Uncover the determined journey behind GJ Mats becoming the UK’s leading bog mat supplier
The key to successfully starting any new business lies in finding a product or service niche that isn’t currently served by an existing company. GJ Mats, founded in 2013 by Gareth Jones, is no exception. After working in the construction, timber, and civil engineering industries for several years, Gareth was frustrated with the lack of availability of bog mats in the UK.
Spotting a gap in the market for high-quality, durable bog mats for a variety of sectors, Gareth embarked on a mission that took him to North and South America and West Africa to find a quality manufacturer that he could stock in the UK.
Today, GJ Mats is the UK’s leading supplier of Ekki timber crane and bog mats, with extensive experience and knowledge of several industries and applications. Facilitating both the sale and hire of sustainable timber bog mats, the company’s reliable team of experts are dedicated to assisting customers and ensuring the mats are built to clients’ specifications and sizes to meet project requirements.
From its depot in Wales, the company brings together a global network of premium mat suppliers from across Europe, North America, South America, and West Africa. GJ Mats prides itself on holding large stocks to enable next-day delivery within the UK, as well as offering worldwide shipping options. Gareth joins us to reflect on the company’s evolution
and share its latest developments, including the recent addition of rugby legend, Jonathan Davies OBE, as
brand ambassador.
“I’ve worked in the construction and civil engineering sector for decades now, and my first experience with bog mats occurred when I was working for National Grid on the main gas pipelines in the UK,” Gareth opens. “The specific job was on the largest gas line in the UK, which was a high-profile project worth over £1 billion.
“As part of my role, the site manager asked me to source some high-quality bog mats. At the time, the internet was only just being developed, but I managed to create a single contact with a company in Holland. To cut a long story short, I was asked to source 15,000 mats and secured a total of 15.”
Strong supplier network
Highlighting the extent of the UK’s problem with sourcing bog mats, Gareth shares how his frustration soon turned into determination. “After thorough research, I found an abundance of stockists in North America, South America, and West Africa,” he recalls. “Shortly after, I was contacted by someone in Southampton who could supply us with some mats. Although he turned out to be more of a middleman than a supplier, I learned a lot from him about the product itself.
“Next thing I know, after several conversations, I was jumping on a flight to America, then across Europe followed by West Africa, with an objective to learn as much as possible about the mats and potentially find a supplier. I made a few contacts I could trust, but then my next problem was figuring out how to break into the UK market.
“While planning to start the business, I worked as a consultant between 2007 and 2013, operating behind the scenes of some major players in the UK’s construction sector. I thought that by working within the relevant markets, I would learn more about bog mats, such as specifications, applications, and quality standards.
“My opportunity to break into the market arose from a timber exhibition I attended at the NEC in Birmingham. I met a supplier who, after a few months of contact, decided to do business with me. So, again, I hopped on a plane to America and managed to secure a deal to import more than 80 container loads of bog mats into the UK.”
Hence, GJ Mats was born in 2013. “After building trust with the original supplier, he allowed me to import even more mats, and the business just exploded from there,” Gareth narrates. “We started working on more high-profile projects for major clients like Murphy and National Grid, and we gradually expanded to cater to a diverse range of sectors including wind farms and bridge demolitions.
“For around ten years, I did everything from invoicing to cleaning the mats, before we were established enough to invest in recruitment. Although we remain a level-headed company today, we now boast a team of around seven people, and we have a new QHSE manager joining us in a few weeks’ time.
Growth trajectory
Turning to the product itself, Gareth continues: “Our mats are made from a dense, durable timber from West Africa, and we pride ourselves on offering the strongest, longest lasting mats in the market. Our competitors’ products are nowhere near our standards, and we are currently the only company in the UK that can import and supply these mats. 
“Last year, we supplied mats for one of the largest cranes in the UK to sit on, and another of the UK’s largest cranes is currently sat on our mats down in Hinckley Point. Due to holding stock, we can also supply mats in urgent situations. We supported Ainscough Cranes at Liverpool Football Club, for instance, with the refurbishment and expansion of the Anfield Road stand by successfully supplying them with mats at short notice.”
Having reached this position, we’re keen to hear what’s next for GJ Mats. “Our biggest investment is yet to come, as we have plans in place for a brand-new facility,” Gareth reveals. “We’ve just purchased a secure six-acre site in mid Wales and we’re now waiting for our plans to be approved by the National Parks. If all goes well, the complex will include in-house mat washing facilities, a small mill, offices, meeting rooms, and even sleeping quarters to accommodate our drivers in the event of a late-night return to depot. This is our biggest investment to date, and we hope to be fully operational at the new site by around this time next year.”
The company has also seen Welsh rugby union star, Jonathan Davies, come onboard as a brand ambassador. “I’ve known Jonathan for several years and the two of us were at a dinner around six months ago,” Gareth explains. “I had a quick chat with him about GJ Mats and suggested he get in contact with me if he was interested in supporting the business.
“Jonathan was looking for a new challenge and as a small local business, our values aligned. He decided to come onboard a couple of months ago to take the business to the next level. We hope to grow brand awareness and open GJ Mats to new audiences that may not be aware of our product offering.”
Discovering Gareth’s complex journey behind establishing GJ Mats is not only inspiring but shows his determination to see the business succeed. “Our goal is to continue growing the business and ensuring we can supply customers with high quality Ekki mats,” he suggests. “With the addition of a QHSE manager, we’re hoping to achieve the relevant accreditations and certifications as we move to our new facility.
“The new site will dominate most of our operations and investments over the next 12 months,” Gareth concludes. “Further afield, I’d like to see us continue our current growth trajectory, and on a personal note, I’d love for my children to get involved with the business and continue its legacy beyond my capability.”