# Profile Richard Gourlay - Link: https://www.richardgourlay.com/profile-richard-gourlay-background-experienced-leadership-consultant/ - Published: 2017-12-18T15:01:02+00:00 - Author: Richard Gourlay **Richard Gourlay BSc (Hons), DipM, FCIM, ROI (Phillips) ** Richard Gourlay is an experienced director and non executive director who provides management consultancy a wide-range of companies over the last 30 years.  He provides advice and support to business leaders enabling them to grow and develop their business. His experience and expertise enables leaders to grow and develop their business’s from start-up to exit. Richard focuses os a strategic business consultant, ensuring at the core of the business there is a solid and sound value proposition that delivers value to customers. Richard acts for many business customers as a NED and business advisor, he works with leadership teams creating growth and profitability. Richard starts at boardroom level supporting senior people including business owners and directors set their strategic direction, develop new business models and supports leaders implementing strategic changes to their business. He is often involved in developing people, delivering mentoring and training to support people grow into their roles. ## Richard Gourlay: Background Richard grew up in rural Galloway on the family farm, where he currently lives with his family. Richard Gourlay BSc (Hons), DipM, FCIM, ROI (Phillips) ### **ó €[Berghaus](https://www.berghaus.com/brand-history.list)ó ¿Â Outdoor Brand** Richard Gourlay started is career working at Berghaus, which was a privately owned world-class clothing company.  This iconic mountaineering brand was a privately owned premium brand in its market. Based in Newcastle Upon Tyne, above L&D Mountain shop on Dean Street and a manufacturing base at Washington Tyne and Wear it was globally recognised for its innovative products and unique and revolutionary business culture, led by its founders Peter Lockey and Gordon Davidson, with Sir Chris Bonnington as its key brand ambassador. A design and made in the UK gave the brand a unique position  within the market. Outstanding products beautifully made to the highest standards. ** ** **“_We simply developed and took to market the best technical products in the world that drove the growth of the performance outdoor clothing marketâ€._** That passion and focus on being world-class in what it designed, made and delivered was held by the whole company which created and sustained that culture and an iconic brand within its sector. Working across the outdoor market the brand delivered British made high performance outdoor clothing and equipment and Italian-made Scarpa footwear. The brand supplied around 35 countries world-wide with British-made world-class outdoor performance clothing supplied to hundreds of independent and specialist outdoor retail chains operating in the mountaineering and hill-walking markets. We supplied seasonal ranges of top end clothing ### Berghaus’ First Stand Alone Store I remember taking a call from Lillywhites head of of outdoor buying in 1991, who informed me that they had just been doing some renovations and knocked through a wall to find the ballroom which had been abandoned since 1944 when as a hotel it had been bombed during the Second World War. This 5,000sq2 space needed to be filled and would be willing to run it as a concession?  Without skipping a beat in the conversation I said “yes, and can you give me an hour to pull together the team and we will get back to you with our outline proposal†She said off course, and I ran down to the sales director and reported the opportunity, and highlighted that to secure 5,000sq2 in central London could not be missed, and we had our old trade stand which we were about to replace.  That was a Friday, by Monday we had a team on the train (Newcastle to London) to arrange details, put the plan into action including shopping fitting, active stock management, merchandising and staff training. This was successful set-up and run, and on he back of it I set-up a second one later that year at Castle Mountain and Moor in Nottingham. In 2026 Beghaus has gone back into in-store in Manchester.  The brand’s success amongst its core customer base was exceptional. On the back of that it pulled in non-outdoor high-value users which expanded the outdoor market beyond its core base. The business was sold to Pentland PLC who repositioned the brand into a different position down into  the mass market. Like to learn more about what the company does today, then click this link to: [Berghaus](https://www.berghaus.com/berghaus-history.html)**** ### **ó €[Craghoppers](https://www.craghoppers.com/community/about-us/)ó ¿** In 1995 Richard Gourlay was headhunted  to set-up and revive the historic Craghoppers brand. The brand had be bought by Keith Black to relaunch it as a premium outdoor brand within the growing market. Richard’s role involved identifying and developing the strategic opportunity for the brand. From initial identification of the target market for the brand, through to creating the market entry strategy, supported by creating the right product mix and service offering  within the UK  and international markets ,  From identifying the brand’s competitive advantage coupled with changing market demands, Richard was able to define a [**sustainable competitive position**](https://cowdenconsulting.blogspot.com) within the market which enabled the brand became the leading outdoor travel brand. The business model was defined and successfully taken to market, providing exactly what the market needed. Craghoppers success was due to its response to changing social, economic and environmental changes within the outdoor market. Craghoppers benefited by identifying the opportunities which these changes created and respond to them quickly using the competitive advantages the company had.  The demand by outdoor customers to travel and explore was supported by emerging growth of low-cost travel. This customer demand was matched by new technology in fabrics and permanent performance treatments, enabling improved lightweight products. Retail business demand for new products resulted in a clear market opportunity for the brand. A position which Craghoppers could exploit and own with the outdoor market. Craghoppers developed its unique service offering of rapid supply and resupply which provided a compelling channel partner relationship. This strategic positioning of the Craghoppers brand enabled it to become the fastest growing brand within the sector._** [Click here to read more about the development of Craghoppers](https://www.craghoppers.com/community/reflecting-on-our-history/).**_ _Richard was linked up to run a business unit within the business group, but instead took the opportunity to establish a new business model Go Outdoors below. _ ### **ó €[Go Outdoors Richard Gourlay](https://www.gooutdoors.co.uk/about-us)ó ¿** Richard was headhunted to join the board of directors of this stand-alone Sheffield store originally called CCC as its **strategy, operations and marketing director.** Richard started this model when the owner of CCC wanted to retire and approached Richard to ask about options for the family exit. Richard worked with the existing owners and new owners and [Yorkshire Fund Mangers (YFM](https://yfmep.com/yorkshire) and their case study for [Go Outdoors](https://yfmep.com/portfolio/go-outdoors) [click logo)](https://yfmep.com/portfolio/go-outdoors) along with fellow founder J Graham.  Richard worked with to create the Busienss strategy starting with a clear a vision for the brand identifying the strategic opportunity for a ‘**one-stop-shop for the outdoors’**.  This model was then developed the business model that would revolutionise outdoor retailing. Richard set an aggressive programme in pace of change, moving the once family owned CCC, in Sheffield into a flagship model of modern retailing as Go Outdoors. He developed a complete internal programme of operations to deliver a modern, cutting-edge outdoor retailer. Through [strategic planning](https://www.richardgourlay.com/tag/strategic-planning-workshop/) we created a unique business model for **Go-Outdoors.**  Customer relationship was at the heart of the business supported by our unique loyalty card. The brand was an early adopter of personalised direct marketing to its customers. This innovative approach provided the brand with its sustainable competitive advantage in customer management. By using the **Go Outdoors** buying power coupled with its retail space the brand provided a genuine one-stop-shop for all outdoor products. The unique discount card package created a sustainable competitive advantage to ** Go Outdoors**. By linking all promotions to a simple and effective customer relationship management system **Go Outdoors** created a direct relationship to its customers. This captured and converted loyalty to a focused strategic direct marketing of customers enhancing their experience of the brand while raising the average spend and visitor frequency through a detailed marketing plan delivered by the retail team of over 50 people. Richard created the model which allowed the business to be rolled out across the UK. _“**We created the business model for the brand to expand, creating a innovative profitable model which brought in its first external investors with a £15m VC investmentâ€**_ This unique business model enabled Go Outdoors to ride out the foot-and-mouth outbreak, which hammered the industry overnight as countryside was shut down. Go Outdoors went on to be the largest outdoor retailer in Europe being sold onto the high street. Learn more about how Richard Gourlay develops a successful business strategy by clicking here:** [Cowden our approach](http://www.cowdenconsulting.com/approach.htm)** Richard also developed the rapid expansion of the **Go-Outdoors** brand developing the strategic business model which turned this stand-alone shop into the UK’s largest and fastest growing UK retailer. Through strategic planning Richard developed a clear business plan which succeeded in gaining venture capital expansion backing of £15 million, enabling the business to buy multiple identified sites throughout the country starting the Go Outdoors chain. This model is still the template for the business today demonstrating the robustness of this strategy, [Go Outdoors](http://www.gooutdoors.co.uk/about-us) is the largest outdoor retailer in the country, with stores throughout the UK. ### **Equip Outdoor Technologies** Richard joined the leadership team of Equip Outdoor Technologies (EOT) as a strategic consultant to develop the the company and its leadership team into a market leading brand within the outdoor performance sector. The company at the time was a specialist product and OEM supplier of accessories for retailers, including hats and gloves. #### Strategic Review After a strategic review and analysis of the available opportunities for growth and strategic fit analysis, Richard identified the ideal opportunity in a highly regarded and technically competent brand looking for a new owner.  The business operated from leaking second world-war Nissen huts, too small to operate machinery within and too small an entrance to get a standard sized freight lorry into. The strategic review (SWOT) identified a series of existing strengths, great opportunities but several weaknesses which needed to be addressed to achieve potential growth. The business only made accessories in clothing and equipment, small ticket items, while the market spent 60% on clothing, so Equip needed to get into clothing. Secondly its operations were one-man band level, everything was run by a single level of support.  This set of risks ran throughout the company with only the MD as a back-up. SO over 3 years we implimented the following strategic changes:- ### Strategic Solution Delivery In buying Rab clothing brand, Equip Outdoor Technologies (EOT) was able to bring its expertise and core competencies to revitalise this historic British brand. Buying the Rab brand opened the company up to the whole outdoor market, increasing turnover by customer, improved margins, better cross-sales, and higher revenue per employee. Matching the Rab brand to Equip’s market position aligned the values and cultures of the business. I went out and found a new almost perfect large warehouse and office space ideal for the future requirements for the company with further space to expand into. By relocated the business to a new HQ facility which provided a modern scaleable design, operations and warehouse spaces, which included a bonded warehouse space. I even moved the business from its old Nissan huts to the new facility over one weekend, meaning no lost of operating activity. This huge operation included ensuring that all customers new the HQ, numbers moving, and the technical back-up in operations all set up on a shoestring budget. We also restructured the in-house team and added in external expertise to strengthen the brand’s ability to target and reach a new emerging market for young outdoor adventures.  Ensuring that all operations were at least 3 deep and were being undertaken to the highest standards. That reduced errors, by creating SOP’s and management reporting back on results.  This relocation of EOT company from dilapidated WW2 nissen huts to a cutting edge Derbyshire HQ, with significant capacity to facilitate EOT and Rab to be able to expand its range and stockholding, including building additional functions such as a bonded warehouse, indoor loading and unloading facilities as well as manufacturing capacity with easy access for effective logistics. It created the solid base that has enabled Rab/Equip to grow sustainably for the last 25 years. Richard enabled the leadership team to grow the business, by bringing in new people with diverse skills created a leadership team capable of supporting the brand’s growth and supporting the re-development and positioning of the Rab brand. The development of the leaderships mindset of moving the brand into the premium outdoor clothing market was critical in ensuring this plan succeeded. ### **ó €[Rab ](https://rab.equipment/uk/our-story)ó ¿/ Equip Outdoor Technologies **Growth With the successful acquisition of the [Rab brand](https://rab.equipment/uk/we-are) and redeveloping [Equip Outdoor Technolog](https://equipuk.com)ies value proposition, Richard was able to lead the expansion of its brand into 28 export markets through distributors and agents to premium retailers around the world. Setting up agents and distributors across Europe and beyond.  Appointing agents throughout Europe reporting to an export manager ## **ó €[Richard Gourlay: Cowden](https://www.richardgourlay.com)ó ¿** Cowden is Richard Gourlay’s business, working in partnership with Alison Gourlay a **Chartered Accountant**. Since 2003 we have provide companies with the support and expertise allowing companies to grow and develop as a successful business with their clear plan to succeed. Cowden has worked with a wide range of companies developing clear strategic direction for owners and leaders of companies over the last 20 years, enabling them to accelerate their growth. Richard has worked with companies from PLC’s including global names like **TUI**, **Office Depot**, and **Caterpillar,** amongst a host of others. Richard works in developing their long-term success by supporting the leadership team create and deliver their strategic shifts in their business models. He has also worked with a wide range of specialist SME businesses from **renewable technology sectors**, **IT**, **SaaS software**, **Fintech**,** SaaS companies and consumer goods** business, in both B2C and B2B specialist product sectors. Richard’s consulting services provides resources, research insight and accelerator skills to businesses across sectors. Supporting leaders identify, map and implement their growth strategy, Richard delivers vision and focus for leaders, enabling aspiring leaders to make the first step in the right direction.   Our joint expertise in strategy, financial accounting, and director support, enables leaders to move their businesses into new emerging or growing markets, making them stronger, more successful within the markets which they operate. From developing a successful [business strategy](https://www.richardgourlay.com/strategic-planning-workshop-grow-your-business/) through to [supporting leaders](https://www.richardgourlay.com/leadership-development-skills-by-richard-gourlay/) directly and as a [NED,](https://www.richardgourlay.com/richard-gourlay-mentoring-leaders-supporting-business-leaders-succeed/) Richard enables business growth and success. Richard provides support to high growth companies and aspirational directors in creating, developing and driving growth. He works with senior leaders and business owners creating the direction and focus which creates and sustains successful businesses. ### **Strategy Development** With 12 year successful strategy development behind him from within the outdoor trade, Richard moved into consultancy providing strategic planning as the fundamental service to businesses and their owners. He has worked with companies as diverse as tourism, even setting up an airline for a client, through to SaaS and AI business models.  Richard’s work in strategy is focused not on theory but on realistic strategic achievement. By understanding leadership aspirations and capabilities, through to understanding market assessments he has worked to create and deliver strategic alignment, growth and success for Busienss owners for over 23 years. From relaunching Craghoppers, to creating Go Outdoors, to Impero Software, Richard finds the next market, accesses finance and people to lead and deliver owners aspirations and achieve the success they aim for. #### People Development [Developing leadership skills, ](https://www.richardgourlay.com/leadership-development-skills-by-richard-gourlay/) competence and confidence is at the heart of what Richard Gourlay delivers to clients. Richard focuses on how to create and sustain a clear achievable vision for the business. Richard supports leaders from strategic planning through to creating and sustaining change towards  delivering precise goals. Richard works in a number of roles from advisor to NED with owners of high growth companies to grow and deliver their personal objectives. Richard delivers people development directly and through partner organisations, delivering director led ILM courses ILM 7 and senior management course ILM 5. He also creates and delivers engaging courses for management development, communication and sales skills. Developing people from leaders to sales people through accredited and non-accredited courses, creates competency and improves capability for people to deliver the required vision.  ## ó €[Richard Gourlay Interim Director and Non Executive Director (NED](https://www.richardgourlay.com/leadership-development-skills-by-richard-gourlay/)ó ¿ó €[)](https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwid9IiM94v0AhXhhP0HHeNLDFgQFnoECAQQAQ&url=https%3A%2F%2Fwww.richardgourlay.com%2Ftag%2Frichard-gourlay%2F&usg=AOvVaw0Lussmyg7xshfMLHFYeYnb)ó ¿ Richard acts as a non-executive director ([**NED**)](https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwid9IiM94v0AhXhhP0HHeNLDFgQFnoECAQQAQ&url=https%3A%2F%2Fwww.richardgourlay.com%2Ftag%2Frichard-gourlay%2F&usg=AOvVaw0Lussmyg7xshfMLHFYeYnb) and interim director, supporting businesses through interim or long-term management consultancy programmes tailored around customer needs. His work is focused around high growth businesses, in market sectors where challenges require innovative strategic thinking. A good NED provides independence, robustness and fresh thinking to a board. They should also bring experience and diversity to provide a board with width to ensure. aboard is not too insular, Ultimately, a good NED must deliver value and support growth and development throughout the organisation. ### ó €[Fractional Chief Marketing Officer CMO](https://www.richardgourlay.com/sales-and-marketing-strategic-success-through-consultancy/)ó ¿ Richard is a Fellow of the Chartered Institute of Marketing FCIM, with a Diploma in Marketing from Moor Hall. His background in marketing and sales started at university when he took over running the Wye College university bar, which was failing and he turned it round into a profitable and highly successful business operation. At Berghaus he worked on developing new premium campaigns to improve the targeting and alignment throughout the marketing and sales funnel. From leading on Berghaus’ inshore shops, to developing new innovative outdoor products and bringing them to target markets, was at the heart of Richard’s marketing work at Berghaus.   Moving to Craghoppers Richard was heavily involved in marketing the brand to target audiences as the sole premium outdoor leader within the business. His work in getting Micheal Palin to wear Craghoppers travel-wear in 1997 Full Circle TV programme and subsequent programmes, Hemingway Adventure and Sahara, established Craghoppers travel-wear as the best premium travel clothing with Kiwi and Barkham nosi-proof ranges.  That success was relaunched for a younger target audiences with Bear Grylls in 2006 onwards. ##### ó €[Fractional Chief Marketing Officer](https://www.richardgourlay.com/sales-and-marketing-strategic-success-through-consultancy/)ó ¿ Richard has been involved as a fractional marketing officer for many companies, undertaking work that includes identifying strategic marketing objectives within emerging markets, through to overseeing operational marketing activity to create and deliver successful marketing results measured by a positive ROI.  Like to learn more then click this link to [marketing services.](https://www.richardgourlay.com/sales-and-marketing-strategic-success-through-consultancy/) ### ó €[F**ractional Chief Commercial Officer CCO**](https://www.richardgourlay.com/sales-and-marketing-strategic-success-through-consultancy/)ó ¿ Richard is often contracted as a fractional chief commercial officer, bringing his sales and marketing knowledge and expertise linked to his successful background in setting up and delivering profitable growth. From starting something new, to pulling commercial elements together into a clear role, Richard brings a clear goal understanding of success to the metrics and activities that generate commercial success.   ##### Fó €[ractional Chief Commercial Officer CCO](https://www.richardgourlay.com/sales-and-marketing-strategic-success-through-consultancy/)ó ¿ Hitting the ground running by making an immediate impact on day one is just the start that Richard brings. Form understanding the value proposition and a company’s Ideal Customer Profile (ICP) in B2B markets ensures resources in marketing and people are focused and motivated towards the right audiences. Like to know more then click to his c[ommercial services. ](http://{"type":"elementor","siteurl":"https://www.richardgourlay.com/wp-json/","elements":[{"id":"eab5e1c","elType":"widget","isInner":false,"isLocked":false,"settings":{"editor":"
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Richard Gourlay is an experienced director and non executive director who provides management consultancy a wide-range of companies over the last 30 years. He provides advice and support to business leaders enabling them to grow and develop their business.
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His experience and expertise enables leaders to grow and develop their business's from start-up to exit. Richard focuses os a strategic business consultant, ensuring at the core of the business there is a solid and sound value proposition that delivers value to customers.
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Richard acts for many business customers as a NED and business advisor, he works with leadership teams creating growth and profitability.
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Richard starts at boardroom level supporting senior people including business owners and directors set their strategic direction, develop new business models and supports leaders implementing strategic changes to their business. He is often involved in developing people, delivering mentoring and training to support people grow into their roles.
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Richard grew up in rural Galloway on the family farm, where he currently lives with his family.
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Richard Gourlay started is career working at Berghaus, which was a privately owned world-class clothing company. This iconic mountaineering brand was a privately owned premium brand in its market. Based in Newcastle Upon Tyne, above L&D Mountain shop on Dean Street and a manufacturing base at Washington Tyne and Wear it was globally recognised for its innovative products and unique and revolutionary business culture, led by its founders Peter Lockey and Gordon Davidson, with Sir Chris Bonnington as its key brand ambassador. A design and made in the UK gave the brand a unique position within the market. Outstanding products beautifully made to the highest standards.
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\"We simply developed and took to market the best technical products in the world that drove the growth of the performance outdoor clothing market\".
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That passion and focus on being world-class in what it designed, made and delivered was held by the whole company which created and sustained that culture and an iconic brand within its sector. Working across the outdoor market the brand delivered British made high performance outdoor clothing and equipment and Italian-made Scarpa footwear.
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The brand supplied around 35 countries world-wide with British-made world-class outdoor performance clothing supplied to hundreds of independent and specialist outdoor retail chains operating in the mountaineering and hill-walking markets. We supplied seasonal ranges of top end clothing
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I remember taking a call from Lillywhites head of of outdoor buying in 1991, who informed me that they had just been doing some renovations and knocked through a wall to find the ballroom which had been abandoned since 1944 when as a hotel it had been bombed during the Second World War. This 5,000sq2 space needed to be filled and would be willing to run it as a concession? Without skipping a beat in the conversation I said \"yes, and can you give me an hour to pull together the team and we will get back to you with our outline proposal\" She said off course, and I ran down to the sales director and reported the opportunity, and highlighted that to secure 5,000sq2 in central London could not be missed, and we had our old trade stand which we were about to replace. That was a Friday, by Monday we had a team on the train (Newcastle to London) to arrange details, put the plan into action including shopping fitting, active stock management, merchandising and staff training. This was successful set-up and run, and on he back of it I set-up a second one later that year at Castle Mountain and Moor in Nottingham. In 2026 Beghaus has gone back into in-store in Manchester.
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The brand's success amongst its core customer base was exceptional. On the back of that it pulled in non-outdoor high-value users which expanded the outdoor market beyond its core base. The business was sold to Pentland PLC who repositioned the brand into a different position down into the mass market. Like to learn more about what the company does today, then click this link to: Berghaus
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In 1995 Richard Gourlay was headhunted to set-up and revive the historic Craghoppers brand. The brand had be bought by Keith Black to relaunch it as a premium outdoor brand within the growing market. Richard's role involved identifying and developing the strategic opportunity for the brand. From initial identification of the target market for the brand, through to creating the market entry strategy, supported by creating the right product mix and service offering within the UK and international markets ,
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From identifying the brand's competitive advantage coupled with changing market demands, Richard was able to define a sustainable competitive position within the market which enabled the brand became the leading outdoor travel brand. The business model was defined and successfully taken to market, providing exactly what the market needed.
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Craghoppers success was due to its response to changing social, economic and environmental changes within the outdoor market. Craghoppers benefited by identifying the opportunities which these changes created and respond to them quickly using the competitive advantages the company had. The demand by outdoor customers to travel and explore was supported by emerging growth of low-cost travel.
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This customer demand was matched by new technology in fabrics and permanent performance treatments, enabling improved lightweight products. Retail business demand for new products resulted in a clear market opportunity for the brand. A position which Craghoppers could exploit and own with the outdoor market.
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Craghoppers developed its unique service offering of rapid supply and resupply which provided a compelling channel partner relationship. This strategic positioning of the Craghoppers brand enabled it to become the fastest growing brand within the sector. Click here to read more about the development of Craghoppers
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Richard was headhunted to join the board of directors of this stand-alone Sheffield store originally called CCC as its strategy, operations and marketing director. Richard started this model when the owner of CCC wanted to retire and approached Richard to ask about options for the family exit. Richard worked with to create a vision for the brand identifying the strategic opportunity for a 'one-stop-shop for the outdoors. This model was then developed the business model that would revolutionise outdoor retailing.
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Richard set an aggressive programme in pace of change, moving the once family owned CCC, in Sheffield into a flagship model of modern retailing as Go Outdoors. He developed a complete internal programme of operations to deliver a modern, cutting-edge outdoor retailer.
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Through strategic planning we created a unique business model for Go-Outdoors. Customer relationship was at the heart of the business supported by our unique loyalty card. The brand was an early adopter of personalised direct marketing to its customers. This innovative approach provided the brand with its sustainable competitive advantage in customer management. By using the Go Outdoors buying power coupled with its retail space the brand provided a genuine one-stop-shop for all outdoor products.
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The unique discount card package created a sustainable competitive advantage to Go Outdoors. By linking all promotions to a simple and effective customer relationship management system Go Outdoors created a direct relationship to its customers. This captured and converted loyalty to a focused strategic direct marketing of customers enhancing their experience of the brand while raising the average spend and visitor frequency through a detailed marketing plan delivered by the retail team of over 50 people. Richard created the model which allowed the business to be rolled out across the UK.
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\"We created the business model for the brand to expand, creating a innovative profitable model which brought in its first external investors with a £15m VC investment\"
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This unique business model enabled Go Outdoors to ride out the foot-and-mouth outbreak, which hammered the industry overnight as countryside was shut down. Go Outdoors went on to be the largest outdoor retailer in Europe being sold onto the high street.
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Learn more about how Richard Gourlay develops a successful business strategy by clicking here: Cowden our approach
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Richard also developed the rapid expansion of the Go-Outdoors brand developing the strategic business model which turned this stand-alone shop into the UK's largest and fastest growing UK retailer. Through strategic planning Richard developed a clear business plan which succeeded in gaining venture capital expansion backing of £15 million, enabling the business to buy multiple identified sites throughout the country starting the Go Outdoors chain.
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This model is still the template for the business today demonstrating the robustness of this strategy, Go Outdoors is the largest outdoor retailer in the country, with stores throughout the UK.
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Richard joined the leadership team of Equip Outdoor Technologies (EOT) as a strategic consultant to develop the the company and its leadership team into a market leading brand within the outdoor performance sector. The company at the time was a specialist product and OEM supplier of accessories for retailers, including hats and gloves.
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After a strategic review and analysis of the available opportunities for growth and strategic fit analysis, Richard identified the ideal opportunity in a highly regarded and technically competent brand looking for a new owner. The business operated from leaking second world-war Nissen huts, too small to operate machinery within and too small an entrance to get a standard sized freight lorry into. The strategic review (SWOT) identified a series of existing strengths, great opportunities but several weaknesses which needed to be addressed to achieve potential growth.
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The business only made accessories in clothing and equipment, small ticket items, while the market spent 60% on clothing, so Equip needed to get into clothing.
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Secondly its operations were one-man band level, everything was run by a single level of support. This set of risks ran throughout the company with only the MD as a back-up. SO over 3 years we implimented the following strategic changes:-
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In buying Rab clothing brand, Equip Outdoor Technologies (EOT) was able to bring its expertise and core competencies to revitalise this historic British brand. Buying the Rab brand opened the company up to the whole outdoor market, increasing turnover by customer, improved margins, better cross-sales, and higher revenue per employee. Matching the Rab brand to Equip's market position aligned the values and cultures of the business.
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I went out and found a new almost perfect large warehouse and office space ideal for the future requirements for the company with further space to expand into. By relocated the business to a new HQ facility which provided a modern scaleable design, operations and warehouse spaces, which included a bonded warehouse space. I even moved the business from its old Nissan huts to the new facility over one weekend, meaning no lost of operating activity. This huge operation included ensuring that all customers new the HQ, numbers moving, and the technical back-up in operations all set up on a shoestring budget.
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We also restructured the in-house team and added in external expertise to strengthen the brand’s ability to target and reach a new emerging market for young outdoor adventures. Ensuring that all operations were at least 3 deep and were being undertaken to the highest standards. That reduced errors, by creating SOP's and management reporting back on results.
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This relocation of EOT company from dilapidated WW2 nissen huts to a cutting edge Derbyshire HQ, with significant capacity to facilitate EOT and Rab to be able to expand its range and stockholding, including building additional functions such as a bonded warehouse, indoor loading and unloading facilities as well as manufacturing capacity with easy access for effective logistics. It created the solid base that has enabled Rab/Equip to grow sustainably for the last 25 years.
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Richard enabled the leadership team to grow the business, by bringing in new people with diverse skills created a leadership team capable of supporting the brand's growth and supporting the re-development and positioning of the Rab brand. The development of the leaderships mindset of moving the brand into the premium outdoor clothing market was critical in ensuring this plan succeeded.
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With the successful acquisition of the Rab brand and redeveloping Equip Outdoor Technologies value proposition, Richard was able to lead the expansion of its brand into 28 export markets through distributors and agents to premium retailers around the world. Setting up agents and distributors across Europe and beyond. Appointing agents throughout Europe reporting to an export manager
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Cowden is Richard Gourlay's business, working in partnership with Alison Gourlay a Chartered Accountant. Since 2003 we have provide companies with the support and expertise allowing companies to grow and develop as a successful business with their clear plan to succeed.
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Cowden has worked with a wide range of companies developing clear strategic direction for owners and leaders of companies over the last 20 years, enabling them to accelerate their growth. Richard has worked with companies from PLC's including global names like TUI, Office Depot, and Caterpillar, amongst a host of others. Richard works in developing their long-term success by supporting the leadership team create and deliver their strategic shifts in their business models.
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He has also worked with a wide range of specialist SME businesses from renewable technology sectors, IT, SaaS software, Fintech, SaaS companies and consumer goods business, in both B2C and B2B specialist product sectors.
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Richard's consulting services provides resources, research insight and accelerator skills to businesses across sectors. Supporting leaders identify, map and implement their growth strategy, Richard delivers vision and focus for leaders, enabling aspiring leaders to make the first step in the right direction.
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Our joint expertise in strategy, financial accounting, and director support, enables leaders to move their businesses into new emerging or growing markets, making them stronger, more successful within the markets which they operate. From developing a successful business strategy through to supporting leaders directly and as a NED, Richard enables business growth and success.
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Richard provides support to high growth companies and aspirational directors in creating, developing and driving growth. He works with senior leaders and business owners creating the direction and focus which creates and sustains successful businesses.
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With 12 year successful strategy development behind him from within the outdoor trade, Richard moved into consultancy providing strategic planning as the fundamental service to businesses and their owners. He has worked with companies as diverse as tourism, even setting up an airline for a client, through to SaaS and AI business models.
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Richard's work in strategy is focused not on theory but on realistic strategic achievement. By understanding leadership aspirations and capabilities, through to understanding market assessments he has worked to create and deliver strategic alignment, growth and success for Busienss owners for over 23 years. From relaunching Craghoppers, to creating Go Outdoors, to Impero Software, Richard finds the next market, accesses finance and people to lead and deliver owners aspirations and achieve the success they aim for.
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Developing leadership skills, competence and confidence is at the heart of what Richard Gourlay delivers to clients. Richard focuses on how to create and sustain a clear achievable vision for the business. Richard supports leaders from strategic planning through to creating and sustaining change towards delivering precise goals. Richard works in a number of roles from advisor to NED with owners of high growth companies to grow and deliver their personal objectives.
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Richard delivers people development directly and through partner organisations, delivering director led ILM courses ILM 7 and senior management course ILM 5. He also creates and delivers engaging courses for management development, communication and sales skills.
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Developing people from leaders to sales people through accredited and non-accredited courses, creates competency and improves capability for people to deliver the required vision.
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Richard acts as a non-executive director (NED) and interim director, supporting businesses through interim or long-term management consultancy programmes tailored around customer needs. His work is focused around high growth businesses, in market sectors where challenges require innovative strategic thinking.
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A good NED provides independence, robustness and fresh thinking to a board. They should also bring experience and diversity to provide a board with width to ensure. aboard is not too insular, Ultimately, a good NED must deliver value and support growth and development throughout the organisation.
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Richard is often contracted as a fractional chief commercial officer, bringing his sales and marketing knowledge and expertise linked to his successful background in setting up and delivering profitable growth. From starting something new, to pulling commercial elements together into a clear role, Richard brings a clear goal understanding of success to the metrics and activities that generate commercial success.
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Hitting the ground running by making an immediate impact on day one is just the start that Richard brings. Form understanding the value proposition and a company's Ideal Customer Profile (ICP) in B2B markets ensures resources in marketing and people are focused and motivated towards the right audiences.
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As an interim director Richard provides leaders teams with a highly experienced strategic leader, often operating as an interim commercial director. His ability to focus on strategic leadership, creating a market focus for growth and change within an organisation enables them to grow and develop intone with growth opportunities with existing and emerging new markets.
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As a Non Executive Director (NED) Richard's external independent advice focus's high growth companies on their strategic goals and supports them keeping them on track to their goals. His external advice and a different perspective provides business leaders with an experienced NED who can add real value to the executive directors.
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Like to discuss how Richard may be able to support you? Then drop me a line click 'Connect to Richard Gourlay now to learn more or contact us at here at Richard Gourlay
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Richard Gourlay's book Strategy: The leader's Role provides a complete step-by-step guide to developing your leadership skills in creating and delivering a successful business strategy.
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With 164 pages broken into chapters covering every aspect of leadership skills needed to create your business strategy, Strategy: The Leader' Role is your step-by-step guide into how to create your bespoke strategic plan for your business.
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To order this book now by clicking the image above or click here.
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Contact Richard Gourlay at Contact Richard Gourlay here, or fill in the form below.
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","_border_hover_transition":{"unit":"px","size":"","sizes":[]},"_mask_switch":"","_mask_shape":"circle","_mask_image":{"url":"","id":"","size":""},"_mask_image_tablet":{"url":"","id":"","size":""},"_mask_image_mobile":{"url":"","id":"","size":""},"_mask_size":"contain","_mask_size_tablet":"","_mask_size_mobile":"","_mask_size_scale":{"unit":"%","size":100,"sizes":[]},"_mask_size_scale_tablet":{"unit":"px","size":"","sizes":[]},"_mask_size_scale_mobile":{"unit":"px","size":"","sizes":[]},"_mask_position":"center 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His ability to focus on strategic leadership, creating a market focus for growth and change within an organisation enables them to grow and develop intone with growth opportunities with existing and emerging new markets. Like other know more about Richard and his Intermin roles then click this link: [Interim director](https://www.richardgourlay.com/non-executive-director/) ### **ó €[Non Executive Director](https://www.richardgourlay.com/non-executive-director/)ó ¿** As a [Non Executive Director (NED)](https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwid9IiM94v0AhXhhP0HHeNLDFgQFnoECAQQAQ&url=https%3A%2F%2Fwww.richardgourlay.com%2Ftag%2Frichard-gourlay%2F&usg=AOvVaw0Lussmyg7xshfMLHFYeYnb) Richard’s external independent advice focus’s high growth companies on their strategic goals and supports them keeping them on track to their goals. His external advice and a different perspective provides business leaders with an experienced **[NED](https://www.richardgourlay.com/non-executive-director/)** who can add real value to the executive directors. Like to discuss how Richard may be able to support you? Then drop me a line click [‘**Connect to Richard Gourlay**](https://www.richardgourlay.com/contact-richard-gourlay-to-discuss-how-we-can-support-you/) now to learn more or contact us at **[here at Richard Gourlay](https://www.richardgourlay.com/profile-richard-gourlay-background-experienced-leadership-consultant/richard@cowdenconsulting.com)** ### **ó €[Strategy The Leader’s Role by Richard Gourlay](https://www.amazon.co.uk/Strategy-Leaders-Successful-leaders-business/dp/1508761965)ó ¿** ### ó €[⌊Strategy: The Leader's Role by Richard Gourlay, the book for entrepreneurs on strategy development⌉⌊Strategy: The Leader's Role by Richard Gourlay, the book for entrepreneurs on strategy development⌉ó €[ ### ó €[**Strategy**: The Leader’s Role by Richard Gourlay](https://www.amazon.co.uk/Strategy-Leaders-Successful-leaders-business/dp/1508761965)ó ¿ Richard Gourlay’s book [Strategy: The leader’s Role](http://www.richardgourlay.com/strategy-the-leaders-role-by-richard-gourlay/) provides a complete step-by-step guide to developing your leadership skills in creating and delivering a successful business strategy. With 164 pages broken into chapters covering every aspect of leadership skills needed to create your business strategy, Strategy: The Leader’ Role is your step-by-step guide into how to create your bespoke strategic plan for your business. To order this book now by clicking the image above or **[click here.](http://www.richardgourlay.com/strategy-the-leaders-role-by-richard-gourlay/)** Contact Richard Gourlay at **[Contact Richard Gourlay here, or fill in the form below.](https://www.richardgourlay.com/contact-richard-gourlay-to-discuss-how-we-can-support-you/)** **Richard Gourlay** Richard Gourlay is an experienced director and non executive director who provides management consultancy a wide-range of companies over the last 30 years.  He provides advice and support to business leaders enabling them to grow and develop their business. His experience and expertise enables leaders to grow and develop their business’s from start-up to exit. Richard focuses os a strategic business consultant, ensuring at the core of the business there is a solid and sound value proposition that delivers value to customers. Richard acts for many business customers as a NED and business advisor, he works with leadership teams creating growth and profitability. Richard starts at boardroom level supporting senior people including business owners and directors set their strategic direction, develop new business models and supports leaders implementing strategic changes to their business. He is often involved in developing people, delivering mentoring and training to support people grow into their roles. ## Background: Richard Gourlay Richard grew up in rural Galloway on the family farm, where he currently lives with his family. Richard Gourlay BSc, DipM, FCIM, ROI (Phillips) ### **ó €[Berghaus](https://www.berghaus.com/brand-history.list)ó ¿** Richard Gourlay started is career working at Berghaus, which was a privately owned world-class clothing company.  This iconic mountaineering brand was a privately owned premium brand in its market. Based in Newcastle Upon Tyne, above L&D Mountain shop on Dean Street and a manufacturing base at Washington Tyne and Wear it was globally recognised for its innovative products and unique and revolutionary business culture, led by its founders Peter Lockey and Gordon Davidson, with Sir Chris Bonnington as its key brand ambassador. A design and made in the UK gave the brand a unique position  within the market. Outstanding products beautifully made to the highest standards. ** ** **“_We simply developed and took to market the best technical products in the world that drove the growth of the performance outdoor clothing marketâ€._** That passion and focus on being world-class in what it designed, made and delivered was held by the whole company which created and sustained that culture and an iconic brand within its sector. Working across the outdoor market the brand delivered British made high performance outdoor clothing and equipment and Italian-made Scarpa footwear. The brand supplied around 35 countries world-wide with British-made world-class outdoor performance clothing supplied to hundreds of independent and specialist outdoor retail chains operating in the mountaineering and hill-walking markets. We supplied seasonal ranges of top end clothing ### Berghaus’ First Stand Alone Store I remember taking a call from Lillywhites head of of outdoor buying in 1991, who informed me that they had just been doing some renovations and knocked through a wall to find the ballroom which had been abandoned since 1944 when as a hotel it had been bombed during the Second World War. This 5,000sq2 space needed to be filled and would be willing to run it as a concession?  Without skipping a beat in the conversation I said “yes, and can you give me an hour to pull together the team and we will get back to you with our outline proposal†She said off course, and I ran down to the sales director and reported the opportunity, and highlighted that to secure 5,000sq2 in central London could not be missed, and we had our old trade stand which we were about to replace.  That was a Friday, by Monday we had a team on the train (Newcastle to London) to arrange details, put the plan into action including shopping fitting, active stock management, merchandising and staff training. This was successful set-up and run, and on he back of it I set-up a second one later that year at Castle Mountain and Moor in Nottingham. In 2026 Beghaus has gone back into in-store in Manchester.  The brand’s success amongst its core customer base was exceptional. On the back of that it pulled in non-outdoor high-value users which expanded the outdoor market beyond its core base. The business was sold to Pentland PLC who repositioned the brand into a different position down into  the mass market. Like to learn more about what the company does today, then click this link to: [Berghaus](https://www.berghaus.com/berghaus-history.html)**** ### **ó €[Craghoppers](https://www.craghoppers.com/community/about-us/)ó ¿** In 1995 Richard Gourlay was headhunted  to set-up and revive the historic Craghoppers brand. The brand had be bought by Keith Black to relaunch it as a premium outdoor brand within the growing market. Richard’s role involved identifying and developing the strategic opportunity for the brand. From initial identification of the target market for the brand, through to creating the market entry strategy, supported by creating the right product mix and service offering  within the UK  and international markets ,  From identifying the brand’s competitive advantage coupled with changing market demands, Richard was able to define a [**sustainable competitive position**](https://cowdenconsulting.blogspot.com) within the market which enabled the brand became the leading outdoor travel brand. The business model was defined and successfully taken to market, providing exactly what the market needed. Craghoppers success was due to its response to changing social, economic and environmental changes within the outdoor market. Craghoppers benefited by identifying the opportunities which these changes created and respond to them quickly using the competitive advantages the company had.  The demand by outdoor customers to travel and explore was supported by emerging growth of low-cost travel. This customer demand was matched by new technology in fabrics and permanent performance treatments, enabling improved lightweight products. Retail business demand for new products resulted in a clear market opportunity for the brand. A position which Craghoppers could exploit and own with the outdoor market. Craghoppers developed its unique service offering of rapid supply and resupply which provided a compelling channel partner relationship. This strategic positioning of the Craghoppers brand enabled it to become the fastest growing brand within the sector._** [Click here to read more about the development of Craghoppers](https://www.craghoppers.com/community/reflecting-on-our-history/)**_ ### **ó €[Go Outdoors Richard Gourlay](https://www.gooutdoors.co.uk/about-us)ó ¿** Richard was headhunted  to join the board of directors of this stand-alone Sheffield store originally called CCC as its **strategy, operations and marketing director.** Richard started this model when the owner of CCC wanted to retire and approached Richard to ask about options for the family exit. Richard worked with to create a vision for the brand identifying the strategic opportunity for a ‘**one-stop-shop for the outdoors’**.  This model was then developed into the business model that would revolutionise outdoor retailing market. Richard set an aggressive programme in pace of change, moving the once family owned CCC, in Sheffield into a flagship model of modern retailing as Go Outdoors. He developed a complete internal programme of operations to deliver a modern, cutting-edge outdoor retailer. Through [strategic planning](https://www.richardgourlay.com/tag/strategic-planning-workshop/) we created a unique business model for **Go-Outdoors.**  Customer relationship was at the heart of the business supported by our unique loyalty card. The brand was an early adopter of personalised direct marketing to its customers. This innovative approach provided the brand with its sustainable competitive advantage in customer management. By using the **Go Outdoors** buying power coupled with its retail space the brand provided a genuine one-stop-shop for all outdoor products. The unique discount card package created a sustainable competitive advantage to ** Go Outdoors**. By linking all promotions to a simple and effective customer relationship management system **Go Outdoors** created a direct relationship to its customers. This captured and converted loyalty to a focused strategic direct marketing of customers enhancing their experience of the brand while raising the average spend and visitor frequency through a detailed marketing plan delivered by the retail team of over 50 people. Richard created the model which allowed the business to be rolled out across the UK, learning from businesses such as IKEA about customer flow and emerging use of loyalty cards to acquire and drive loyalty. _“**We created the business model for the brand to expand, creating a innovative profitable model which brought in its first external investors with a £15m VC investmentâ€**_ This unique business model enabled Go Outdoors to ride out the foot-and-mouth outbreak, which hammered the industry overnight as countryside was shut down. Go Outdoors went on to be the largest outdoor retailer in Europe being sold onto the high street. Learn more about how Richard Gourlay develops a successful business strategy by clicking here:** [Cowden our approach](http://www.cowdenconsulting.com/approach.htm)** Richard also developed the rapid expansion of the **Go-Outdoors** brand developing the strategic business model which turned this stand-alone shop into the UK’s largest and fastest growing UK retailer. Through strategic planning Richard developed a clear business plan which succeeded in gaining [venture capital ](https://yfmep.com/portfolio/go-outdoors) expansion backing of £15 million, enabling the business to buy multiple identified sites throughout the country starting the [Go Outdoors](https://yfmep.com/portfolio/go-outdoors) chain. This model is still the template for the business today demonstrating the robustness of this strategy, [Go Outdoors](https://yfmep.com/portfolio/go-outdoors) is the largest outdoor retailer in the country, with stores throughout the UK. ### **Equip Outdoor Technologies** Richard joined the leadership team of Equip Outdoor Technologies (EOT) as a strategic consultant to the board to develop the company and its leadership team into a market leading brand within the outdoor performance sector. The company at the time was a specialist product and OEM supplier of accessories for retailers, including hats and gloves. While its product reputation was good there was significant work to do to turn Equip into a worl class outdoor brand. #### Strategic Review After a strategic review and analysis of the available opportunities for growth and strategic fit analysis, Richard identified the ideal opportunity in a highly regarded and technically competent brand looking for a new owner.  The business operated from leaking second world-war Nissen huts, too small to operate machinery within and too small an entrance to get a standard sized freight lorry into. The strategic review (SWOT) identified a series of existing strengths, great opportunities but several weaknesses which needed to be addressed to achieve potential growth. The business only made accessories in clothing and equipment, small ticket items, while the market spent 60% on clothing, so Equip needed to get into clothing. Secondly its operations were one-man band level, everything was run by a single level of support.  This set of risks ran throughout the company with only the MD as a back-up. SO over 3 years we implemented the following strategic changes. ### Strategic Solution Delivery In buying Rab clothing brand, Equip Outdoor Technologies (EOT) was able to bring its expertise and core competencies to revitalise this historic British brand. Buying the Rab brand opened the company up to the whole outdoor market, increasing turnover by customer, improved margins, better cross-sales, and higher revenue per employee. Matching the Rab brand to Equip’s market position aligned the values and cultures of the business. I went out and found a new almost perfect large warehouse and office space ideal for the future requirements for the company with further space to expand into. By relocated the business to a new HQ facility which provided a modern scaleable design, operations and warehouse spaces, which included a bonded warehouse space. I even moved the business from its old Nissan huts to the new facility over one weekend, meaning no lost of operating activity. This huge operation included ensuring that all customers new the HQ, numbers moving, and the technical back-up in operations all set up on a shoestring budget. We also restructured the in-house team and added in external expertise to strengthen the brand’s ability to target and reach a new emerging market for young outdoor adventures.  Ensuring that all operations were at least 3 deep and were being undertaken to the highest standards. That reduced errors, by creating SOP’s and management reporting back on results.  This relocation of EOT company from dilapidated WW2 nissen huts to a cutting edge Derbyshire HQ, with significant capacity to facilitate EOT and Rab to be able to expand its range and stockholding, including building additional functions such as a bonded warehouse, indoor loading and unloading facilities as well as manufacturing capacity with easy access for effective logistics. It created the solid base that has enabled Rab/Equip to grow sustainably for the last 25 years. Richard enabled the leadership team to grow the business, by bringing in new people with diverse skills created a leadership team capable of supporting the brand’s growth and supporting the re-development and positioning of the Rab brand. The development of the leaderships mindset of moving the brand into the premium outdoor clothing market was critical in ensuring this plan succeeded. ### **ó €[Rab ](https://rab.equipment/uk/our-story)ó ¿/ Equip Outdoor Technologies **Growth With the successful acquisition of the [Rab brand](https://rab.equipment/uk/we-are) and redeveloping [Equip Outdoor Technolog](https://equipuk.com)ies value proposition, Richard was able to lead the expansion of its brand into 28 export markets through distributors and agents to premium retailers around the world. Setting up agents and distributors across Europe and beyond.  Appointing agents throughout Europe reporting to an export manager to oversee this expansion. ## **ó €[Cowden Richard Gourlay](https://www.richardgourlay.com)ó ¿** Cowden is Richard Gourlay’s business, working in partnership with Alison Gourlay a **Chartered Accountant**. Since 2003 we have provide companies with the support and expertise allowing companies to grow and develop as a successful business with their clear plan to succeed. Cowden has worked with a wide range of companies developing clear strategic direction for owners and leaders of companies over the last 20 years, enabling them to accelerate their growth. Richard has worked with companies from PLC’s including global names like **TUI**, **Office Depot**, and **Caterpillar,** amongst a host of others. Richard works in developing their long-term success by supporting the leadership team create and deliver their strategic shifts in their business models. He has also worked with a wide range of specialist SME businesses from **renewable technology sectors**, **IT**, **SaaS software**, **Fintech**,** SaaS companies and consumer goods** business, in both B2C and B2B specialist product sectors. Richard’s consulting services provides resources, research insight and accelerator skills to businesses across sectors. Supporting leaders identify, map and implement their growth strategy, Richard delivers vision and focus for leaders, enabling aspiring leaders to make the first step in the right direction.   Our joint expertise in strategy, financial accounting, and director support, enables leaders to move their businesses into new emerging or growing markets, making them stronger, more successful within the markets which they operate. From developing a successful [business strategy](https://www.richardgourlay.com/strategic-planning-workshop-grow-your-business/) through to [supporting leaders](https://www.richardgourlay.com/leadership-development-skills-by-richard-gourlay/) directly and as a [NED,](https://www.richardgourlay.com/richard-gourlay-mentoring-leaders-supporting-business-leaders-succeed/) Richard enables business growth and success. Richard provides support to high growth companies and aspirational directors in creating, developing and driving growth. He works with senior leaders and business owners creating the direction and focus which creates and sustains successful businesses. ### **Strategy Development** With 12 year successful strategy development behind him from within the outdoor trade, Richard moved into consultancy providing strategic planning as the fundamental service to businesses and their owners. He has worked with companies as diverse as tourism, even setting up an airline for a client, through to SaaS and AI business models.  Richard’s work in strategy is focused not on theory but on realistic strategic achievement. By understanding leadership aspirations and capabilities, through to understanding market assessments he has worked to create and deliver strategic alignment, growth and success for Busienss owners for over 23 years. From relaunching Craghoppers, to creating Go Outdoors, to Impero Software, Richard finds the next market, accesses finance and people to lead and deliver owners aspirations and achieve the success they aim for. #### People Development [Developing leadership skills, ](https://www.richardgourlay.com/leadership-development-skills-by-richard-gourlay/) competence and confidence is at the heart of what Richard Gourlay delivers to clients. Richard focuses on how to create and sustain a clear achievable vision for the business. Richard supports leaders from strategic planning through to creating and sustaining change towards  delivering precise goals. Richard works in a number of roles from advisor to NED with owners of high growth companies to grow and deliver their personal objectives. Richard delivers people development directly and through partner organisations, delivering director led ILM courses ILM 7 and senior management course ILM 5. He also creates and delivers engaging courses for management development, communication and sales skills. Developing people from leaders to sales people through accredited and non-accredited courses, creates competency and improves capability for people to deliver the required vision.  ## ó €[Richard Gourlay Interim Director and Non Executive Director (NED](https://www.richardgourlay.com/leadership-development-skills-by-richard-gourlay/)ó ¿ó €[)](https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwid9IiM94v0AhXhhP0HHeNLDFgQFnoECAQQAQ&url=https%3A%2F%2Fwww.richardgourlay.com%2Ftag%2Frichard-gourlay%2F&usg=AOvVaw0Lussmyg7xshfMLHFYeYnb)ó ¿ Richard acts as a non-executive director ([**NED**)](https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwid9IiM94v0AhXhhP0HHeNLDFgQFnoECAQQAQ&url=https%3A%2F%2Fwww.richardgourlay.com%2Ftag%2Frichard-gourlay%2F&usg=AOvVaw0Lussmyg7xshfMLHFYeYnb) and interim director, supporting businesses through interim or long-term management consultancy programmes tailored around customer needs. His work is focused around high growth businesses, in market sectors where challenges require innovative strategic thinking. A good NED provides independence, robustness and fresh thinking to a board. They should also bring experience and diversity to provide a board with width to ensure. aboard is not too insular, Ultimately, a good NED must deliver value and support growth and development throughout the organisation. ### ó €[Fractional Chief Marketing Officer CMO](https://www.richardgourlay.com/sales-and-marketing-strategic-success-through-consultancy/)ó ¿ Richard is a Fellow of the Chartered Institute of Marketing FCIM, with a Diploma in Marketing from Moor Hall. His background in marketing and sales started at university when he took over running the Wye College university bar, which was failing and he turned it round into a profitable and highly successful business operation. At Berghaus he worked on developing new premium campaigns to improve the targeting and alignment throughout the marketing and sales funnel. From leading on Berghaus’ inshore shops, to developing new innovative outdoor products and bringing them to target markets, was at the heart of Richard’s marketing work at Berghaus.   Moving to Craghoppers Richard was heavily involved in marketing the brand to target audiences as the sole premium outdoor leader within the business. His work in getting Micheal Palin to wear Craghoppers travel-wear in 1997 Full Circle TV programme and subsequent programmes, Hemingway Adventure and Sahara, established Craghoppers travel-wear as the best premium travel clothing with Kiwi and Barkham nosi-proof ranges.  That success was relaunched for a younger target audiences with Bear Grylls in 2006 onwards. ##### ó €[Fractional Chief Marketing Officer](https://www.richardgourlay.com/sales-and-marketing-strategic-success-through-consultancy/)ó ¿ Richard has been involved as a fractional marketing officer for many companies, undertaking work that includes identifying strategic marketing objectives within emerging markets, through to overseeing operational marketing activity to create and deliver successful marketing results measured by a positive ROI.  Like to learn more then click this link to [marketing services.](https://www.richardgourlay.com/sales-and-marketing-strategic-success-through-consultancy/) ### ó €[F**ractional Chief Commercial Officer CCO**](https://www.richardgourlay.com/sales-and-marketing-strategic-success-through-consultancy/)ó ¿ Richard is often contracted as a fractional chief commercial officer, bringing his sales and marketing knowledge and expertise linked to his successful background in setting up and delivering profitable growth. From starting something new, to pulling commercial elements together into a clear role, Richard brings a clear goal understanding of success to the metrics and activities that generate commercial success.   ##### Fó €[ractional Chief Commercial Officer CCO](https://www.richardgourlay.com/sales-and-marketing-strategic-success-through-consultancy/)ó ¿ Hitting the ground running by making an immediate impact on day one is just the start that Richard brings. Form understanding the value proposition and a company’s Ideal Customer Profile (ICP) in B2B markets ensures resources in marketing and people are focused and motivated towards the right audiences. Like to know more then click to his c[ommercial services. ](http://{"type":"elementor","siteurl":"https://www.richardgourlay.com/wp-json/","elements":[{"id":"eab5e1c","elType":"widget","isInner":false,"isLocked":false,"settings":{"editor":"
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Richard Gourlay is an experienced director and non executive director who provides management consultancy a wide-range of companies over the last 30 years. He provides advice and support to business leaders enabling them to grow and develop their business.
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His experience and expertise enables leaders to grow and develop their business's from start-up to exit. Richard focuses os a strategic business consultant, ensuring at the core of the business there is a solid and sound value proposition that delivers value to customers.
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Richard acts for many business customers as a NED and business advisor, he works with leadership teams creating growth and profitability.
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Richard starts at boardroom level supporting senior people including business owners and directors set their strategic direction, develop new business models and supports leaders implementing strategic changes to their business. He is often involved in developing people, delivering mentoring and training to support people grow into their roles.
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Richard grew up in rural Galloway on the family farm, where he currently lives with his family.
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Richard Gourlay started is career working at Berghaus, which was a privately owned world-class clothing company. This iconic mountaineering brand was a privately owned premium brand in its market. Based in Newcastle Upon Tyne, above L&D Mountain shop on Dean Street and a manufacturing base at Washington Tyne and Wear it was globally recognised for its innovative products and unique and revolutionary business culture, led by its founders Peter Lockey and Gordon Davidson, with Sir Chris Bonnington as its key brand ambassador. A design and made in the UK gave the brand a unique position within the market. Outstanding products beautifully made to the highest standards.
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\"We simply developed and took to market the best technical products in the world that drove the growth of the performance outdoor clothing market\".
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That passion and focus on being world-class in what it designed, made and delivered was held by the whole company which created and sustained that culture and an iconic brand within its sector. Working across the outdoor market the brand delivered British made high performance outdoor clothing and equipment and Italian-made Scarpa footwear.
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The brand supplied around 35 countries world-wide with British-made world-class outdoor performance clothing supplied to hundreds of independent and specialist outdoor retail chains operating in the mountaineering and hill-walking markets. We supplied seasonal ranges of top end clothing
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I remember taking a call from Lillywhites head of of outdoor buying in 1991, who informed me that they had just been doing some renovations and knocked through a wall to find the ballroom which had been abandoned since 1944 when as a hotel it had been bombed during the Second World War. This 5,000sq2 space needed to be filled and would be willing to run it as a concession? Without skipping a beat in the conversation I said \"yes, and can you give me an hour to pull together the team and we will get back to you with our outline proposal\" She said off course, and I ran down to the sales director and reported the opportunity, and highlighted that to secure 5,000sq2 in central London could not be missed, and we had our old trade stand which we were about to replace. That was a Friday, by Monday we had a team on the train (Newcastle to London) to arrange details, put the plan into action including shopping fitting, active stock management, merchandising and staff training. This was successful set-up and run, and on he back of it I set-up a second one later that year at Castle Mountain and Moor in Nottingham. In 2026 Beghaus has gone back into in-store in Manchester.
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The brand's success amongst its core customer base was exceptional. On the back of that it pulled in non-outdoor high-value users which expanded the outdoor market beyond its core base. The business was sold to Pentland PLC who repositioned the brand into a different position down into the mass market. Like to learn more about what the company does today, then click this link to: Berghaus
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In 1995 Richard Gourlay was headhunted to set-up and revive the historic Craghoppers brand. The brand had be bought by Keith Black to relaunch it as a premium outdoor brand within the growing market. Richard's role involved identifying and developing the strategic opportunity for the brand. From initial identification of the target market for the brand, through to creating the market entry strategy, supported by creating the right product mix and service offering within the UK and international markets ,
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From identifying the brand's competitive advantage coupled with changing market demands, Richard was able to define a sustainable competitive position within the market which enabled the brand became the leading outdoor travel brand. The business model was defined and successfully taken to market, providing exactly what the market needed.
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Craghoppers success was due to its response to changing social, economic and environmental changes within the outdoor market. Craghoppers benefited by identifying the opportunities which these changes created and respond to them quickly using the competitive advantages the company had. The demand by outdoor customers to travel and explore was supported by emerging growth of low-cost travel.
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This customer demand was matched by new technology in fabrics and permanent performance treatments, enabling improved lightweight products. Retail business demand for new products resulted in a clear market opportunity for the brand. A position which Craghoppers could exploit and own with the outdoor market.
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Craghoppers developed its unique service offering of rapid supply and resupply which provided a compelling channel partner relationship. This strategic positioning of the Craghoppers brand enabled it to become the fastest growing brand within the sector. Click here to read more about the development of Craghoppers
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Richard was headhunted to join the board of directors of this stand-alone Sheffield store originally called CCC as its strategy, operations and marketing director. Richard started this model when the owner of CCC wanted to retire and approached Richard to ask about options for the family exit. Richard worked with to create a vision for the brand identifying the strategic opportunity for a 'one-stop-shop for the outdoors. This model was then developed the business model that would revolutionise outdoor retailing.
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Richard set an aggressive programme in pace of change, moving the once family owned CCC, in Sheffield into a flagship model of modern retailing as Go Outdoors. He developed a complete internal programme of operations to deliver a modern, cutting-edge outdoor retailer.
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Through strategic planning we created a unique business model for Go-Outdoors. Customer relationship was at the heart of the business supported by our unique loyalty card. The brand was an early adopter of personalised direct marketing to its customers. This innovative approach provided the brand with its sustainable competitive advantage in customer management. By using the Go Outdoors buying power coupled with its retail space the brand provided a genuine one-stop-shop for all outdoor products.
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The unique discount card package created a sustainable competitive advantage to Go Outdoors. By linking all promotions to a simple and effective customer relationship management system Go Outdoors created a direct relationship to its customers. This captured and converted loyalty to a focused strategic direct marketing of customers enhancing their experience of the brand while raising the average spend and visitor frequency through a detailed marketing plan delivered by the retail team of over 50 people. Richard created the model which allowed the business to be rolled out across the UK.
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\"We created the business model for the brand to expand, creating a innovative profitable model which brought in its first external investors with a £15m VC investment\"
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This unique business model enabled Go Outdoors to ride out the foot-and-mouth outbreak, which hammered the industry overnight as countryside was shut down. Go Outdoors went on to be the largest outdoor retailer in Europe being sold onto the high street.
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Learn more about how Richard Gourlay develops a successful business strategy by clicking here: Cowden our approach
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Richard also developed the rapid expansion of the Go-Outdoors brand developing the strategic business model which turned this stand-alone shop into the UK's largest and fastest growing UK retailer. Through strategic planning Richard developed a clear business plan which succeeded in gaining venture capital expansion backing of £15 million, enabling the business to buy multiple identified sites throughout the country starting the Go Outdoors chain.
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This model is still the template for the business today demonstrating the robustness of this strategy, Go Outdoors is the largest outdoor retailer in the country, with stores throughout the UK.
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Richard joined the leadership team of Equip Outdoor Technologies (EOT) as a strategic consultant to develop the the company and its leadership team into a market leading brand within the outdoor performance sector. The company at the time was a specialist product and OEM supplier of accessories for retailers, including hats and gloves.
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After a strategic review and analysis of the available opportunities for growth and strategic fit analysis, Richard identified the ideal opportunity in a highly regarded and technically competent brand looking for a new owner. The business operated from leaking second world-war Nissen huts, too small to operate machinery within and too small an entrance to get a standard sized freight lorry into. The strategic review (SWOT) identified a series of existing strengths, great opportunities but several weaknesses which needed to be addressed to achieve potential growth.
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The business only made accessories in clothing and equipment, small ticket items, while the market spent 60% on clothing, so Equip needed to get into clothing.
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Secondly its operations were one-man band level, everything was run by a single level of support. This set of risks ran throughout the company with only the MD as a back-up. SO over 3 years we implimented the following strategic changes:-
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In buying Rab clothing brand, Equip Outdoor Technologies (EOT) was able to bring its expertise and core competencies to revitalise this historic British brand. Buying the Rab brand opened the company up to the whole outdoor market, increasing turnover by customer, improved margins, better cross-sales, and higher revenue per employee. Matching the Rab brand to Equip's market position aligned the values and cultures of the business.
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I went out and found a new almost perfect large warehouse and office space ideal for the future requirements for the company with further space to expand into. By relocated the business to a new HQ facility which provided a modern scaleable design, operations and warehouse spaces, which included a bonded warehouse space. I even moved the business from its old Nissan huts to the new facility over one weekend, meaning no lost of operating activity. This huge operation included ensuring that all customers new the HQ, numbers moving, and the technical back-up in operations all set up on a shoestring budget.
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We also restructured the in-house team and added in external expertise to strengthen the brand’s ability to target and reach a new emerging market for young outdoor adventures. Ensuring that all operations were at least 3 deep and were being undertaken to the highest standards. That reduced errors, by creating SOP's and management reporting back on results.
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This relocation of EOT company from dilapidated WW2 nissen huts to a cutting edge Derbyshire HQ, with significant capacity to facilitate EOT and Rab to be able to expand its range and stockholding, including building additional functions such as a bonded warehouse, indoor loading and unloading facilities as well as manufacturing capacity with easy access for effective logistics. It created the solid base that has enabled Rab/Equip to grow sustainably for the last 25 years.
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Richard enabled the leadership team to grow the business, by bringing in new people with diverse skills created a leadership team capable of supporting the brand's growth and supporting the re-development and positioning of the Rab brand. The development of the leaderships mindset of moving the brand into the premium outdoor clothing market was critical in ensuring this plan succeeded.
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With the successful acquisition of the Rab brand and redeveloping Equip Outdoor Technologies value proposition, Richard was able to lead the expansion of its brand into 28 export markets through distributors and agents to premium retailers around the world. Setting up agents and distributors across Europe and beyond. Appointing agents throughout Europe reporting to an export manager
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Cowden is Richard Gourlay's business, working in partnership with Alison Gourlay a Chartered Accountant. Since 2003 we have provide companies with the support and expertise allowing companies to grow and develop as a successful business with their clear plan to succeed.
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Cowden has worked with a wide range of companies developing clear strategic direction for owners and leaders of companies over the last 20 years, enabling them to accelerate their growth. Richard has worked with companies from PLC's including global names like TUI, Office Depot, and Caterpillar, amongst a host of others. Richard works in developing their long-term success by supporting the leadership team create and deliver their strategic shifts in their business models.
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He has also worked with a wide range of specialist SME businesses from renewable technology sectors, IT, SaaS software, Fintech, SaaS companies and consumer goods business, in both B2C and B2B specialist product sectors.
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Richard's consulting services provides resources, research insight and accelerator skills to businesses across sectors. Supporting leaders identify, map and implement their growth strategy, Richard delivers vision and focus for leaders, enabling aspiring leaders to make the first step in the right direction.
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Our joint expertise in strategy, financial accounting, and director support, enables leaders to move their businesses into new emerging or growing markets, making them stronger, more successful within the markets which they operate. From developing a successful business strategy through to supporting leaders directly and as a NED, Richard enables business growth and success.
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Richard provides support to high growth companies and aspirational directors in creating, developing and driving growth. He works with senior leaders and business owners creating the direction and focus which creates and sustains successful businesses.
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With 12 year successful strategy development behind him from within the outdoor trade, Richard moved into consultancy providing strategic planning as the fundamental service to businesses and their owners. He has worked with companies as diverse as tourism, even setting up an airline for a client, through to SaaS and AI business models.
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Richard's work in strategy is focused not on theory but on realistic strategic achievement. By understanding leadership aspirations and capabilities, through to understanding market assessments he has worked to create and deliver strategic alignment, growth and success for Busienss owners for over 23 years. From relaunching Craghoppers, to creating Go Outdoors, to Impero Software, Richard finds the next market, accesses finance and people to lead and deliver owners aspirations and achieve the success they aim for.
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Developing leadership skills, competence and confidence is at the heart of what Richard Gourlay delivers to clients. Richard focuses on how to create and sustain a clear achievable vision for the business. Richard supports leaders from strategic planning through to creating and sustaining change towards delivering precise goals. Richard works in a number of roles from advisor to NED with owners of high growth companies to grow and deliver their personal objectives.
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Richard delivers people development directly and through partner organisations, delivering director led ILM courses ILM 7 and senior management course ILM 5. He also creates and delivers engaging courses for management development, communication and sales skills.
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Developing people from leaders to sales people through accredited and non-accredited courses, creates competency and improves capability for people to deliver the required vision.
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Richard acts as a non-executive director (NED) and interim director, supporting businesses through interim or long-term management consultancy programmes tailored around customer needs. His work is focused around high growth businesses, in market sectors where challenges require innovative strategic thinking.
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A good NED provides independence, robustness and fresh thinking to a board. They should also bring experience and diversity to provide a board with width to ensure. aboard is not too insular, Ultimately, a good NED must deliver value and support growth and development throughout the organisation.
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Richard is often contracted as a fractional chief commercial officer, bringing his sales and marketing knowledge and expertise linked to his successful background in setting up and delivering profitable growth. From starting something new, to pulling commercial elements together into a clear role, Richard brings a clear goal understanding of success to the metrics and activities that generate commercial success.
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Hitting the ground running by making an immediate impact on day one is just the start that Richard brings. Form understanding the value proposition and a company's Ideal Customer Profile (ICP) in B2B markets ensures resources in marketing and people are focused and motivated towards the right audiences.
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As an interim director Richard provides leaders teams with a highly experienced strategic leader, often operating as an interim commercial director. His ability to focus on strategic leadership, creating a market focus for growth and change within an organisation enables them to grow and develop intone with growth opportunities with existing and emerging new markets.
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As a Non Executive Director (NED) Richard's external independent advice focus's high growth companies on their strategic goals and supports them keeping them on track to their goals. His external advice and a different perspective provides business leaders with an experienced NED who can add real value to the executive directors.
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Like to discuss how Richard may be able to support you? Then drop me a line click 'Connect to Richard Gourlay now to learn more or contact us at here at Richard Gourlay
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Richard Gourlay's book Strategy: The leader's Role provides a complete step-by-step guide to developing your leadership skills in creating and delivering a successful business strategy.
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With 164 pages broken into chapters covering every aspect of leadership skills needed to create your business strategy, Strategy: The Leader' Role is your step-by-step guide into how to create your bespoke strategic plan for your business.
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To order this book now by clicking the image above or click here.
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Contact Richard Gourlay at Contact Richard Gourlay here, or fill in the form below.
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center","_mask_position_tablet":"","_mask_position_mobile":"","_mask_position_x":{"unit":"%","size":0,"sizes":[]},"_mask_position_x_tablet":{"unit":"px","size":"","sizes":[]},"_mask_position_x_mobile":{"unit":"px","size":"","sizes":[]},"_mask_position_y":{"unit":"%","size":0,"sizes":[]},"_mask_position_y_tablet":{"unit":"px","size":"","sizes":[]},"_mask_position_y_mobile":{"unit":"px","size":"","sizes":[]},"_mask_repeat":"no-repeat","_mask_repeat_tablet":"","_mask_repeat_mobile":"","hide_desktop":"","hide_tablet":"","hide_mobile":""},"defaultEditSettings":{"defaultEditRoute":"content"},"interactions":{},"elements":[],"widgetType":"text-editor","htmlCache":"","editSettings":{"defaultEditRoute":"content","panel":{"activeTab":"content","activeSection":"section_editor"}}}]}) ### **Interim Director** As an interim director Richard provides leaders teams with a highly experienced strategic leader, often operating as an interim commercial director. His ability to focus on strategic leadership, creating a market focus for growth and change within an organisation enables them to grow and develop intone with growth opportunities with existing and emerging new markets. Like other know more about Richard and his Intermin roles then click this link: [Interim director](https://www.richardgourlay.com/non-executive-director/) ### **ó €[Non Executive Director](https://www.richardgourlay.com/non-executive-director/)ó ¿** As a [Non Executive Director (NED)](https://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=&cad=rja&uact=8&ved=2ahUKEwid9IiM94v0AhXhhP0HHeNLDFgQFnoECAQQAQ&url=https%3A%2F%2Fwww.richardgourlay.com%2Ftag%2Frichard-gourlay%2F&usg=AOvVaw0Lussmyg7xshfMLHFYeYnb) Richard’s external independent advice focus’s high growth companies on their strategic goals and supports them keeping them on track to their goals. His external advice and a different perspective provides business leaders with an experienced **[NED](https://www.richardgourlay.com/non-executive-director/)** who can add real value to the executive directors. Like to discuss how Richard may be able to support you? Then drop me a line click [‘**Connect to Richard Gourlay**](https://www.richardgourlay.com/contact-richard-gourlay-to-discuss-how-we-can-support-you/) now to learn more or contact us at **[here at Richard Gourlay](https://www.richardgourlay.com/profile-richard-gourlay-background-experienced-leadership-consultant/richard@cowdenconsulting.com)** ### **ó €[Strategy The Leader’s Role by Richard Gourlay](https://www.amazon.co.uk/Strategy-Leaders-Successful-leaders-business/dp/1508761965)ó ¿** ### ó €[⌊Strategy: The Leader's Role by Richard Gourlay, the book for entrepreneurs on strategy development⌉⌊Strategy: The Leader's Role by Richard Gourlay, the book for entrepreneurs on strategy development⌉ó €[ ### ó €[**Strategy**: The Leader’s Role by Richard Gourlay](https://www.amazon.co.uk/Strategy-Leaders-Successful-leaders-business/dp/1508761965)ó ¿ Richard Gourlay’s book [Strategy: The leader’s Role](http://www.richardgourlay.com/strategy-the-leaders-role-by-richard-gourlay/) provides a complete step-by-step guide to developing your leadership skills in creating and delivering a successful business strategy. With 164 pages broken into chapters covering every aspect of leadership skills needed to create your business strategy, Strategy: The Leader’ Role is your step-by-step guide into how to create your bespoke strategic plan for your business. To order this book now by clicking the image above or **[click here.](http://www.richardgourlay.com/strategy-the-leaders-role-by-richard-gourlay/)** Contact Richard Gourlay at **[Contact Richard Gourlay here, or fill in the form below.](https://www.richardgourlay.com/contact-richard-gourlay-to-discuss-how-we-can-support-you/)** Please enable JavaScript in your browser to complete this form. Please enable JavaScript in your browser to complete this form. Name First Last Email Email Confirm Email Telephone Number Customers telephone number I help How How can I help you? How can I help you with your business or leadership skills?