John Boyde: Building Trust, Taking Risks & Changing the Game in Sports Travel

From humble beginnings and a simple idea, John Boyde has transformed his passion for sport and service into a thriving global business. As the founder behind Sports Entertainment Tours and Sports Pro Travel, John has built a reputation for delivering highly personalised experiences and dependable logistics for elite teams and fans alike. In this exclusive CEO Monthly Q&A, John shares the mindset, lessons, and bold decisions that shaped his journey, from launching during a pandemic to becoming a trusted name in the world of sports travel.

1. Your journey started with organising racecourse trips, what lessons from those early days still guide you today?

That was my vision, but we actually only did our first racing trip this year. Always push boundaries and feel the fear and do it anyway. People need to trust a service; that trust can never be taken for granted, you have to earn it. Always be honest and ethical, manage expectations, and never over-promise and under-deliver. Clients will always respect the truth. Nurturing your clients is vital, but building strong partnerships is what I believe sets us apart from our competitors.

2. Launching Sports Entertainment Tours during a global pandemic was bold, what drove you to take that leap, and how did you navigate the risks?

I was becoming increasingly frustrated with the lack of excellence in service delivery in the industry. I knew I could do better. Just because values are listed on a website doesn’t mean they’re actually delivered — that was my experience. The risks were minimal because it started with just me in my kitchen. You can’t play it safe in business; risk is part of the journey, but mine are always rigorously assessed. I’m the first to admit when I don’t know something and have no problem asking for help from experts. Every day is a learning experience. Some risks have paid off, others haven’t, but I’ve always learnt what not to do next time.

3. From a startup to a global operation with major clients, what have been the key decisions behind your company’s rapid growth?

Hiring staff based on attitude, not skill, is fundamental to our process. In my experience, you can teach skills, but you cannot teach attitude. Being authentic and genuinely caring will never go out of fashion in business. We’ve consistently pushed boundaries by offering something a little different. In the early days, I relentlessly connected with leaders in the industry, many of whom are now valued clients. Perseverance is key. No two days are the same, and it can be tough and lonely leading a business, but I view every day as a new opportunity. I’m optimistic, but also a realist.

I approached sporting stars directly to host events with us. I never quite knew if they would respond, but they all did. I attribute this to us breaking the mould by creating bespoke events for our discerning clients.

4. You’re known for delivering exceptional, personalised experiences. How do you maintain that level of service at scale?

Response times, the team knows one of my pet hates is a slow response. Curated events take time to build, but we always send an initial response, so the client knows we’re on it. If you onboard and train people properly, the rest will follow. Our onboarding process is constantly re-evaluated for improvement. We welcome feedback from both clients and the team. What can we do better? What have we learnt? This is a vital part of our service delivery. We will never become a call centre, we aim to offer a personalised service where we know our customers and their unique needs. We won’t hound them, and we’ll never try to sell them something they’ve clearly told us they’re not interested in. Listening — to both clients and employees — is essential for identifying both successes and areas for improvement.

5. What led to the creation of Sports Pro Travel, and how did you establish credibility so quickly in the professional sports space?

I simply asked the Sports Director of our local ice hockey team, the Belfast Giants, if I could manage their travel. I had no idea how he would respond but if you don’t ask….you will never know!  Four years on, we’re now their official partner and a sponsor. As a result of our service delivery, we’re now the appointed travel partner for the Elite League and the official provider for 8 of the 10 teams across the UK. Moving teams and fans is challenging, but we offer a duty of care — now to 30 international teams across the UK and Ireland.

6. Managing travel for elite teams comes with pressure—what are the biggest challenges, and how do you ensure performance isn’t compromised?

Their kit bags! One day it might be a triathlete with a large bike; the next day, a player might have a sudden injury requiring early departure. We need to be agile, responsive, and flexible. Sean, my business partner, and I — along with one of our Pro team — previously worked in 24/7 emergency travel support. Little fazes us. The team, managed by Catherine, knows the drill and risk-assesses every trip. That means we always have a plan B. It takes time but having multiple alternative options in place before any trip ensures we stay calm and measured in our approach.

7. What’s your leadership style, and how do you build and sustain a strong, motivated team across both businesses?

I always aim to lead by example. I trust the team and always try to be fair. It’s a cliché, but I wouldn’t ask anyone to do something I wouldn’t do myself. I try to be kind, give people autonomy, and maintain transparency. I regularly share my vision to empower others and help them feel ownership of their divisions. Enjoying the journey is key, life is too short not to love what you do. Humour goes a long way too, we laugh a lot. I carry out regular check-ins with the teams. I strive not to create a hierarchical environment, and although every day is busier, I always make myself available.

8. Trust is a huge part of your brand. How do you earn and retain it in such a competitive industry?

Being a good listener earns trust. I’ve sat in so many meetings where people go straight into a sales pitch, but how can you sell something without first understanding what the client actually needs?

Retaining clients is about service levels. Some of our competitors don’t even advertise phone numbers. Our mantra is: pick up the phone. When problems arise, face them head-on. Some issues are beyond our control, but how you handle the outcome is key to retention. Communicate, every step of the way, to keep clients informed. It’s simple, but so many don’t do it.

9. What trends or innovations are you watching in sports and entertainment travel, and how are you preparing for the future?

With social media evolving so fast, we’re seeing a trend towards intimate event experiences. That’s why we now offer smaller gala events with world-renowned athletes before and after major matches. One of the great things about these events is that athletes make superb business mentors, they understand the self-discipline it takes to be elite in any field.

10. Looking back, what advice would you give to entrepreneurs starting with just an idea and limited resources—like you once did?

Never give up. The school of hard knocks is tough, and rejection is hard, but I consciously reset every single day and never dwell on the past. There was a time I worried about things I couldn’t control. Now, I address things as they arise and don’t live my life around “what ifs.” I like to think I have no ego, and I’m never afraid to ask someone I admire and respect for help.

About John Boyde

Founder & CEO, Sports Entertainment Tours

https://www.sportsentertainmenttours.com

John Boyde is a dynamic entrepreneur from Belfast and the founder of Sports Entertainment Tours, a global sports and entertainment travel company known for delivering exceptional experiences, built on trust, personal service, and a passion for exceeding expectations.

His entrepreneurial journey began with a simple idea: organising trips to Fairyhouse Racecourse in Ireland to earn a few extra pounds. That early initiative laid the foundation for what would become a leading business in the event travel space. In 2020, during the height of the COVID-19 pandemic, John launched Sports Entertainment Tours from his bedroom—driven by the belief that traditional employment limited his ability to provide the level of service customers truly deserved.

The company has since grown into a thriving operation, with a team of 15, a dedicated office in Belfast, and a client base that stretches across the globe. From Premier League football and Formula 1 to world-class concerts and festivals, Sports Entertainment Tours provides tailored access to the world’s biggest live events. The company is a trusted partner to major corporations across Europe, recognised for its ability to deliver high-quality experiences that match each client’s goals and budget.

Not one to stop at a single success, John also spotted a gap in the market for professional sports team travel. This led to the launch of Sports Pro Travel, now the preferred travel partner for over 20 professional teams across the UK and Ireland. The company specialises in managing seamless travel logistics, allowing athletes and staff to focus entirely on performance.

From modest beginnings in Belfast to building two respected brands in international travel, John Boyde continues to lead with vision, drive, and a dedication to service that sets him apart.

*Photo Credit: David Cavan Photography*