standing down in April 2013 and in their place Precision Sports Marketing (PSM) were confirmed by John Nike Leisuresport the following month from the 2013–14 season. PSM, led by former Bracknell junior Ben Beecher and local businessman Andrew Cross, stated an ambition to make the Bees vibrant, visible and viable and the best family sporting experience in Berkshire. In doing so, the aim is to build a sustainable sporting entertainment experience for the supporters, raise attendance at home games, and recognise the role played by many in the wider Bees family. "The Bees have to be financially viable, history tells us that. Next season, we intend to introduce fresh sponsorship and advertising packages as well as innovative ticket incentives for all our loyal supporters. It’s time to get out the arm chair and get down to the Hive", stated Cross. The new owners also see the Bracknell Bees as being the top segment of the overall Bracknell Ice Hockey Club with the junior teams being instrumental in developing future Bees, with a clear focus on the wider value of the junior setup within the local community. On the personnel front, Beeching moved quickly to re-sign Head Coach Gareth Cox and Player/Assistant Coach Lukas Smital who had led the team to a sixth-place finish in the English Premier League and a playoff quarter final in the previous season. Off ice, the management were supplemented with a team of marketing and management experts as well as the Bees Supporters Club to help guide the club towards their vision. John Nike Leisuresport Limited, which issues the license to operate the Bees, was equally excited with the PSM appointment. "We received several expressions of interest and proposals but the PSM business plan offered the best all round package for the Bees and Bracknell", commented Director Martin Weddell. "Their recognition of the efforts put in by the previous team and their innovative future plans were key factors in making our due diligence decision. We put forward the business proposal of PSM to John Nike Founder & Chairman, who has agreed to the granting of the Bees Licence to PSM, commenting that he is delighted with the prospect of the continuation of the Bracknell Bees under the operational direction of PSM with its undoubted business intentions to grow the team and its reputation. 2013/15 season, the first for PSM was not without its tests. Some difficult