'Such a professional' - James Maloney named Betting Shop Manager of the Year

James Maloney made it first time lucky as he was crowned the Racing Post/SIS Betting Shop Manager of the Year at the Carlton Tower Jumeirah hotel in London on Monday.

Maloney, 46, has worked in betting shops for 26 years but decided to enter the competition for the first time this year as he felt the time was right to put his "head above the parapet" and tell his story.

He manages Star Sports' flagship betting shop in Mayfair near the Dorchester Hotel and had already been named as regional champion for Greater London.

After receiving the overall prize from champion jockey William Buick, Maloney said: "I did not expect it at all. All eight finalists were worthy winners in my mind. It could have been any of us, I didn't think it would be me!"

He added: "I'm delighted, elated, shocked mainly. It was a very good group of eight people and I do think any one of us could have won it. I'm even more pleased to have won it out of that group I guess.

"It's the first time I have entered – I never wanted to. I said to the panel I thought it was time I stuck my head above the parapet. I've done 26 years in the industry, I believe I have reached the pinnacle now being manager of the Mayfair shop and I want to tell people I have put in the work and am now getting the rewards."

The mystery shopper who went to the Maloney's shop described it as a "pristine, well-run bookmakers" and described Maloney as "friendly, approachable and professional".

James Maloney (left) of Star Sports receives the Betting Shop Manager of The Year trophy from champion jockey William BuickCredit: Hugh Routledge

Maloney started his career at Coral, where he worked for ten years before joining Jennings for another decade.

He said: "I started at Coral in the 1990s and loved the game and loved the environment in a south London shop. The regulars all knew each other, and I fell in love with it instantly.

"I was at Coral for ten years and then went to Jennings for a new challenge. Again it was a great company to work for, and the Knight brothers [Greg and Julian] are brilliant.

"I joined Star in 2016 and haven't looked back. They are great people to work for. Ben [Keith, founder] is the best boss I've worked for, the most loyal and considerate boss."

Maloney described the Mayfair shop as unique, and was also full of praise for the team he works with.

He said: "It's luxury, isn't it? You don't get many shops like that. The first time I walked in I thought 'what is this shop all about?' and it took me a good while to get used to it, dealing with £50 notes all the time. I love it. The clientele are so nice as well."

Of his colleagues he added: "What a team. There's at least a hundred years' experience behind the counter now. We just bounce off each other. One or two of us can be away and we know the shop is fine.

"There's no weak link and there's nobody who doesn't want to help when they can. It's a team like I've never had before – I've had some good staff, don't get me wrong, but this team is second to none."

There was also a poignant note as he dedicated his win to close friend Nick Yeomans, who died of cancer in August.

Maloney said: "He worked for Jennings and other bookies down the years as well. When I told him I was through to the final 48 he said 'that's nothing, go and win it', so this one's for him."

Keith was delighted with Maloney's success. He said: "It is a pleasure to work with such a professional. He shows that the UK betting shop industry still offers great jobs, opportunities and is still moving forward.

"Empires are built on being able to employ people like James – I wish there were more of them!"

The winner was selected by a judging panel which included former BHA chief executive Nick Rust, betting industry expert Jim Cremin, Ibas chief executive Richard Hayler, Helen Scott of SIS, broadcaster Tanya Stevenson and the Racing Post's Andrew Pennington.

Maloney will be invited to several key racing and betting events during his year as champion.

What the judges said

Tanya Stevenson, broadcaster

"All eight regional champions were a joy and a credit to the industry. James's vast experience together with a few witty tales and a love of his job shone through – he'll be a great ambassador. It was great to have the awards back, as recognition for this key role is so important."

Richard Hayler, Ibas MD

"All eight regional champions were fantastic. They all made thoughtful contributions to the judging process and really any of them could have been a worthy overall winner. What struck me about James was the way he described his journey in the industry, and how he has persevered during its more challenging or frustrating stages. He will be a proud and assured advocate for well-run betting shops."

Helen Scott, SIS

"After three years away the competition certainly returned with a bang! Eight amazing regional champions who made our job incredibly hard – they should all be very proud of their performances throughout the competition. In James we have a champion who, with 26 years in the game, demonstrated a genuine passion for his job, his team and his customers."

Andrew Pennington, Racing Post

"Congratulations to all eight regional champions The standard was excellent but James stood out and is a deserved winner of this year's competition. His passion for the industry was clear to all and his experiences in different shops has stood him in good stead."

Nick Rust, former BHA chief executive

"Credible, professional and experienced, James demonstrated a renewed passion for betting shops in a way that stood out."

Jim Cremin, betting industry expert

"It was an absolute privilege to hear from the eight regional champions and the members of their staff that they each brought to Sunday's final judging process. The incredibly high standard on show augurs well for the future of this business. It was a photo-finish, but we had to declare an overall winner. Congratulations to James and his team."

Reaction from the industry

Alan Byrne, Racing Post editor-in-chief

"It's fantastic to have these awards back in person again – it's more important than ever for us all to celebrate the commitment of the people on the front line who all do such a wonderful job for betting and racing. James's enthusiasm was a particular delight to hear – and stands the entire business in good stead."

Brough Scott, broadcaster and journalist

"It was lovely to hear the back stories of all the contenders and how they still deliver in this modern, competitive world. It is inspiring for us all, including racing. Congratulations to James."

Paul Witten, SIS

"James's enthusiasm and excitement after a 26-year career shone out and he is clearly a worthy winner. We are proud to continue our involvement and support."

Tom Kerr, Racing Post editor

"It was pleasing to see the dedication and sense of commitment to their customers from all the managers. James paid generous tribute to all the people he learned from on the way to achieving this, and you could see what it meant for all involved."

Laurence Robertson MP

"It's been brilliant and enjoyable. Betting shops clearly remain fantastic places to be – which in itself is so important for horseracing."

Bruce Millington, Racing Post group sports director

"It was fascinating to see the wide range of paths taken by all eight regional champions in reaching this stage. The pride in their work ethic stood out – and that is a particular part of the DNA of the winner."

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