Mike Wood | Founder & Managing Director of Players Sports

I’m Mike Wood - a New Zealander who grew up sport-mad, and somehow managed to turn that obsession into a career that’s now spanned more than two decades in the sporting goods industry.

I’m the Founder and Managing Director of Players Sports, a specialist sports retailer built to serve people who genuinely play, coach, support, and love sport. Everything we do - from the brands we stock to the advice we give - comes back to that simple idea.

Growing Up With Sport in New Zealand

I grew up in Karaka, South Auckland, playing cricket and rugby from a young age. Like a lot of Kiwi kids, sport wasn’t something I did - it was just part of life. I still think about that version of myself often, and how important good gear, good advice, and genuine support can be for young athletes and their families.

That connection to grassroots sport still shapes how I think about Players Sports today, and it’s a big reason why programmes like the Players Scholarships exist - giving back to the same sporting community that shaped me.

School, Study, and Early Foundations

I attended Saint Kentigern College, where I was fortunate to play both 1st XV rugby and 1st XI cricket in my final two years. From there, I moved to Hamilton to study at Waikato Institute of Technology (Wintec), completing a Bachelor of Sport & Exercise Science.

That degree gave me a strong grounding in how athletes move, train, recover, and perform - knowledge that still influences how I look at footwear, equipment, and apparel today.

Ireland, Rugby, and Retail Experience

After finishing my studies, I headed to Ireland to play rugby. While there, I worked for Intersport Elverys, Ireland’s largest sporting goods retailer, for two years. That experience gave me my first real exposure to large-scale sports retail - from stock management and merchandising to customer service at volume.

I returned to New Zealand in 2005, knowing that sport - and sporting goods - was where I wanted to build my career.

Wholesale Experience With Gray-Nicolls Sports

In 2005, I joined Gray-Nicolls Sports, starting as Upper North Island Key Account Manager. Over the next seven years, I worked across sales, product education, and relationship management before being promoted to New Zealand Sales Manager.

During that time, I worked closely with retailers, national sporting bodies, and major brands including Gray-Nicolls, Grays, Steeden, Gilbert, and Yonex. Some standout experiences included:

• Representing Yonex at the ASB Classic for multiple years

• Being involved with the 2011 Rugby World Cup through Gilbert as the official ball

• Netball New Zealand activations with Gilbert

• Facilitating sponsorships with the BLACKCAPS using Gray-Nicolls

• Regular training and product innovation trips to Melbourne

I was also fortunate to win several company awards, including Salesperson of the Year (Australia & New Zealand) and Yonex Salesperson of the Year across both countries.

Just as importantly, working on the wholesale side gave me deep exposure to how products are designed, tested, launched, and improved - as well as how different brands operate behind the scenes.

Founding Players Sports

In 2012, I set out to start Players Sports - and I’m still the Managing Director today.

Having worked extensively on both the wholesale and retail sides of the New Zealand sporting goods industry, I bring a balanced, practical perspective that combines product knowledge, commercial reality, and genuine on-field use.

Across my career so far, I’ve spent 21+ years full-time in the NZ sporting goods industry, with exposure to product innovation cycles, global brand launches, grassroots sport, and elite performance environments.

How I Approach Gear, Advice, and Content

Outside of work, I’m still a sports fan at heart - especially rugby, cricket, rugby league, tennis, and UFC. I spend a lot of time reading, watching, and listening to product-focused content, from YouTube breakdowns to podcasts and technical releases.

Because of my role, I’m often exposed to new products and brands up to a year before public release, which - combined with decades of hands-on experience - puts me in a position to offer informed, honest breakdowns in Players Sports blogs.

When I don’t know something, someone in our team almost certainly does. That collective knowledge is one of Players Sports’ biggest strengths.

Why This Matters for You

If you’re reading a Players Sports blog, my goal is simple:

• Clear, practical information

• Real-world context

• No hype, no fluff

• Advice grounded in experience

Whether you’re a parent buying your kid’s first pair of boots, a club player upgrading gear, or a serious athlete chasing performance gains, everything we publish is designed to help you make better decisions with confidence.

______

Want more context? I share my personal background and the origins of Players Sports in this 45-minute episode of the Beyond the Field podcast on Spotify.

---

Frequently Asked Questions

Who is Mike Wood?

Mike Wood is the founder and Managing Director of Players Sports, a New Zealand-owned specialist sports retailer. He has worked full-time in the sporting goods industry for more than 21 years, with experience across retail, wholesale, product education, brand management and grassroots sport.

When did Mike Wood found Players Sports?

Mike Wood founded Players Sports in Auckland in 2012. He remains the company’s Managing Director and helps lead its retail, online, product, marketing and community activities.

What experience does Mike Wood have in the sporting goods industry?

Mike has more than two decades of full-time sporting goods experience in New Zealand and overseas. Before founding Players Sports, he worked for Intersport Elverys in Ireland and spent seven years with Gray-Nicolls Sports in New Zealand, progressing from Upper North Island Key Account Manager to New Zealand Sales Manager.

What sports qualifications does Mike Wood have?

Mike holds a Bachelor of Sport & Exercise Science from Waikato Institute of Technology, commonly known as Wintec. His studies covered areas including human movement, training, recovery and sporting performance.

What sports did Mike Wood play?

Mike grew up in Karaka, South Auckland, playing cricket and rugby. He later represented the Saint Kentigern College 1st XI cricket and 1st XV rugby teams before travelling to Ireland to play rugby.

What sporting goods brands has Mike Wood worked with?

Across his wholesale and retail career, Mike has worked with many leading sports brands, including Gray-Nicolls, Grays, Gilbert, Steeden and Yonex. Through Players Sports, he now works closely with a wide range of international and New Zealand sports brands across footwear, equipment, apparel and official supporters’ gear.

Why is Mike Wood considered a sports gear expert?

Mike combines more than 21 years of industry experience with a Sport & Exercise Science degree, personal playing experience and extensive exposure to product design, testing and launches. His work across both wholesale and specialist retail gives him practical insight into how sporting products are developed, selected, fitted and used.

What does Mike Wood write about for Players Sports?

Mike contributes practical Players Sports content about sporting equipment, footwear, apparel, product technology and developments within the sports industry. His aim is to provide clear, experience-based information that helps athletes, parents, coaches and sports fans make informed buying decisions.

What is Mike Wood’s approach to recommending sports gear?

Mike’s approach is based on suitability rather than hype. Recommendations should consider the athlete, their sport, level of play, fit, performance needs and budget so they can choose gear that genuinely suits how they train, compete or support their team.

How does Mike Wood support grassroots sport in New Zealand?

Through Players Sports, Mike supports grassroots sport through club and school relationships, community partnerships and the Players Scholarships programme. The scholarships help promising young New Zealand athletes access sporting gear and support before they become widely known.