Second Chance
Second Chance Ltd is a UK-founded, EMEA-focused sports equipment distributor that connects brands in golf, cycling, fishing, football, and connected sports technology to over 7,000 retailers and institutions, with warehouses in the UK, Germany, China, and the USA.
- Company typePrivate
- Founded1989
- HeadquartersBlackpool, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingServices
What Second Chance does
Second Chance Ltd (trading as SC Distribution) is a UK-based sports equipment distributor founded in 1989 in Blackpool, England, that connects consumer sports brands to retailers, buying groups, marketplaces, schools, and institutions across Europe, the Middle East, and Africa. The company supplies over 7,000 stores across EMEA with a portfolio spanning golf (launch monitors, simulators, training aids, GPS watches, rangefinders, recycled golf balls), cycling (LIVALL smart helmets, Morpher, Wipeout, CYCL WingLights), fishing (Deeper, iBobber, Rippton, Westin cameras), football (Supido Radar), and wellness/fitness (Chirp). Notable brand principals include PGA TOUR, Samsung Galaxy Watch Golf Edition, Full Swing KIT, Golfzon, Phigolf, Square Golf, GOLFBUDDY, SimSpace, and HomeCourse. The company has been an Amazon Gold Level Supplier for 13 years and maintains warehouse operations in the UK, Germany, China, and the USA.
The business operates on a wholesale distribution model, generating revenue through margins on physical product sales (one-time purchases of hardware and recycled golf balls), software subscriptions distributed through its brand partners (E6 Connect, Me And My Golf digital coaching plans, Square Golf app), and professional services including PR, event management, in-house marketing, design, retailer advertising, product demonstrations, and trade show representation. Go-to-market is multi-channel: traditional wholesale to retailers and buying groups, Amazon marketplace, direct-to-institution sales to schools and sports clubs, and a B2B trade portal with separate UK and worldwide access for approved trade customers to view account-specific pricing and place orders. Underlying technology includes Salesforce CRM for sales management, an aggregated customer service portal, multilingual Pan-European customer service across web/email/phone/SMS/social, and cross-platform community management software, supported by an in-house resident PGA Pro for golf-specific product advice.
The company is privately held, founder-owned, and bootstrapped with no disclosed external funding rounds or institutional investors. It is a UK private limited company with 11-50 employees and is operating actively. Award momentum in 2025 includes three Editor's Choice awards (Golf Monthly, Today's Golfer, Bunkered), reinforcing its position as a specialist mid-market sports distributor rather than a scaled mass-market wholesaler.
Second Chance firmographics
Firmographics- Name
- Second Chance
- Legal name
- Second Chance Ltd
- Website
- https://secondchance.co.uk
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Second Chance Ltd is a UK-founded, EMEA-focused sports equipment distributor that connects brands in golf, cycling, fishing, football, and connected sports technology to over 7,000 retailers and institutions, with warehouses in the UK, Germany, China, and the USA.
- Ownership category
- akta.pro rank
Second Chance industry classification
Industry- Product category
- Sports Equipment Distribution
- NAICS
- Sporting and Recreational Goods and Supplies Merchant Wholesalers (423910), Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391)
- akta.pro primary industry
- Wholesale/B2B Generalist Marketplaces (CRAFAAAF)
- akta.pro secondary industries
- Retailer & Small-Store Supply (C-Store, Mini-Mart, Independent Retail) (CRAEAEAD), Business Technology & Electronics Wholesale Clubs (B2B) (CRAEAEAF)
Keywords
Where Second Chance is headquartered
LocationHeadquarters
- HQ city
- Blackpool
- HQ country
- United Kingdom
- HQ region
- Europe
Offices4 records
Markets served
Second Chance business model
Business model- GTM type
- B2B
- Offering type
- Services
Revenue model
- Wholesale Distribution: Distributes sports equipment and technology to retailers, buying groups, marketplaces, schools and institutions across EMEA. Revenue generated through margin on wholesale transactions.
- Hardware Sales: Sells sports equipment including golf training aids, cycling equipment, fishing technology, and smart sports devices. One-time purchase revenue model for physical products.
- Golf Ball Recycling: Original business model buying used lake golf balls, sorting, cleaning and reselling them. Also recycles range balls. Provides sustainable revenue stream with environmental focus.
- Software Subscriptions: Distribution of digital coaching plans (Me And My Golf), and connectivity to software platforms like E6 Connect for golf simulators.
- Professional Services: Provides PR & communications, event planning & management, in-house marketing & design studio, merchandise reviews, retailer advertising, press tours, product demonstrations, and trade shows & exhibitions services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Transaction based/ take rate | Pay-as-you-go | B2B Trade Account Pricing |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels7 records
Second Chance product offering
Product offeringCore offering
Second Chance Ltd (also known as SC Distribution) is a B2B wholesale distributor of sports equipment and connected sports technology products — covering golf, cycling, fishing, and football categories — serving retailers, buying groups, marketplaces, schools, and institutions across the EMEA region. The company operates as a brand-to-retailer distributor, offering end-to-end services including procurement, warehousing, logistics, PR, marketing, and brand management for partner brands.
Product overview
Second Chance Ltd (SC Distribution) is a sports distribution company operating across EMEA that specializes in golf, cycling, fishing, football, and connected sports technology products. The portfolio includes golf simulator enclosures (SimSpace, HomeCourse), launch monitors (Full Swing KIT, Square Golf, Golfzon WAVE, Phigolf 2), training aids (Blast Golf, Exputt RG, Me And My Golf), smart wearables (LIVALL helmets, Samsung Galaxy Watch Golf Edition, GOLFBUDDY rangefinders), and outdoor equipment (WingLights, fishing sonars, Wipeout helmets). The company also recycles and resells used golf balls and range balls. Services include wholesale distribution, logistics, sales channel management, in-house marketing, PR, and B2B portal access for trade customers.
Differentiator
Problem solved
Functional benefit
Products and services
- Wholesale Sports Distribution B2B wholesale distribution of golf, cycling, fishing, and football equipment and connected sports technology to retailers, buying groups, marketplaces, schools, and institutions across the EMEA region.
- B2B Trade Portal Online B2B ordering portal that allows retail and institutional buyers across EMEA to access the product catalog, place orders, manage accounts, and track fulfillment.
Quantifiable outcome
- Supply over 7,000 stores across EMEA territory
- +2 more outcomes
Companies that use Second Chance
Customer profileNamed customers14 records
Segments7 records
Second Chance technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature3 records
Second Chance partnerships and signals
Strategic signalPartnerships
29 partnerships are on record, tiered core and supporting.
- SimSpacecoreExclusive distributors for SimSpace professional golf enclosures across EMEA. SimSpace offers golf simulator enclosures in six sizes with premium impact screens, sound dampening, and easy assembly.
- Square GolfcoreDistributors for Square Golf indoor golf launch monitors and unified golf technology ecosystem across EMEA. Products include Home Edition and Omni Edition launch monitors.
- Sunday GolfcoreDistributors for Sunday Golf golf bags including Loma, Loma XL, El Camino, and Ryder 23 models targeting weekend golfers.
- LIVALLcoreExclusive UK distributors for LIVALL smart cycling and skiing helmets. Multi-award winning Bluetooth connected smart helmets with LED lights, SOS alerts, and wireless turn signals. Models include EVO21, BH51M NEO, BH51M, C20, BH60SE, MT1, BH51T NEO, BH51T, and RS1.
- iBobber (ReelSonar)coreUK and EMEA distributors for iBobber personal sonar depth finder, the smallest and lightest personal sonar on the market. Syncs with iOS 10.0+ and Android 4.3+ via Bluetooth Smart.
- DeepercoreEMEA distributors for Deeper fishfinders and fishing technology products.
- RipptoncoreEMEA distributors for Rippton fishing technology and smart fishing devices.
- WestincoreEMEA distributors for Westin fishing cameras and fishing technology products.
- PGA TOURcoreOfficial PGA TOUR products distributor for golf equipment and accessories across EMEA.
- SamsungcoreUK distributors for Samsung Galaxy Watch 5 Golf Edition and Galaxy Watch 5 Pro Golf Edition smartwatches with pre-loaded Smart Caddie app covering 40,000 courses worldwide.
- Me And My GolfcoreStrategic partnership for distribution of Me And My Golf digital coaching plans and golf training aids worldwide. First of its kind deal combining physical training aids with exclusive online coaching lessons from Piers Ward and Andy Proudman. Successfully helped launch Me And My Golf Digital Coaching Plans worldwide as industry first.
- Blast MotioncoreSuccessfully launched Blast Motion (swing and stroke analyser with mobile app) in the EMEA market. Blast Golf provides sensor-based analysis for putting, short game, bunker play, and full swing.
- Full Swing KitcoreUK and EMEA distributors for Full Swing KIT launch monitor, tested and trusted by Tiger Woods. Features 16 precise data points using advanced radar technology and high-resolution camera. Compatible with e6 Connect software.
- GolfzoncoreEMEA distributors for Golfzon WAVE, the first-ever dual device launch monitor system. Named best golf simulator by Golf Digest Editor's Choice Awards for five consecutive years 2017-2021. Compatible with E6 Connect.
- PhigolfcoreUK and EMEA distributors for Phigolf 2 home golf game simulator. Works with E6 Connect app by TruGolf and Phigolf's own app with 38,000+ courses worldwide.
- E6 Connect (TruGolf)coreTechnology integration partner providing golf simulation software. Compatible with Phigolf 2, Golfzon WAVE, and Full Swing Kit. Offers 40+ famous courses, exciting games, and online competitions.
- HomeCoursecoreEMEA distributors for HomeCourse Golf ProScreen 180, premier indoor golf simulator enclosure. Features retractable design, wireless operation, and ballistic-grade materials.
- ExputtcoreEMEA distributors for Exputt RG interactive putting simulator using high-speed camera to track putter path, ball speed, and direction. Includes 70+ real-world courses.
- GOLFBUDDYcoreUK and EMEA distributors for GOLFBUDDY golf laser rangefinders and GPS devices. Award-winning products including aim W12 GPS Golf Watch, LASER2S Pro, and Laser Lite2 rangefinders.
- RapsodocoreEMEA distributors for Rapsodo golf launch monitors and training aids.
- ChirpcoreEMEA distributors for Chirp wellness and fitness products.
- MorphercoreUK distributors for Morpher folding cycle helmets.
- WipeoutcoreUK distributors for Wipeout Dry Erase protective gear including kids helmets for bike, skate and scooter with dry erase markers for customisable designs. Dual certified for bikes and roller sports.
- CYCLcoreUK distributors for CYCL WingLights POP LED bicycle indicators. Award-winning family of direction indicators with patented mounting technology, waterproof design, and 6-month battery life.
- NvisagecoreEMEA distributors for Nvisage golf training and performance products.
- Lyle & ScottcoreEMEA distributors for Lyle & Scott golf accessories.
- EmojicoreEMEA distributors for Emoji branded sports and lifestyle products.
- SalesforcesupportingCRM platform used by sales team for sales management and customer relationship tracking.
- Supido RadarsupportingEMEA distributors for Supido multi-sports speed radar products.
Scale indicators6 records
Recent moves7 records
Expansion highlights6 records
Second Chance competitors and assessment
Company assessmentDirect peers
- Madison: UK-based distributor of cycling, outdoor, and active sports products to retailers across EMEA. Operates a comparable B2B trade-portal model, distributing multiple premium brands to independent bike shops and sporting goods retailers, mirroring Second Chance's channel-partner GTM.
- One Seven Group: UK-headquartered distributor of action sports, cycling, and outdoor brands to retailers across EMEA. Operates a similar exclusive-distribution model with multi-category sports portfolios serving independent retail.
- 2Pure: UK-based distributor specializing in cycling, outdoor, and active sports brands, supplying independent retailers and buying groups across EMEA. Closely comparable in scale, customer type, and exclusive-brand distribution model.
Broad incumbents
- Amer Sports: Global sporting goods conglomerate owning Salomon, Wilson, Arc'teryx, and other premium brands. Operates its own EMEA distribution network that overlaps with Second Chance's territory and competes for retailer relationships.
- Frasers Group (Sports Direct): UK-listed sporting goods retail conglomerate owning Sports Direct and a portfolio of sports brands. Operates a downstream retail channel that competes with and relies on distributors like Second Chance for product sourcing.
- Intersport: Global sporting goods retailer and buying cooperative with thousands of stores across Europe. Operates at much larger scale as a downstream retail channel that Second Chance supplies, with overlapping distribution and brand-management functions.
- Decathlon: Global sporting goods retailer with vertically integrated brand ownership and in-house distribution across Europe. Comparable in category breadth (cycling, golf-adjacent, fishing, fitness) but operates at massive scale and owns most of its brands.
Others
- Acushnet Holdings: Manufacturer and distributor of Titleist, FootJoy, and other golf brands, with established EMEA sales operations. Comparable as a golf-category peer with both proprietary products and distribution reach that overlap Second Chance's largest category.
- Callaway Golf Company: Global golf equipment manufacturer (Callaway, Odyssey, Topgolf) with established EMEA distribution infrastructure. Comparable as a golf-category supplier but operates primarily as a brand owner rather than a third-party distributor.
Regional players
- Fisher Outdoors: Australian outdoor and fishing products distributor with exclusive brand partnerships and multi-category retail reach. Directly comparable distribution model but operates in APAC rather than EMEA, hence a regional peer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Second Chance social profiles
Digital presenceSecond Chance financial estimates
Financial estimateRevenue estimate
Valuation estimate
Second Chance leadership team
Management profileNumber of profiles
Second Chance funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Second Chance 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 Second Chance
What does Second Chance do?
Second Chance Ltd (also known as SC Distribution) is a B2B wholesale distributor of sports equipment and connected sports technology products — covering golf, cycling, fishing, and football categories — serving retailers, buying groups, marketplaces, schools, and institutions across the EMEA region. The company operates as a brand-to-retailer distributor, offering end-to-end services including procurement, warehousing, logistics, PR, marketing, and brand management for partner brands.
Is Second Chance a public or private company?
Second Chance is a private company. It is currently operating.
When was Second Chance founded?
Second Chance was founded in 1989. It employs 11 to 50 people.
Where is Second Chance based?
Second Chance is headquartered in Blackpool, United Kingdom, in the Europe region.
How does Second Chance make money?
Five revenue lines are on record. Wholesale Distribution is the primary driver. The others are hardware Sales, golf Ball Recycling, software Subscriptions and professional Services.
Who are Second Chance's main competitors?
Direct peers on record are Madison, One Seven Group and 2Pure. Broad incumbents are Amer Sports, Frasers Group (Sports Direct), Intersport and Decathlon. Others are Acushnet Holdings and Callaway Golf Company. Fisher Outdoors is listed as a regional player.
Does Second Chance have an API?
No public API is recorded for Second Chance.
What industry is Second Chance in?
Second Chance's product category is Sports Equipment Distribution. Its primary akta.pro industry code is CRAFAAAF, Wholesale/B2B Generalist Marketplaces, with a secondary code of CRAEAEAD, Retailer & Small-Store Supply (C-Store, Mini-Mart, Independent Retail). Its NAICS code is 423910.