Words: Stephen Flower

When Sir David Brailsford took over British Cycling, he transformed the team into one of the most dominant forces in world sport. His philosophy appears simple: focus on the small things. Improve everything by just 1%, and the cumulative effect becomes transformational.

The accumulation of marginal gains is a guiding principle in our own business. We may not be chasing Olympic medals, but we are absolutely chasing excellence. And excellence, in any industry, is built on the details that many will underestimate and chose not to prioritise. 

Customers will rarely point to a single factor that made them trust a business. Instead, their confidence is shaped by lots of subtle cues, many of which they may not consciously register. This is where the 1% mindset becomes powerful. It begins long before a customer contacts us or steps through our door. Our marketing is often their first interaction with us, so ensuring that it is up to date, consistent, accurate, and visually aligned with our brand is essential.

The same principle applies to how we present ourselves. Smart and consistent communicates professionalism before a word is spoken. We regularly provide our installers with fresh branded clothing because as it signals reliability and care. Our van signage and site boards are refreshed regularly, and our fleet is washed frequently, so that every vehicle on the road reflects the pride we take in our work.

Inside the showrooms, every sense contributes to the experience. We use a signature aroma, now affectionately known by visitors as the ’Ashford fragrance’ which creates an immediate emotional connection the moment someone walks in. The music is curated to set the right tone, the floors are cleaned following every visit, and the pavement outside is swept each morning to remove weeds, leaves, and litter. The spider webs on the shopfront signage are brushed away. It’s not always a glamorous task, but it quietly builds trust and sets expectations. These tasks take minutes, but they create an environment that feels premium and cared for.

The quality of our showroom props matter – from the stools, the decorative items and the fixtures to the hand soap and paper towels in the WCs. The quality of the brands that we chose must align with our own ethos and reinforce that same message, we leave nothing to chance.

Hospitality is another area where marginal gains shine. When we offer a visitor a drink, it isn’t just a drink. The coffee is high‑quality, freshly prepared, and served in proper cups or glasses that look and feel considered.

Even the pre‑wrapped biscuits that accompany it are chosen deliberately, adding a small but memorable touch of generosity. These details elevate a simple gesture into an experience that feels thoughtful. We offer Ashford‑branded bags for life, reusable coffee cups, or pens to visitors, even those who aren’t yet customers. It’s a gesture that says they are welcome, without conditions or expectations.

Communication matters just as much. Our telephone manner and responses to customers via instant messaging are prompt, friendly, and consistent in tone. Even our car park, communal facilities and office space reflect our standards. Keeping them clean and orderly may seem less important, but it contributes to the overall impression of a business that pays attention to everything.

When every detail is refined and every process handled with care, marginal gains start to work their magic. Reliability becomes the foundation of trust, bringing customers back and encouraging referrals.

Maintaining consistency is the challenge, but consistency is essential to steady and manageable growth.

Our team performs better because the standards are clear. Rather than relying on big, risky strategies, we chose to build steady momentum through small, deliberate improvements that compound over time. Individually, these actions could be considered insignificant.  Like sweeping the pavement, updating a website image, replacing worn branded clothing is hardly a strategic overhaul but it creates a culture of high standards and pride in our work.

Marginal gains compound and have helped us to grow steadily together by building strong foundations. In our world of retail, this will deliver in the form of delighted customers, glowing reviews, repeat business, solid recommendations, and a reputation that stands out in a crowded market. And all of it begins with the smallest of details.