A Day In The Life At VKS

Behind the Counter - A Day Inside VKS's London Store

Running a business like VKS is truly enjoyable and for us as cricket fanatics a genuine privilege. But let's be honest, it's not as easy as it looks from the outside. Its an absolute marathon every day, but we love it. Our passion for cricket and racket sports drives everything we do, but the reality of running a specialist sports equipment store in London involves far more than just talking bats and rackets. In fact, our day begins the night before, and the challenges we manage span continents, time zones and customer expectations.

The Night Before: Where Our Day Really Begins

For most businesses, the workday starts in the morning. At VKS, it starts the night before. Why? Because our customers aren't just local - they're global. We have passionate players and clubs reaching out from every corner of the world and our suppliers are not just in Nottingham, Corby and Robertsbridge, but as far afield as India and Pakistan.

• Global Customer Base: Customers in America and the West Indies email us during their working day, which can be well into our evening. They expect prompt replies and we pride ourselves on delivering that.
• Supplier Coordination: Many of our key suppliers, like SS in India or CA in Pakistan are up to 6 hours ahead of us. If we wait until 10am the next day London time to email them, half their business day is already gone. That's why we draft and send important messages the night before, ensuring we're always a step ahead.
• Australian Customers: With customers in Australia being 11 hours ahead, a timely response is even more critical. We make it a point to reply before we open the shop, so no one is left waiting.

This international juggling act is just the first sign that running VKS is about much more than simply opening the doors at 9am.

Early Morning: Prepping for the Day Ahead

By the time we arrive at 31 Bond Street, Ealing, our inboxes are already buzzing. The first hour of the day is all about catching up and setting the tone for what's ahead.

• Order Downloads: The day starts by downloading all our online orders. Each order is reviewed and then distributed among the team so that stock can be picked, checked, and prepared for dispatch.
• Special Services: If an order includes our popular bat knocking-in service, those bats are immediately oiled and set aside to dry before the next stage of preparation.
• Teamwork in Action: While some team members are busy packing orders and preparing dispatch notes, others are already on the phones and email, responding to customer queries. Whether it's a club player needing advice on a new bat or a parent asking about junior cricket gear, every question matters.

It's In Our DNA: Customer Care Without the Meetings

At VKS, we don't need to have team meetings to remind ourselves that customers come first. That's in our DNA. It's not something we talk about for 30 seconds at the start of the day, it's a philosophy that guides us 24/7. Every member of our team knows that looking after our customers isn't just a task, it's a way of life. It's part of our routine every second of the day, and it's what sets us apart.

• No Scripts, Just Commitment: We don't need to rehearse customer service lines. Our commitment to every player, parent, coach and club is genuine and instinctive.
• Every Query Matters: Whether it's a simple question about shoe sizing or a complex request for a custom bat, we respond with care and expertise.

Midday: Dispatch, Repairs and Customer Care

As the morning rush settles, our focus shifts to ensuring every order goes out on time and every customer gets the attention they deserve.

• Courier Collection: By around 2pm, it's time for our couriers Fedex, UPS and DHL to collect the day's orders. We pride ourselves on fast, reliable shipping with free UK delivery on orders over £100 and worldwide options for our international customers.
• Bat Repairs, Knocking-In and Racket Restringing: Our in store bat repair, racket restringing and knocking in services are always in demand. We average over 90 jobs a week and keeping track of each one is vital. We know how important a well prepared bat is to a cricketer and we treat every repair with the utmost care.
• Customer Queries: Even as orders are dispatched, emails and phone calls keep coming. Our team is always ready to offer expert advice, whether it's about choosing the right padel racket or explaining the nuances of cricket bat grading.

The Afternoon: Inventory, Supplier Orders and the Crystal Ball

Once the orders are out the door, the afternoon brings a different set of challenges, stock management and supplier relations.

• Placing Supplier Orders: All companies nowadays want their orders in advance, so we have to forecast demand and place orders with suppliers accordingly. This is especially tricky when it comes to items like shoes,predicting whether size 9 or size 10 will be most popular is as much art as science. Which Masuri helmet sized we will need and what batting gloves will be the ones that our customers want.
• Inventory Management: With hundreds of SKUs, each with multiple sizes and variations, keeping track of inventory is a daily challenge. Our goal is to ensure the shelves are always stocked with what our customers want, when they want it, but that means keeping an eye on our cashflow projections too. Our suppliers need paying on time and without any delay. In business nobody is your friend, if we don't pay, they don't supply.
• Supplier Relationships: Building strong relationships with suppliers in India, Pakistan, and beyond is key. We work closely with brands like SS, CA, Adidas, and Gray-Nicolls, ensuring we can source exclusive models and the latest innovations for our customers.
• Crystal Ball Decisions: Predicting trends isn't easy. Sometimes it feels like we need a crystal ball to know whether the next big thing will be a new bat shape, a limited-edition padel racket or a particular size of tennis shoe. We use years of experience, sales data and a bit of gut instinct to make the best choices for our customers.

Social Media, Content, and Community

The modern sports retailer isn't just about products it's about presence. Our afternoons are also busy with content creation and community engagement.

• Social Media: We post regularly on Instagram, TikTok and our blog, sharing everything from product launches to behind the scenes stories. While our engagement rates could be better, we're committed to building a vibrant online community.
• Email Marketing: Our newsletters keep customers informed about new products, special offers and expert tips.
• Responding to Comments: Every comment and message is an opportunity to connect. Whether it's a question about a new racket or feedback on a recent purchase, we respond promptly and professionally.

The Unexpected: Customer Support Stories

No two days are ever the same at VKS. Some of our most memorable moments come from helping customers solve unexpected problems.

The Bat Conundrum

Customers that buy a top of the range bat, have it professionally knocked in and then after just a few games, discover a chunk missing from the edge. Understandably they were devastated. We listen, reassure them and then arrange for the bat to be repaired and re-checked by the manufacturers. That's the kind of support we believe every cricketer deserves.

The Last-Minute Repair

We've had customers rush in, bat in hand, hours before a big match. Sometimes it's a cracked handle, sometimes a loose grip. Our repair team gets straight to work, often turning jobs around in record time so players never miss a game.

The International Order

A club in Australia once placed a large order for junior cricket equipment. With the time difference, their emails arrived overnight. We made sure to reply first thing in the morning, coordinated with our couriers, and ensured everything arrived well ahead of their first training session.

The Sizing Dilemma

A parent buying cricket shoes for their child wasn't sure if size 6 or 7 would fit. We offered advice over the phone, sent both sizes for them to try at home and arranged an easy return for the pair that didn't fit. That's the flexibility and service we aim for with every customer.

Staff Profiles: The Team Behind VKS

Our team is the heartbeat of VKS. Each member brings unique expertise and a shared passion for sport.

• Vinod Bedi and Vinay Bedi (Owners): Cricket fanatics, family business torchbearers and the go to advisors for customers seeking the perfect bat or racket. Vinod's vision and experience shapes every aspect of the store.
• Bat Repair Specialist: With decades of experience our bat repair experts can diagnose and fix everything from minor cracks to major breaks. Their craftsmanship is trusted by club players and professionals alike.
• Sales Team: Knowledgeable, friendly and always ready to help, whether it's guiding a junior player to their first bat or advising a seasoned club captain on the latest gear.
• Dispatch Crew: The unsung heroes who ensure every order is checked, packed and shipped with care. Accuracy and speed are their trademarks.
• Customer Service Team: The voices behind the phone and email always ready with expert advice or a reassuring word.

Inventory: More Than Just Stocking Shelves

Managing inventory at VKS is a full-time job in itself. With hundreds of products across cricket, tennis, and padel and each with multiple sizes, colours, and variations, the logistics are complex.

• Stock Checks: Regular stock checks ensure we never run out of best-sellers from Gray-Nicolls bats to Babolat tennis rackets and Bullpadel padel rackets.
• Seasonal Trends: Cricket equipment sales peak during match season, while tennis and padel gear sell steadily year round. We plan our orders accordingly, always aiming to have the right products in stock at the right time.
• Supplier Lead Times: Some items take weeks to arrive from overseas. We plan ahead, place orders early and keep close communication with suppliers to avoid delays.

The Evolution of VKS: From 1973 to Today

VKS has come a long way since it was founded in 1973. Inspired by a friendship and a love for cricket, the business has grown from a small local shop to London's finest cricket store and a specialist in tennis and padel equipment.

• Family Heritage: VKS is still a family business and that sense of tradition and pride is at the core of everything we do.
• Adapting to Change: Over 50 years we've seen the sports retail landscape change dramatically. We've embraced new technologies, expanded our product range and built a loyal customer base both in store and online.
• Looking Ahead: Our goal is to continue growing, increasing turnover and cementing our reputation as London's specialist cricket, tennis and padel racket store.

The Padel Boom: A Once in a Generation Opportunity

One of the most exciting developments in our long history has been the arrival of padel. After decades of specialising in cricket and tennis, it's genuinely thrilling to witness a brand new sport take off, something that only comes around once in a hundred years. Padel has brought a fresh energy to VKS and we're proud to be at the forefront of this new wave in London.

But with excitement comes challenge. The world of padel rackets is vast and evolving fast. There are so many new brands, models and technologies to get our heads around, Babolat, Adidas, Bullpadel, NOX and more. Each offers different features, materials and performance benefits and it's our job to understand them all so we can guide our customers, whether they're seasoned tennis players trying padel for the first time or complete newcomers to racket sports.

• Learning Curve: We've spent countless hours researching, testing and talking to suppliers to make sure we really know our stuff.
• Customer Guidance: Our team is committed to giving honest, expert advice, helping each player find the right racket for their playing style and budget.
• Community Building: It's inspiring to see padel courts popping up across London and we love being part of the community that's growing around this sport.

The padel boom is a rare moment, a new sport capturing the imagination of players young and old. We feel incredibly lucky to be in the midst of it, learning alongside our customers and helping them get the very best out of their game.

Customer Stories: The Heart of Our Business

Our customers are at the centre of everything we do. From five year old juniors picking out their first bat to seasoned club players searching for the latest gear, every story matters.

• First-Time Players: We love helping new players get started, offering advice on everything from choosing the right bat to understanding the basics of the game.
• Club Partnerships: Our partnerships with local cricket clubs mean we get to support teams at every level, providing equipment, advice and sometimes even emergency repairs before a big match.
• International Reach: It's always a thrill to see our products used by players in Australia, India, America and beyond. Our global customer base is a testament to the quality and service we provide.

The Challenges: What You Don't See

Running VKS isn't all cricket chats and happy customers. There are real challenges behind the scenes.

• Competition: The rise of online sellers, especially on platforms like TikTok and Instagram, means we have to work harder than ever to stand out. Whilst we cringe at some many of the videos we see posted, we can't sit still and must innovate ourselves.
• Predicting Demand: With so many products and variations, predicting what will sell is a daily challenge. We use sales data, customer feedback and years of experience to make the best possible decisions.
• Managing Growth: As we expand, maintaining our high standards of service and expertise becomes even more important.

Why We Do It: The Privilege and the Joy

Despite the challenges, running VKS is a privilege. We get to spend our days surrounded by the sports we love, helping players of all ages and abilities find the equipment that's right for them. We're not just selling products, we're sharing our passion and expertise, building relationships, and supporting the next generation of cricketers, tennis players and padel enthusiasts.

• Expert Advice: Our knowledge is hard earned and always up to date. We test new products, stay on top of the latest trends and share honest, practical advice with every customer.
• Exclusive Models: We offer exclusive products you won't find elsewhere, thanks to our strong supplier relationships.
• Discount Prices: We believe in fair pricing, offering discounts and promotions to make top-quality equipment accessible to everyone.

The Routine That Never Stops

Our official closing time is 6pm, but the work doesn't stop there.

• Email Checks: Even after the doors close, we keep an eye on our inboxes to ensure no urgent queries go unanswered.
• Team Debrief: We review the day's successes and challenges, making sure we're ready to hit the ground running tomorrow.
• Continuous Improvement: We're always looking for ways to improve, whether it's streamlining our stock system, upgrading our website or finding new ways to engage with our community.

Final Thoughts: More Than Just a Store

VKS is more than just a sports equipment retailer. We're a team of cricket fanatics, tennis and padel enthusiasts and customer service experts. We're proud of our heritage, excited for the future, and grateful for every customer who walks through our door or visits us online.

If you ever wondered what goes on behind the counter at VKS, now you know - it's a mix of passion, hard work, expertise, and a commitment to customer care that's in our DNA, every second of every day.