Is it time to replace your race suit? Let’s get you track-ready. Two people, and an AI that answers the phone
GSM Performance is a small independent motorsport safety specialist in Nottinghamshire. Garreth and Cameron handle the orders, product advice and showroom appointments. CallyAI covers the phone at any hour and passes anything it cannot settle to them.
Garreth Sleigh founded GSM Performance in 2003 and still runs sourcing, the websites, the showroom and customer service. Cameron Marrison joined in 2020 and handles website updates, in-store appointments and the admin behind orders. CallyAI is our AI phone agent, trained on our own knowledge base, and it answers day or night.
Who you are dealing with
Two people and one AI agent. That is the whole list.
Garreth Sleigh
Founder and managing directorI started GSM Performance in 2003 to put motorsport knowledge and proper service in one place. Sourcing, the websites, the showroom and customer service all still come back to me. If you have placed an order or sent an enquiry, chances are I have had a hand in it.
Since 2003Showroom fittingsSourcing
Cameron Marrison
Admin and in storeCameron joined in 2020 and runs the day to day. Website updates, booking and managing in-store appointments, and the admin that keeps orders moving. If you have visited the showroom you have probably already met him.
Joined 2020AppointmentsWebsite
CallyAI
AI phone agentCally is the newest addition, an AI phone and social agent trained on our own knowledge base. It books appointments, answers product questions, gives order updates and sends written quotations, at any hour, and it gets better week by week.
0115 9893488Round the clockBooks appointmentsCally is an AI, and we say so up front rather than letting you work it out mid call. It handles a lot on its own. Anything it cannot settle goes to Garreth or Cameron, and you will not be passed round a department to get there.
How we work
We sell motorsport safety equipment and nothing else. No general car accessories. That means our time goes on regulations, fitment, homologation dates and how kit behaves in real use, rather than on whatever happens to be selling this month.
We also keep a physical showroom, which is still rare in the UK for this kind of product. Being able to sit in a seat and try a suit on before you buy settles questions no size chart can answer.
None of the advice is scripted. If something is wrong for what you are doing, we will say so, and we would rather lose the sale than take it back later.
What you can expect
- A straight answer on whether a product suits your application
- Your regulations checked before you buy anything dated
- Time taken over sizing, in the showroom if you can get to us
- The cheaper option recommended when it is the right one
What we will not do
- Sell you a helmet your championship will not accept
- Read you a script
- Push a brand because the margin on it is better
- Guess at fitment when a phone call would settle it
How that lands
Where customers rate us, and it is the eBay one we watch hardest.
The systems behind it
Two people covering three websites and over 14,000 products only works if the systems take the repetitive part. Ours handle customer communication, order fulfilment and stock, and CallyAI sits on the front of that answering the phone.
The systems deal with the repetitive updates while Garreth and Cameron deal with the product questions. SMS delivery updates came from watching where customers were having to chase us and fixing that part of the process.
An order confirmation and an SMS with your invoice number and an estimated delivery time, tracking through Aftership so every parcel sits in one place whichever courier is carrying it, and a phone line that does not stop at five o’clock.
Why we do what we do
Common questions
Who answers if I ring?▾
CallyAI, our AI phone agent. It is trained on our own knowledge base and can settle most things on the call, including booking you a showroom slot, answering product questions, giving order updates and sending a written quotation. There is no menu and no extension to ask for, just say what you need.
Is CallyAI a person?▾
No, and we would rather say so than let you find out halfway through the call. It is an AI agent. It handles the phone and our social messages, it works around the clock, and anything it cannot settle gets passed to Garreth or Cameron.
Who will I meet if I come to the showroom?▾
Garreth and Cameron between them. Cameron books and manages the appointments, and Garreth normally runs the fitting itself, going through your body shape, your driving and what the car needs before pulling out anything to try.
How big is the team?▾
Two people, plus CallyAI. That is deliberate. It means the person who sourced the product is the same person who answers your question about it, and nothing gets handed round a department.
When can I actually reach you?▾
CallyAI is on the phone at any hour. The showroom runs by appointment, Monday to Friday, 10.00am to 4.00pm. Email to Sales@GSMPerformance.co.uk gets picked up on working days.
How long has the business been going?▾
Garreth started GSM Performance in 2003. Cameron joined in 2020. The registered company is GSM Performance Limited, company number 09256002.
Ring, or book a slot in the showroom
CallyAI picks up whenever you ring and can sort most things on the call. If you want to try kit on, book a showroom appointment and one of us will have your sizes out ready.
Book the showroomCall 0115 9893488Email us
