When a passion becomes a thriving business: driving sports excellence with support from APC Cambridge and The APC Network

                 

When lifelong cricket enthusiasts Merrick Fuller and Paul Redfarn founded MR Cricket Hockey in January 2012, they were driven by a vision to bring specialist sports equipment to players of all levels across the nation. What began as a small, cricket-focused shop in Burwell, near Cambridge, has since grown into a thriving business, serving sports lovers across the UK and earning a reputation for expertise and great customer service.

Turning sporting passion into a successful business

The story of MR Cricket Hockey began with Merrick Fuller and Paul Redfarn, who shared a deep love for cricket and firsthand experience as players. Merrick, a passionate cricketer and Sky Sports Cricket Coach of the Year in 2009, and Paul, a former England U19 Cricket Captain, both recognised the need for a specialist retailer that offered high-quality equipment alongside personalised service.

“We were both keen cricketers and wanted to create a store offering not just products, but genuine expertise and service for players at every level,” explains Merrick Fuller, Co-Founder and Manager at MR Cricket Hockey.

Starting with a single shop, the business initially focused on supplying cricket gear. However, Merrick and Paul quickly saw an opportunity to expand into hockey, driven by demand from local independent schools where students played both sports. This strategic move enabled them to diversify their offering, maintain year-round business and extend their reach across both summer and winter sports. Today, MR Cricket Hockey supplies more than 130 sports clubs and numerous local schools across the UK with cricket and hockey equipment, branded teamwear and customised sports apparel.

A reputation built on expertise and personal connection

Over the years, MR Cricket Hockey has built a strong reputation, known not only for its carefully curated selection of equipment from leading global brands but also for the expert, personalised advice it offers customers. Central to this success is a dedicated team of eight staff members who share a genuine passion for sport and a deep commitment to delivering exceptional customer service.

“Customer service has always been our key differentiator. We focus on helping people find the right products and solving any problems quickly. That’s what keeps customers coming back,” says Merrick. He adds, “Whether someone visits us in person or shops online, we strive to offer the best possible service and products for our customers, enabling them to make the right choices when it comes to their sports gear.”

Expanding online and partnering with APC Cambridge

Merrick and Paul realised early on that growing their business meant reaching customers beyond their local community. “We knew that to connect with players nationwide, we had to be online,” says Merrick. With this goal in mind, they focused on building a strong online presence, and today, MR Cricket Hockey’s sales are split almost evenly between in-store and online channels.

As MR Cricket Hockey continued to grow their online sales, so did the need for a delivery partner who could match their high standards for reliability and customer service. Understanding how crucial it was to provide a seamless experience for their customers, the business partnered with APC Cambridge and The APC network in 2024.

“The service from APC Cambridge has been brilliant. The team is fantastic, and we always get fast answers and help when we need it,” says Merrick. “It makes a real difference having personable, local support from people who know our business and genuinely care about getting things right. We can pick up the phone, talk through any questions and know that the team will go the extra mile to support us. That level of trust and responsiveness is invaluable for us and, ultimately, for our customers.”

 

On the right track for the future

Since partnering with APC Cambridge, MR Cricket Hockey has seen their parcel volumes increase and benefited from a high-quality, reliable delivery service that meets the high standards they set for their business. “Our parcel volume has grown, and we’re experiencing far fewer delivery issues,” says Merrick.

Geoff Morland, Owner of APC Cambridge, commented: “We’re proud to support SMEs like MR Cricket Hockey. Businesses like theirs are the backbone of our communities, and it’s incredibly rewarding to help them grow. By combining our local expertise with the national reach of The APC network, we’re committed to helping them connect with even more customers both locally and nationwide.”

Looking ahead, MR Cricket Hockey remains focused on growth, particularly online, aiming for website sales to account for 60-65% of their business as they expand their reach to more sports enthusiasts across the UK.

Geoff concludes: “As MR Cricket Hockey continues to grow their online presence, we’ll be there to support them every step of the way. Their commitment to quality and customer care truly sets them apart, and it’s a privilege to be part of their journey. We’re excited about what the future holds and look forward to helping them achieve their goals for many years to come.”

Find out more about MR Cricket Hockey here: https://www.mrcrickethockey.com/ and APC Cambridge  here: https://www.allparcelscambridge.co.uk/

For media enquiries please email apc-team@schonandco.com.