Betting Shop Manager of the Year: introducing the final 24 candidates

Greater London

James Maloney
Age 46
Shop Deanery Street, Mayfair
Company Star Sports
Years in industry 25

Most satisfying part of my job Training and development. Wherever I’ve worked I’ve taken pride in developing other members of staff, such as training cashiers up to management level. I’ve also helped numerous members of staff further their careers within the industry. I’ve taken a lead role in the rollout of new till systems within the company and I’m excited by the pending implementation of the ‘Arkle’ till system. I take great pride in being the figurehead of a fantastic team in Star Sports Mayfair, all of whom are among the best in the industry.

James Maloney: 'I take great pride in being the figurehead of a fantastic team'Credit: Nigel Kirby

Biggest change since the pandemic Restoring customer confidence. We followed all government advice regarding social distancing and made face masks, gloves and anti-bacterial hand gel freely available to everyone. Most customers were able to settle back into their old routine after a week or two. My team were able to reassure and assist customers who were wary of the situation. With staff testing positive for Covid on various occasions, staffing was an issue which required a great effort by everyone in order to ensure our shops remained open. I formulated rotas and back-up plans to make sure the business ran as smoothly as possible.

Why I should be regional champion During my 25 years working in the industry, I’ve progressed my way up from cashier to being manager of one of the most high-profile betting shops in Britain. I’m qualified to offer the best service and advice to both customers and my shop team wherever necessary. If successful I would represent Star Sports and the industry in an ambassadorial role in these ever-changing times with my positive attitude and knowledge shining through.

Luke Starke
Age 42
Shop Edgware Road, Colindale
Company Paddy Power
Years in industry 24

Most satisfying part of my job Seeing how much customers enjoy their time in our shop. I’m lucky to work in a role where I can watch a whole range of sports and spend time chatting and exchanging views about these with customers. They love the banter and interaction, and feel at home here. Unfortunately, they find it especially entertaining when my team, Liverpool, lose. Many even make a special trip to the shop when this happens, just to rub it in!

Luke Starke: 'I love to support customers and colleagues'Credit: Nigel Kirby

Biggest change since the pandemic The initial transition into ‘a new normality’ after lockdown and all the various restrictions. Many customers had spent a long time at home, sometimes alone, and I think everybody needed time to adjust. We understood that some felt wary about coming into the shop, so we focused on carrying out frequent touchpoint cleans so that customers could see we were doing everything we could to keep them safe. I kept in touch with several customers during the lockdowns and we gave everybody a great welcome back.

Why I should be regional champion While I’m certain everyone who has made it through is a great manager, I believe I have the strengths, experience and attitude needed to be an ambassador for the retail industry. With over 20 years’ experience, I love to support customers and colleagues. This means looking out for the wellbeing of customers – as well as managing difficult situations. I aim to build a safe and enjoyable environment, where customers enjoy spending time. I also like to show the industry in a positive light. I take pride in developing newcomers to their roles, and offer a relaxed, friendly and fun team atmosphere.

Danielle Westacott
Age 36
Shop Green Wrythe Lane, Carshalton
Company William Hill
Years in industry 16

Most satisfying part of my job I love the unexpected way of life inside a betting shop. No two days are ever the same. Each day I get to welcome and meet new customers as well as learn things about my existing customers and teach them a few things too. I enjoy spending my days discussing and analysing the previous day’s football with my regulars, debating and making predictions for the next games. Who will play, who will score, which team might upset the balance and win a game they shouldn’t. To see customers happy and smiling when they leave is what I love.

Danielle Westacott: 'I love the unexpected way of life inside a betting shop'Credit: Nigel Kirby

Biggest change since the pandemic The pandemic was a challenging time for everyone. It was difficult to welcome customers back properly and give good customer service with the initial restrictions imposed throughout the industry. Since our full, unrestricted reopening, it has been a challenge to get some customers back into the retail environment because some are more comfortable and feel safer betting from home. Some customers have suffered a loss either professionally or personally as a result of Covid and while we have recognised these changes and supported customers with their gambling levels, having the right conversation at the right time is the most important thing even when the good intentions of these conversations are not always appreciated.

Why I should be regional champion Each day we aim to give every customer outstanding service in a safe, clean and welcoming environment. That’s the result of years of experience and product knowledge, with a happy smile and a warm hello. I love what I do because I do what I love.

Anglia and south-east

Paul Callaway
Age 60
Shop North Road, Great Clacton
Company Jenningsbet
Years in industry 29

Most satisfying part of my job Without a doubt it has to be the customers. My shop is located in a small village just outside Clacton on Sea and a lot of our customers have been coming to us for years. My team includes myself, my wife Jackie and Lucy. Jackie and I have been in our shop for 15 years, so our customers are also our friends and Lucy is the same. We always ask about our customers when we haven’t seen them for a few days, making sure we look out for each other. Having great customers also contributes to a good atmosphere in the shop. It’s a pleasure to be around such a great group of people.

Paul Callaway: 'It’s a pleasure to be around such a great group of people'Credit: Nigel Kirby

Biggest change since the pandemic Losing some of our older customers because they were also our friends. When we had to shut because of Covid, I found it hard to be at home for so long as I love my job so much, so it was great to get back to the shop again. We implemented the rules set out by the government, so our customers felt safe and our trade returned to pre-Covid figures. I think a lot of the shops reacted so well when we were able to open again, but I’m particularly proud of my team and the patience our customers showed.

Why I should be regional champion It would be a great honour to represent the biggest independent bookmaker in the final eight. Also, it would be something my shop team can be proud of. We’ve started doing a top tipster competition with prizes, and I have four good golf players who come into the shop, so Jenningsbet gave them free tickets for a round of golf each. I also donate a trophy to the winner every six months. We also had a great day at Newmarket with 40 of our customers.

Josephine Donoghue
Age 39
Shop Fernhill Road, Farnborough
Company Coral
Years in industry 14

Most satisfying part of my job I enjoy the challenge of developing my team individually, creating a passion to be the best versions of themselves and to grow both at work and personally. I’m a real champion for people and love watching my team flourish. It’s making sure the needs of everyone who walks through the door are met on a daily basis to give the best possible customer experience. Seeing people wanting to return because of the in-shop atmosphere that we have all created. I also enjoy engaging with people about sport and learning more about them on a personal level.

Josephine Donoghue: 'I’m a real champion for people and love watching my team flourish'Credit: Nigel Kirby

Biggest change since the pandemic The here and now is the biggest challenge. With what’s going on in the world, the uncertainty of the immediate future financially and the impact the pandemic had on all of us. We’re all in this together and I want my team to know that any support or help I can give is my priority. Their wellbeing is at the forefront of my thoughts. In shop it’s being a friendly ear and finding a balance between what support we can offer without encroaching on a customer’s privacy. We as a community need each other to get through these difficult times and the challenge for me is leading that effort.

Why I should be regional champion To even get to this stage is a big achievement. While I see this as doing my job, I’m humbled by the support I’ve received and want to do well not only for myself but for the people who believe in me. I have a passion for the industry, for the steps it has made with responsible gambling and protecting our customers, to what it offers to the people in the community on a daily basis. I want the people around me to see that anything is possible.

Adam Shimmen
Age 37
Shop Newington Road, Ramsgate
Company Coral
Years in industry 14

Most satisfying part of my job I have a great team around me who all share in the responsibility and are all focused on doing the right things, which allows me to focus on dealing with people. I’m a people person, so I love to host the shop, having a coffee, a conversation and a laugh with the punters in a relaxed atmosphere. For me it’s all very personal. I’m grateful to spend all day in the betting shop with a sporting calendar that’s constantly changing. Customers want to bet so I’m there to serve them; I even pay out with a smile.

Adam Shimmen: 'Customers want to bet so I’m there to serve them; I even pay out with a smile'Credit: Nigel Kirby

Biggest change since the pandemic New affordability measures introduced have meant I’ve lost three, soon to be four, customers who are unwilling to provide the documents requested. I’ve known two of these customers over ten years and I know they are betting in another company’s shop, which stings, but there’s nothing we can do about it. The Gambling Act needs updating as it predates smartphones, social media, and streaming. I do appreciate how important safer gambling is but if measures to control gambling are too intrusive it could all but destroy the licensed betting industry and have dire consequences for racing and sport.

Why I should be regional champion It would be an honour to represent all the wonderful people at the coalface, in shops doing astonishing work every day. It would be an amazing accomplishment and I would be able to tell my kids that I was well regarded. I hope it would provide a boost to all the people around me – customers, shop team and my area manager who nominated me. It would give me the opportunity to meet new people and create new memories.

South-west and Channel Islands

Karina Begley
Age 28
Shop Conway Street, St Helier
Company William Hill
Years in industry 5

Most satisfying part of my job If I had to pick one thing it would all be about the people. With customers there’s nothing better than being able to give them a place to enjoy. My team love to have banter and conversation with our customers, and it gives me great satisfaction that they choose to bet with us. I also take great pride in seeing my colleagues progress in their career, whether it be a new starter learning from scratch or someone moving on to bigger things. One of my team recently managed to get a shop of their own and it’s fantastic to see them take that next step.

Karina Begley: 'It’s this individual experience which is the secret to our success'Credit: Nigel Kirby

Biggest change since the pandemic Giving customers the confidence to return to their pre-pandemic habits. At first, they didn’t really want to stay for long periods and were cautious about Covid. I think giving customers great customer service with a smile and a hot drink reminded them what it was like before. For those who used online during lockdowns it was about welcoming them and giving them that reminder of why they liked coming to a shop in the first place. For many customers, it’s not just about having a bet but the social side too. It really is great to see nearly all of the familiar faces return.

Why I should be regional champion It would be based on the feedback from my customers. They are always so pleased to see either myself or one of my team and make a special effort to come to us rather than go elsewhere. They say we are the best shop in Jersey; it’s so pleasing to hear them say that! We’ve worked hard to give the customers an individual experience when they come to our shop, from their tea order to knowing what bets they like. It’s this individual experience which is the secret to our success.

Debbie Scotting
Age 31
Shop The Harrow Way, Basingstoke
Company Coral
Years in industry 10

Most satisfying part of my job Having front row seats to watch, support and encourage our team, work colleagues and customers grow. That can be through life events such as marriage, having children, good health or personal or work-related growth. It’s building a rapport with people from all walks of life, but celebrating their ‘wins’ and being a listening ear when times are tough.

Debbie Scotting: 'It’s building a rapport with people from all walks of life'Credit: Nigel Kirby

Biggest change since the pandemic My own resilience. During lockdown Covid hit a family member and it changed things for me. Juggling being the reassuring leader to our team as well as understanding the public tolerance to the Covid rules I found it challenging initially when things seemed still so fresh for me. As time has passed, though, I have grown as an individual and these experiences have encouraged me to build on that resilience.

Why I should be regional champion The best people to answer this is my team: “Anyone can be a manager and tell others what to do, but there is no investment and no reward. It takes a unique person to be a leader and that leader is Debbie. Debbie is a ‘people person’ who invests her time in people and reaps the rewards of her investments later; identifying everyone’s individual capabilities and pushes us to be the best version of ourselves. Debbie is conscientious not just for our team but for the region, always delivering 110 per cent in all aspects of the work environment. She is always there for us professionally and personally when we need any assistance.” I don’t view myself as regional champion; I see this as living and breathing my values of people; be that my team, the customers or the wider public.

Jacqueline Wilkinson
Age 61
Shop Bridge Street, Swindon
Company Paddy Power
Years in industry 25

Most satisfying part of my job Ensuring my customers have the best experience possible. By best experience I mean feeling valued and welcomed within a safe and clean environment. I have enjoyed creating many great friendships and a good customer base. I love spending time hearing about their families and sporting interests, and making them feel relaxed by offering them a cuppa as soon as they walk in the door. Over the years I have gained a great respect from customers due to my knowledge of the business, helpfulness and fair play which is truly rewarding. I’m proud to have achieved this bond.

Jacqueline Wilkinson: 'I have enjoyed creating many great friendships and a good customer base'Credit: Nigel Kirby

Biggest change since the pandemic Recreating the fun, friendly, buzzing live atmosphere of my shop. I have had to introduce changes to the shop layout, and gradually encourage customers to come together and become part of our big family again. After isolation, restrictions and limitations of direct contact, customers have required reassurance of cleanliness and high standards as well as a friendly face to ease them slowly back to normality.

Why I should be regional champion I have dedicated my career to delivering the best experience to my colleagues and customers. Despite countless high points, this would be a career high and cement myself as a role model in a continually adapting industry. I love my job, the atmosphere, the buzz and implementing new ideas to make having a flutter fun. Equally importantly, I’m an advocate of responsible gambling with my customers wellbeing at the heart of everything I do. My main motivation is to continue to develop these relationships, and create new ones, something I believe is critical for the future of our industry.

Midlands and Wales

Hayley Hallam
Age 38
Shop Princess Street, Wolverhampton
Company Coral
Years in industry 17

Most satisfying part of my job Congratulating customers on their wins no matter how big or small. Seeing their reaction and hearing how they’re going to spend their winnings makes me feel very happy and excited for them. The simple things can often make a big difference. Offering my customers a hot drink, a listening ear enabling them to share their stories of family, friends and general wellbeing enables us and them to create a safe environment as well as as community feel in our shop. I love to help and support others. I get a real kick out of supporting my colleagues to become the best version of themselves.

Hayley Hallam: 'I get a real kick out of supporting my colleagues to become the best version of themselves'Credit: Nigel Kirby

Biggest change since the pandemic The changes were unsettling, yet both colleagues and customers faced them together and adapted. Facing these challenges has brought us back stronger, not only for business, but the community feel is back, the sense of togetherness surrounds us even more now than it ever did.

Why I should be regional champion The responses I’ve received from colleagues, family and friends throughout this process has made me emotional and overwhelmed with messages of support. My dedication to my role ensures I go above and beyond for both customer and colleague. I’m manager of one of the shops that was transformed into a shop-of-the-future digital hub. I played a big part in the planning process and forwarded my suggestions for the layout of the shop. The shop closed for renovation for four weeks which meant the customers used our competitors, so myself and my team worked hard to get that custom back. Ten months later our hard work has paid off in becoming one of the leading shops of the area.

Debbie Spick
Age 45
Shop Market Place, Mansfield
Company Betfred
Years in industry 4

Most satisfying part of my job Developing relationships with existing and new customers through a shared love of sport. Customers are surprised by my sporting knowledge, not just on horseracing or football, but also on cricket, tennis, darts and my favourite – snooker. It has been my aim as manager of Betfred Mansfield to develop a sense of community within the shop, which is advantageous to the company as it gives a solid core base of returning customers, but also is good for our customers as it gives them a place they enjoy returning to and where they feel valued and welcome.

Debbie Spick: 'It was difficult and took time, but we have now returned to relative normality again'Credit: Nigel Kirby

Biggest change since the pandemic Encouraging customer confidence to return to a larger social environment. At the time my team tried to achieve this by listening to customer feedback on a one-to-one basis – hand sanitising stations, mask provision and distance markers in store were the main suggestions which had already been implemented by Betfred. Our shop team also gave reassurance by outlining our cleaning regime of terminals and surfaces being used within the store. It was difficult and took time, but we have now returned to relative normality again.

Why I should be regional champion I feel I’ve achieved so much in four years in the betting industry, rising from sales cashier to manager in a top-graded store. I try to be an ambassador for Betfred, promoting ideas within my shop and across the area in my additional role as staffing coordinator which allows me to liaise with other managers to pass on those ideas. Becoming regional champion would be a great personal honour and achievement, which would give me opportunities to continue to promote Betfred, but also the industry I enjoy working in.

Andrew Withington
Age 55
Shop Market Place, Ilkeston
Company William Hill
Years in industry 34

Most satisfying part of my job Being able to represent the company at our on-course betting units, helping to promote the business while also ensuring our customers are having an enjoyable experience at the races. I enjoy this part of the job as it allows me to meet colleagues from different areas and experience a wide range of customer bets, which allows me to test and build my knowledge and experience. Customer service is the highlight of my role. I take pride in ensuring my customers enjoy their in-shop or on track experience, and I like to see them leave happy.

Andrew Withington: 'I take pride in ensuring my customers enjoy their in-shop or on track experience'Credit: Nigel Kirby

Biggest change since the pandemic Making customer safety paramount. The initial conditions imposed on our opening, with limited time and numbers made it difficult to welcome back our customers properly and offer them the enjoyable experience they had become accustomed to. However, it was nice to be back and see customers again. We have since returned to a more normal level of business, which has been attributable to the service we offer in shop as online gambling does not offer this connection.

Why I should be regional champion With the help of my team, we provide a safe, secure and friendly atmosphere for our customers to enjoy gambling. I like to listen and engage with my customers, taking a keen interest in their interests and opinions and highlighting new or alternative products. I work well with my team and I enjoy supporting and developing new colleagues, ensuring I offer my experience and knowledge to encourage their growth. After 34 years of service, my enthusiasm for the role and industry has never wavered. While I am working I always have a smile on my face.

Read these next:

‘It is to the credit of all managers that retail has come back so strongly’

Betting Shop Manager of the Year: introducing the final 24 candidates (part two)

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