When Michael Beaumont arrives at the unLTD office, he is squeezing the interview into a packed day of trophy deliveries across Sheffield. The founder of Sports Trophy Co is in the middle of one of the busiest periods on the calendar, with Sunday League football seasons drawing to a close and clubs holding their end-of-season presentations.
“From April onwards, it’s all hands on deck,” Michael tells me. “We’re the only business doing what we do in South Yorkshire, so demand is high. I’ve already had four deliveries to make today, and there are another five to get out before the end of the week.”
For nearly two decades, Sports Trophy Co has been helping mark sporting achievements, milestones and special occasions. Based in Tinsley and run by Michael alongside his wife Gail, the family business supplies trophies, medals, cups and engraved awards to customers across the UK.
The business began in 2007, following Michael’s earlier career as a web developer. Having worked on websites for English Pewter and Lincoln Trophy Centre, he gained valuable insight into the trophy industry and spotted an opportunity to strike out on his own.
“When they said they didn’t need me anymore, I thought: ‘What can I do with all this experience?’ So I created my own trophy website,” he recalls.
What started as a side venture alongside other web development contracts gradually evolved into a full-time family business. Gail initially joined part-time after leaving her teaching role, before eventually committing fully to Sports Trophy Co.
Today, the pair divide responsibilities according to their strengths. Michael focuses on marketing and the online side of the business, while Gail manages sales, ordering and much of the engraving work.
Despite operating nationally, it remains a distinctly personal business. Michael believes that hands-on service is what separates them from larger competitors.
“We take the call, speak to the suppliers, receive the items, engrave them and keep the customer informed throughout,” he says. “We’re involved in the whole process.”
That personal touch often proves invaluable when deadlines are tight. Michael recalls recently receiving a call late one evening from a customer who had suddenly realised a long-serving employee was leaving the next day without any recognition planned.
“She said, ‘Can you do his award? He’s been here with us for 30 years, but we need it by tomorrow.’ We turned it around in a day and everyone was happy. You won’t get that sort of service with a bigger company.”
The same flexibility extends to correcting mistakes (a rarity, he is keen to add). More commonly, an engraving plate may need replacing or an award may be damaged, and Sports Trophy Co can often resolve the issue within hours rather than days.
For Michael, however, the most rewarding aspect of the business is seeing the reaction when recipients receive their awards.
“Making sure they’ve got exactly what they want, then seeing them happy when it’s presented. Sometimes they’ll send us a photo on of a kid with a huge smile on their face. That’s what gets us through the day.”
It is a reminder that trophies are often about much more than the objects themselves. Whether it is a grassroots footballer collecting a first player-of-the-year award or a volunteer being recognised for years of service, the moments attached to them can last a lifetime.
While football and golf trophies remain a major part of the business, they have diversified significantly in recent years. A substantial investment in laser engraving technology has enabled the company to bring glass and crystal award production in-house, opening opportunities in the corporate events market.
Among those projects are the engraved awards presented at the unLTD Business Awards. Michael has also produced commemorative awards for Sheffield Arena events, including presentations connected to major acts such as Peter Kay and Def Leppard.
The company has supplied replica Ryder Cup trophies, created awards for charities and produced bespoke pieces for businesses, sports clubs and community organisations. More recently, Michael has been exploring opportunities in sports such as darts, swimming and basketball to help balance the seasonal nature of football and golf.
The business continues to operate from home, a model that provides flexibility and helps control costs. While Michael would like to open a dedicated shop one day, he is realistic about the challenges facing bricks-and-mortar businesses.
Asked who in Sheffield he would most like to present with a trophy, Michael initially highlights former Sheffield City Council leader Tom Hunt (praising his efforts to champion the city and noting that independent businesses need all the support they can get). However, after a moment's reflection, he settles on a different recipient much closer to home.
Michael is quick to acknowledge Gail's contribution to the company's success.
"She's been amazing, because it has been tough at times," he says. "She's stood with me through thick and thin."
For a business built on recognising the achievements of others, it is perhaps telling that when asked who deserves a trophy of their own, Michael's thoughts ultimately turn to the person who has been beside him throughout the journey. And as Sports Trophy Co continues to grow, the couple remain focused on providing the personal service that has become the hallmark of the business.
Web: sportstrophy.co.uk
Tel: 07583 679846
Hours: Monday to Friday, 7am–7pm
Saturday and Sunday, 11am–1pm
