Two Steps Forward One Step Back: From The Great British Shooting Show To Badminton

Two Steps Forward, One Step Back

Business really is two steps forward, one step back.

Some weeks feel like you’re pushing uphill with the handbrake half on. Others remind you why you started in the first place. This last week sat firmly in the middle — graft, doubt, momentum, and then a few moments that make you stop and think, this is actually working.

The Great British Shooting Show

Last week took me to the Great British Shooting Show, an event that pulls together everyone from first-time buyers asking what is a smock jacket? through to seasoned professionals who’ve lived in military smocks and smock coats for decades.

For me, it wasn’t just about selling products. It was about meeting people face-to-face — the customers who’ve been quietly supporting Lockwood Premium British Smocks online, asking questions like what is a smock?, what’s the difference between a smock and a jacket?, or even what is a gilet vest and how should it fit?

Those conversations matter. They’re the reason we’ve spent time creating educational content around things like:

• what is a gilet
• gilet meaning
• the difference between a gilet and a vest
• why a smock jacket is different from a standard coat

People want to understand what they’re buying not just be sold to.

Winning the Rodeo Bull & Pitching Big

In true “two steps forward, one step back” fashion, one of the most useful moments of the week came from something completely unexpected.

I ended up winning the Edgar Brothers rodeo bull competition. No grand plan — just had a go, had a laugh, and came out on top. But instead of taking the prize and walking away, I used it as an opening to ask for a meeting with one of their directors.

That’s business in a nutshell. You take your shots where you can, you put yourself in the room, and then you follow up properly. Whether that meeting turns into something or not, the door is now open — and that matters.

Being Headhunted: Not Chasing HR4K

One of the biggest moments of the week came when I was approached by HR4K.

They told me they’d been keeping an eye on the company for a while and wanted to come and see the products in person. They handled the kit, asked detailed questions, and spoke openly about the possibility of stocking Lockwood Premium British Smocks.

For a small, founder-led brand built around British-made smocks, army smocks, and proper hard-use outerwear, that sort of interest carries real weight. It’s external validation that the product stands up — not just online, but in the hands of people who know what they’re looking at.

That kind of legitimacy can’t be bought. It’s earned slowly, often without you realising it’s happening.

The Best Part? Meeting the Community

Beyond the meetings and opportunities, the best part of the show was meeting customers in person.

People who’ve read the blogs asking what is a sleeveless jacket called?

People who’ve debated gilet vest vs traditional vest.

People who’ve followed the journey quietly and just wanted to say hello.

Those conversations are fuel. They remind you that behind every click, every ranking, every “what is a smock military jacket” search  there’s a real person on the other side.

Ending the Week on a High

Then, on Saturday, the phone rang!

We’d been selected to exhibit at Badminton International Horse Trials In our first year of applying.

For anyone who knows Badminton, you’ll know that most brands apply for years before they’re accepted. To be selected this early is huge — not just for exposure, but for confidence. It’s a reminder that the direction is right, even when progress feels uneven week to week.

Two Steps Forward. One Step Back. Still Forward.

That’s the reality of building something properly.Some days you’re explaining what is a smock jacket for the hundredth time.

Other days, the right people notice quietly, steadily, without fanfare.

And when they do, it makes every step worth it 

BUT what was the one step back? 
go listen to episode 49 of the Wednesday waffle to find out or tune in tonight at 8pm Wednesday the 18th of February to find out! 

God bless, 

God save the king!

Jcob