Williams & Co

18/07/2026

Today marks the end of a chapter that has meant absolutely everything to me.

This is not a video I ever thought I would have to make, but I felt it was important to speak openly and honestly about where things currently stand with Williams & Co.

To everyone who has supported the business over the years, thank you. To those who have been affected by what has happened, I am genuinely sorry for the hurt, frustration and disappointment this has caused.

The formal process will now take its course, and I will continue to cooperate fully and communicate honestly wherever I am able to.

Williams & Co may be coming to an end, but my journey as a bat maker isn’t. For now, my focus is on learning, rebuilding and moving forward one day at a time.

If you’d like to follow my personal journey and whatever comes next, you can find me here:

Instagram: .batmaker

Thank you for being part of this chapter. It has meant more to me than words can express.

– Lucas

22/06/2026

21/06/2026

Is this the best bat profile in the world? 🤔👀

Our Low SRT shape has become one of the most popular profiles around, combining a huge low middle, incredible pickup and serious power. Big edges, full profile and made for players who love to dominate. Is this the ultimate shape? Let us know what you think! 🏏🔥

20/06/2026

Two shapes. One question. Which one are you choosing? 👀

Our two most popular profiles worldwide right now are the classic Mid-Low Duckbill and the Low SRT. Both offer huge performance, effortless pickup and a sweet spot designed for modern stroke play.

These two profiles have become the go-to choice for players around the world for one simple reason — they perform.

🏏 Mid-Low Duckbill
🏏 Low SRT

Simple, proven and loved by cricketers everywhere. Which one suits your game?

20/06/2026

Two shapes. Two philosophies. 🔥

The Mid-Low Duckbill and the Low SRT have become the go-to profiles for cricketers around the world. Massive profiles, incredible pickup, and performance where it matters most. For me, these are easily the two most popular shapes in cricket right now.

Which one are you choosing? 👇🏏

19/06/2026

A different sort of video today. No sales pitch, no filters, just honesty.

The last month has been one of the toughest periods of my career. Growing a business, keeping up with demand, managing production, communication and everything that comes with it has been incredibly heavy. There have been plenty of blood, sweat and tears behind the scenes.

We’re far from perfect, but we’re working relentlessly every day because we genuinely care about every bat and every customer. Thank you to everyone who’s supported us through the highs and lows. Better days are ahead, and we’re determined to come out stronger on the other side. ❤️🙏

19/06/2026

A quick production update for everyone 👇

The great news is that all current backlog orders are now being worked through, with the oldest orders always taking priority. Over the next 1-4 weeks, every outstanding bat order up to today will be completed and shipped, putting us completely back on top of production.

That means we’re now opening our july and August premium build schedule.

We currently have just 50 Elite and Makers Run build slots available for August delivery.

Every bat will be personally specified, built and finished to our highest standards, with fast turnaround times and regular updates throughout the process.

If you’ve been thinking about ordering, now is the perfect time to secure your place before those slots are filled.

📩 Simply send us a DM and we’ll work with you personally to design the perfect bat for your game.

19/06/2026

Behind the scenes at Williams & Co 🇳🇱. Callum putting the finishing touches on another bat, the CNC running non-stop, trees being split and processed, and production ramping up as we prepare for a huge couple of months ahead. Demand continues to grow, and we’re working flat out to deliver bigger, better bats to players all over the world. Exciting times ahead. 🌳🏏🔥

18/06/2026

🔥 The difference is real. In this video we show our new Williams & Co PowerGrip fitted to a bat and the immediate effect it has on pickup and balance. By shifting the balance point higher into the hands, the bat feels lighter and more responsive without changing the blade itself. After months of development, we’re almost there. First shipments are scheduled for late June / early July, and we genuinely cannot wait to get these into your hands. 🚀🏏

17/06/2026

Another stunning Dutch Willow bat getting its final polish before heading off to its new owner. Every bat that leaves our workshop is carefully finished by hand, with attention to every detail. Huge profile, beautiful balance, and crafted with performance in mind. We’re working hard every day to produce bigger, lighter, better-performing bats and deliver them to cricketers all over the world. Another one ready for action. 🏏✨