Ex-Bulls man Burton Francis’ journey from rugby to wine brand owner an important lesson for sportsmen
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An injury forced Burton Francis to go into the wine business after his rugby career was cut short. Picture: Supplied
At just 31 years of age, in the prime of his rugby career in France, former Bulls flyhalf Burton Francis felt a little discomfort in his lower back during a Monday morning training session.
Minutes later, the discomfort quickly morphed into debilitating pain when he tried to pick up a ball off the ground, and he had to be rushed to hospital.
An MRI revealed a slipped disc in his lower back, the result of years of big hits and the wear and tear of the game.
Francis consulted specialists in France, with one recommending surgery and another suggesting rehab. Hoping for a quicker return to action, he opted for rehab. But after three months and no improvement, he stood in front of the mirror, facing a reality he didn’t expect for another seven years.
“Life came at us fast,” the Paarl-born Francis told IOL Sport.
He was forced to retire from the game he had played his whole life, starting at Klein Nederburg Senior Secondary School before making his senior debut for the Blue Bulls in the 2008 Vodacom Cup. He would go on to play for the Bulls in Super Rugby.
Over the following years, he represented various South African teams including the Golden Lions, Stormers, Western Province, SWD Eagles, Griquas and the Cheetahs.
In 2013, Francis moved to France to join Agen. His stint at the club was particularly successful, making over 110 appearances and scoring more than 1,000 points.
But in December 2018, while playing for Grenoble, he had to face the devastating reality: he would never play rugby again.
“It was a shock to the system... I was like ‘what now?’” Francis recalled.“Suddenly, reality hit home, I won’t be able to support my family anymore. Rugby was all I knew. I wasn’t the smartest guy, and rugby was my first chance to make something of myself.
“It’s difficult to think outside rugby because you're just in a bubble. It’s nice to be there. People put you on a pedestal. The pressure is huge, but when you perform, it’s really rewarding.
“It’s even more difficult for someone who comes from nothing to think about life after rugby.”
The injury may have ended his career prematurely, but it accelerated Francis’ next chapter, one rooted in the wine culture of the French countryside and the diet decisions he made as a professional athlete.
“My love for wine probably started during my rugby career. As a pro athlete, you have to choose your drink - beer, spirits or wine. You have it during the week, after the game. It’s rugby culture,” Francis said.
“It has to fit into your diet, and wine was my choice. I started to take a real interest in it.
“In France, you had rugby, but you also had a life to enjoy and explore. And the wine and food culture was something I really enjoyed.”
Francis' growing passion for Pinot Noir and Chardonnay - the lifeblood of France’s Burgundy region - led him to pursue an MBA in Wine and Spirits, just nine months after his career-ending injury.
“It was a nine-month intensive course that covered everything. We travelled across Europe to explore winemaking and spirits from different regions.”
While most players who retire young stay in the game via coaching, Francis knew it wasn’t for him.
“I didn’t want to travel the same path again, working myself back to the top. I wasn’t interested in coaching,” he said.
“So with my love for wine, I dived headfirst into the MBA. It was basically boots off and books open.
“It took a lot of discipline and honestly humbled me. I didn’t know what I was getting into. Having to sit all day with a bad back was also tough, I landed in hospital again halfway through.
“But I knew I had to finish. I told myself, ‘We can’t stop now’.”
After completing the course in 2020, Francis spent another year in France visiting estates and learning more about winemaking. In 2021, he and his wife, Athena, returned home to Paarl during the Covid-19 pandemic.
But instead of joining an existing wine farm, Francis set out to create his own brand, inspired by Burgundy and rooted in South African soil.
He selected the Hemel-en-Aarde Ridge for his vineyards due to its similar climate and terroir to Burgundy. He partnered with renowned winemaker Kevin Grant as lead consultant and Christo Kotze from La Vierge Winery.
In 2022, Francis Wines was born, launching with a Chardonnay and a Pinot Noir.
Francis describes his wine as niche, made for fine-dining establishments and boutique outlets. A small batch has already been exported to Mauritius, and he's working on building a local footprint.
“The reality is, it takes about 12 months from harvesting to bottling. Then there’s labelling, packaging, pricing, distribution and marketing,” Francis said.
“So it’s not just making wine and selling it. We’re 10 months into the trade, and people love it. But now it’s about how we get it into their hands.
“We bottled 1,380 bottles of Pinot Noir and 1,100 of Chardonnay. We just want to grow about 15 percent per year to maintain the quality. It’ll take a few years to get a footprint in South Africa, because there are already so many great wines. But we’re excited about the future.”
Francis hopes his story can spark conversations about life after rugby, especially for players who may never wear a Springbok jersey.
“Rugby players, and I was the same, don’t think about tomorrow. You’re naive. You think you’ll retire when you decide. You live from contract to contract,” he said.
“But life can come at you fast. It can smack you in the face and leave you dizzy. Not everyone becomes a Bok, so it’s vital to plan ahead.”
Sports agent Shafiek Mouton from F7 Sports Management says he has seen many sportsmen and women who struggle after their career finishes and agrees that players need a “clear career plan”.
“Rugby players are often naive to think they are going to play forever. However, it's important for players to have a clear career plan, even form an early stage, which also includes planning for life after rugby,” Mouton said.
“Agents should play an integral part in advising their clients to ensure that the transition is as smooth as possible and help the athlete put clear plans in place.
“Not all players will become coaches or broadcasters and I am yet to see a player accumulate enough wealth to sustain him and his family once that proverbial final whistle blows.
“It's of vital importance for players to study towards a qualification when they can, obtain skills during their careers and use their networks to their benefit whilst they are playing professionally.”
Thankfully, resources do exist.
My Players, the South African players’ body giving players the tools and advice to sustain themselves post-rugby. My Players is 100% owned by the country’s rugby players, with Springbok star Lukhanyo Am serving as its president.
“It’s compulsory for players to contribute to a pension fund. They get access to it once they retire, though we encourage them to transfer it to another fund,” said Isma-eel Dolly, a former Junior Bok flyhalf and national player relationship manager at MyPlayers.
“We offer job-shadowing, financial literacy and social media workshops.
“When you’re playing, the lights are too bright to think of the end. But the truth is, you’re one ruck or tackle away from a career-ending injury.
“That’s why we try prepare the guys early. But there has to be buy-in from the players too, it can’t just come from one side.”
@JohnGoliath82