sportsshoes.com

What sportsshoes.com does

SportsShoes.com is a UK-based specialist retailer of running, trail, hiking, gym, and outdoor fitness products, founded in 1982 and operated under the legal entity B-Sporting Ltd from its registered headquarters at 1 The Park, Jubilee Way, Shipley, West Yorkshire. The company serves individual UK consumers across horizontal use cases — road running, fell/technical trail, hiking, gym training, HYROX race prep, and kids/youth sport — through a catalogue of over 15,000 products spanning 150+ third-party brands including Nike, adidas, ASICS, HOKA, New Balance, Salomon, Saucony, Under Armour, ON, and Merrell.

The technology stack is a composable digital architecture: a BigCommerce online storefront integrated via Visualsoft with Shopify POS for in-store operations, a native mobile application developed with One iota (~300,000 downloads, up to 20% of peak revenue), and complementary tools including the Shoe Finder, Online Gait Analysis, ULTRA loyalty membership, and the SportsShoes Advice Hub containing 1,000+ expert articles. A 5,000 sq ft House of SportsShoes flagship store opened in Shoreditch, London in March 2026, marking the company's first material physical retail presence and operationalising true omnichannel fulfilment.

Revenue is generated almost entirely through direct product sales to UK consumers, supplemented by digital gift cards and seasonal promotional events (30–80% off sale events, 12% student discount, Klarna BNPL, and ULTRA member benefits). The business is self-described as exceeding £100 million annually with reported 60% year-on-year revenue growth and operates with 101–250 employees; it is privately held with no disclosed institutional ownership, parent company, or external funding rounds.

Name

sportsshoes.com

Legal name

B-Sporting Ltd

Website

https://sportsshoes.com

Company type

Private

Founded year

1982

Operating status

Operating

Headcount range

101–250 employees

Short description

SportsShoes.com is a UK-based specialist retailer founded in 1982 selling running, trail, hiking, gym, and outdoor fitness products from 150+ brands to UK consumers via e-commerce, a native mobile app, and a flagship London store.

Ownership category

akta.pro rank

Product category

Running & Outdoor Sportswear Retail

NAICS

Shoe Retailers (45821), Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Shoe Stores (5661), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Athletic Footwear & Sport Apparel Retail (CRAMABAC)

akta.pro secondary industries

Outdoor Performance Footwear & Apparel Retail (Trail/Hike) (CRAMACAI), Trail Running & Outdoor Performance Accessories Retail (CRAMAAAH), Hiking & Trail Accessories Retail (CRAMAAAD)

Keywords

• Athletic footwear retail
• Running gear ecommerce
• Outdoor fitness apparel
• Trail hiking equipment
• Sportswear online store

Headquarters

HQ city

Bradford

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: SportsShoes.com generates revenue through direct product sales of running shoes, outdoor fitness apparel, and accessories via e-commerce and retail stores. The company is a £100 million-plus business with app users showing higher conversion rates, average order values, and purchase frequency.
2. Gift Cards: Digital gift cards sold with 12-month expiry, sent to recipient's email within 24 hours of purchase

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels9 records

Core offering

SportsShoes.com is a specialist UK retailer selling running, trail running, hiking, gym, and outdoor fitness footwear, apparel, and accessories. It offers over 15,000 products from 150+ brands including Nike, adidas, ASICS, HOKA, Salomon, Saucony, New Balance, and Under Armour through its own e-commerce storefront, a native mobile app, and a flagship physical store in London, supported by expert content, a Shoe Finder tool, and an online gait analysis.

Product overview

SportsShoes.com is a UK-based online retailer specializing in running and outdoor fitness products, operating as a unified e-commerce platform with a native mobile app. The core offering includes over 15,000 products across running shoes, trail footwear, hiking boots, apparel, and accessories from 150+ brands including Nike, adidas, ASICS, HOKA, and Salomon. The product ecosystem consists of the main e-commerce platform, mobile app (built with One iota), ULTRA loyalty membership program, and supplementary tools including Shoe Finder, Online Gait Analysis, Advice Hub with expert content, SportsShoes Running Club (Strava-integrated), and the annual Running Report. The company also operates a flagship House of SportsShoes physical store in Shoreditch with unified commerce technology.

Differentiator

Problem solved

Functional benefit

Brands

• Ultra: Membership programme offering priority order processing, exclusive offers, first access to product launches, and early Black Friday deals.
• House of SportsShoes

Products and services

• SportsShoes.com E-commerce Storefront Direct-to-consumer online storefront selling over 15,000 products from 150+ brands across running, trail, hiking, gym, and outdoor fitness categories, including shoes, apparel, and accessories, supported by Shoe Finder, Online Gait Analysis, Klarna and Clearpay payment options, and a student discount.
• SportsShoes Mobile App Native mobile application for shopping the full SportsShoes.com range on iOS and Android, featuring close to 300,000 downloads and contributing up to 20% of revenue at peak periods with higher conversion and average order values versus web-only customers.
• ULTRA Membership Free loyalty membership programme offering members priority order processing, exclusive special offers, first access to product launches and sale items, and early access to Black Friday deals, designed to drive repeat purchase behaviour across the SportsShoes.com audience.
• SportsShoes.com Gift Cards Digital gift cards purchased on the SportsShoes.com website, delivered to the recipient's email within 24 hours of purchase, carrying a 12-month expiry and usable across the full product range.
• House of SportsShoes Flagship Store Physical 5,000 sq ft flagship retail store in Shoreditch, London offering a unified digital-and-physical shopping experience with BigCommerce-powered inventory and Shopify POS checkout, complementing the e-commerce and mobile app channels for the UK market.

Quantifiable outcome

• Native mobile app accounts for up to 20% of total revenue during peak periods
• +3 more outcomes

Named customers2 records

Segments5 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Eight partnerships are on record, tiered core, strategic and minor.

• VisualsoftcoreImplementation/ SI/ Consulting Partner · 2 March 2026Stockton on Tees-based retail agency Visualsoft was appointed as the integration partner for SportsShoes.com's 5,000 sq ft flagship House of SportsShoes store in Shoreditch, London. Visualsoft unified the BigCommerce online platform with Shopify POS in-store in under three weeks, making it one of the few agencies to successfully connect Shopify POS with a non-Shopify online storefront. The partnership builds on SportsShoes.com's track record of 60% year-on-year revenue growth.
• One iotacoreTechnology or IntegrationOne iota is the technology partner for SportsShoes.com's native mobile app development, part of a broader shift away from legacy systems toward composable digital architecture. The app has attracted close to 300,000 downloads and accounts for up to 20% of total revenue during peak periods.
• England AthleticsstrategicStrategic or Co-development PartnerEngland Athletics is listed as a partner on SportsShoes.com, supporting the running community and aligned with the company's focus on running participation and athletics.
• parkrunstrategicStrategic or Co-development Partnerparkrun is listed as a partner, with dedicated store section featuring parkrun Apricot branded products, supporting community running events across the UK.
• VitalityminorGTM or Marketing PartnerVitality Health & Life Insurance is listed as a partner, providing health and wellness benefits that may complement SportsShoes.com's active lifestyle products.
• CoopahminorGTM or Marketing PartnerCoopah running coach app is listed as a partner, providing training plans that complement SportsShoes.com's product offerings.
• British Milers ClubminorStrategic or Co-development PartnerBritish Milers Club is listed as a partner organization, supporting track and field athletes who are part of SportsShoes.com's target customer base.
• Great Run LocalminorGTM or Marketing PartnerGreat Run Local is listed as a partner tool integrated into SportsShoes.com's services, supporting local running event discovery and participation.

Scale indicators8 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Wiggle (Signa Sports United): UK-based multi-sport online retailer specializing in cycling, running, and triathlon gear, with a comparable product mix (footwear, apparel, accessories), specialist positioning, and e-commerce-led model. Directly comparable on category focus and customer base.
• Run4It: UK running specialist retailer offering road, trail, and track running shoes from major brands alongside gait analysis services. Closely comparable to SportsShoes.com as a UK-focused running specialist with both e-commerce and physical store presence.
• Up & Running: UK chain of specialist running shops with e-commerce presence, focused on road and trail running footwear and apparel from brands like ASICS, HOKA, and Brooks. Direct specialist peer sharing the same customer use cases.
• Cotswold Outdoor: UK outdoor and hiking specialist retailer (part of Snow+Rock group), selling hiking boots, trail footwear, and outdoor apparel. Directly comparable on the trail/hiking footwear and outdoor apparel segment of SportsShoes.com's range.

Broad incumbents

• Decathlon UK: Global sporting goods retailer with strong UK omnichannel presence, including running, hiking, and gym categories. Broader assortment across many sports but significant overlap in running footwear and outdoor apparel.
• JD Sports: UK-listed sports fashion retailer with extensive store and online presence, carrying Nike, adidas, and HOKA footwear. A broad incumbent overlapping in athletic footwear and apparel with comparable multichannel infrastructure.
• Sports Direct (Frasers Group): Largest UK sports retailer by volume, owned by Frasers Group, offering extensive athletic and outdoor footwear assortments at value price points. Operates as a broad incumbent with significant overlap in running and outdoor categories.
• Footasylum: UK footwear-led sports retailer owned by Frasers Group, specializing in athletic and casual footwear with a youth-focused omnichannel presence. Comparable on athletic footwear assortment and target demographics.
• Zalando: European online fashion and sports platform with UK operations, offering athletic footwear, running apparel, and outdoor gear. Comparable as a large-scale e-commerce-led sports retailer with a marketplace model and curated brand assortment.

Regional players

• Backcountry: US-based online specialist retailer for outdoor and active lifestyle gear including trail running, hiking, and fitness footwear and apparel. Comparable on specialist outdoor and running focus, though operating in North America rather than the UK.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/sportsshoes_com
• YouTubeyoutube.com/channel/UCkgpPV2hfzBT2LJQRmapf7w
• Facebookfacebook.com/sportsshoes
• Instagraminstagram.com/sportsshoes
• LinkedInlinkedin.com/company/sportsshoes-com

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 sportsshoes.com