Two of Gloucester's most influential players are preparing to do battle with London Wasps today knowing success in the Amlin Challenge Cup would be a huge boost for a club that has fallen just short on so many occasions in recent seasons.
Talismanic back James Simpson-Daniel and long-serving lock Alex Brown have experienced plenty of highs but suffered even more heartbreak with the Cherry and Whites.
Despite being England's most consistent performers during the regular league season in the past few years, Gloucester have never reproduced that form when it really counted.
It's a similar story in the Anglo-Welsh Cup where Gloucester have reached the last two finals but finished as runners up on both occasions.
And when it comes to Europe, impressing in patches but never for long enough has been even more of a problem.
But with the club finding some impressive form once again following a disappointing start to the current season, both Simpson-Daniel and Brown are hopeful that the Amlin Challenge Cup could see them break a frustrating trophy drought dating back to their triumph in the same tournament back in 2006.
"We've come really close now in the last three or four seasons, losing in finals," said Brown.
"The one thing I would say is that in the finals prior to this season we've been beaten quite comprehensively but we were quite close against Northampton (in this year's LV = Cup). Having looked at it, we should really have won.
"That's a stepping stone for us that shows we're moving in the right direction. Hopefully we can progress but we need to win this quarter final."
Those sentiments are echoed by Simpson-Daniel who believes the example of winning both European crowns in successive seasons set by today's opponents Wasps should act as a timely reminder of just what Challenge Cup success can lead to.
"It could lay foundations," added Simpson-Daniel.
"Sides that win that competition can celebrate as much as winning any other competition. It can matter a bit whether it's the main European competition or not but we'd still celebrate very well and be delighted as a club and say it was a real success if we can do that.
"It's important to us as a club and as a group to get that type of win. The strength of the competition is pretty obvious with the likes of Toulon in there. It's a really tough one to win."
Simpson-Daniel certainly isn't wrong on that assessment. Connacht have beaten all comers so far in the competition, while fellow semi-finalists Toulon seem to be on a fast track to European success.
And with last season's Heineken Cup nearly-rans Cardiff Blues and hardened Challenge Cup contenders Newcastle still in the running, the tournament looks in better health than ever.
A last-four clash with any of those sides would present Goucester with a sizeable challenge but this afternoon's match up is arguably as tough a fixture as any side in the competition could face.
"It'll be very physical. Anyone that's been around the game long enough knows that going to Wasps will be very, very physical," explained Simpson-Daniel.
"You know you're going to be hitting some brick walls and that they're going to be coming around the corner very hard at you.
"If you're defence is low, then you're going to be punished. If you miss tackles or make negative tackles where they can offload, they'll get in behind you. They've got some great speed players there as well.
"You've got to go down there and be ready for a battle. It's going to be a big ask.
"It's never a nice place to lose. There's been a number of times I've been sat in that changing room when they're singing their song and you're saying 'next time we'll put it right', but fair play to Wasps they keep on fronting up and are a very tough side.
"But if you want to win competitions, you've got to play against the top sides."
As part of the build-up to next month's Cardiff 2014 Heineken Cup and Amlin Challenge Cup finals weekend, ERC has joined forces with the WRU, Cardiff Blues and adidas to develop an annual grassroots community rugby programme targeting young players.
The Ulster Rugby full back, Jared Payne (No 15), has been suspended for two (2) weeks following an independent Disciplinary Hearing in Dublin arising from the Heineken Cup quarter-final match against Saracens at Ravenhill Stadium on Saturday, 5 April.