SA Gamechangers: Dane Vilas - Life Beyond the Boundary
SA Gamechangers: Dane Vilas on Life Beyond the Boundary. Image: Supplied
Interview by Gordon Glyn-Jones: Part of SA Gamechangers series
After seventeen years as a professional cricketer across two continents, Dane Vilas knows a thing or two about high performance. In this edition of SA Gamechangers, he opens up about fatherhood, leadership, and launching a wellness brand, Bodiscent, most recently in the UK.
You've had a standout cricket career across two continents. What's one thing about being a professional sportsman that might surprise people?
The hardest part is time away from family and friends, constantly being on the move. While it's a privilege to travel the world and within your own country, you miss out on key milestones. I've missed countless weddings and birthdays, often having to let people down at the last minute. In sport, it's difficult to plan ahead.
You said you almost have to be 'married to the game.' What does that look like?
If you want to succeed at a high level and it's a tough world, you have to be married to the game. Your first love has to be the sport because it's so demanding. I've been lucky. My wife and I have been together a long time. She understood early on that cricket would often take priority. She wasn't pushed into the background, but there were times it had to come first. And now, with a young family, I'm especially grateful she could handle that and keep everything running behind the scenes.
What's been the biggest challenge in sustaining a long sporting career?
Sport moves fast. No season or match is the same. You've got to adapt constantly, because someone is always ready to take your spot. That pressure is real, especially when you're in a leadership role. You want to build a strong team culture, but at the same time, everyone's aiming for your position. The challenge is staying ahead of the curve, keeping your performance up, and maintaining your place. It's a cutthroat environment. The moment you drop below the standard, you can be out.
'You've got to be a good person before you can be a good teammate.'
What's the key to staying ahead?
It's about being a good person and doing the right things consistently. Sport can be individualistic, but you've also got to be a good teammate. You need to stay on top of your own performance and fortunes, whilst also contributing to the team.
Many athletes struggle with the transition after sport. How did you navigate that, and what advice would you offer others?
I had a solid foundation, my wife, family, parents, brothers, all incredibly supportive. That helped a lot. The truth is, no matter how much you love it, your sporting career won't last forever. I was fortunate to retire after seventeen years, at thirty-eight. Not everyone gets that far, injuries or form can end it earlier. I was focused on what came next. It's not easy, especially in today's world where expectations are high. You've got to prepare for the next phase and start thinking about how your sporting skills might transfer to something new.
This is something that I'm also looking to explore and help players past and present look into life outside of sport and in the business world – setting up a company that also helps them navigate this space online using their stories and reach on LinkedIn.
What led you to launch Bodiscent, and how did your experience in sport shape the concept?
A close friend of mine in South Africa, someone I've known for nearly thirty years, reached out after I retired. He knew my background in sports, and that my family had been involved in the business and marketing side of it back home. He'd already launched Bodiscent successfully in South Africa and wanted to expand. He was looking for someone to bring it to the UK and asked me to help, eventually giving me the opportunity and him a partner he can trust. Having someone in your network who can give you a foot in the door is invaluable.
Can you explain what Bodiscent actually is?
It's an internal body deodoriser, a pill that works from the inside out. It uses three main ingredients: chlorophyll, peppermint and parsley, plus magnesium. It cleans your system and helps eliminate body odour at the source, which is basically caused by bacteria. It leaves you feeling fresh, and I think it's a great opportunity to introduce it here in the UK.
Why did you think it would appeal to the UK market?
People here are health-conscious and keen to improve themselves. Take today, for example, I cycled here for the interview. It's a beautiful day, but if I had to walk straight into a meeting, I'd worry about feeling sweaty or smelling off. Bodiscent solves that. I take a pill in the morning, and I don't have to think about it again. If you're active, or even just commuting and feeling a bit warm in the office, it makes a real difference.
'I take a pill in the morning, and I don't have to think about it again.'
You've gone from being part of a team on the field to leading a business. How has your leadership approach evolved?
Many of the principles are the same. I've always tried to lead by being open and honest, allowing people to take ownership of their roles, giving them space to perform in their own way, and supporting them through it. That was my approach at Lancashire and in South Africa, and I'm bringing the same mindset to Bodiscent. We're saying, this is who we are, this is how we do things, let's be open and honest and help each other grow.
Wellness and personal care can sometimes feel intimidating. How are you positioning the product to feel more approachable?
We're tackling the issue of body odour without making people feel embarrassed. Most just try to cover it up with sprays or deodorants, but there's a stigma to that. What we're offering is a discreet, internal solution. It's about education, really. Letting people know there's an alternative that works from the inside. And doing that in a way that feels normal, not awkward. There's a massive market in deodorants and perfumes, this is just another, smarter option.
What are the biggest challenges you expect in the UK that you didn't face in South Africa?
The markets are very different. South Africans are often more outdoorsy and mindful of the small margins. In the UK, that awareness isn't always the same. Also, distribution is different. In South Africa, you can walk into a Pharmacy or wellness store and find the product. Here, it's more online-focused. We're still working on the best approach. The biggest hurdle will be education, helping people understand why they need this and the benefits of the product.
Where do you see the business in five years?
Ideally, Bodiscent becomes part of everyone's daily routine, like a multivitamin. We'd love to be selling thousands of bottles and making a difference in both the sports world and beyond. It could even become a case study for others. If we can show we've done it successfully, others might use the same blueprint to launch their own products.
'If we can show we've done it successfully, others might use the same blueprint.'
If someone wants to get involved, maybe join the business or become a partner, is that an option?
Absolutely. The biggest lesson for me has been to lean on people with the right experience. They can contact us on the social media pages like Instagram @bodiscent or email me at dane@bodiscent.co.uk
I partnered with James, he knows the business side, and I bring the cricket network. You don't need to open a physical office or go big straight away. You can start small, build online, and grow through social media. Speak to your network, gather as much insight as you can, and then just start. You'll learn a lot along the way. I'm still learning every day.
Outside of Bodiscent, what else are you working on?
I've realised I'm not built for a typical nine-to-five. I'm doing some work with the Wimbledon Cricket Club and recently completed a master's in sports directorship at Manchester Metropolitan. My dream job would be to become Director of Cricket at a major county like Lancashire or Surrey, or back home at the Lions or Western Province. I'm also coaching cricket at the club and schools and helping people with LinkedIn profiles and upgrading their presence online. It's the modern way to be seen and find opportunities. So I've got a few things on the go. Probably a bit of a sucker for the entrepreneurial grind.
What would your one big ask be of our readers?
Go out and be curious, it's never too late to start something or try something new no matter how big or small the thing is. Interested in trying Bodiscent or learning more? Visit Bodiscent to explore the product and get in touch.
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