England's Entrepreneurs: George Kruis
As a mainstay of Eddie Jones’ pack, George Kruis is used to coming up against some of the toughest specimens in world rugby.
Off the pitch for the past two years though the lock has been tackling a complete different venture with former club teammate and Wales international Dominic Day as they have set-up a new business together.
- Watch: England's Entrepreneurs - Jamie George
- Watch: England's Entreprenuers - James Haskell
- Visit the fourfivecbd website
It was from personal experiences with recovery from injuries that Day and Kruis discovered cannabidiol (CBD) and from their positive reactions with the product they set up fourfivecbd – a range of balms, oils, gels and capsules that incorporates CBD.
“We haven’t had too many disagreements as we’re both quite laid back,” said 30-year-old Kruis when asked what Day is like as a business partner.
“Ultimately if there is any tough decision we ask does it work with our brand guidelines or our vision at the start? It will tend to lean towards a yes or a no, and then we go down that route.
“Dom’s a bit more excited in terms of liking things quick and fast whereas I probably prefer a slower, boring method so it works both ways. It works well, it’s fun, good fun but it is reassuring that you have a mate to pick up and speak to if you get too frustrated with one aspect.”
Kruis and three-time Welsh international Day initially heard about the effects of CBD from its rising use in American sports and when the World Anti-Doping Agency (WADA) removed it from the Prohibited List in January 2018, the pair began to feel its benefits. It was shortly afterwards they spotted a potential gap in the market.
“As a sportsman you’re looking for small gains and I think for us it was a step in the right direction given the fact that it is natural, it’s healthy and it made sense for us to use it,” added Kruis.
“We see it as very much for what it is in the category of a food supplement and something that if you take you accompany with a balanced healthy lifestyle.
“It was something that definitely needed talking through but it wasn’t something that people were opposed to.
“I take the oils and we’ve also just got a heat rub as well. I take the oils pre-bed when I need to as it relaxes me a bit and gives me a deeper sleep and I feel like I recover better.”
Cutting through
Something of a late bloomer in rugby, Kruis spent his club career at Dorking RFC before a trial at the age of 18 that saw him join the Saracens set-up where the likes of future club and country teammates Owen Farrell, Maro Itoje and Jamie George were progressing through their academy.
Alongside his rugby career, which has seen him win every domestic and European honour at Sarries, earn 45 England caps and play for the British & Irish Lions in 2017, Kruis continued his studies earning a first class Business Administration degree in 2014.
Although this gave him some business foundations, Kruis cites a number of people who have helped get the fourfivecbd going including a lifelong friend who helped with the design of the products, as well as the Rugby Players Association, the RFU and his club Saracens providing support.
“Before I probably thought it was a bit of cliché having something outside of rugby that you could lean back on,” he added. “From my degree I had a bit of an understanding of stuff outside of rugby but I have found it really useful.
“I’m really interested in the industry in terms of CBD and where it could be going so I’m quite driven to be part of that. For me the people I get to meet are quite exciting as you get to experience business life compared to rugby life but then also how many similarities there are as well.”
Both Kruis and Day have final sign off on everything in the business and his own words, “we are in charge of people and decisions so it’s quite scary, but at the same time really interesting and good fun.”
With four employees now under the pair, they also have their own areas of focus. Kruis has recently been working on investment into the company while Day has been part of a project that will see fourfivecbd available to buy in Boots, first online this week and then in stores over the next couple of months.
Coming from a rugby background, Kruis believes the growth of the business can trace its success to lessons they have learnt from the game.
“As rugby players we’re probably a bit more outspoken and used to being told things bluntly. In business I’ve found that, that skill of being able to cut through some of the small talk that goes with business is quite refreshing to some, talking straight up rather than building false relationships.
“I think the honesty and bluntness which we are used to being spoken to allows us to learn quite quickly as well and we are open about wanting feedback and wanting to learn as there is so much we need to learn still.”
Fighting fit
As with the rest of the country, Kruis is currently remaining at home following the government advice to stop the spread of coronavirus (COVID-19).
The second row is continuing to combine the work for his company with his rugby career but the balance between the two has changed in recent weeks.
“My hours have stepped up in what I can do on the business side but aside from that it is still trying to maintain comms with people outside of work and rugby so friends and family. I’m getting outside enough when appropriate so to walk the dog, do some exercise and keep on top of the fitness.
“It’s a good opportunity to focus on learning something new or in my case jumping a bit further into business life.
“We’ve been given programs and the Saracens and England team have been pretty on it in terms of being proactive.
“I’m just getting some weights sent in - it’s more about finding out what you can do with the resources around you and it’s forever changing so it’s about being adaptable.
As various businesses up and down the country get used to working from home and a rise in video conferencing, Kruis has been down a different route to keep in touch with some of his closest – recently on new game Call of Duty: Warzone.
“In terms of mates and rugby, a lot of the lads have PlayStation’s so we often catch up on that on an evening – I think the PlayStation use has gone up a little bit which is pretty embarrassing for a 30-year-old but you’ve got to stay in contact with everyone!”
Players must be very careful about the substances they use, including substances marketed as supplements or herbal products. As of 2018, CBD is no longer prohibited by WADA, but all other cannabinoids are still prohibited in-competition (match days), including Tetrahydrocannabinol, which is the principal psychoactive constituent of cannabis, this means there are still risks for players when it comes to CBD products which have not undergone stringent screening and testing. Please click here for more information.
