Profile - John Graham: MD who turned his love of the outdoors into business success

JOHN Graham doesn't do things by halves.

In March 2007, when his outdoor retail chain GO Outdoors was on the brink of rapid expansion, he seriously injured himself in a motorbike accident, breaking his neck and pelvis in two places and destroying his right hand and elbow, among other injuries.

Within three weeks he was back at work – conducting meetings as he lay in agony on the office floor.

"I wouldn't recommend it to anyone," he admitted. "But I had no choice. We were completely changing our computer system, which didn't work for the first three months, and opening two superstores in Wigan and Loughbrough.

"It was about the most challenging period we had ever faced. I didn't have with me the team I've got now and the business was in need of direction and leadership."

It's Graham's determination that sees Sheffield-based GO Outdoors carrying out a huge expansion plan during high-levels of economic uncertainty.

In 2009, the company grew by 80 per cent to a 75m turnover, with 22 superstores across the UK and 1,100 staff.

It has opened 10 stores in the last 12 months, with another four planned by the end of 2010 and a further 10 in 2011.

In the next four or five years, Graham aims to have 100 stores in his portfolio.

GO Outdoors is cashing in on the growing numbers of Britons who are taking country holidays close to home.

"One of the results of the recession is the staycation situation," said Graham. "Although the last few years have been generally very tough for people and the economy, anyone in the outdoor trade who has the right range of products should have enjoyed some growth because of the extra people staying in Britain and going outdoors."

Its expansion began in earnest in 2008 when the company, which already had nine stores, secured an 18m banking deal.

"We had already established a very successful outdoors retail model. Our plan was to build on this by opening more large retail destination stores," said Graham."

In addition, properties the company previously couldn't afford were coming into its price range and expansion took off.

"We grew at a rate that was controllable and had things slowed down we would have slowed down our store openings and we would have been fine, said Graham.

The company was founded as CCC more than 40 years ago with a single store in Sheffield. In 1998, it was the subject of a buy-in management buyout led by Graham and Paul Caplan, the chairman.

It was Graham's lifetime passion for the great outdoors that led to the move.

Born and brought up in Snowdonia, North Wales, he was the youngest of four children and became an enthusiastic walker and accomplished climber from a young age.

His father died when he was 11 years old and, five years later, his mother decided to move to Bolton in Lancashire. "I didn't want to go so I stayed behind," he said.

He spent five years living a nomadic lifestyle, sleeping in barns, derelict caravans, bus shelters and public toilets, working for foresters and builders for cash and climbing whenever he could.

At the age of 21 he moved to London with dreams of becoming a doctor. "I realised that if I wasn't careful I was going to become a climbing hippie because it was easy," he said.

But the pressures of studying at college during the day and working to pay the bills at night proved too much.

He was struck down with pneumonia and after recovering he abandoned his medical dreams and went to work on a building site instead.

At the age of 28, Graham and his then wife, moved to Sheffield where he became an outdoor pursuits instructor but after 18 months decided he needed a new challenge. "I decided to work in outdoor retail, learn all about it and develop a business," he said.

After working his way up to general manager at a retail store, he went on to work at CCC. Within weeks he had agreed to buy the business and, together with Caplan, he signed the deal in May 1998.

"I wanted a business that would have everything for everybody, in every category, from inexpensive entry level to something you'd buy for the Himalayas," he said. "But I was really naive at first."

GO Outdoors stocks about 200 brands. It's core areas are walking and camping products but in the last two years it has also introduced cycling, horse riding, running and fishing. The next plans are for sky diving, paragliding and hangliding.

"Eventually, if you were to go into our largest stores in 2014 my dream is that you'd find every outdoor pursuit catered for," said Graham.

He insists that he wants to grow the business himself rather than sell it but admitted that if someone offered him the right amount he would consider it.

He plans to expand the GO Outdoors nationwide but, in Yorkshire, stores in Hull and York are on the agenda as well as a second store in Leeds to add to the one in Pudsey. He also wants to relocate the Sheffield store to a bigger site.

"An important part of our formula is that we have these out-of-town stand-alone sites with free parking. You won't find us next door to other retailers," he said. "Customers want to find their favourite brands. As we grow, I want to entice more of people's favourite brands to come and work with us."

As for his adventurous streak, Graham insists it's still there after the accident but he's more aware of his own mortality.

"I'm still in body recovery mode – going to the gym, seeing the physio twice a week, building myself back up, but I can climb again now.

"My right arm won't straighten but I still do everything I used to, apart from ride a motorbike. That's not because I can't, it's because I promised my two teenage daughters that I wouldn't ride again because

they were so upset when it happened."

He added: "I'm as focused and adventurous as I ever was but the accident has changed the mechanics of my body. It doesn't quite work the same so I have to treat it with much more respect.

"I've always had a good attitude to risk but what I didn't appreciate before the accident was that if it goes wrong and you pay the price by losing your life, the people that you leave behind, and the chaos and sadness, is such a selfish and high price to pay.

"What I do now is modify what I do so that I don't put my life at risk any more. I'm as happy now having a walk in the Peak District as I was going climbing in the Alps. I just like the outdoors."

JOHN GRAHAM

Title: Managing director of GO Outdoors

Date of birth: February 12, 1962

Education: Ysgol Ardudwy secondary school in Harlech, North Wales

First job: Digging ditches to lay drainage

Favourite song: In The Arms of An Angel, by Celtic Woman

Car driven: Range Rover

Favourite film: Lord of the Rings

Favourite holiday destination: Yosemite National Park in California

Last book read: The Kite Runner, by Khaled Hosseini

What I am most proud of: My relationship with my daughters