What Puresport does

Puresport is a London-headquartered, UK-based performance supplement and hydration brand founded in December 2018. The company designs and sells science-backed nutritional products targeting endurance athletes, professional rugby players, and fitness enthusiasts, with its flagship product, Ultra Electrolytes, delivering 1000mg sodium per serving alongside potassium, magnesium, and calcium. Its product range has expanded from electrolytes into 30g dual-source carbohydrate energy gels, creatine monohydrate, nootropics and adaptogens (lion's mane, ashwagandha, cordyceps, tongkat ali), topical CBD recovery products, and a small apparel line (hoodies, socks, performance wear). All products are Informed Sport certified and the company claims a world-first BSCG certification for its CBD line, positioning the brand for drug-tested professional athletes.

Puresport operates a direct-to-consumer e-commerce model at puresport.co, supplemented by a subscription program offering 10-30% recurring savings and free shipping, a wholesale/B2B retailer program, and curated bundles (Peak Performance, Ultimate Sleep, Ultimate Performance). Pricing is small-ticket across SKUs ranging from approximately $17 (socks) to $80 (Ultimate Performance Bundle). The company's go-to-market is product-led and community-led, anchored by a roster of elite athlete ambassadors (Olympians, world champions in track and field, and British & Irish Lions rugby players) who serve as both endorsers and, in some cases, investors. Multi-channel marketing spans organic social (Instagram, TikTok, YouTube, Pinterest, Facebook), a Strava running club, a content blog, free training plans, and earned media in GQ, Runner's World, The Independent, and The Sun.

The company has raised over £5M in disclosed funding across a 2022 Seedrs equity crowdfunding round (£1.8M from nearly 600 retail investors) and an April 2025 £4M round backed by Castore, Finn Russell, and Ben Earl. Reported online revenue exceeded £3.5M as of August 2022, with cumulative scale commentary citing 400,000+ customers and 1M+ Ultra Electrolytes units sold. Daniel Temm, a former rugby player, became CEO around the April 2025 funding to lead a global expansion phase, with the company already shipping to the UK, US, EU, and Australia.

Name

Puresport

Legal name

Puresport

Website

https://puresport.co

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Puresport is a London-based DTC performance supplement and hydration brand serving endurance athletes, rugby players, and fitness enthusiasts with Informed Sport-certified electrolytes, energy gels, and supplements sold via e-commerce, subscription, and a wholesale retailer program.

Ownership category

akta.pro rank

Product category

Sports Nutrition & Hydration Supplements

NAICS

Food (Health) Supplement Retailers (456191)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Sports Nutrition (Protein, Creatine, Pre-Workout/Intra-Workout) (CRADAGAA)

akta.pro secondary industries

Functional Foods & Supplement Formats (Gummies, Chews, Powders, Shots) (CRADAGAI), Sports/Energy/Functional Concentrate Premixes (electrolyte, caffeine, vitamin bases) (AFAFAGAG), Sports & Performance Nutrition Foods Manufacturing (Protein Foods, Energy Gels/Bars) (AFAKAJAE), Sports Drink Production (Isotonic/Hypotonic) (AFAFABAF)

Keywords

• Sports nutrition
• Electrolyte supplements
• Endurance hydration
• Performance supplements
• Functional mushrooms

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: E-commerce sales of supplements, hydration products, and performance apparel directly to consumers through puresport.co website
2. Subscription Products: Recurring subscription model for electrolytes and supplements offering 10-30% savings with free gifts and free shipping
3. Wholesale/B2B: Bulk commercial accounts for retail partners through wholesale program

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels11 records

Core offering

Puresport is a UK-based performance supplement and hydration brand that formulates, manufactures, and sells science-backed electrolyte powders, energy gels, creatine, functional mushrooms, nootropics, vitamins, and topical CBD recovery products directly to endurance athletes and active consumers. The core lineup is anchored by Ultra Electrolytes (1000mg sodium per serving) and Energy Gels (30g dual-source carbohydrate gels), with supporting supplements targeting performance, hydration, recovery, sleep, and cognitive function, complemented by Informed Sport and BSCG third-party certifications for athlete safety.

Product overview

Puresport is a UK-based performance supplement and hydration brand offering a comprehensive range of science-backed nutritional products for athletes and active individuals. The core product line centers on Ultra Electrolytes (high-sodium electrolyte sachets with 1000mg sodium) and Energy Gels (30g dual-source carbohydrate gels), complemented by performance supplements including Creatine Monohydrate, Cardiovascular Cordyceps, Tongkat Ali, Ultra Magnesium, and nootropics like Lion's Mane and Unwind. The company also offers topical recovery products (Freeze Roll-On and Muscle Balm), athletic apparel, and curated bundles combining complementary products. All products are designed to support various aspects of athletic performance: hydration, energy, recovery, sleep, focus, and hormone balance.

Differentiator

Problem solved

Functional benefit

Products and services

• Ultra Electrolytes High-performance electrolyte powder sachets containing 1000mg sodium, 250mg potassium, 100mg magnesium, and 50mg calcium per serving, designed for endurance athletes to maintain hydration, muscle function, and stamina during exercise. Available in Citrus Salt, Raspberry Salt, Watermelon Salt, and Orange Lemonade flavors. Informed Sport certified.
• Energy Gels 30g dual-source carbohydrate energy gels providing sustained energy release during running and endurance sports. Available in Berry, Orange, and Unflavoured variants, with a recommended intake of one gel every 30 minutes during exercise. Informed Sport certified and named Best No-Water Gel by Runner's World in 2025.
• Creatine Monohydrate 30 servings of 5g creatine monohydrate designed to enhance energy production, muscular endurance, and recovery. Informed Sport certified and named Best Creatine for Travel by The Independent in 2025.
• Ultra Magnesium Highly bioavailable magnesium blend in 90-capsule format supporting recovery, sleep, muscle function, and overall energy metabolism. Featured by The Sun for stress relief and sleep support.

Quantifiable outcome

• 93% of users said Ultra Electrolytes helped improve their performance (based on 250 runner survey)
• +2 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Precision Hydration: UK-based electrolyte brand specializing in precision hydration for athletes with sachet-based products and testing-led positioning. Directly competes with Puresport's Ultra Electrolytes in the endurance and team-sport hydration category.
• LMNT: US premium electrolyte brand built around a high-sodium, no-sugar formulation for athletes and low-carb consumers. Closest direct competitor to Puresport on formulation philosophy, premium pricing, and DTC subscription model.
• Science in Sport (SiS): UK-listed sports nutrition company offering energy gels, hydration tablets, and recovery products with Informed Sport certification. Closely matched to Puresport on geography, target athlete segments, and product mix (gels + electrolytes).
• GU Energy Labs: Pioneer of the carbohydrate energy gel category, with a hydration and recovery range sold globally through retail and DTC. Direct competitor to Puresport's Energy Gels line and sports nutrition portfolio.
• High5: UK sports nutrition brand with energy gels, hydration tablets, and supplements targeted at endurance athletes. Direct peer on product format and core UK endurance/running customer base.
• Tailwind Nutrition: Endurance-focused brand offering all-in-one fuel and hydration drink mixes for runners, cyclists, and ultra athletes. Competitor in the endurance fueling category with comparable D2C and sachet-based product architecture.
• Hydrant: D2C hydration supplement brand offering electrolyte powder sachets with subscription. Operates a comparable sachet subscription e-commerce model with hydration-first positioning and a wellness-adjacent target audience.

Emerging players

• Maurten: Swedish performance nutrition brand using hydrogel technology for energy gels and drinks, heavily endorsed by elite distance runners. Comparable premium-tier sports nutrition positioning with growing presence in Puresport's core running community.

Broad incumbents

• MyProtein: Mass-market sports nutrition and supplement brand (The Hut Group / THG) with broad portfolio including electrolytes, gels, creatine, and recovery across price tiers. Overlaps with Puresport across multiple product categories with substantially larger distribution and marketing scale.
• Optimum Nutrition: Globally recognized sports nutrition brand (Glanbia) with creatine, protein, and performance supplements distributed through retail and online. Overlaps with Puresport's creatine and supplement SKUs, particularly in mainstream strength/endurance retail.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCgMb_715-KFq48rpVMEzqBg
• Facebookfacebook.com/puresportclubs
• Instagraminstagram.com/puresport
• TikToktiktok.com/@puresport
• Pinterestpinterest.com/puresportofficial
• Xx.com/puresportcbd

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Puresport