The tech company keeping Manchester in Sync for nearly 30 years
Over three decades, Sync has played a crucial role in nourishing a restlessly creative city - helping to cement Manchester’s reputation as an artistic hub.
‘Silver linings’ has become a popular topic since the pandemic swept Britain.
It’s human nature to find positives even in the most disastrous of situations. The ability to look on the bright side keeps people going even when times are tough… and few of us have experienced anything as tricky as the past 10 months.
The biggest silver lining for many during this period has been tech.
If a government-imposed stay at home order had to happen, at least it was in 2020 – an age where tech is so powerful and accessible, we’ve been able to stay in touch with loved ones, earn a wage from home, and fill any furlough time by streaming box sets.
Even 10 years ago, things would have been very different.
Tech has been deemed so valuable, in fact, that some shops have been classified as ‘essential’; meaning they’ve been permitted to remain open through lockdowns to keep the country running.
One of those is right here in Manchester: Sync.
Based on Deansgate in the city centre, Sync was born of GBM Digital, who themselves were part of a design and print house set up in Ardwick all the way back in 1992.
Over the subsequent three decades, the company has played a crucial role in nourishing a restlessly creative city – helping to cement Manchester’s reputation as an artistic hub.
Sync has been so impactful over the years, in fact, that the company has acquired ‘partnership status’ with the quartet of software juggernauts: Apple, Google, Microsoft and Adobe.
The business has teams across Britain, but the physical three-level Deansgate venue is considered something of a HQ – containing a tech shop, Apple service & repair centre, and a training and conference centre.
Throughout lockdown, Sync Deansgate remained a place where customers could get their Macs, iPads, iPhones, Watches and Beats under Apple warranty fixed – tracking the repairs every step of the way.
Booking slots are posted online – with customers sent specially-designed totes via a courier. People simply pop their device in the tote and the courier whisks it back – before delivering the fully-repaired product.
Sync has served as the city’s digital support network during this difficult period. But instead of simply providing emergency-style patch and fix work, the brand has also continued to raise the bar.
For example, Klarna 0% finance has been made available for all Apple products from Sync (where baskets are under £1,000) – an offer unavailable anywhere else in the UK, let alone Manchester.
Sync is also the only company of its kind to provide full Mac configurators for schools and businesses – giving organisations the incredible power to build their own Mac for their own needs.
Staff are different, too – weighing with next-level aftercare for individuals and organisations.
Scott Bordoni, Head of Operations at Sync, described the company as a “tech business with heart”.
“Our goal is to inform and educate,” he explains.
“Our teams practice a consultancy-first approach, utilising their technical expertise and industry knowledge to address key challenges for our customers.”
Adil Ladha, Digital Marketing Specialist, says it’s this very ideology that has set Sync apart from its competitors.
So often, a business-customer relationship barely stretches beyond the point of sale. But at Sync, they see the transaction as just the beginning.
“For us it’s about the development of long-term relationships,” Adil states.
“We put time, effort and energy into supporting our customers – giving them the opportunity to upgrade and futureproof quickly and easily whenever they desire.”
Alongside repairs, one of the most valuable services Sync continued to provide during lockdown was training sessions – which were shifted online.
Scott says: “Prior to the pandemic, our teams were working at national scale, running and supporting over 280 days of face-to-face training and informational events per annum – all at zero-cost, in order to support businesses and schools.
“As key workers, our national teams remained in operation throughout the first lockdown, supporting businesses, public sector organisations (including the NHS), and schools – helping to ensure that other businesses, organisations and key workers were able to continue through the crisis.”
Sync delivered an astonishing 110 free skills-based training sessions to businesses and key workers during the first portion of the pandemic – all-the-while remaining on hand to keep IT systems fully functional.
Siding with the big boys has helped, of course.
Sync’s direct line to Apple means that customers get the creme-de-la-creme of tech services, supported by the kind of insight and knowledge that you’d find at the Genius Bar.
Being closely allied with Apple on this many fronts looks impressive on paper. But it’s even more applause-worthy when you realise what’s required to get on the team.
Getting accredited by Apple doesn’t just involve firing off a charming email or launching a savvy piece of modern marketing that turns heads at Silicon Valley. Sync is tasked with repeatedly demonstrating the highest standards in knowledge and expertise – as well as frequently providing evidence of capability and performance.
It’s tough stuff, hitting such high standards day in, day out. But Sync staff appear to revel in the challenge.
The brand boasts around 70 employees nationwide today – and some of them were at GBM when it launched 28 years ago.
The team have grown up together to build something quite special – and their reputation is spreading.
Scott adds: “Whilst the technology and deployment practices have updated through the years, our mission statement has continued to stay the same: Delivering customer-centric solutions via a consultancy-lead approach.”
The typically hectic stretch of tarmac on Deansgate has quietened down again in recent weeks due to Lockdown 2.0. But Sync is still operating.
The Barton Arcade site remains open for repairs by appointment only – with ‘collect and repair’ services available to anyone who can’t visit the store.
Almost every single person in Manchester has relied on tech in some capacity to carry us through the toughest few months many of us can remember.
Teachers. Nurses. Office workers. Joe Public. We’ve managed to bear up and power through via laptop and phone screens.
Take tech out of the pandemic, and you’re left with a totally different picture – probably one with fewer businesses, isolated communities, and significantly lower morale.
Being in a digital era has at least offered something of a silver lining.
And it’s Sync that’s helped to keep that silver lining intact.
Business
The Spirit of Manchester confirms bar closure as Manc hospitality takes another hit
Danny Jones
Manchester has been hit by yet another gutting hospitality closure as The Bar at The Spirit of Manchester Distillery, formerly known as Three Little Words, has confirmed they have shut down effective immediately.
The stunning spot set up as The Spirit of Manchester Distillery’s dedicated, customer-facing city centre venue and second home under the arches, opened back in 2019, offering a cocktail, gin-making and tasting experience, as well as a restaurant.
But fast forward six years, and now the once-beloved Three Little Words bar has sadly closed, largely citing the same economic pressures everyone has faced post-pandemic.
Writing an emotional farewell post on LinkedIn, Spirit of Manchester co-founder and master distiller Seb Heeley said: “This is a post I never thought I’d have to write. 9 years ago, we set out with a dream to build something that would represent the spirit of Manchester from the humble beginning in our dining room.
“We were fortunate enough that people embraced our vision, and 6 years ago we embarked on an over million pound project to bring 6 forgotten, abandoned arches beneath the iconic Manchester Central back to life to show the best the city has to offer.
“Unfortunately, COVID changed the playing field 5 years ago, and over the last 2 years, running a city centre hospitality business, we have been hit with a perfect storm of rising costs, taxes and pressure on customer wallets that has ultimately led to an unsustainable business model.
“It is with the heaviest of hearts that we have to close our customer-facing operation on Watson Street today. It’s the amazing team that I feel most sorry for, as it’s their commitment over the last 6 years that has made this building feel like our forever home.”
Heeley goes on to say: “If anyone on my network is looking for new recruits, I couldn’t speak highly enough of our whole team. Please get in touch with me about any opening you may have.”
Writing a further statement on the bar’s Instagram page, they described the moment as ‘heartbreaking’, adding that they “couldn’t be prouder of [their] team” and the accolades achieved over the bar’s lifespan, both as Three Little Words and in its most recent iteration.
Seb and his wife, Jen Heeley-Wiggins, say they saw the stunning Watson Street site archway as the “forever home” for the business – it’s not hard to see why.
Having also housed local culinary offerings like Etana, too, it’s sad to see such an eye-catching part of the city’s dining scene fall victim to the ongoing industry pressures and cost-of-living crisis.
Even if you’ve never been, you’ll have passed a bottle of Manchester Gin countless times. (Credit: The Manc Eats)
The pair signed off by saying: “While this is the end for our experience centre site, Manchester Gin will continue to be made in the city and hopefully enjoyed for years to come.
“Obviously, this is a difficult time for all of us, so please bear with us while we go through this transition. Thank you.” Online orders have also been briefly paused as they look to lay out clearer plans for the future, and we can only hope they come through the other side more stable.
In what has been a heartbreaking start to the week, this marks the third high-profile food and drink casualty in central Manchester alone in the space of just the last two days, with the news of Salvi’s shutting their Deansgate Square location being followed up by another NQ closure barely hours later.
Safe to say it’s more apparent than ever that our hospitality sector needs better support and fast.
Salford City FC confirm former Manchester United shirt sponsor as latest commercial partner
Danny Jones
Salford City FC have announced a former Manchester United financial partner and well-known shirt sponsor as their latest commercial partner.
The local League Two, helmed by the consortium consisting of ex-Man United players most commonly known as the ‘Class of ’92’, now share even more in common with the Red Devils beyond just the colour of their shirt and some old personnel.
However, the Greater Manchester side has struggled to progress in recent years, so the owners have continued to look to generate further revenue when it comes to the business off the pitch; cue the return of a familiar logo and, arguably, one of the most recognisable sponsors to ever feature on a footy kit.
While it may not be featuring pride of place on the front of their shirt – that position still belongs to Fireball Whisky following their July 2024 deal – as it once did for Manchester United, Salford City have welcomed the American International Group (AIG) as a new minority equity investor.
Announcing the collaboration on social media, the ambitious Ammies wrote: “AIG’s investment in the Club is a powerful endorsement of the model we’re building, aligning world-class partners with a football-first vision grounded in ambition and long-term commitment.
“Together, we’re accelerating Salford’s next chapter and laying the foundation for lasting success, on and off the pitch.” AIG were paired up with MUFC from the 2006/07 campaign to the end of the 2009/10.
AIG are the first Fortune 500 company to back a League Two outfit in EFL history.
Beyond already being a multi-national insurance group, they were famously partnered with one of the most decorated Man United teams of all-time and therefore share part of the visual legacy by serving as the front-of-shirt sponsor for one of the most iconic shirts of all time.
We’re of course referring to the 2007 home jersey, which was worn by the likes of Wayne Rooney, Cristiano Ronaldo, Carlos Tevez, Paul Scholes and more as they won the 2008 UEFA Champions League final, before the kit was kept for 08/09 as well.
Of course, the firm itself is no stranger to sporting crossovers; as well as sponsoring Manchester United at the peak of their powers, they also sponsor the likes of the Ladies Gaelic Football Association, the AIG Women’s Open and lots more golf in Ireland.
Speaking on the new deal, SCFC co-chair Declan Kelly, added: “Partnering with AIG, a world-class organisation under the outstanding vision and leadership of Chairman and CEO Peter Zaffino, represents another major step forward in the evolution of Salford City FC.
“It proves what’s possible when global investment aligns with a football-first approach. AIG is committed to helping Salford achieve its vision of becoming the best small club in the world, and their investment, both financially and strategically, will help accelerate our next phase of progress.”
With Salford having called for new investors in February 2024, this is the kind of backing they were no doubt hoping for, with AIG also expected to help fund key upgrades to the Peninsula Stadium and more.
As for on the pitch, there’s been plenty of movement in the transfer market already this summer window, with the return of a highly-rated young goalkeeper being one that has delighted fans in particular.
The Manc -
23rd November 2020 
