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.

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