Betting Shop Manager of the Year: introducing the final 24 candidates
North-west and Isle of Man
Aaron Coussell
Age 36
Shop Woodhouse Park, Manchester
Company Ladbrokes
Years in industry 7
Most satisfying part of my job There are plenty of bookmakers within a mile of the shop, but the punters keep coming into our ‘old school’ shop with its 1980s television because of the great service and welcome they get from all of the team in this shop. As a manager that makes me feel absolutely fantastic and proves we are doing something right.
Biggest change since the pandemic Comforting the regulars who have lost loved ones and not being able to attend funerals to pay my own respects as I have known some of these customers for a very long time and treat them like family. Some things are bigger than gambling and these people are to me.
Why I should be regional champion If you asked other people they would probably say graft a lot, looks after people, helpful, always goes the extra mile, but I just love my job. I love everything about it, the banter, the sport and the satisfaction I get out of helping people. I’m just happy to be here and I see this as a massive achievement.
Steven Haines
Age 50
Shop Weaver Avenue, Rainhill
Company Betfred
Years in industry 29
Most satisfying part of my job When you keep seeing the same customers coming back into your shop on a daily or weekly basis depending on their betting pattern. This helps to form a comfortable and pleasant environment for them to be in. To build up their trust in myself and the shop team through good customer service and prompt resolution of any issues that may arise as well as helping new and current staff build their knowledge of all different aspects of the job to make them confident in dealing with our customers needs in a professional and accurate manner. Also, when staff members from other shops ring to ask my opinion or help with something – that’s always satisfying as I’m using my knowledge and experience with them.
Biggest change since the pandemic Trying to bring customers back into the shops, which we are doing through good customer service. We have also been hindered with the cost of living crisis, which has hit everyone hard. The main priority is to ensure customers are only spending what they can afford, so protecting them if we see irregular betting activity that is out of character.
Why I should be regional champion Having had 29 years’ experience and seen the industry evolve and survive many changes thrown at it and still with more to come. The daily motivation should be to try to improve the business of your shop and encourage the shop team to do the same with customer focus a priority in order to maintain the survival of the high street shops. I continue to do this and have a lot more to offer to the industry and to those I work with.
Paolo Temperini
Age 47
Shop Stockport Road, Levenshulme
Company Star Sports
Years in industry 25
Most satisfying part of my job I’m lucky to work in an industry I love and have been involved in for 25 years. Every job I have ever done has been a retail customer-facing role. I love the fact I get to build relationships with our loyal customer base and feel part of the community. I’m fortunate that Star Sports gives me every tool available to make my shop successful, with our market-leading special offers and a commitment to offer customer service in a modern environment. I know my customers are getting the best deal possible and, with the full support of the owner and management, I’m getting a great deal to.
Biggest change since the pandemic Running a successful shop in difficult circumstances is a balancing act between protecting our customers through responsible gambling and all the compliance this entails alongside cost increases and trying to get punters back into our shop after Covid helped increase online betting. On a personal level my shop of five years was forced to close due to a devastating fire in surrounding buildings at the start of 2022. I now commute over an hour to a new shop and have had to build a rapport within a new shop team and customer base which has driven me to new performance levels.
Why I should be regional champion I would like to think I represent all that is good about the north and its people. Honest, hardworking, friendly, and approachable are attributes I bring to work every day. Being in an independent business for the vast majority of my career I know I can make a difference to the business. I create an atmosphere to allow people to come in and join in the banter. I’m proud to work in our industry and prouder still to work for Star Sports.
North and north-east
Lisa Blake
Age 50
Shop Front Street, Stanley
Company Coral
Years in industry 32
Most satisfying part of my job After 30 years in the industry this has never changed. It is the ability to make a difference to my customers’ day has always been the best bit by far. Being part of the excitement, sharing banter, making my shops buzz with laughter and energy, creating that fun environment where people come to because they genuinely enjoy being among the madness is something I’ll always aim for as it makes my shops a great place to be.
Biggest change since the pandemic Enforcing all of the restrictions was a huge challenge at the time, but we were 100 per cent committed to doing the right thing and giving our customers a place where they felt safe and cared for, by ensuring we all wore masks, didn’t breach the dwell time or maximum number in the shops. Since the rules have relaxed it was a second challenge to get back to normal and start focusing on the fun side of the job again. I feel I have done this by always making sure the customer is the priority for me and my shop team.
Why I should be regional champion I never think about myself as doing anything special but I know now that I can and do make a huge difference. Being able to make someone’s day, put a smile on their faces, give them a place where they feel welcomed and looked after doesn’t feel like a job to me. My shops feel like communities and are always full of people who come as much for the craic as they do to put their bets on and I’m really proud to say that I’ve built that through a love of what I do.
Donna Faill
Age 48
Shop Newcastle
Company William Hill
Years in industry 15
Most satisfying part of my job By making the shop feel like a community hub. The relationships I build with colleagues and customers are special. They form an extended family. When customers return time and time again it means I am doing my job right. If a new customer comes in, I want them to feel it is a warm, welcoming atmosphere with great banter and becomes a place they want to return to. I also take a lot of satisfaction from seeing a colleague I have trained and nurtured hitting their full potential. Whether that is by advancing their career or just by being someone who is respected by their peers for being skilled in their job. I like to know I played a part in that.
Biggest change since the pandemic It was a struggle to get customers back in shop. When people did pop in, we made sure all guidelines were in place and adhered to. The last thing we wanted was for someone to feel unsafe when they were in shop. It was hard not to be interacting on the shop floor as much as usual, but customers knew they were welcome back. The SSBTs offer great value for retail customers and the Plus card offers were a great platform to encourage customers to return more frequently. As people began to realise that they could come back in safely this encouraged others in as well. The challenge then was to keep them returning.
Why I should be regional champion Every day I try to bring passion and energy into the role and lead by example. I am not afraid to own any task and I would like to think that people recognise the effort I put in and see me as being knowledgeable but also someone who will listen and offer support.
Melanie Puckrin
Age 51
Shop Corporation Road, Middlesbrough
Company Ladbrokes
Years in industry 32
Most satisfying part of my job I turned up for work on my first day with Ladbrokes with a ready reckoner in my hand to work out all of the bets. I’m just as enthusiastic now as I was then and the greatest satisfaction is training colleagues and watching them progress with the same enthusiasm I have for the industry. Customer wise I would say one leaving happy, whether they have won or lost, as they have enjoyed the time spent with us. The safer gambling measures we have in place now help me to keep it fun while giving great customer service.
Biggest change since the pandemic Launching a new digihub when measures had just been lifted and trying to attract new customers from the next-door competitor shops. I found talking to my team and the customers about the pandemic and how it had affected them was the best approach, so I knew what they needed from me. I encouraged the use of hand sanitiser before using our new digital Racing Post and cleaned these and the machines after every use where possible to help everyone feel safer and to give them the confidence we were doing all we could to keep them safe.
Why I should be regional champion I was recently described as a hyper bundle of joy and after 30 years of working for Ladbrokes I still love the job as much as when I first started and I think people in our region see that. I am a go-to person for all kinds of help as they know with all my experience if I can’t help I will know someone who can. As a regional engagement and national forum rep I try to always improve the day-to-day running of the company for everyone and being regional champion would give me more contacts to do this.
Scotland
Rhys Jeffrey
Age 26
Shop Edinburgh
Company Scotbet
Years in industry 4
Most satisfying part of my job Connecting with the customers and building a relationship with them, seeing them have fun while gambling and the enjoyment of watching and discussing the racing. This could be anything from certain horses who are running, trainers who have runners on the day, jockeys and courses. It is about making that connection with their bet they are placing rather than it being just a paper slip. Not only is this connection made with racing, but also with other sports like football, rugby and golf. Following their bets to see how they go, so that when they return I can talk to them about how their bet went and what they thought of it.
Biggest change since the pandemic It’s a very personal one, as I had only recently after the pandemic been diagnosed with Asperger’s/ASD (Autism Spectrum Disorder) from which I was told I had been misdiagnosed from three years of age to 16 when I was no longer with the specialist team. I also welcomed my first child into the world during this time, meaning I had to learn how to live and deal with certain things all over again to ensure I can live a happier life and easier life than I had before. These included so many issues and long periods of depression, sensory issues and anxiety.
Why I should be regional champion Everyone should be champion in their own way, having worked through these very challenging times in recent years. As to why I believe that I should be regional champion, I have battled through the toughest years of my life going from dealing with drugs and alcohol problems to finding out about having autism and then finally trying to turn my life around to become a better and stronger version of myself. My ultimate goal being that I strive to be successful in life to provide for my family.
David Morley
Age 48
Shop Copland Road, Glasgow
Company William Hill
Years in industry 29
Most satisfying part of my job I don’t just have customers, it feels more like they are my extended family. Daily interaction is absolutely vital for mental health and lots of my customers rely on the shop to have some sort of routine to their lives on a daily basis. Lots of my older customers have lost friends and family, but my shop gives them a degree of focus. I was able to exchange telephone numbers before we closed during the pandemic, so although I wasn’t able to see them each day I could still message and check in on the most vulnerable customers and offer help with their shopping etc.
Biggest change since the pandemic With my shop being situated next to Ibrox stadium, we are very much a football shop. However, when the shop reopened fans were not allowed in to watch the games and even when fans got the all-clear, numbers were restricted. I still tried my best to create a much-needed atmosphere in the shops which was challenging due to masks, product restrictions and no interaction on the shop floor. It was frustrating as I always thrive off the personal touch when dealing with customers, but I was grateful that we were being safe and at least able to open again.
Why I should be regional champion At this point in the competition no matter what company you work for you know you are up against the best in the industry. For me, becoming the regional champion is more of a personal challenge to show that even with anxiety you can still be recognised and rewarded for constantly going above and beyond in an ever-changing environment. Each stage along the way to the finals will see me push limits that I have never experienced before, so getting chosen to become regional champion would be the icing on the cake as I approach my 30th anniversary in the betting industry.
Margaret Taylor
Age 51
Shop Union Street, Larkhall
Company Coral
Years in industry 27
Most satisfying part of my job Having happy customers. My shop really is a community hub in the truest sense of the term. Everyone knows each other and they come in daily for a coffee and a catch-up as well as a bet. The banter and humour are tremendous, and I have the advantage of great local knowledge, although I know from my past experiences I can adapt and transfer these skills to any shop. New customers always return and become regulars as the atmosphere is welcoming and friendly. I couldn’t have achieved this without the support of such a strong team.
Biggest change since the pandemic Gaining our older customers’ confidence after Covid took a lot of perseverance because they felt unsure and vulnerable about coming back to the shop, but our excellent PPE, sanitising and distance measures saw our customers return. I managed to replicate this success in shops in different areas as part of my role in Covid support. Despite customers turning to online betting, our community hub mentality saw most return to the shop as online couldn’t compete with the personal and friendly service they receive in my shops.
Why I should be regional champion I always greet every customer with a smile when they enter my shops, driving to create a friendly atmosphere in the shop which is second to none. I have great experience in all aspects of my work and, not only support my own team, I also support colleagues in other shops around the area. I treat customers as I would expect to be treated myself, fairly, politely and respectfully. My area manager comments on my natural style with customers and staff alike, so becoming regional champion would not just be for me, but more for my team and most of all my customers.
Ireland
Stephanie Brown
Age 34
Shop Church Street, Cavan
Company BoyleSports
Years in industry 8
Most satisfying part of my job It has to be all about the customers. Offering the best customer service on a daily basis is what motivates me and the shop team. We love listening to their stories and building a rapport with them. Never letting a customer leave unhappy and building a relationship with them has always been key for me and this has ensured a friendly atmosphere within the shop and an enjoyable day at work. We get great joy in giving our customers the opportunity to go to our sponsored events. This gives us the incentive to work harder for them and to get them there, showing them that we go the extra mile for them. Their happiness and their welfare is our main goal.
Biggest change since the pandemic Combating the customers’ fears to be out in public places was the biggest challenge for me. I noticed that some customers were not staying as long in the shop due to Covid and I felt that creating that safe environment was the key to changing that mindset. Coming through that challenge has made me value even more the smile I can now see on the faces of my elderly customers as they walk in, the fact that we can now talk face to face at last. I feel the shop atmosphere is now back to where it was pre-Covid and customers have gained the confidence to stay socially.
Why I should be regional champion To be regional champion would be an amazing achievement and I would be honoured to represent the company. Our shop is the way it is because of the fantastic shop team I have and for me to have even got to the last 24 is down to us all. I try to lead by example and I believe I set the standards high within the shop. If I was to be made regional champion it would prove that hard work pays off and that anything is possible, once you put your mind to it. My customers and I would have some party.
Graham Fitzpatrick
Age 31
Shop Kennedy Avenue, Carlow
Company Paddy Power
Years in industry 12
Most satisfying part of my job Seeing people interact over a coffee as they talk about their own lives and swap tips on sporting events. I’m aware that some customers may not have an opportunity for social interactions outside of the betting shop. The entertainment service we provide, such as the shop’s atmosphere and the facilities, add to the overall customer experience and seeing the entertainment and fun it can provide gives me great satisfaction. When I see new customers return on following days gives me a sense of contentment that my team and I are providing a great service.
Biggest change since the pandemic Rebuilding the customers’ confidence in the safety of the shop upon reopening after the final lockdown created challenges. Ensuring customers were aware of our sanitation procedures and the availability of sanitisers helped eliminate their concerns. Following the pandemic customer habits also changed because some would be social distancing while others wanted to spend less time in the shop. Creating the atmosphere which enhances their entertainment has been demanding. An increase in online betting has also provided difficulties in creating an entertaining environment within the shop.
Why I should be regional champion I’m passionate about improving my shop to provide the optimal experience for customers and staff. Listening to opinions and ideas of staff and customers allows me to gain insight and reflect on how the shop can develop. Passing on the feedback to key contacts permits me to make the necessary changes. I’ve taken on additional roles within the company such as coordinating neighbouring shops and training employees of other shops in the region when SSBTs were introduced to our shops and new till software had become available.
Maryanne Withers
Age 43
Shop Coopers Lane, Larne
Company Ladbrokes
Years in industry 25
Most satisfying part of my job Catching up with my customers. Whether that be finding out how their weekend was, what’s been happening with their families and also letting them know what’s been happening in my life. I love that personal touch. It’s what makes me feel that this is more than just my job. I love to engage with new customers and feel a great sense of achievement when I see them coming back through my doors. I’m so proud of my team. They’ve been with me for a long time and we have been through everything together. We support each other in our hardest days and lift each other up when times are good.
Biggest change since the pandemic I found it difficult to come back to work and hold my team together post-Covid. I had some experienced colleagues who decided during lockdown that they wanted to change career. The whole team had been out of work for nearly a year. Trying to get back to that strong work ethic while trying to plug the gaps was tough. Training new colleagues to a high level and ensuring all of my team, regardless of experience, were delivering that high level of customer service and focus has been a lengthy process. In the midst of all these challenges, I was still dealing with positive Covid cases and at one point had three colleagues to run two shops for two months.
Why I should be regional champion I’m as passionate now as I was 20 years ago. I’ve worked in retail and I’ve worked in stadia. I’ve worked both sides of the pond and have never compromised my values or standards. I have seen the industry change drastically over time. I worked on manual tills and seen the advance of computerised systems. The industry is always evolving, but so am I. I’m excited for what comes next and I want to be involved in championing the good work we do.
Read these next:
Betting Shop Manager of the Year: introducing the final 24 candidates (part one)
‘It is to the credit of all managers that retail has come back so strongly’
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