Inventive All Black keeps on scoring in the outposts

By PAULA OLIVER

Even the most ardent rugby fan would be hard-pressed to picture a scrum machine gracing the dusty plains of Kenya.

But the image is to become a reality, thanks to an Auckland company that will supply its scrum machines to rugby's most far-flung outposts.

Silver Fern New Zealand is the brainchild of former All Black halfback Lin Colling, who says he is hoping the new supply contract with the IRB will be an ice breaker for further export deals.

"It's a significant order, and even though it could be a one-off, it shows us to be a credible supplier in the future," he says.

"We've worked hard on registering our brand in several countries, and now we feel we're ready to expand further."

The contract to supply scrum machines to rugby's developing countries means even soccer-mad Brazil will soon be tackling the Kiwi company's products.

Mr Colling took over the small sports and travel goods company when he returned from an All Black tour in 1972, and has since steered it through a strong growth period.

In the past two years, Silver Fern NZ has increased its exports from 10 per cent of its turnover to nearly 50 per cent of turnover.

Mr Colling says making large investments in developing new products is the reason for the company's success.

"We've had to do it all out of cashflow, and it has been very hard to develop the new markets," he says. "But we're delighted to see the Government taking R&D seriously, and are interested in seeing what form its initiatives will eventually take."

Mr Colling describes the niche market he works in as very competitive.

Success is dependent on producing high quality designs.

His scrum machines collapse into a transportable size that can be shipped or air-freighted.

Ordinary scrum machines cost about $1900, but a Canadian company's Rolls-Royce hydraulic model costs up to $60,000.

Mr Colling's company manufactures many of its products in a factory in Penrose, employing 18 staff.

They produce all manner of rugby related equipment including corner flags, tackle bags and balls.

Mr Colling is a relation of former Silver Fern netball captain and Olympic basketballer Belinda Colling, so it is no surprise that his firm also produces netball equipment.

Silver Fern NZ's distribution network includes sites in Britain, Japan and Australia.

"It's nice to think the Wallabies are using a New Zealand product to train," he says. "We also supply several NRL league teams as well.

"It's been an expensive process registering our brand around the world, but it is now a very strong brand."

Mr Colling describes the British market as a mouth-watering opportunity. Its volumes dwarf anything he can dream of here.

"I guess the association with New Zealand gives us integrity in rugby circles, but it would have helped us a lot more if we had managed to win one of the past two World Cups.

"The company has evolved into what it is now, rather than suddenly become it, and it's been a long process."

A long process that will result in a romantic vision rugby fanatics would love - a scrum machine silhouetted against a Kenyan sunset.