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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

We provide custom sports solutions such as  equipment, events and governmental partnerships amongst many others. Encouraging sports and education allows athletes and young professionals to surface.


How we serve.


We serve through our sports services & products designed to stimulate sports education and culture. By blending our offers with our mission, we find the energy to do more. Seeing athletes, students and communities come together is a feeling we can’t put into words. You are invited to join us on the adventure to bring Sports, Education & Culture  closer to people who don’t have easy acces to the core human needs. We are grateful for the support from the sports legends that share the same values. 

Questions About what we can do for your organisation?