Every bat maker has an inspiration, and Viking Cricket are no different. Driven by heritage and fanatic quality, for Viking it is all about the player
The story of cricket bat manufacturers runs far deeper than the glossy stickers that are seen on TV. Every now and then, a player walks to the crease holding a piece of willow that isn’t made by one of the major manufacturers, and it’s these brands that are so fascinating.
For the founders of these brands making top quality cricket bats and equipment fulfills a lifelong ambition, and that is certainly the case for Jeff Wilson, managing director of Viking Cricket.
“Having my own bat brand is something I first thought about when I was very young,” Wilson explains. “My earliest memories are going to Roundhay Park in Leeds with my grandfather. We would play for what seemed like hours, my love for cricket definitely came from him and this time in my life. As I started to get older I can remember thinking I would love to have my own bats.”
After a long wait, in 2016 this dream was realised as Viking Cricket was launched. But as all business owners know, it didn’t reach that point overnight.
“It’s not easy to start a brand because you’ve got to get it right. We started with the brand name which wasn’t easy. We had many names, some good and lots not so good, however one by one we worked through them until we settled on Viking.”
Yorkshire's Jack Shutt uses Viking equipment, a brand with the White Rose county at its heart
Wilson had been told stories while growing up of his Viking heritage but never took much notice until a DNA test, that was bought as a present, ended up proving those stories true.
And so Viking, which was in the final four names shortlisted, seemed the obvious choice. It lends itself perfectly to the bat ranges. The Viking bat line-up comprises of Odin, Thor, Jorvik and Valkyrie.
The Cricketer readers may also remember the Viking Valhalla bat that won the boutique bat category, and came second overall, in our Good Gear Guide 2018. The last two ranges are of particular interest though and really set Viking apart from other bat brands.
The Valkyrie range is Viking’s women’s and girls’ range. “Back in 2016 when we launched, I was coaching and was being asked by many parents why it is so hard to get girls’ cricket bats and equipment? So it was something we were always going to do,” Wilson explains.
“That started when Jenny Gunn came on board. She came up to see us and we listened very carefully to what she said. She felt, as did other players she knew, that there were a lot of women using cricket equipment that was for youths. They were badly fitting and none of the labels inside would say women or girls.”
With more than 250 England caps, there are few people who know more about the women’s game than Gunn. So not only did Viking have an excellent source to take inspiration from, but also a fantastic ambassador for the women’s game.
Gunn’s suggestions included shortening the length of the straps on pads and reducing the size of the wrist on gloves. Viking then did extensive research into the correct average size of pads and gloves for women and girls, all to ensure their equipment fitted as it should.
“We are not saying we know everything, but we do listen to what our customers and pro players were asking for, so it was important to get it right. Something as simple as having a label inside a glove or a pad that says women or girls isn’t much to ask.
“I’m very proud of the fact we champion the women’s game. We’re learning all the time and passionate that we get it right.”
Lancashire's Emma Lamb is one of several female players to use the groundbreaking Valyrie range
Based in Skipton, near Leeds, Viking is a brand with Yorkshire at its heart. So much so that the Jorvik range shares its name with the Viking name for York.
And as well as producing quality products, with all bats hand made from the finest English willow from Suffolk, customer service is key.
“My grandparents were successful business owners and they always said to make sure the customer experience is top of your agenda. Go out of your way to help them because they won’t forget. For us, having a shop makes a big difference. It’s lovely when somebody can walk away having had that experience talking to somebody who knows about bats.”
Professional players are taking note of this quality and service, with several now on the Viking roster. They include England’s Emma Lamb and Hollie Armitage, who fl ew the Viking flag for Sydney Sixers in the Women’s Big Bash last winter. They are joined by Yorkshire’s Jack Shutt and Matthew Pillans.
“It’s great for us and a testament that more pros are looking at Viking as a brand they can trust.
“It’s a cricketer’s career at stake so when a pro comes along and says they want to work with you that’s something to feel proud of.”
Viking are keen to off er the same quality in all of their equipment across all ranges.
“That means a local league player will be wearing the same quality of gloves that our pros will be walking out to bat wearing when they play in the County Championship or the Blast. The same quality of gloves Jenny Gunn wore in a World Cup.”
Wilson believe in three key words about what Viking try to offer. Customers. Quality. Passion. All are equally important.
For more information about Viking Cricket, visit www.vikingcricket.co.uk or call 01535 448 873