IWD 2021: Exporting from the South West – 5 minutes with Rebecca Edwards

We asked Rebecca Edwards, Logistics Manager of Watson Gym Equipment about her experience in exporting and what tips she can offer to businesses looking to follow in the company’s footsteps. 

Rebecca became a Department for International Trade Export Champion in March 2020. Export Champions are successful exporters who volunteer their time to encourage and inspire other businesses to grow through international trade and provide peer-to-peer support.

Hello Rebecca. Can you tell us a little about your company?

Since 1999 we have been manufacturing gym equipment which is all made here in Frome out of 100 % British steel. We have kept as much as possible in house allowing us complete control over production quality. We ship all over the world, whether that’s business to business (B2B) or business to consumer (B2C). 

Since the beginning, our focus has been on manufacturing and supplying heavy duty machines, bars and accessories that look incredible, feel amazing to use and extremely durable.

Our exports have grown by over 30 % over the past year even during the pandemic because of our strong values and professional relationships has kept orders flowing in during a global economic struggle. 

What is your biggest market and how did you start exporting there?

After attending events and building up relationships with customers, Watson Gym Equipment naturally targeted the US as the demand was significant. British made products have a good reputation in the States so we already had that behind us. 

We also work very closely with Ben Pakulski who is one of the most reputable strength coaches from the USA. Aside from that we have always been reactive; a customer orders and we figure out how to get it to them, whether that’s to Saudi Arabia or Hawaii! The key is to say yes to everyone, and figure out the how afterwards, a good reputation can spread quickly and before you know it that one export can turn into 100. 

Did you encounter any barriers and how did you overcome these?

For us the main barrier has been the sheer size of our equipment. We send everything fully assembled so most of the issues I face day to day are to do with unloading, where for instance equipment might not be able to fit on the tail lifts of trucks. There’s a lot of problem-solving involved in export, whether it’s trying to assist with unloading, dealing with shipping delays or damages, new challenges are constantly popping up. There’s never a boring day in logistics!

How did DIT support you? 

Hilary Charman our International Trade Adviser (ITA) has been so helpful during our export journey and when she doesn’t know the answer to our questions, she makes it her mission to find out. At the moment we’re looking into market prioritisation which will allow us to analyse which countries import gym equipment most and the percentage that we contribute to that number. This will allow us to pinpoint the countries where there is a big demand for gym equipment, and we can subsequently make an export strategy for these markets. Having this knowledge will allow us to be as well prepared as possible and helps us to target our marketing strategy, whether that’s through attending events to showcase our equipment to prospective buyers or creating marketing campaigns in specific countries.

There’s also a grant we’re applying for through DIT that will help us to attend events in 2022 as this is one of the most influential ways to get yourself known in the fitness industry. Our equipment is even more beautiful in the flesh than it is online, so letting prospective buyers see our equipment in person is game changing. We still get enquiries from events we have attended years ago.  

What does the future hold for Watson gym?

We’re on an upwards trajectory and that’s how we like it! Our growth is stronger than ever, and we’re confident that this will continue. We’re in the middle of having a new factory built which will allow us to produce equipment on a faster scale which we are beyond excited for. 

It will also mean we can have more machinery for us to develop our equipment further. For us it’s all about the customer experience and we are constantly working to make ordering from Watson as enjoyable as possible. After all, buying gym equipment is the most exciting thing you can buy right?    

Can you offer any tips to businesses looking to export their goods/services to the region?

I would recommend connecting with DIT to see how they can help. Even the emails that are sent which include market information are so helpful for keeping you in the loop. 

More generally, I think it’s important to put as much of the leg work in as possible to grow your exports. In terms of customs clearance for example, we always try to make it easy for the importer/customer as this drives more repeat business. 

Get in touch

For further information on DIT’s export support, services and international trade opportunities, visit www.great.gov.uk/advice or email DITsw@mobile.trade.gov.uk.

DIT’s services in the South West are delivered by Business West. For further information, click here.