The bookies in Westmeath took a bit of a bashing when the maroons famously landed their first Leinster SFC in 2004. It's all part of the service, however, and Bruce Betting were delighted to play their part in the most memorable summer in Westmeath GAA history. And they're looking forward to an unforgettable 2005... Through a dedicated policy of offering the best prices in the market, Bruce Betting has developed into one of the leading independent bookmaking chains in the country. The family-run business boasts a particularly strong presence in the midlands, where GAA betting is becoming increasingly popular. Two-thousand-and-four was a bumper year for Westmeath GAA, with captivation levels at an unprecedented high as Paidi O Se led the maroons to their first-ever Leinster senior football championship. Interest in gaelic games reached fever pitch. The county was decked in a sea of maroon and white. The enthusiasm spilled over into the betting arena, where an increased incidence of gambling on gaelic games was recorded. With a new championship season looming on the horizon, Geraldine Taggart - director of Bruce Betting's Westmeath outlets - is confident that it will be another busy summer at the office. The GAA market has progressed rapidly in recent seasons, with punters now offered a wide range of betting options. Prices are offered on outright winners in all the main GAA competitions - national and local - as well as on individual matches over the course of the summer. Weekend GAA coupons are available in all Bruce Betting shops over the summer and one-off bets such as First Scorer, Half-Time/Full-Time etc. can also be availed of. It's a blossoming market and the directors of Bruce Betting are intent on continuing to provide their customers with a top-quality service at all times. Bruce Betting had its genesis in March 1977 when founder Thomas Byrne established his first shop in Kilcock, County Kildare. It started out as a one-man operation, with the owner setting odds himself after studying form in the daily papers and listing the runners and riders on a whiteboard to the front of the shop. During the intervening 28 years, increased technology and improved standards have seen both the industry and the business progress beyond recognition. The name Bruce Betting comes from its founder's childhood nickname (Thomas was given the moniker 'Bruce' when his boxing coach compared him to then British and European heavyweight champion Bruce Woodcock). With a total of 37 outlets now operating nationwide, Bruce Betting are swapping punches with the big boys and giving as good as they get. Thomas Byrne didn't hesitate in getting his family involved in the business. Indeed, Bruce Betting has grown into the classic family set-up, with eight family members now trading under one name. Though each individual is responsible for running their own shop independently, prices are set centrally and resources are pooled to provide a secure backdrop. This way, each office stands on its own two feet, while at the same time backed by a strong name and a strong brand. The Bruce Betting approach has always been a bold but nonetheless practical one. If a pitch becomes available, they will go for it. They possess the experience and confidence to make it work. Thomas admits that it was always an ambition of his to become a bookie. When he was a teenager he used to enjoy the occasional flutter on the nags, but his strike-rate was so poor that he always dreamed of moving to the other side of the counter. Twenty-eight years later, he is showing no signs of slowing down. The empire is growing, providing a key service and more than holding its own against the more established names. In the past two years, Bruce Betting has opened up 14 new outlets and they are constantly on the look-out for new opportunities. At present, the chain has 37 offices as well as its telebetting centre in Kilcock and there are also a number of applications pending in different towns dotted around the country. The coming on stream of new office technology has played a major part in allowing the company to expand so effectively. Despite employing up to 250 people, Bruce Betting maintains a relatively low profile compared to most of its national competitors. This is a deliberate policy. Rather than spend money on advertising and promotion, the customer-orientated firm prefers to concentrate on keeping odds as high as possible. Thus, Bruce Betting competes favourably by offering punters a better deal on practically all events. With the betting industry in Ireland stronger than it's ever been, the success story of Bruce Betting is set to continue. Though horse racing remains at the core of the industry, the bookmaker in Ireland is no longer as dependant on the sport of kings as once he was. Sports like golf, soccer and, of course, gaelic games are all catching up. Bruce Betting is the No.1 GAA bookmaker in Westmeath. During Cheltenham week, Geraldine Taggart (Thomas Byrne's daughter) opened the 37th outlet in Moate, bringing to ten the number of offices in the midlands area. "Yes, we have a strong presence in Westmeath and in the midlands, but we're gradually spreading out around the country. We've just opened up in Cork and Kerry and we're interested in setting up anywhere in Ireland, though we're inclined to stay away from Dublin and the north. "We have the necessary structures in place so we can open up very quickly once a location becomes available. We can get our fitters in and have the shop open within a month." The championship took centre stage in Westmeath last summer and Geraldine is anticipating another hectic season: "GAA betting has become very popular. We take a lot of bets on the football and hurling, especially during the summer months. This year's championship looks wide open in Leinster, so there are generous prices available on all teams. We're expecting to be busier than ever…" Tweet

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