What Up & Running UK does

Up & Running UK is the UK's largest independent running specialist retailer, operating since 1992 as a dual-channel business with 30 physical stores across England, Scotland, Wales, and the Isle of Man alongside a Shopify-powered e-commerce site. The company sells running footwear (across neutral, support, trail, lightweight/race, and spike categories), technical running apparel and accessories, GPS watches and electronics (Garmin, Coros, Shokz), and a Recovery Zone of injury-prevention and compression products, carrying both major brands (Brooks, ASICS, New Balance, Saucony, adidas, Salomon) and premium/challenger labels (On, Altra, Mizuno, Hoka, Sweaty Betty, Pressio).

The core technology stack is conventional commerce infrastructure — Shopify for the storefront, Klarna for Pay Later/Pay in 3 instalments checkout, and a proprietary Shoe Finder quiz tool that maps user inputs (running surface, gait style, cushioning preference, use case) to product recommendations. No proprietary AI/ML systems, APIs, mobile apps, or data flywheels are disclosed. The principal differentiators are human-driven rather than technology-driven: a free in-store Gait Analysis service delivered by trained staff, and the Social Run Group programme of free weekly 5K community runs held at 19 store locations.

The revenue model is one-time retail product sales across both channels, with pricing ranging from approximately £28 for basic apparel to £300+ for premium footwear. Customer segments span all runner levels from beginners to elite, plus discount-eligible cohorts (emergency services, armed forces, students, England Athletics members). The business is privately held by Up & Running (UK) Ltd, with no disclosed institutional investment, no funding history, no M&A activity, and no parent company.

Name

Up & Running UK

Legal name

Up & Running (UK) Ltd

Website

https://upandrunning.co.uk

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

101–250 employees

Short description

Up & Running UK is the UK's largest independent running specialist retailer, operating 30 physical stores and a Shopify e-commerce site selling running shoes, apparel, GPS watches, and recovery gear, supported by free in-store Gait Analysis and a Social Run Group community programme.

Ownership category

akta.pro rank

Product category

Specialty Running Retail

NAICS

Shoe Retailers (45821), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Shoe Stores (5661)

akta.pro primary industry

Performance Running Specialty Retail (CRAMACAA)

akta.pro secondary industries

Running & Endurance Wear (CRAAAEAD), Performance Footwear (Running, Training, Court) (CRAAAEAI), Trail Running & Outdoor Performance Accessories Retail (CRAMAAAH)

Keywords

• Specialty running retail
• Running footwear apparel
• Gait analysis fitting
• Community running groups
• Running accessories electronics

Headquarters

HQ city

Harrogate

HQ country

United Kingdom

HQ region

Europe

Offices30 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: One-time transaction revenue from selling running shoes, apparel, accessories, and electronics through both physical retail stores and e-commerce website. Products include major running footwear brands, performance clothing, GPS watches, and recovery equipment.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Up & Running UK retails specialist running footwear (neutral, support, trail, lightweight/race, and spikes), technical running apparel (t-shirts, jackets, shorts, tights, compression, hi-visibility), and running accessories (socks, GPS watches, hats, headtorches) through approximately 30 physical stores across the UK and a Shopify-hosted e-commerce platform. The company complements retail with complimentary in-store Gait Analysis, an online Shoe Finder quiz for personalised recommendations, and free weekly Social Run Group 5K community runs at 19 store locations.

Product overview

Up & Running UK is the UK's largest independent running specialist retailer operating both online and through 29 physical stores nationwide. The core offering comprises specialist running footwear across multiple categories (neutral, support, trail, lightweight/race, and spikes), technical running clothing (t-shirts, shorts, tights, jackets, compression wear), and running accessories (socks, GPS watches, hats, gloves). Additional services include a free Shoe Finder quiz for personalised recommendations, complimentary in-store Gait Analysis, and a Social Run Group programme running free weekly 5K runs at 19 locations. The company operates on Shopify's e-commerce platform and offers Klarna payment options.

Differentiator

Problem solved

Functional benefit

Products and services

• Running Shoes Specialist running footwear across multiple categories including neutral road running shoes, support/stability shoes, trail running shoes, lightweight race shoes, and spikes, sold to individual runners of all abilities.
• Running Clothing Technical running apparel including t-shirts, long sleeve tops, jackets, vests, shorts, tights, underwear, compression wear, and hi-visibility clothing for men and women.
• Running Accessories Running accessories including socks, GPS watches, hats, gloves, headtorches, lights, and headphones.
• GPS Watches and Fitness Trackers Wearable technology including GPS running watches and fitness trackers from brands such as Garmin and Coros, sold to runners seeking performance tracking and training metrics.
• Recovery Zone Recovery and injury prevention products including recovery footwear, support and compression gear designed to aid post-run recovery and prevent running-related injuries.
• Shoe Finder Quiz Free online interactive quiz tool that provides personalised running shoe recommendations based on running surface, gait style, cushioning preference, and intended use, helping online customers identify suitable footwear before purchase.
• In-Store Gait Analysis Complimentary in-store gait analysis service that assesses a customer's running biomechanics to recommend optimal running shoe fit for comfort, support, and performance.
• Social Run Group (SRG) Free weekly 5K community running groups held at 19 store locations across the UK, open to all abilities with run leaders and back markers to ensure no participant is left behind, serving as a community engagement and customer acquisition programme.
• Gift Cards Digital and physical gift cards available for purchase, usable across the product range in-store and online.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature2 records

Partnerships

Two partnerships are on record, tiered minor and core.

• CoopahminorGTM or Marketing PartnerCoopah is a run coaching app partner that provides run coaching services to Up & Running customers. The partnership appears on the About Us page, suggesting a referral or co-marketing arrangement.
• KlarnacoreTechnology or IntegrationKlarna provides payment processing services including Pay Later 30, Pay in 3 instalments, and Pay Now options. This is a standard e-commerce payment integration enabling flexible payment options for customers.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Decathlon UK: Global sports retailer with growing UK store estate and own-brand technical running products at lower prices. Increasingly competitive in entry-to-mid running footwear and apparel.
• JD Sports: Largest UK sports fashion and footwear chain with overlapping running brand SKUs and growing footprint in performance running. Competes broadly for the same consumer wallet with much greater scale and online presence.
• Sports Direct (Frasers Group): UK value-led sports retailer carrying many of the same running brands at discount prices. Key mass-market competitor that pressures Up & Running's pricing on overlapping SKUs.
• Intersport UK: International multi-brand sports retailer with UK store and online presence covering running shoes and apparel. Overlaps with Up & Running's category breadth and target customer.

Direct peers

• Sportsshoes.com: One of the UK's largest online running and sports footwear retailers, stocking overlapping premium brands (Brooks, Hoka, ASICS, Salomon). Competes directly with Up & Running's e-commerce channel in running footwear.
• Start Fitness: UK running specialist retailer operating online with a curated range of technical running shoes and apparel. Overlaps Up & Running on running-specific assortment and customer profile.
• Sweaty Betty: UK-founded women's activewear and performance running apparel brand with its own retail stores and e-commerce, stocked by Up & Running as a third-party brand. Overlaps on running apparel target customer and premium positioning.
• Wigmore Sports: Long-established UK independent running specialist with physical stores and an online shop offering the same major running brands. Closely comparable UK specialist retailer to Up & Running in assortment and target customer.
• Runners Need: UK-based specialty running retailer operating both physical stores and e-commerce, carrying many of the same premium running brands as Up & Running and offering gait-analysis-style fitting services. Direct head-to-head competitor in UK running specialty retail.

Emerging players

• Hoka (direct): Fast-growing performance running brand increasingly selling direct-to-consumer online in the UK, bypassing specialist retailers. Represents both a brand partner and a rising competitor for premium running footwear demand.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/UpAndRunningUK
• Facebookfacebook.com/upandrunninghq
• Instagraminstagram.com/upandrunninguk
• Xx.com/upandrunninguk

Revenue estimate

Valuation estimate

Number of profiles

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 Up & Running UK