
Last month, we delved into the mindset and strategies of top tennis bettor Tom Dry, uncovering the secrets behind his remarkable achievements. This month, we shift our focus – from bettor to layer – and introduce Ben Keith, the dynamic founder of Star Sports, a prominent and respected independent bookmaker in the UK.

Ben’s journey is marked by resilience and unwavering determination. Today, his influence in the UK market is evident through 18 Star Sports outlets, multiple racecourse locations, and an expanding online presence with brands like PricedUp, Planet Sport Bet, and NRG Bet. His workforce now exceeds 300 employees.
Unlike major corporations, Ben is open to accepting wagers from almost anyone, assessing individuals and their betting patterns. This approach has allowed him to establish a business that manages risks that most would avoid, positioning him as a unique player in today’s betting industry.
Origin Story
Ben’s venture began at Hove greyhounds. Introduced to the track as a young teen, a winning Tote bet on Sara Jones left a lasting impact, igniting his passion for the world of betting. This pivotal moment set him on a path he felt destined for.
From there, Ben became the go-to bookmaker at his school, handling bets on various events. He immersed himself in the betting scene, fueled by his love for the craft and guided by his father, shuttling him between tracks. Before his work stint at Hove, his father imparted a lasting piece of advice:
“Take the good, leave the bad.”
Learning Curve
The betting ring served as Ben’s educational institution, with bookmakers acting as his mentors.

Among his early mentors was Martin “Lofty” Chapman, who taught him the intricacies of pricing races, managing books, and signaling odds through tic-tac. Chapman remains an essential part of the Star Sports team, actively involved at pitches nationwide.
During his teenage years, Ben gained experience at City Index, particularly in the sports spread betting division. Here, he crossed paths with Martin Johnstone, renowned as City’s most astute punter.
Ben later observed Martin’s approach in Bournemouth, learning from a figure who straddled both sides of the betting spectrum – as a professional punter and a bookmaker.
“He epitomized the dual roles of a professional punter and bookmaker.”
Turning Point
Returning to City Index, where a full-time role awaited post A-levels, Ben’s career trajectory shifted. A new opportunity in Gibraltar beckoned, but the pace of progress disappointed him.
His supervisor, then under the wing of a young Tony Bloom, witnessed the latter’s success in Asian handicap football markets. Despite the tempting prospects, Ben chose a different path after a significant win, transitioning to an on-course bookmaking role.
Reflecting on Tony’s eventual triumph, Ben acknowledges: “Undoubtedly. Tony exemplified professionalism and diligence. In contrast, I was impulsive, resolute in my pursuit of a racecourse bookmaking career.”
Valuable Experiences
Launching his on-course business with a £10,000 capital, Ben faced rapid depletion.
“I squandered my funds swiftly, enduring ridicule and enduring harsh lessons through my twenties. The stress took its toll, while Tony’s associates amassed wealth. I was naive.”
His twenties were a period of trial and error, characterized by setbacks and resilience, driven by a high-risk appetite.
“In destitution, one can display courage like a lion.”
One individual who recognized Ben’s determination was Gary Woodgate, then a Ladbrokes employee in Brighton.
“Gary rejected bets from my team of punters. I operated as a professional gambler, using those earnings to establish a bookmaking business. My punting funded my bookmaking endeavors, shaping my learning curve and growth.”
Identifying Gary’s complementary skills, Ben invited him to join forces after a strategic discussion. Gary eventually became Ben’s trusted ally.
Brand Development
The duo honed their skills at Walthamstow dogs, gradually expanding their shop operations. The initial phase posed challenges as novices, attracting sharp bettors who tested their mettle.

The pivotal moment arrived with the advent of tele-betting, prompting Ben to relocate to London, attracting larger punters and expanding his network to boost his business.
From inception, Star Sports prioritized fundamental principles: prompt payouts, accommodating substantial bets, and fostering strong customer relationships. While seemingly basic, these values are scarce in today’s industry.
Step into a Star Sports shop and encounter staff knowledgeable about the game and their clientele. Request a bet on the Derby, and you’ll receive informed assistance.
This approach emboldened Ben to establish outlets in highly competitive zones, relying on exceptional service and well-maintained shops – areas where major operators often falter – to attract business.
“Dive into the competition head-on. Compete on all fronts (except pricing).”
Customer Engagement
Star Sports occupies a distinct niche in the top-tier market. At prestigious events like Cheltenham and Ascot, they handle seven-figure stakes, catering to high-value customers. Ben leverages personalized service to outshine corporate giants on-site and in-store, nurturing customer loyalty and dispelling notions of betting shops becoming obsolete.
His customer acquisition and retention strategy revolves around traditional values.
“Engage directly. Establish a personal connection. Understand their needs. Forge a bond. If you can’t find punters in a betting ring as a bookmaker, it’s time to rethink your game.”
Ben operates with transparency, leveraging clarity in people, situations, and risks. He remains vigilant at all times.
“I observe individuals closely. How do they react to change? I disrupt their plans to gauge their responses to adversity. Ambiguity concerns me. Clarity is essential.”
“My losses stem from succumbing to hope and greed. A skilled gambler exploits your greed to lure you in. Watch, listen, and stop believing. Awareness is key.”
Future Prospects?

Browsing through Ben’s social media, you’ll encounter a man passionate about diverse cuisine, engaging conversations, and learning from varied perspectives.
“I enjoy exploring new cuisines with individuals from diverse backgrounds. A broad diet, both culinary and intellectual, fosters a healthy body and mind.”
This philosophy mirrors his overarching approach to the industry: adapt or risk obsolescence.
“Gambling embodies the essence of Darwinism.”
Ben also champions greyhound racing, a passion that earned him the 2021 GWA Services to Greyhound Racing Award. While advancing Star Sports, his triumphs extend to a burgeoning property portfolio, encompassing assets exceeding £150 million across six nations (Source: Star Property).
“All my resources are invested in real estate. When more astute bookies emerge and the tide turns, I aim to have tangible assets to show for my endeavors.”
Influence of Networking
Ben’s narrative underscores the tenacity required to thrive in a cutthroat industry, where customers actively challenge your position. He transcends the role of a mere bookmaker, embodying the traits of a savvy, determined entrepreneur.
Waterhouse VC values individuals like Ben within our network – individuals offering profound insights, practical experience, and a willingness to assist others in navigating the industry’s complexities.
If you know gambling tech firms seeking funding or distribution support, our new ‘Pitch Us‘ page simplifies connections with our investment team.

Waterhouse VC specializes in global publicly listed and private businesses related to wagering and gaming sectors. The fund caters exclusively to wholesale investors.
Since its inception in August 2019, Waterhouse VC has achieved a gross total return of +3,133% (annualized at 84%), as of April 30, 2025, assuming reinvestment of all distributions.