The first release () was produced by Grant Nelson and Simon Firmin otherwise known as 24Hour Experience.
When Grant Nelson left Nice 'n' Ripe, label owner George Power reassigned the name to Jeremy Sylvester and Mike Millrain who began using the G.O.D. alias for the later releases from 1997 to 2002.
The initials stand for Guaranteed Overnight Delivery which is a nod to the name 24Hour Experience because tracks were commonly produced in the studio overnight.
See G.O.D. for the related label.