This week Adam Moynihan called to the Movement & Fitness Club on New Street to catch up with Killarney man Wilson da Silva. The 38-year-old Brazilian recently won gold at the European Championship for Brazilian jiu-jitsu, and now he’s gunning for a world title.
Wilson, congratulations on your latest success in Rome and Abu Dhabi.
Thank you, Adam.
Before we chat about that, let’s go back to the start. How did you end up living in Killarney?
I came here around 15 years ago because I met someone from Killorglin and we went out for five or six years. After we broke up, I came to Killarney. I’m pretty much half-local, half-Brazilian now.
What part of Brazil are you from?
The northeast. A place called Recife. If you look at the map, it’s the nearest point to Ireland.
Do you get to go home often?
I try to go once a year, you know? I was home earlier this year and then before Covid. But once a year I go home in the summertime.
It must be nice to get some sunshine.
It’s nice, man. Even recently the doctor told me I have Vitamin D deficiency. My skin colour needs the sun! So I go home once a year. I follow the doctor’s advice.
How did you get into jiu-jitsu?
I did it back home in Brazil but I continued here in Killarney. I trained with guys here, Pedro Bessa and Tom McGuire. Then there is another club in Killarney and I trained with them up until four years ago. Things weren’t working out so I started my own gym. I just wanted to do things my way which was to have a clean place, no ego, no drama, no stress, no jealousy. Just come, train jiu-jitsu and help each other. And it’s going well.
Was it hard to go out on your own?
In the beginning it was really difficult because I was opening a second club in the town, on my own. There was really only one guy who wanted to train with me, but then my fiancé (Ewelina) started training and one became two, two became three, and it started to grow. Now we have classes for babies from three years up, kids and teenagers. We’re doing jiu-jitsu and capoeira for all ages. I guess it’s something good for the community.
Can you tell me a bit about jiu-jitsu? Is it similar to other sports?
If you were to describe jiu-jitsu to someone who never saw it, it would be very similar to judo. You have people throwing each other and putting each other on the floor. The jiu-jitsu match is five minutes long and the goal is to checkmate the opponent, to make your opponent quit, or tap out. So there is a lot of ground work, grappling, and wrestling. It’s an excellent sport and great for self-defence. I can’t recommend jiu-jitsu enough.
So there’s no striking?
There is no striking but [in terms of self-defence] there is ducking from striking, turning a strike into a mobilisation. It’s about finding locks on the body – the joint moves this way for example (he turns his arm) - figuring out how the anatomy of the body works.
It seems quite technical and intellectual.
Yes, it’s a very intelligent sport. I trained in weightlifting for a long time, for many years. With time it simply comes down to reps, breaking muscle fibre, and you’re not learning anything. It’s boring. With jiu-jitsu you’re constantly thinking. You’re constantly working your brain.
I compare it to a game of chess. First you figure out how to move the pieces, and then you have to play strategy. Look ahead to the next move and what your opponent can do to you. The moves are complicated and you’re always learning new things. It requires a lot of focus and discipline to get good at it. You don’t get bored with jiu-jitsu.
Is the focus and discipline side of it good for the kids who come to your gym?
Yes, definitely. I find that it is so beneficial for the kids. The kids want to win but if they want to win, they need to learn the moves. In order to learn the moves, they have to pay attention. So straight away it develops focus and concentration and discipline. If they do not pay attention, if they run around the place, they’re going to lose when they spar. It fixes itself. The guys who come in, pay attention, and it makes the others not want to lose so they pay attention and worker hard to learn the moves.
You can see the difference in the kids when they come here. We try to make them comfortable in uncomfortable situations so that when you take the child out of the jiu-jitsu class and they have a to deal with a hard subject in school, or a bully, they are mentally stronger.
I have witnessed that myself. I worked in security for many years and before I dedicated myself to jiu-jitsu, I found it easy to lose the head. But the more hours I put into the gym and training in jiu-jitsu, the more comfortable I became with frustrating situations. You’re able to remain calm. That’s a benefit of jiu-jitsu.
How important is size in jiu-jitsu?
That’s a tricky one. People say that size doesn’t matter. It definitely does. There’s no doubt about that. But the beauty of jiu-jitsu is that once you have the technique, you’re able to apply it against bigger guys. You know, the bigger guys have big muscles and bigger egos, but if the small guy trains hard he will be able to move the big guy’s body in a way that works against him. The big guy who goes to the gym, he’s used to pushing the bar this way (straight out), whereas the guy who knows jiu-jitsu knows that if he moves the bigger guys arms here (upwards), he’s not strong anymore. Now the bench press is worth nothing.
Bigger guys think they are unbeatable. The small guys have to work for it. I always motivate the guys here in the gym to be humble. You always have to consider yourself the second best, the guy who wants to be first. The moment you think that you’re bigger and better than everyone else, you stop working.
Tell me about your recent victories in London, Rome and Abu Dhabi.
Yeah, so I went to the UK and managed to win four golds at the London Open in the ‘Gi’, ‘A’, ‘No-Gi’ and ‘Absolute’ categories. (The ‘Gi’ is a uniform sometimes worn in Brazilian jiu-jitsu. There are categories in which the Gi is worn – ‘Gi’ - and categories in which it is not – ‘No-Gi’. The ‘Absolute’ is an open weight division).
Then a couple of weeks ago I travelled to Rome to compete in the European Championship. The day before that event, the Rome Open was on and since I was already there, I signed up for that too. I won the first fight, submitted the guy, but then in the final I lost. It was a good lesson for me. Coming from so many wins, I thought I was going to smash this other guy. I got a bit cocky. Losing settled me down and humbled me a little bit. I went back to my accommodation and analysed my mistakes. I hoped that the next day I would be able to play a strategy to win.
In the end I managed to win four fights and win the biggest European tournament – the No-Gi European Championship. It was my dream. I have been there twice before and got knocked out in the quarter-final, and came third in the Gi division.
It was really emotional for me. It was a great achievement. Even now when I’m talking, I feel emotional. I don’t train that much with No-Gi so to come first in Europe, it’s hard to believe.
It’s really hard to run and promote a club and also train and win tournaments, a lot of people say it’s not possible, but I’m putting a lot of hours into this and proving that it is possible. When you work so hard, with the help of my training partners, the results have to come.
And you weren’t finished yet. Where did you go next?
Yeah, to finish the story, after winning the European tournament on the Saturday, I flew to Abu Dhabi on Monday for the World Championship. I managed to go there and win three fights before losing the semi-final after getting beat pretty hard. I got my ass kicked by the winner. Then I had to fight to win the third place [match]. So, even though it’s only third place, it’s third place on the biggest podium in the sport.
Is it normal to compete in this number of events in quick succession?
No. It’s crazy to do so many competitions in a short period of time. I usually take a month or two months off before the next competition. It’s expensive too and I must thank Kevin Leahy [from the neighbouring Black Sheep Hostel] for sponsoring me. But after London, I had a feeling that there was no stopping me. I’m healthy. I’m not injured. Now is my moment and I have to take the chance.
It was hard enough to believe that I won the European Championship but to go to Abu Dhabi and fight against the best guys in the world… It’s a dream. Well, it’s not a dream now because it happened. It’s a reality.
Is this it for you now? Have you achieved all you want to achieve?
No, there’s more. Much more. I want to win the World Championship in California next year. For sure I would like to win the European Championship next year too.
But my goal is more than just winning championships, it’s to build champions. I want to teach people and share techniques that are proven to work. As I try to grow the gym, I will continue competing for as long as God blesses me with this health. That’s it.
BREAKING: Kerry FC respond to criticism of season ticket prices
by Adam Moynihan
Kerry FC have responded to online criticism of the price of their 2023 seated season tickets, highlighting the availability of “other options” for supporters of the League of Ireland’s newest club.
Season tickets for the Main Stand at Mounthawk Park went on sale this morning at a price of €275. LOI fans were quick to point out that this is the most expensive season ticket in the First Division, with a number of rival clubs charging less than €200.
In a statement released to the Killarney Advertiser, Kerry FC said that pricing structures were “examined for a long time” in the build-up to their season ticket launch.
“It’s worth noting that the €275 season ticket guarantees your assigned seat for every home league game in the 2023 season in a covered stand on the long side of the pitch,” the club explained.
“If supporters would prefer, there are plenty of other season ticket options, including a terrace ticket for general admission at a price of €200.
“Family tickets ensure children can attend our games at a minimal cost while Students/OAPs receive a significant discount on their yearly ticket.”
Over 100 Main Stand season tickets were sold within an hour of going on sale at 9am today.
The 2023 League of Ireland season will get underway in February.
Kerry FC season tickets can be purchased here.
How ‘box office’ duo Clifford and O’Shea pushed Kerry’s brand into overdrive
Adam Moynihan caught up with Kerry GAA Store manager Luke Quinn to find out how the Killarney-based business made record profits in 2022
It was a sad day for the parish when Killarney’s famous Nike Factory Store closed its doors in March of this year. That big, white Swoosh had attracted locals and visitors to the Killarney Outlet Centre since both the store and the centre first opened in 1999. Having a brand that large in a town so small was pretty cool. We were all sorry to see it go.
It wasn’t the only sports brand to call the Outlet Centre home, though. As Nike shut up shop, just across the way, on the other side of the escalator, the Kerry GAA Store was gearing up for what would turn out to be their best year ever.
The official retail outlet of Kerry GAA racked up €200,000 in profits in the financial year up to November. Not quite Nike numbers – the US sportswear giant made €21 billion globally – but the store’s record revenue certainly came as a welcome bonus for the county board.
Preparing intercounty teams has become hugely expensive (Kerry spent almost €1.5 million on their footballers and hurlers in 2022) and plans are in place to redevelop the Fitzgerald Stadium at an estimated cost of €72 million. Every cent counts.
The unprecedented success of the business is also a sure sign that the Kerry brand, which has been developing in one way or another for over 100 years, has now slipped into overdrive.
I recently called into the Kerry GAA Store to speak to manager Luke Quinn and find out more.
After selling a half-zip tracksuit top to a customer and handing over to his assistant, Luke invites me into a narrow office down the back. Myself and Luke actually know each other a long time. As kids we were neighbours down in Whitebridge Manor. I recall borrowing his Schmeichel-era Man United keeper jersey once so I could play in goal. It wasn’t the last jersey he gave me (although, in fairness, these days I pay).
A popular figure at his club, Dr Crokes, Luke experienced great success as a player and he is currently part of Brian McMahon’s senior management team. After chatting a bit about football, we get down to business.
I get the impression that I’m embarrassing him somewhat when I ask for the official amount that the store handed over to the county board, but he readily admits that he is delighted with the 12 months he and his team have put down.
“I think with the new jersey being released, and with Kerry reaching and winning the All-Ireland final, all those things combined and led to a very profitable year,” Quinn says.
“Any time you bring out a jersey, especially a home jersey, it gains traction – not alone in Kerry but all over the world.”
The popularity of that new O’Neills home jersey is an interesting one because it actually received quite a poor reception when it was unveiled in January. For his part, Quinn attributes that initial reaction to the imagery that accompanied the release. The sublimated background graphics on the body of the shirt were exaggerated in the launch photos, which made it look far louder than it actually was in real life.
“When people saw it in reality and when the team wore it, sales went through the roof. I remember the first weekend they wore it on TV against Kildare, the jersey gained unbelievable traction. I think people’s minds were changed.
“I know that O’Neills were very confident that it was going to sell well and, to be honest, we were as well. It’s like anything when it’s new, it takes a bit of time to seep in.
“I think the return of white trim was a factor. The bit of white just makes everything pop. It’s subtle enough but it makes a huge difference; it makes the green and gold more prominent.”
Perhaps even more significant than the design of the jersey itself was the talent wearing it. Kerry ended their eight-year drought by defeating Galway in the All-Ireland final in July with Man of the Match and Footballer of the Year David Clifford to the fore. At just 23 years of age, Clifford is now the sport’s standout superstar and Quinn says that he and semi-final hero Seán O’Shea are now driving the Kerry brand on a national and global level.
“Kerry is a worldwide brand at this stage. It’s a known brand and it’s not only Kerry people who want to buy the shirt, it’s people in the midlands, up the north, all over the world really.
“This Kerry team is relatively young and they’re after building a nice relationship with the public. The more you win, the more you’re going to be in the news and the media and the likes of David Clifford and Seánie and these guys, they’re box office now. The boys really do give [the brand] that extra push.
“It’s very hard to quantify but one thing you’d notice is that this year we had parents coming in who might have no interest in the GAA, in particular foreign nationals from places like Eastern Europe, and they had kids who were mad to get the jersey. They would actually point to the photos of David and Seánie and say they wanted the jerseys that those guys wear.
“You can’t really put a figure on it but you can see that these players are reaching out to a large audience because of who they are. At this stage, if they wore a black plastic bag, the kids would want a black plastic bag.”
The GAA is different to sports like soccer in that players don’t have squad numbers or their names printed on the backs of their shirts. If the GAA went down that road, Quinn has no doubt about which jersey would be the most popular.
“You’d just be stocking up on Clifford jerseys, wouldn’t you?” he laughs. “I’ve heard squad numbers being mooted but intercounty GAA is so different. The panels change so often, especially the higher numbers. Kerry could have 40 different players training with them throughout the year so it would be hard to nail down numbers.
“We possibly will bring out a number 14 and a number 11 shirt ourselves (Clifford and O’Shea’s usual numbers). Maybe a number 8 too. The more prominent ones. There is a demand for that. But as for names on the back, that might be a bridge too far.”
Aside from the jerseys, many items from Kerry’s leisure and training wear collections are also big sellers. The store receives four ranges from O’Neills every year, two of which are exclusive to the shop (i.e. the National League range and the Championship range). These collections include the same hoodies, jackets, half-zips and polo shirts the players wear travelling to games, as well as the clothing that team manager Jack O’Connor wears on the sideline.
The training jerseys sported by the players when they warm up before matches are also popular.
After a turbulent period in the nineties when they changed kit supplier three times (adidas to Emerald Active Wear, then to Millfield, and then back to adidas), Kerry have now been with O’Neills for 22 years straight. The relationship between the two parties is strong. Quinn certainly doesn’t see it ending any time soon.
“O’Neills are a great company to deal with. They have a lot of stuff in the pot – 30 or 31 counties – but they’re good at what they do. They wouldn’t be at the top of the game for this long otherwise. Their production is very streamlined, they have a good marketing team, and a good design team. The reps on the ground are very helpful and I can see them going from strength to strength to be honest with you, and further afield in other sports as well.
“The issue with another company coming in instead of O’Neills – for example if we took on another smaller producer – I think the bottom line is that if the team gets to an All-Ireland semi-final or final, the demand for jerseys and leisurewear goes through the roof. I don’t think there’s any other company in the country that could accommodate that demand in such a short space of time. Especially with the season being shortened, I just can’t see anyone else being able to take on that production.
“O’Neills have a monstrosity of a factory up in Strabane as well as the one in Dublin, which is no small factory either. And even at that, when it comes to the summertime, they would be at capacity. I can’t imagine another company taking on a county like Kerry or Dublin or Mayo who are GAA mad and are always at the business end of the season. Other companies will find it hard to dip into the big hitters.”
At a national level, O’Neills jersey sales were actually down 16% in 2022, something the company has attributed to the shorter intercounty window. Thankfully for Quinn and for Kerry, the Kerry GAA Store didn’t experience the same drop in sales once the season ended in July.
“I suppose with Kerry getting to the final and winning it, we weren’t affected as much,” he reflects. “There was a nice little buzz after the final. We brought out some different bits of merchandise on the back of winning as well so that’s always going to help. I also think people are getting ahead of Christmas that bit earlier this year.
“It would be different if Kerry lost earlier in the year but I can’t say the split season affected us too much.”
SEVEN DAYS A WEEK
Quinn took the reins five years ago and although he describes it as a busy job, it’s one he’s massively enjoying.
“I’m loving it. I took over from Botty (Niall O’Callaghan) and Seán O’Sullivan so I had big boots to fill but the boys were great on the handover. I’ve got some good bosses who help me out big time. The county board leave me to my own devices but they’re always there when I need any help.
“It’s busy and we’re open seven days a week. The only days we’re closed are Christmas Day and New Year’s Day so it’s gung-ho all the time. With new ranges and new jerseys and new fashion trends, you have to keep your finger on the pulse at all times. So it is busy but it’s the way I like to be.”
What does a normal day look like?
“It’s always about planning ahead. Today I’m ordering next year’s Christmas range. I don’t even know how exactly Christmas is going to go this year in terms of sales but O’Neills need to plan so far ahead in their production that I’m already ordering for Christmas next year. You’re always trying to keep ahead of the game.
“There are new training jerseys coming out pre-Christmas. There’s a National League range coming out pre-Christmas. There’s an away jersey coming in January. You have to get your numbers right, get your system set up to take in all that stock, organise staff, and make sure everything is streamlined.”
That mention of a new Kerry away jersey will no doubt pique the curiosity of our readers. The outgoing away top, an eye-catching blue and lime green effort, has been in use since 2020. I pressed Luke for details.
“I haven’t even seen samples yet. If you’re talking to O’Neills tell them to send them down as soon as possible! I genuinely don’t know what it will look like. The design team at O’Neills will develop a good few prototypes, they’ll be sent down to ourselves and the county board, and we’ll go through them. O’Neills will give us a good idea of what they feel will work.
“Some of the players will have an input and then a final decision will be made. At the end of January, Kerry will be out against Donegal and hopefully we’ll see the new away jersey then.”
It’s hard to imagine Kerry footballers from bygone eras having (or wanting to have) too much say in the design of the kit but, generally speaking, the modern player is more into fashion than his predecessors. In that regard, it makes sense for them to have their say.
“There would definitely be an input,” Quinn reveals. “Some of the players just want to concentrate on the football or the hurling but other guys would be very style conscious in what they want to wear. Colm Whelan, the kit man for the footballers, and Tim Daly with the hurlers have a big interest in what ranges and training jerseys and playing jerseys are coming in. They know the guys [on the panel] who would be into the fashion side of things and we have a couple of WhatsApp groups to get the players’ opinions.
“O’Neills would definitely take it on board,” Quinn says, before jokingly adding, “I suppose if the best footballer in the country wants a certain thing then you’re going to have to go with it, aren’t you?!”
One thing I’ve noticed from my trips to the Kerry GAA Store is the constant flow of GAA-related chat between the customers and the staff. Admittedly you could probably overhear football talk on any premises in a town like Killarney, but the store is the perfect setting for it. And that’s something Quinn and his employees relish.
“You have all these business things going on in the background but the main thing in all this is the customer. We can’t lose sight of that. You still want to give the customers coming in the best experience, to chat about Kerry football, and engage with the public. That’s what it’s all about.
“This shop is bucking the trend. We do have an online store but it’s still very much a kind of ‘shop local’ set-up. All profits raised go back to the county board and we have so many repeat customers. Some people don’t even buy stuff, they just come in and shoot the breeze about how bad the Crokes were last weekend or whatever. From my point of view, I love it.
“My staff are great too. Seán House from Tralee is the assistant manager. He has been here a year and a bit and he has been excellent. We have eight or nine part-timers and most of them are in college but they’re all very invested in the place. They’re all here four or five years which is a good sign. They get excited when new stuff is coming in, they get a kick out of that.”
As a Kerry native who played the game to a high level, Quinn is naturally a massive fan of Kerry football. I was curious to know if the nature of his line of work, specifically the fact that the fortunes of the business depend so heavily on the fortunes of the team, affects the way he watches the games.
“A couple of years ago Kerry lost to Cork and we were out so early. Maybe not during the game but shortly after you’re saying to yourself, revenues are going to be a lot further down now. So definitely after the game it would be one of the first thoughts to come into your head. But it’s more the county board and the revenues that go back that I’d be thinking of.
“It would pop into your head afterwards but I’d be a normal Kerry supporter as the game is going on.”
Ultimately, it’s all about facilitating the continued growth of football and hurling in the county and Quinn is full of praise for his bosses who help make that happen.
“The chairman Patrick O’Sullivan – the store was his idea first day – as well as John O’Leary, John Joe Carroll and Liam Chute, they’re all very successful in their own professional careers. They’re very much doing this on a voluntary basis because they’re so proud of the shop and how well it has done. We’re all in it together.
“When you have a successful year financially it means you can develop Currans further, you can develop the pitches, you can bring in more Games Development Administrators. You can keep pushing on.”
The brand has a long way to go to reach Nike levels but with talented individuals on the pitch and in the boardroom, Kerry GAA appear to be ticking all the right boxes.
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