What Masuri does

Masuri is a UK-based cricket safety equipment manufacturer founded in 1991 and headquartered in Winchester, Hampshire. The company designs and produces protective cricket equipment, with its core offering organized across three helmet tiers: TrueFit 3D-PRO (custom-fit helmets using digital head-mapping scans and 3D-printed lattice padding protected by UK Patent GB2626814), TrueFit 3D (pre-shaped 3D-printed lattice pads), and traditional E-Line, T-Line, and C-Line cloth-covered models, each available in Plus variants with matt painted shells. Supporting products include StemGuard neck protectors (Pro and Lite 2.0 lines, certified to BS 7928:2013+A1:2019 with patents granted in the UK, Australia, South Africa, New Zealand, and India), batting gloves and pads, thigh pads, wicket-keeping equipment, cricket bags constructed from 1680D ballistic nylon, helmet accessories, customisable teamwear, and mini replica collectible helmets. Pricing ranges from approximately £49 for entry-level junior helmets to £490 for custom-fit TF3D-PRO titanium models.

Masuri operates a hybrid go-to-market combining direct-to-consumer e-commerce via masuri.com with B2B enterprise supply to seven national cricket governing bodies (Cricket Australia, Ireland, South Africa, West Indies, New Zealand, Sri Lanka, and Scotland), the Professional Cricketers' Association, Vitality, and the Disability Premier League. The company serves professional cricketers, junior and amateur club players, schools and colleges, and cricket fans, with distribution across 60+ countries. The firm holds 11-50 employees, is privately held under The Masuri Group Ltd, is led by CEO Sam Miller, and claims the position of "World's number one Cricket Helmet Manufacturer." Revenue streams include one-time hardware sales (helmets, pads, gloves, bags, StemGuards, teamwear) and minor licensing-style channels such as mini replica helmets priced around £30 per unit. The company actively pursues grassroots community initiatives distributing thousands of helmets through partnerships with Cricket NSW, McDonald's, Vodafone/SACA, and the Western Australian Cricket Association.

Name

Masuri

Legal name

The Masuri Group Ltd

Website

https://masuri.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Cricket Protective Equipment

NAICS

Sporting and Athletic Goods Manufacturing (33992), Sporting Goods Retailers (45911), Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Apparel Accessories and Other Apparel Manufacturing (3159)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Cricket Equipment Retail (CRAMAEAH)

akta.pro secondary industries

Team Sports Protective Gear & Sports Medicine Retail (CRAMAEAJ), Sports & Outdoor Accessories Manufacturing (Performance Gloves/Headwear) (IMAOAFAI)

Keywords

• Cricket helmets
• Cricket protective equipment
• Neck protectors
• Batting pads gloves
• Cricket teamwear

Headquarters

HQ city

Winchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Sales: Masuri sells products directly to consumers through its official website (masuri.com). Products include cricket helmets (TF3D, TF3D-PRO, E-Line, T-Line, C-Line), StemGuards, batting gloves, batting pads, thigh pads, wicket keeping equipment, cricket bags, teamwear, and mini replica helmets. Pricing ranges from approximately £49 (entry-level junior helmets) to £490 (custom TF3D-PRO helmets).
2. B2B Equipment Supply to Cricket Boards: Masuri supplies helmets and protective equipment to international cricket governing bodies and national cricket teams under official supplier partnerships. This includes Cricket Australia, Cricket Ireland, Cricket South Africa, Cricket West Indies, New Zealand Cricket, Sri Lanka Cricket, Cricket Scotland, and domestic UK/Australian teams.
3. Teamwear & Custom Kit Sales: Masuri provides fully customisable teamwear for clubs, schools, colleges, and companies. Includes men's, women's, and junior ranges with minimum order quantities for customised products.
4. Mini Replica Helmets: Collectible mini replica helmets for cricket teams and leagues (England, The Hundred teams, County Championship teams, international teams, Major League Cricket). Sold directly to consumers and fans at approximately £30 per unit.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels6 records

Core offering

Masuri designs, manufactures, and sells cricket protective equipment with a primary focus on cricket helmets featuring 3D-printed lattice padding technology. The product range also includes StemGuard neck protectors, batting gloves, batting pads, thigh pads, wicket keeping equipment, cricket bags, teamwear, and collectible mini replica helmets, sold through direct e-commerce, B2B supply to cricket governing bodies, and teamwear channels.

Product overview

Masuri is the world's number one cricket helmet manufacturer, producing a comprehensive range of protective cricket equipment. The product portfolio is organized across three helmet tiers: TrueFit 3D-PRO (custom-fit using digital head scanning and 3D printing), TrueFit 3D (pre-shaped 3D printed lattice padding), and traditional models (E-Line, T-Line, C-Line). Each tier is available in Plus variants with premium painted matt finish shells. Supporting products include StemGuard neck protectors (Pro and Lite 2.0), batting gloves and pads (E-Line, T-Line, C-Line), thigh pads, wicket keeping helmets, gloves, pads and inners, cricket bags, helmet accessories, teamwear, and mini replica collectible helmets. The portfolio spans senior, youth, and junior sizes, serving players from grassroots to elite international levels.

Differentiator

Problem solved

Functional benefit

Products and services

• TrueFit 3D-PRO E-Line Titanium Cricket Helmet Premium cricket helmet featuring custom-fit 3D-printed lattice padding using digital head mapping technology, with a titanium Eye-Line grille. Provides the highest level of head protection in the Masuri range and is compliant with BS 7928:2013+A1:2019. Targeted at elite professional cricketers seeking maximum protection and personalised fit.
• TrueFit 3D-PRO T-Line Titanium Cricket Helmet Premium cricket helmet with custom-fit 3D-printed lattice padding created from individual head scans, paired with a titanium faceguard. Compliant with BS 7928:2013+A1:2019 and designed for elite professional cricketers.
• TrueFit 3D-PRO T-Line Titanium Junior Cricket Helmet Junior version of the TF3D-PRO helmet offering custom-fit 3D-printed lattice padding tailored to each young player's head shape, with a titanium grille. Compliant with BS 7928:2013+A1:2019 and designed for elite junior cricketers.
• TrueFit 3D E-Line Titanium Cricket Helmet Cricket helmet featuring pre-shaped 3D-printed lattice padding (no custom scanning required) with a titanium Eye-Line grille. Provides improved ventilation, comfort, and protection. Ships with a Premium Yellow Carry Bag and is compliant with BS 7928:2013+A1:2019.
• E Line Senior Batting Pads Premium batting pads offering superior knee protection, knee wing, knee blade, and pro foam cushioning for comfort and protection during batting.
• Masuri Teamwear Fully customisable teamwear range covering men's, women's, and junior categories. Features finest fabrics sourced and ergonomically designed by Masuri's in-house experts with the latest technology in embellishment finishes. Sold to clubs, schools, colleges, and companies.
• Mini Replica Helmets Collectible mini replica cricket helmets for fans and collectors, including team editions for England, Australia, Ireland, West Indies, Sri Lanka, county teams, and franchise leagues such as The Hundred and Vitality Blast.

Quantifiable outcome

• More than double the protection required by safety standard (BS 7928:2013+A1:2019)
• +2 more outcomes

Named customers14 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

19 partnerships are on record, tiered core and minor.

• Cricket VictoriacoreStrategic or Co-development Partner · 1 July 2026Cricket Victoria extended its decade-long partnership with Masuri for another four years. Starting 1 July 2026, every new Masuri cricket helmet will be supplied pre-fitted with integrated neck protection. Masuri developed StemGuard Lite 2.0 specifically for this standard integration. Partnership aims to drive adoption of the new safety standard among players, clubs, and retailers ahead of the 2026-27 season.
• Cricket AustraliacoreStrategic or Co-development PartnerOfficial Helmet Supplier to Cricket Australia. Cricket Australia is the governing body for professional and amateur cricket in Australia, established in various forms since 1892 and rebranded in 2003.
• Cricket IrelandcoreStrategic or Co-development PartnerOfficial Helmet Supplier to Cricket Ireland, formerly known as Irish Cricket Union. Founded in 1923, became associate ICC member in 1993, full member in 2017.
• Cricket West IndiescoreStrategic or Co-development PartnerOfficial Helmet Supplier to Cricket West Indies, governing body for cricket across Caribbean countries. Formed in 1920, won Men's and Women's 2012 ICC World T20 Competition.
• New Zealand CricketcoreStrategic or Co-development PartnerOfficial Helmet Supplier to New Zealand Cricket, governing body for professional cricket in New Zealand. Currently #1 ranked ODI team and #2 ranked Test team.
• Sri Lanka CricketcoreStrategic or Co-development PartnerOfficial Helmet Supplier to Sri Lanka Cricket, governing body for cricket in Sri Lanka. Full ICC member since 1981, won 1996 World Cup.
• Cricket South AfricacoreStrategic or Co-development PartnerOfficial Helmet Supplier to Cricket South Africa.
• Cricket ScotlandcoreStrategic or Co-development PartnerOfficial Helmet Supplier to Cricket Scotland, governing body for cricket in Scotland. Associate ICC member since 1993, granted full T20 International status in 2018.
• PCA (Professional Cricketers' Association)coreStrategic or Co-development PartnerPartnership with PCA for TrueFit 3D-PRO custom helmet rollout across UK cricket, providing professional fitting services.
• Vitality (UK Health Insurance)coreGTM or Marketing PartnerPartnership with Vitality for TrueFit 3D-PRO helmet rollout across UK county cricket. Vitality Blast is a key sponsorship activation.
• The Cricket Kindness ProjectminorStrategic or Co-development PartnerMasuri partnered with The Cricket Kindness Project to donate equipment and bat grips to people in need around the world.
• Bat For A ChanceminorStrategic or Co-development PartnerCollaboration with charity Bat For A Chance to gift Masuri teamwear to refugees, homeless people, and underprivileged children.
• Cricket NSW and McDonald'sminorStrategic or Co-development PartnerMasuri In The Community provided 1,500 helmets with StemGuard neck protectors for junior clubs in collaboration with Cricket NSW and McDonald's.
• Western Australia 'Belt Up!' Road Safety CampaignminorStrategic or Co-development PartnerThousands of Masuri helmets given away to cricket clubs across Western Australia thanks to $1 million 'Belt Up!' road safety campaign. Partnership with Western Australian Cricket Association.
• Vodafone and SACA/Adelaide StrikersminorStrategic or Co-development PartnerJunior cricket clubs in South Australia received 2,500 Masuri helmets through a three-year deal between SACA/Adelaide Strikers and Vodafone.
• Disability Premier LeaguecoreStrategic or Co-development PartnerContinuing partnership as Official Helmet, Neck Protection and Teamwear Supplier to the Disability Premier League.
• Cricket WalesminorStrategic or Co-development PartnerOfficial Teamwear Supplier for Cricket Wales, providing teamwear for Welsh cricket programs.
• South Australian Cricket Association (SACA)minorStrategic or Co-development PartnerMulti-year safety partnership extension with SACA for cricket equipment supply.
• SATRA Technology Europe LimitedcoreTechnology or IntegrationEU type examination certification body (Notified Body No. 2777) that issued certification for Masuri helmets under PPE Regulation 2016/425. Certificate numbers: 2777/15871-01/E00-00 and 2777/15872-01/E00-00.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Callen Cricket: Australian cricket equipment brand producing bats, gloves, pads, and teamwear. Competes with Masuri in the Australian and Commonwealth markets, particularly in club and amateur cricket segments.
• Gray-Nicolls: Historic English cricket equipment manufacturer producing bats, pads, gloves, and helmets. Direct competitor to Masuri in cricket protective equipment and teamwear, serving similar club, county, and international cricket markets.
• Kookaburra Sport: Australian cricket equipment manufacturer and official ball supplier to many Test nations. Produces cricket bats, protective equipment, and apparel, overlapping directly with Masuri in helmet and teamwear categories across the same governing body relationships.
• Spartan Sports: Indian cricket equipment manufacturer producing bats, protective gear, and teamwear. Listed in analyst rankings as a top-5 global cricket equipment player alongside Masuri, with significant overlap in protective equipment category.
• SS (Sareen Sports Industries): Indian cricket equipment manufacturer offering bats, pads, gloves, and protective equipment globally. Directly comparable to Masuri in product mix and price-positioning across the global cricket helmet and protection category.
• MRF Sports: Indian cricket equipment major producing bats, protective gear, and teamwear. Listed alongside Masuri in the 'Top 5 Companies in Cricket Equipment' analyst ranking, competing in global cricket equipment markets with cost advantages from India-based manufacturing.
• Gunn & Moore: Long-established English cricket bat and protective equipment maker offering bats, pads, gloves, and helmets. Directly comparable to Masuri in product breadth and target cricket customer segments across UK, Australia, and Commonwealth markets.

Emerging players

• Shrey Sports: India-based cricket helmet and protective equipment specialist. Competes with Masuri primarily in cricket helmets and is gaining share in international markets through aggressive pricing and athlete endorsements.

Broad incumbents

• Adidas Cricket: Global sporting goods incumbent offering cricket bats, footwear, apparel, and teamwear. Overlaps with Masuri in cricket teamwear and player-endorsement-driven sales but does not specialise in cricket protective helmets.
• Nike Cricket: Global sporting goods giant with a cricket category (particularly India-focused footwear and apparel). Listed alongside Masuri in the 'Top 5 Cricket Equipment' analyst ranking, but operates as a broad sporting goods incumbent rather than a cricket-specialist.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/masuriteamwear
• Facebookfacebook.com/MasuriHelmets
• LinkedInlinkedin.com/company/the-masuri-group

Compliance12 records

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 Masuri