Athlete to Entrepreneur: How Former Harlequin's Player, Joe Gray, Turned his Pain into Gain ๐
In an industry crowded with competitors, MyoMaster has managed to differentiate itself through athlete-led innovation and strategic use of feedback from Gray's rugby connections...
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How does a professional athlete transition from the pitch to the boardroom? Joe Gray, a former hooker for the likes of England, Harlequins and Saracens, can provide a very unique answer - but also one with plenty of learnings for others.
Whilst still playing at Quins in 2018, Gray, the only player in history to have won every trophy available to players in the top two tiers of English rugby, decided to apply his winning mentality to the business world by launching MyoMaster alongside his wife, Lottie (Whyte).
The idea for the company was sparked while Gray was recovering from an Achilles injury. Desperate for a way to ease his muscle pain at home and get back on the field, Gray ingeniously modified a jig saw into a makeshift massage gun. The device proved effective, not only for Gray, but also (once the initial laughter subsided) for his Harlequins teammates, leading him to recognise the market potential.
MyoMaster has since shown impressive growth.
Although specific figures for recent years are not publicly available, the company has captured significant attention in the sports recovery market and is now what Gray describes as a โmulti-million pound business.โ
Their appearance on the British reality TV show Dragonโs Den, where they secured investments from Gary Neville and Sara Davies, has further boosted their profile as well.
So, what made the company stand out to the Dragons?
Well, it was in large part down to Gray's deep understanding of athletes' needs, which he has placed at the core of MyoMaster.
As he shared on the Sports Pundit Podcast, "Iโm able to look at things as more the athlete who would be buying product."
This insight has driven the creation of standout products, including the strongest and quietest massage gun and the smallest, most powerful water chiller for ice baths, all at competitive prices. Gray's approach is clear: offer top-notch products designed by athletes, for athletes.
In an industry crowded with competitors like Hyperice and Theragun, MyoMaster differentiates itself through this athlete-led innovation and strategic use of feedback from Grayโs rugby connections.
This direct line to professional sports has enabled the company to stay ahead of trends and rapidly iterate on product design based on real-world use and expert input.
Gray also draws inspiration from a key investor with roots in Monster Energy, who emphasised the importance of branding and product quality.
He recalled the advice to "create a brand around your product with a top-quality product that people buy into and believe in."
That is easier said than done, of course.
MyoMasterโs brand journey began by leveraging Grayโs friendships with England rugby superstars like Danny Care, Chris Robshaw, and Marcus Smith, which boosted the company's visibility through their significant social media reach. There is only so long that you can rely on the help of friends, though.
They have since paid one or two athletes to use their products, however, they have since moved away from this strategy of relying on athletes' or teams' intellectual property (IP).
"We've never been a big one for paid partnerships... if they like our product, they'll buy them," Gray said.
Instead, MyoMaster has doubled down on product quality, organic growth, and authentic endorsements. For example, Wimbledon pays them to be their recovery partnerโa testament to the quality and effectiveness of their products.
Another significant turning point for MyoMaster was hiring an in-house content manager, which has led to impressive results, particularly in digital advertising.
"We've gone from industry averages about three to four ROAS on an ad... Currently, we're at 17 ROAS with our ads," Gray noted.
This success stems from producing engaging, creative content that highlights MyoMaster's unique features and that taps into Gray's compelling story as an athlete-entrepreneur.
So much trust and affinity is built through developing personal relationships via behind-the-scenes content (as rightsholders have also experienced through social media content and a thirst for docu-series on platforms like Amazon Prime and Netflix).
Looking ahead, the company has ambitious plans - aiming to expand its product line to include more advanced recovery tools and enter new international markets.
Gray envisions MyoMaster becoming a global leader in sports recovery, making high-quality products accessible to athletes at all levels. Heโll do this by continuing to tap into his experiences as an athlete, as well as as a coach (he is currently working closely with London Scottish). This keeps him on the leading of edge of high-performance now his playing days are behind him.
Ultimately, his transition from rugby to business showcases the potential for professional athletes to excel beyond their sports careers. And importantly, this doesnโt just involve using IP and plastering your face onto a product, either. The application is far, far wider than that.
By leveraging his sports connections, focusing on quality and innovation, and employing savvy marketing strategies, particularly around telling his personal story, Gray (alongside his wife) has built a brand that resonates with athletes and fitness enthusiasts alike.
Gray is an inspiring example of how the skills and experiences gained in sports - such as hard work, dedication, and always seeking a performance edge, can translate into entrepreneurial success.
PODCAST
Want to hear more from my conversation with Joe?
We discuss his journey within professional rugby, founding MyoMaster, his wider interest in entrepreneurship, how sports teams can support athlete founders, appearing on Dragonโs Den, and much much more.
Listen to the full podcast via the link below - and Iโd love to hear what you think! ๐
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The Big Idea is brought to you by the Global Institute of Sport!
The Global Institute of Sport is the leading destination for Master's degrees, executive education and professional qualifications in sport around the world.
They count world-famous stadiums and surrounding venues among their state-of-the-art campus facilities across the globe, including London's Wembley Stadium, Miami's DRV PNK Stadium and Melbourne Cricket Ground.
Ready to master the global sports industry? Enquire today about their in-person and online courses.