I won’t use it, then I won’t sell it.

“All of our products are orange so you can see them easily against the grass. Our whole thing is that the products have to be seen.

“We work with the best we can in every sport, listen to physios at sports clubs and so on, and change our content depending on the sport. Why? Because the kinds of injuries people pick up playing different sports are distinctive. We spoke to Loughborough University about the kinds of things they wanted to see, which was incredibly helpful.

“There’s no excuse not to have the right first aid kit”.

You’re based in Lincoln. Why do you think the area is becoming so popular with investors and businesses?

“I’m from Lincoln and love the county. You can have a good quality of life here but it’s still affordable. There’s been a strong talent pool to draw from ever since the university appeared, and consequently our staff turnover is very low.

“Our team is continuing to grow thanks to our commitment to invest in areas important to the business; for instance; a new back-office computer system that we’ve sourced from a Lincoln-based company”.

Have you seen an upswing in demand as a result of the recent Olympics and European Championships?

“Yes, definitely. 2012 was our biggest year of growth – nearly 48%. People watch the Olympics and get interested in sports. We’re at the top of Google, so people who watch sports on the telly and do an impulsive search will find us straightaway. In fact, a sunny weekend even has an effect for us. You can literally see the spike in traffic when the weather changes. When Wimbledon is on we can see the traffic going to our tennis page”.

What’s the plan moving forward?

“The business goal is to grow by over 230% over the next 5 years. We started during the recession, which was tough, but I absolutely love what I do for a living. We have some great ideas for the future and associations with the FAW Trust and the British Boxing Board of Control, among others, are testament to the quality of our product”.

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