What Happened To Woodworm Cricket? Unknown Facts!

Woodworm’s story is a lesson and case study about how the fluctuating market impacts popular brands.

In 2008, the Woodworm cricket bat manufacturing company stopped working due to financial difficulties. In 2014, Woodworm Cricket Company reportedly lost its popularity and brand reputation for big-name players.

Woodworm Cricket used to be a great store offering — a sporting fitness type of equipment and cricket-specialized apparel.

Office Based in Billingshurst, the Woodworm company produced cricket bats, cricketing equipment, golf wear, hockey, camping, and ski wear. However, its major production and outsourcing was to a company in Cambridgeshire and other companies in India.

Let us explore where Woodworm cricket bats are made. Also, about the popular Andrew Flintoff’s “The Flame” bat. Moreover, let us explore the Brand’s Challenges, Decline, and Present State.

Where are woodworm cricket bats made?

In the year 2005, mostly from the English willow, the Woodworm cricket bats were made in India. The Woodworm headquarters is located in Sussex, from where it outsources like manufacturing and logistics.

Woodworm came to prominence as a brand with a bright start, winning the cricketing world’s hearts with its eye-catching bat designs and high-profile celebrity endorsements.

However, the Woodworm Cricket brand journey, from its lightning-fast rise to its struggles and now-infamous status, shows the fluctuating nature of sports advertising and market psychology.

The Rise of Woodworm Cricket Brand

Woodworm brand discovery originally started in a garden shed in Billingshurst, West Sussex. Exactly at that moment, an old woodworm-damaged bat gave rise to the company’s creation. The revolutionizing cricket bat design gained immense popularity.

Further, the company’s fame boosted gradually. Especially after associating with English cricket superstars — Andrew Flintoff and Kevin Pietersen; who played with Woodworm bats to amazing success.

Not to forget, Andrew Flintoff’s “The Flame” bat, which led to immense popularity and demand. Just imagine how awesome it is to have extraordinary sales. That particular model got more than 10,000 units in sales after its public release.

Despite being a huge financial risk, Woodworm calculated the investment in these players. Later it ended up paying off the company’s revenue 3 times more than £1 million.

With the expectation to triple again in response to the growing popularity of their bats. By 2005, Woodworm had gained 10% of the English market. It was Woodworm’s impressive achievement. As a brand that made cricket bats for 3 years, this success was great.

Woodworm Cricket Brand Challenges and Decline

Considering the initial success, the Woodworm company faced some major challenges as it did not manufacture its bats. Instead, it started outsourcing its production to other well-known cricket equipment makers. However, this business model is not uncommon. As a result, it had an impact on the company’s sensitivity to market changes.

Woodworm was trying to rule over specialist bat size, that greatly exaggerated. Even the city investors didn’t support it financially, and the Woodworm company ran into difficulties.

By 2008, Woodworm’s financial struggles became noticeable. As a result, they ended their popular sponsorship deals with Pietersen and Flintoff.

Due to Woodworm’s tough monetary dealing situation, everything changed upside down.

In 2005, Woodworm sold its unique bat for up to 15,000, but later the manufacturer struggled after consumers left interest.

The Present State of Woodworm Cricket Brand

Despite the disappointments and challenges, Woodworm Cricket has continued to survive. The brand is continuing to manufacture quality cricket bats. The bat ranges from entry-level Grade 4 Willow to Super Grade 1 Willow bats.

But they no longer have high-profile players branding like in their initial popular stages. However, they are still working with brand ambassadors like Tim Bresnan.

Today, Woodworm has modernized its products, including a wide range of complete cricketing equipment for young children and grown-ups.

Gradually, Woodworm Cricket adapted to the fluctuating market. It started understanding the customer’s wants and needs. However, the Woodworm Cricket brand’s future continues to be a mystery, but they have built up a well-known track record, producing top-notch cricket bats.

How Much Does a Cricket Bat Weight?


Woodworm’s story is a lesson and case study about how the fluctuating market impacts popular brands. Also, we can learn the importance of clever marketing with the influence of celebrity advertising in the sports industry.

Though the Woodworm company attained a lightning-fast rise in popularity through its sponsored stars, its collapse can be viewed as a warning lesson. It is very important to learn about the risks of relying too heavily on a certain market sector. Also, the Woodworm Cricket brand teaches us the importance of financial sustainability.

Therefore, Woodworm is continuing to develop as it remains a notable brand in the cricketing world. The brand is known for its innovative designs and the treasured moments created with its bats.

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