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We’re . We exist to unite the conditioning* community.

 It’s not our goals that unite us, but the things we do to achieve them. Because although our training grounds and end goals might be different, sweat is our sport. And we’re a team of individuals who know that to go further, we go together.

Our legacy began in 2012, from a garage in Birmingham, UK with nothing but a sewing machine, a screen-printer and ambitions we had no right to hold. Today, we create the tools that help everyone become their personal best: the clothing you’ll sweat in, the content you’ll find inspiration in and the community you’ll become your best in.

Our  family of employees, athletes and followers is now over 10 million strong, with a total social media following of over 18 million and customers in over 230 countries across our 14 online stores. Our employee family is growing too, with over 900 employees across offices in five regions, including Solihull, UK (just outside our hometown) and Denver, Colorado.


*Conditioning is everything we do today to prepare for tomorrow.


 is led by:

Ben Francis – Founder & Chief Executive Officer
Niran Chana – President, International
Henry Spear – President, North America
Philip Daw – Chief Financial Officer
Danielle Petesic – Chief Product Officer
Noel Mack – Chief Brand Officer
Gemma Hulbert – Chief Data Officer
John Douglas – Chief Technology Officer
Dave Parry – Chief People Officer
Elizabeth Thompson – Chief Legal Officer
Steve Hewitt – Executive Chairman

About Us

Stimulating education through our equipment & services.

An example is how we empower Amsterdam’s primary school  and high school football. Called ‘’School Football for primary school’’ And ‘’ Top score ‘’ competition for high school’’

About Us

Leading with customisation, we offer  a wide range sports equipment and services. to meet the needs of your organisation.  

  • Equipment: Whether you’re a small or a big club, an academy owner, a school department or a charity organisation we have a great custom equipment solution for you. From soccer balls to basketball jerseys to tennis rackets, we have a wide selection of high-quality products to choose from.

  • Events: Whether you’re looking to host a small tournament or a large-scale event, we can help. We offer event planning services, support, marketing, and more.

  • Governmental partnerships: We have experience working with local, state, and federal governments to support sports initiatives. If you’re interested in partnering with us, we’d be happy to discuss  opportunities.

  • And more: In addition to the above services, we also offer a variety of other custom solutions to support sports and encourage participation. Contact us to learn more and see how we can help you achieve your goals.

How we serve.

we believe in the power of sports to bring people together and promote education and culture. That’s why we offer a range of sports services and products designed to inspire and support athletes, students, and communities.

Through our offerings, we strive to make sports, education, and culture more accessible to those who may not have easy access to these core human needs. We are grateful for the support of sports legends who share our values and are committed to helping us achieve our mission.

We are excited to embark on this journey with you and to see the positive impact that sports can have on individuals and communities. Thank you for joining us in this adventure!

Questions About what we can do for your organisation?