Second Chance

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.

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

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

• Sports equipment distribution
• Golf accessories wholesale
• Cycling products distribution
• Fishing technology supply
• Connected sports technology

Headquarters

HQ city

Blackpool

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B

Offering type

Services

Revenue model

1. Wholesale Distribution: Distributes sports equipment and technology to retailers, buying groups, marketplaces, schools and institutions across EMEA. Revenue generated through margin on wholesale transactions.
2. 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.
3. 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.
4. Software Subscriptions: Distribution of digital coaching plans (Me And My Golf), and connectivity to software platforms like E6 Connect for golf simulators.
5. 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

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core 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

Named customers14 records

Segments7 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

29 partnerships are on record, tiered core and supporting.

• SimSpacecoreChannel Partner/ Reseller/ DistributorExclusive 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 GolfcoreChannel Partner/ Reseller/ DistributorDistributors for Square Golf indoor golf launch monitors and unified golf technology ecosystem across EMEA. Products include Home Edition and Omni Edition launch monitors.
• Sunday GolfcoreChannel Partner/ Reseller/ DistributorDistributors for Sunday Golf golf bags including Loma, Loma XL, El Camino, and Ryder 23 models targeting weekend golfers.
• LIVALLcoreChannel Partner/ Reseller/ DistributorExclusive 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)coreChannel Partner/ Reseller/ DistributorUK 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.
• DeepercoreChannel Partner/ Reseller/ DistributorEMEA distributors for Deeper fishfinders and fishing technology products.
• RipptoncoreChannel Partner/ Reseller/ DistributorEMEA distributors for Rippton fishing technology and smart fishing devices.
• WestincoreChannel Partner/ Reseller/ DistributorEMEA distributors for Westin fishing cameras and fishing technology products.
• PGA TOURcoreChannel Partner/ Reseller/ DistributorOfficial PGA TOUR products distributor for golf equipment and accessories across EMEA.
• SamsungcoreChannel Partner/ Reseller/ DistributorUK 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 or Co-development PartnerStrategic 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 MotioncoreChannel Partner/ Reseller/ DistributorSuccessfully 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 KitcoreChannel Partner/ Reseller/ DistributorUK 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.
• GolfzoncoreChannel Partner/ Reseller/ DistributorEMEA 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.
• PhigolfcoreChannel Partner/ Reseller/ DistributorUK 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 or IntegrationTechnology 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.
• HomeCoursecoreChannel Partner/ Reseller/ DistributorEMEA distributors for HomeCourse Golf ProScreen 180, premier indoor golf simulator enclosure. Features retractable design, wireless operation, and ballistic-grade materials.
• ExputtcoreChannel Partner/ Reseller/ DistributorEMEA distributors for Exputt RG interactive putting simulator using high-speed camera to track putter path, ball speed, and direction. Includes 70+ real-world courses.
• GOLFBUDDYcoreChannel Partner/ Reseller/ DistributorUK 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.
• RapsodocoreChannel Partner/ Reseller/ DistributorEMEA distributors for Rapsodo golf launch monitors and training aids.
• ChirpcoreChannel Partner/ Reseller/ DistributorEMEA distributors for Chirp wellness and fitness products.
• MorphercoreChannel Partner/ Reseller/ DistributorUK distributors for Morpher folding cycle helmets.
• WipeoutcoreChannel Partner/ Reseller/ DistributorUK 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.
• CYCLcoreChannel Partner/ Reseller/ DistributorUK 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.
• NvisagecoreChannel Partner/ Reseller/ DistributorEMEA distributors for Nvisage golf training and performance products.
• Lyle & ScottcoreChannel Partner/ Reseller/ DistributorEMEA distributors for Lyle & Scott golf accessories.
• EmojicoreChannel Partner/ Reseller/ DistributorEMEA distributors for Emoji branded sports and lifestyle products.
• SalesforcesupportingTechnology or IntegrationCRM platform used by sales team for sales management and customer relationship tracking.
• Supido RadarsupportingChannel Partner/ Reseller/ DistributorEMEA distributors for Supido multi-sports speed radar products.

Scale indicators6 records

Recent moves7 records

Expansion highlights6 records

Direct 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

• Xx.com/secchanceltd

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 Second Chance