Still going strong after 55 years, the Basildon firm says keeping things simple, trying new things, and providing a top-quality service is the secret sauce
In true coach industry form, many operators have shown incredible resilience during the coronavirus pandemic, diversifying and adapting to meet changing circumstances and needs.
Basildon-based Peter Godward Coaches is one of these operators, having entered the haulage industry with the addition of four lorries to its 12-strong coach fleet last year.
While it was a big step for the operator, Director John Godward says it was a “natural transition”. Furthermore, with over 50 years in business, changing with the times is nothing new for the family-run firm.
“I think that’s key to how we’ve managed to survive this period of COVID-19”, says John. “We don’t believe in having all our eggs in one basket; we’ve got different aspects of the business that complement each other well.”
A fulfilling challenge
Peter Godward Coaches was established by John’s father, Peter, and his grandfather, Ron, in 1967.
“We started out as G and G Coaches with our first coach, which was an OB Bedford that we paid £75 for,” says Peter.
“When my father passed away just before 1990, we had to change the licences and we also changed the name of the company to Peter Godward Coaches.”
Peter continued to run the business with his wife, Anita, who worked as the firm’s accountant before retiring last April. Peter is now semi-retired since last year, so has “gone down to five days a week,” he jokes.
The business is ably managed by John and Operations Manager Andrew Church who has been with the firm since he was 15 years old. John was 24 years old when he joined his dad after working in a high street bank. He has now been with the family business for almost 27 years.
He says: “My dad was always involved in coaches and so was my granddad and other family members. There was always something in the back of my mind, even as a small boy, that I would be involved.
“When the opportunity came for me to be part of the business, it was a no-brainer. It’s not a run-of-the-mill industry; it has its challenges, but it’s fulfilling.”
Wise investment
Peter Godward Coaches runs a mix of work using primarily modern larger capacity executive coaches, ranging from 71, 61, 55, and 49 seats down to a 25-seater midicoach.
Private hires make up most of the work along with contracts, including work for tour operators, National Express, the NHS, transporting support staff and supporters for local football teams, and government contracts.
The operator also runs rail replacement work, which was a lifeline during the height of COVID-19. However, this did not come without its challenges.
Peter explains: “We had nothing except rail replacement work. So, we used the PSVAR coaches we already had, and we got some service buses while we had other vehicles retrofitted to PSVAR standards.”
The firm has phased out the service buses, with seven coaches out of 12 vehicles now fully PSVAR compliant.
John adds that it was an expensive challenge, but a choice they decided to make early in the lead up to PSVAR.
“We had conversations with our local and other national train operators and made an early decision to invest in PVSAR. While it’s a lot of money, it has undoubtedly paid off and will continue to pay off, not only with rail replacements but the work we do with National Express.”
Move to trucks
The firm’s decision to branch out into the haulage industry has also come off the back of the pandemic and the need to find new revenue streams.
Says Peter: “One of Andrew’s roles is helping us diversify and he is absolutely brilliant at finding alternative work.
“He came to us with an idea while the industry was stationary to create another branch of the business, and this been a fantastic move.
“We started with a couple of trucks in June last year and have now expanded to four. Andrew arranged a deal with a highly reputable company, and we work for them every day.”
Two of the lorries are on a contract with P&O Ferrymasters, transporting everything from steel to dangerous goods across the UK. A contract with the two other lorries has started this month (March) and will be used to transport goods around mainland Europe.
The idea behind the lorries was to subsidise the coaches, says Andrew, who adds: “Working for a business we think is reputable was important to us, especially as we were just starting out – and so far, it’s working.”
With a shortage of coach drivers, how does the firm deal with recruiting HGV drivers too?
Andrew and John can drive the lorries. Plus, two HGV drivers have been hired and two of the firm’s coach drivers have been put through their training. The plan is to recruit more experienced HGV drivers to support the business’ planned growth later in the year.
There are also talks of bringing PSV driver training in house to help recruit and retain drivers, utilising the skills and knowledge of their team. This includes Peter’s daughter Joanna who works part-time in the office and has her own driving school for cars.
Peter says: “Going forward, in-house training seems to be the only way we’re going to get coach drivers.
“We have staff that were here in the beginning. They are integral to the business and continue to support us, as well as being fantastic mentors for new drivers coming through.”
Private hire focus
Expanding the business and trying new things is an approach Peter Godward Coaches has always looked to adopt.
“We try and keep our eye on the ball and if something is going to come to a conclusion, we look to establish something that will replace it,” says Peter.
One example is a coach holiday programme which the business ran for seven years.
Peter explains: “We knew that it was coming to an end because the person we did it for was getting ready to retire, so we had to find an alternative to replace it.”
Therefore, the firm developed its own UK and European day trips and excursions, running up to 25 trips a week overseas at one point.
“Even up to the beginning of the pandemic, we had a lot of day trips and weekend excursions to Amsterdam,” says Peter. “That all finished because of COVID-19 and we were pushed to look for something else.”
While Peter says they will look to see if there is a market to offer coach tours post-pandemic, the focus remains on private hire work, along with long-term UK and European contracts.
“We’re so busy with good quality private hires, we don’t have the capacity to sell trips to either the UK or abroad right now.
“January for us has been like the middle of June and July pre-pandemic. We’re fortunate that it has really kicked back in for us.”
John adds: “Being busy all year round rather than having peaks and troughs is key. If we can keep the revenue streams going throughout the year – whether that’s with lorries, coaches or both – then that’s the key for a full-on recovery.”
A lasting legacy
As Peter withdraws from the business, he remains on hand to offer advice and drive the coaches as and when needed. However, he leaves the day-to-day running of the business in Andrew and John’s capable hands.
“If they ask me for advice or if I see something I think is concerning, I will express that,” says Peter.
“But I still leave it to them because there’s a fantastic team here. Andrew and John primarily run things together and the vision for the business is in their hands.”
Going forward, John strives to continue what his dad has instilled in him – keeping things simple while providing a high-quality service with family ethos throughout.
He says: “My dad’s name is integral; it’s still part of the business. I want to keep that legacy going for as long as possible and make sure I do the best I can.
“We might change things – we are changing things by moving into different areas – but that’s only what we’ve always ever done. It has been 55 years in the industry, and it will be many more years after that.”
