Crewroom
Crewroom is a female-founded British performance sportswear company, established in 2001, that designs and sells technical rowing and running apparel direct-to-consumer online and through a B2B custom team kit platform called Teamroom for rowing clubs, schools, and universities.
- Company typePrivate
- Founded2001
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Crewroom does
Crewroom is a privately-held, female-founded British performance sportswear company established in 2001 by Kate Giles and headquartered in the United Kingdom. It designs and sells technical apparel targeted primarily at competitive and grass-roots rowers, with a secondary line of running and general outdoor activewear. Its core product range covers rowing suits, rowing shorts, baselayers, UV-protective tops, hoodies, leggings, jackets, gilets, sports bras, headwear, and rowing accessories, differentiated by technical fabrics such as UPF 50+ UV protection and the re:LAUNCHED recycled fabric line. Pricing spans roughly $7 for accessories to $219 for premium outerwear, with bundle deals and a tiered free-shipping threshold (over £75 in the UK, over $240 in the USA).
The company operates a direct-to-consumer e-commerce model through crewroom.co.uk, supplemented by a B2B custom team kit business branded as Teamroom, which enables rowing clubs, schools, and universities to coordinate group orders for customized apparel during designated order windows. Revenue is transactional (one-time purchases) across individual consumers and bulk team orders, with gift cards available as an additional retail stream. Distribution is primarily online with a limited third-party retailer presence and no disclosed physical storefront.
Crewroom has secured official merchandise partnerships with several marquee rowing organizations and events, including England Rowing, Henley Women's Regatta, WEHORR, and Head of the Charles Regatta, and distributes Bloc Eyewear sunglasses as an accessory line. The company is bootstrapped, with no disclosed institutional investors, funding rounds, or parent company. As of the available data, it remains an independently operated niche performance apparel brand.
Crewroom firmographics
Firmographics- Name
- Crewroom
- Legal name
- Crewroom
- Website
- https://crewroom.co.uk
- Company type
- Private
- Founded year
- 2001
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Crewroom is a female-founded British performance sportswear company, established in 2001, that designs and sells technical rowing and running apparel direct-to-consumer online and through a B2B custom team kit platform called Teamroom for rowing clubs, schools, and universities.
- Ownership category
- akta.pro rank
Crewroom industry classification
Industry- Product category
- Performance Sportswear
- NAICS
- Sporting Goods Retailers (45911), Sporting and Athletic Goods Manufacturing (33992)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Paddling & Packrafting Gear Retail (CRAMAAAL)
Keywords
Where Crewroom is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Crewroom business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Direct E-commerce Sales: Retail sales of performance clothing through crewroom.co.uk website. Products include rowing suits, shorts, baselayers, tops, hoodies, jackets, gilets, leggings, accessories, and UV protection wear. Sales are one-time transactional with occasional bundle deals and promotional discounts.
- Custom Team Kit Orders: B2B custom kit sales through the Teamroom facility for rowing clubs, schools, universities, and organizations. Enables bulk customized orders for team apparel during designated order windows.
- Gift Cards: Digital and physical gift cards available in various denominations for gifting occasions.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Performance apparel across multiple categories |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels3 records
Crewroom product offering
Product offeringCore offering
Crewroom designs, manufactures, and sells British performance sportswear with a primary focus on rowing apparel (rowing suits, rowing shorts, baselayers, leggings, jackets, sports bras, UV protection wear, hoodies) and complementary running apparel. The company sells primarily direct-to-consumer through its crewroom.co.uk e-commerce site, while also offering a B2B custom team-kit service (Teamroom) that enables rowing clubs, schools, and universities to place collective customized apparel orders during designated order windows.
Product overview
Crewroom is a British performance training and running clothing company founded in 2001, offering a comprehensive portfolio of technical athletic wear. The core offering centers on rowing-specific apparel including Rowing Suits, Rowing Shorts, and Baselayers, complemented by general activewear such as Vests & T-Shirts, Hoodies, Leggings, Jackets, and Sports Bras. A key differentiator is their UV Range featuring UPF 50+ sun protection, and their re:LAUNCHED sustainable fabric technology made from recycled plastic waste. They also offer a B2B Custom Kit service (Teamrooms) enabling clubs, schools, and universities to order customized team rowing kit. Accessories include Headwear, Rowing Sunglasses, and various rowing extras. Both digital and physical Gift Cards are available.
Differentiator
Problem solved
Functional benefit
Products and services
- Rowing Suits Technical all-in-one rowing suits designed for elite and training rowing, including styles such as Elite Rowing Suit, Lightweight Rowing Suit, Ergo Rowing Suit, Strappy Rowing Suit, Bekko Rowing Suit, and Tideway Rowing Suit, sold for individual athletes and via custom kit for teams.
- Rowing Shorts Performance rowing shorts with technical fabrics and innovative designs for maximum comfort on the water, including the Elite Rowing Short, Ergo Shorts, and Rowing/Cycling Short, sold for individuals and via custom kit for teams.
- Baselayers Technical baselayers providing extra warmth and protection from the elements, including The Seamless Baselayer, Classic Baselayer, Stripy Seamless Baselayer, and Elements Top, sold for individuals and via custom kit for teams.
- Vests and T-Shirts Breathable vests and t-shirts designed for active performance, including UV Lightweight T-Shirts and All Seasons Lightweight T-Shirts, available for individual purchase and via custom kit for teams.
- UV Range UPF 50+ sun protection clothing featuring ultra-lightweight, moisture-wicking fabrics with quick-dry tech, four-way stretch, and breathable raised mesh, designed for outdoor athletic use and sold for individuals and teams.
- Hoodies, Fleeces and Mid-layers Technical hoodies, fleeces, and mid-layers for warm-ups, cool-downs, and post-training comfort with brushed fleece fabrics, sold for individuals and via custom kit for teams.
- Leggings and Track Pants Technical leggings and track pants for rowing, running, and cross training with soft-touch performance fabrics delivering support, flexibility, and warmth, sold for individuals and via custom kit for teams.
- Jackets and Gilets Technical jackets and gilets with lightweight, wind and water-resistant fabrics for protection and versatile layering in all conditions, sold for individuals and via custom kit for teams.
- Sports Bras Supportive sports bras designed for workout regimes, including The Seamless Bra, sold for individual athletes and via custom kit for teams.
- Headwear Running caps, rowing visors, headbands, and hats including the Air Head Visor, Elite Visor, Vapour-X Cap, and The Air Head Cap, sold for individual athletes and via custom kit for teams.
- Rowing Accessories Essential rowing extras including rowing socks, running snoods, rowing sunglasses, Calf Guards, Seat Pad, and Pogies, sold for individual athletes and via custom kit for teams.
- Gift Cards Digital and physical gift cards available in various denominations for gifting occasions, redeemable on the Crewroom website.
- Custom Kit (Teamrooms) Custom rowing clothing service for teams, clubs, schools, and universities, with an online teamroom facility enabling members to order and pay for team rowing kit during designated order windows throughout the year.
Companies that use Crewroom
Customer profileNamed customers8 records
Segments4 records
Ideal customer profiles2 records
Crewroom technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
Crewroom partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- Henley Women's RegattacoreOfficial merchandise partner for Henley Women's Regatta, providing branded apparel and merchandise for the prestigious women's rowing event
- WEHORR (Women's Eights Head Race)coreOfficial merchandise partner providing branded apparel collection for WEHORR, the women's eights head race event
- England RowingcoreOfficial merchandise partner for England Rowing, providing official branded merchandise including sweatshirts, bucket hats, and accessories
- Head Of The Charles RegattacoreOfficial merchandise partner for Head of the Charles Regatta, providing exclusive merchandise bundles including HOCR caps and sweatshirts with commemorative branding
Scale indicators2 records
Recent moves6 records
Expansion highlights6 records
Crewroom competitors and assessment
Company assessmentBroad incumbents
- Adidas: Global sportswear incumbent with performance training, running, and outdoor apparel. Comparable to Crewroom as a broad-line competitor targeting the same active-consumer demographic, but operates at global scale across many sports and price points.
- Castore: British premium sportswear brand offering technical performance apparel across multiple sports with team-kit and athlete sponsorship programs. Comparable to Crewroom in UK heritage and B2B team-kit capability, but operates across a broader sports portfolio rather than specializing in rowing.
- Sweaty Betty: UK-founded women's premium athletic apparel brand (now owned by Lululemon). Comparable to Crewroom in DTC e-commerce focus, women's performance wear, and UK origin, but targets a broader fitness/activewear customer rather than rowing specialists.
- Under Armour: Global performance athletic apparel brand covering training, running, and outdoor. Comparable to Crewroom in technical performance apparel positioning, but targets broad athletic consumers rather than rowing-specific niches.
- Lululemon: Global premium athletic apparel leader with strong women's performance wear franchise and expanding men's offering. Comparable to Crewroom in technical performance apparel and direct-to-consumer channel, but operates at vastly larger scale across many sports and activities.
- Nike: Global sportswear leader with broad technical apparel lines including training, running, and outdoor. Comparable to Crewroom as a competitor for the same end customers (athletes seeking technical performance wear), but Nike competes via mass-market scale rather than rowing-specific specialization.
Direct peers
- Rooster: UK-based watersports apparel brand producing technical clothing for sailing, rowing, and other water sports. Comparable to Crewroom in UK heritage, niche water-sports apparel focus, and DTC e-commerce model.
- Vespoli USA: US rowing equipment manufacturer that also produces rowing apparel and team kit. Comparable to Crewroom in targeting competitive rowers and clubs with technical, rowing-specific products.
- JL Racing: US-based rowing apparel and unisuit specialist serving clubs, scholastic, and collegiate rowers. Most direct comparable to Crewroom in product category (rowing unisuits, shorts, team kit) and target customer (competitive and grass-roots rowing community).
- New Wave: Japanese rowing apparel brand with international distribution, specializing in rowing suits, team kits, and performance wear for clubs and national teams. Closely comparable to Crewroom in rowing-specific apparel, custom team kit capability, and global rowing community focus.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Crewroom social profiles
Digital presenceCrewroom financial estimates
Financial estimateRevenue estimate
Valuation estimate
Crewroom leadership team
Management profileNumber of profiles
Profiles1 record
Crewroom funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Crewroom M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Crewroom
What does Crewroom do?
Crewroom designs, manufactures, and sells British performance sportswear with a primary focus on rowing apparel (rowing suits, rowing shorts, baselayers, leggings, jackets, sports bras, UV protection wear, hoodies) and complementary running apparel. The company sells primarily direct-to-consumer through its crewroom.co.uk e-commerce site, while also offering a B2B custom team-kit service (Teamroom) that enables rowing clubs, schools, and universities to place collective customized apparel orders during designated order windows.
Is Crewroom a public or private company?
Crewroom is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Crewroom founded?
Crewroom was founded in 2001. It employs 11 to 50 people.
Where is Crewroom based?
Crewroom is headquartered in London, United Kingdom, in the Europe region.
How does Crewroom make money?
Three revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are custom Team Kit Orders and gift Cards.
Who are Crewroom's main competitors?
Broad incumbents on record are Adidas, Castore, Sweaty Betty, Under Armour, Lululemon and Nike. Direct peers are Rooster, Vespoli USA, JL Racing and New Wave.
Does Crewroom have an API?
No public API is recorded for Crewroom.
What industry is Crewroom in?
Crewroom's product category is Performance Sportswear. Its primary akta.pro industry code is CRAMAAAL, Paddling & Packrafting Gear Retail. Its NAICS code is 45911 and its SIC code is 3949.