Bath fans go to matches armed with flags in the club's colors and the 'In JVG we trust' logo, in tribute to the South African who they believe can bring them the first grand prix of the 21st century.
The initials stand for Johann van Graan and his West Country team, for upward mobility. On Sunday they will be in Northampton to repeat last season's Premiership final, which ended in an agonizing four-point defeat, but that result did not derail the great project. Nothing of the sort. Bath responded by thrashing champions Saints 38-16 on the opening weekend of the current campaign and have so far won eight of their nine league games to go top of the table.
Last weekend they put the mighty Saracens to a tough record 68-10 test at The Rec; a far cry from the corresponding match in October 2021, which the London club won 71-17. In that season of horrors, Bath were also dismantled 64-0 by Gloucester at Kingsholm and finished last in the 13-team field. If it had not been abolished, they would have been condemned to relegation.
Van Graan inherited a tremendous disaster and has since declared that “we were devastated as a club.” But he cleared up the mess and oversaw the kind of transformation that was beyond the likes of Sir Ian McGeechan and Todd Blackadder during their terms in charge. So what has happened to put Bath on course for their first Premiership title since 1996 and their first major triumph since winning the old Heineken Cup for the only time in 1998?
There is no doubt that significant investment has been a powerful factor. While rivals have reduced their playing budgets to counter a period of financial turmoil, Bath owner Bruce Craig has approved a major recruitment drive. Scottish magician and playmaker Finn Russell has been signed from Racing 92 as a marquee asset in a deal reportedly worth around £1m a year.
Adding to that statement, Bath have been shrewd in acquiring top English talent from clubs that went bankrupt, with Ollie Lawrence and Ted Hill arriving from Worcester and Alfie Barbeary from Wasps. Guy Pepper was lured from struggling Newcastle last summer, to further enhance the stock of formidable full-backs at Van Graan's disposal. Opponents question how they can stay within the limits of the salary cap, but Bath are understood to delay some contracts as an accounting tactic.
Johann van Graan has led Bath on a remarkable run as they seek their first Premiership title since 1996.
His team suffered a painful defeat to Northampton Saints in last year's Premiership final.
Russell has been hugely influential, in partnership with Ben Spencer, the former Saracens scrum-half who was appointed captain by Van Graan and has risen to the task, like a winner with the medals to prove it. Crucially, the creative pairing has flourished under Lee Blackett, who arrived from the Scarlets as a visionary attacking guru, having previously guided Wasps to a Premiership final.
“The year before I arrived, and before Finn arrived, the club was in a huge rebuilding process,” Blackett said. 'The year before Johann got here, they were literally playing from everywhere. I remember training against Bath and it was very much: “Kick long and let Bath kill themselves.”
'Johann quickly changed that. He placed great emphasis on defense and building a base of set pieces. It went from one end where Bath always played outside their own line to the other end where they kicked a lot and played a lot of territory. Players and coaches were needed to come and move the club forward, and that's what Johann and I talked about; more focused on attack.
Of Russell's impact, he added: “The most important thing is that he is a calming factor. He understands that kids will make mistakes, but we have a 'next job' mentality. He is a great example of that. He could make a mistake and at the same time Next minute something brilliant will occur to you.
“There's such a good bond between him and Ben, who is world-class when it comes to his kicking game and game management, because of how pragmatic he is. That goes well with an X-factor player like Finn Russell. I think which surprised everyone how well they settled in immediately.'
According to Blackett, Van Graan demonstrated a “growth mindset” by deciding to draw on his experience rather than considering someone who had been head coach of a successful Premiership team as a potential threat to his authority. “Those who are not like that, I see that they are worried about their work,” he added. The same applies to the decision to reinstate Andy Robinson as a link to a glorious past.
Having lost the last final so narrowly, Blackett was worried that Bath would become the latest runners-up to struggle at the start of the following campaign, but instead they earned some revenge against Northampton and haven't looked back since. A home defeat to neighbors Bristol has been the only blemish.
Club stalwart Tom Dunn explained the change in morale with Van Graan. After appearing to sing ahead of a chat with Mail Sport, and joking that he was ready to “talk about signing Henry Arundell”, the England hooker reflected on how times have changed, from the historic lows of a few years ago.
But this season they have bounced back impressively and are currently top of the league.
The club has recruited wisely in recent years, and Finn Russell has proven to be transformative since his arrival.
Meanwhile, former Saracens star Ben Spencer has flourished since being named captain.
“It's chalk and cheese,” he said. 'Belief is probably the biggest difference between now and then. We still believed in what we were doing back then, but of course in the back of your head is the thought: “We just lost to that side by 60.” It is something easy to say, but difficult to act. It's so much easier when you're winning!'
Dunn praised the honest, “open-door” culture fostered by Van Graan. Bonds have been forged in a renewed team with small everyday gestures and fun. 'Culture is built on little things; that no one really sees or talks about, like taking someone to train,” he said. 'Between training sessions, everyone sits together in the same room, having coffee.
'We win and lose together. For example, after Newcastle, the start was late and there was no return flight that night, so we flew back the next morning. It wasn't a forced social gathering, but we ended up at the same karaoke bar, singing together. I'll never forget Niall Annett's first one; Belt. It was amazing!'
Any squad needs a good number of characters. Dunn is certainly one of them and he is not the only one.
“Alfie Barbeary always offers good value for money,” he added. 'It has too many (party pieces) to mention. It's like an onion; He has many layers and you have to break through them to really know the man inside!'
Bath's resurgence has been based on a potent core of British and South African power, skill and experience. Springbok prop Thomas du Toit contributed greatly to the team's scrum and leadership influence when he joined last year from the Sharks, before finishing the 2023-24 season as top try scorer. He and his family were attracted by the tantalizing prospect of success in the countryside and attractive surroundings, and have adjusted well.
“I want to be in a team that wins,” he told Mail Sport, adding: “Obviously Bath is an incredibly beautiful city and that definitely makes a difference.” We visited Bath once or twice before making the decision and now we love it.
'It helps that there are some South Africans here, but I wanted to immerse myself in the culture and I'm really enjoying it. All the Brits here are fantastic people. One of my best friends is Tom Dunn. We occasionally have Sunday roasts and braai together. He also loves biltong, which is good, because I make my own biltong and he enjoys it.
The club's Springbok contingent has gelled seamlessly under Van Graan's leadership.
The stars of the future have also been given the chance to shine, including 19-year-old prop Billy Sela.
'Our children play together. I asked him to buy a quad for his son, so his son and mine ride quads around Farleigh from time to time. We make bonfires together, we go fishing together, it's a lot of fun. This shows that, as a family, we are very happy in this place.”
The reference to the rural training center is significant. Farleigh House is a place of majestic grandeur, but Van Graan set out to ensure it was also suitable for sporting purposes.
“When I started at Bath there was a lot of noise about the team not playing because we train at Farleigh and because it is so beautiful,” the head coach said. 'But a person is not judged by their outward appearance, a person is judged by what is inside them; his heart. The same thing happened with Farleigh.
'We have changed our meeting rooms. We have changed the configuration of our gym. We have changed the costumes. We have really made it our home and created a natural flow to Farleigh. It was never designed to be a rugby pitch, but Bruce (Craig) had a vision, so I embraced Farleigh and changed the inside of the walls.
'We've added a little thing that the players asked for, to improve recovery; a sauna in the locker room. We also changed the learning environment so that there is an auditorium that is visually different from other places I have been. I think all of these changes have allowed us to bring out the best in people and ensure that the environment makes them thrive.'
There is no doubt that they are flourishing, with positive results and links, environment and next generation talent. Vilikesa 'Billy' Sela is a highly regarded prop who won the youth World Cup with England and, against Northampton, another front row prodigy, teenage hooker Kepu Tuipulotu, is making his league debut.
Given the prospects at Bath, it is no surprise that the players are interested in staying. England center Ollie Lawrence is currently in talks over a new contract. Asked for an update, he said: “I'm having fun in Bath.” “I don't see myself moving to another club at the moment.”
Sunday's clash with the Saints will provide a telling indication of Bath's willingness to go one step further than last season. But at this point, they look every inch like true champions-elect. It is not surprising that fans believe in 'JVG' and his team.