Lonsdale
Lonsdale is a UK-based boxing, MMA, and sportswear brand established in 1960, owned by Frasers Group, selling apparel and combat sports equipment to men, women, and children worldwide through e-commerce, retail stores, and stockists.
- Company typePrivate
- Founded1960
- HeadquartersMansfield, United Kingdom
- Headcount251–500
- GTM typeB2C
- OfferingHardware or Manufacturing
What Lonsdale does
Lonsdale is a UK-headquartered combat sports and sportswear brand, established in 1960 and operated by Frasers Group Trading Limited as a wholly-owned subsidiary of the Frasers Group conglomerate. The company sells boxing and MMA equipment (gloves, boots, shorts, vests, punch bags, pads, and competition rings) alongside a sportswear range (tracksuits, hoodies, joggers, t-shirts, jackets) for men, women, and children. Product pricing spans from entry-level apparel at £17.99 up to premium competition rings at £7,999.99, indicating a volume-driven value core with a small high-AOV equipment tail.
Lonsdale operates a multi-channel go-to-market combining a direct-to-consumer e-commerce storefront (lonsdale.com), physical retail through the Frasers Group network of over 500 stores across the UK, Europe, and Malaysia, and a global stockist network spanning 25+ countries. The brand maintains professional fighter ambassadors (Carl Froch, Nathan Cleverly, Tom Watson, Colin Fletcher, Ryan Scope) and invokes its historical association with Muhammad Ali to anchor credibility in the boxing category. Marketing relies on organic social (Facebook, Twitter, YouTube, Pinterest) and email.
The core technology stack is a standard e-commerce platform with no documented APIs, integrations, or proprietary AI/ML capabilities. The site uses Amplience for media delivery and OneTrust for consent management. As a private subsidiary within a UK-listed retail conglomerate, Lonsdale does not disclose standalone financials; revenue, headcount detail, and management team are not publicly itemized.
Lonsdale firmographics
Firmographics- Name
- Lonsdale
- Legal name
- Frasers Group Trading Limited
- Website
- https://lonsdale.com
- Company type
- Private
- Founded year
- 1960
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- Lonsdale is a UK-based boxing, MMA, and sportswear brand established in 1960, owned by Frasers Group, selling apparel and combat sports equipment to men, women, and children worldwide through e-commerce, retail stores, and stockists.
- Ownership category
- akta.pro rank
Lonsdale industry classification
Industry- Product category
- Combat Sports Equipment
- NAICS
- Sporting Goods Retailers (45911), Clothing and Clothing Accessories Retailers (45811), Shoe Retailers (45821)
- SIC
- Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Combat Sports & Boxing Fitness Equipment Retail (Bags, Gloves, Pads, Wraps) (CRAMADAI)
Keywords
Where Lonsdale is headquartered
LocationHeadquarters
- HQ city
- Mansfield
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Lonsdale business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel
Revenue model
- Direct Product Sales: Revenue generated from direct sales of boxing, MMA, and sportswear products through owned e-commerce and retail stores.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Tracksuits and sportswear |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Lonsdale product offering
Product offeringCore offering
Lonsdale is a combat sports and sportswear brand that sells boxing and MMA equipment (gloves, boots, shorts, vests, punch bags, competition rings) and sportswear (tracksuits, hoodies, joggers, t-shirts, jackets) for men, women, and children. Products are sold through an owned e-commerce platform, owned retail stores, and a global stockist network across Europe and Malaysia.
Product overview
Lonsdale is a combat sports and sportswear brand offering a comprehensive product portfolio spanning boxing and MMA equipment alongside casual and athletic apparel. The core product categories include boxing gear (gloves, shorts, boots, punch bags, rings, pads), sportswear (tracksuits, hoodies, joggers, t-shirts, jackets), and footwear. The company serves men, women, and children across both dedicated combat sports equipment for training and competition, and lifestyle sportswear for casual wear and fitness activities. Founded in 1960 and owned by Frasers Group, Lonsdale distributes through owned retail stores across the UK, Ireland, and Europe, as well as an e-commerce platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Boxing Gloves Boxing gloves offered in various styles and ounce sizes (6oz to 16oz), including Contender, Cruiser Training, Pro Training, and Limited Edition variants, intended for amateur and professional boxing training.
- Boxing Boots Specialized boxing footwear including Contender Boxing Boots and Boxing Boots Juniors, available in adult and children's sizes for boxing training and competition.
- Boxing Shorts Lightweight and flexible boxing shorts made from tear-resistant polyester fabric, suitable for boxing, kick boxing, MMA, sparring, and grappling, available in multiple colorways.
- Boxing Vest Lightweight and flexible boxing vest made from 100% polyester (150 gsm) tear-resistant performance fabric, suitable for boxing, kick boxing, MMA, sparring, and fitness training.
- Punch Bags Boxing training equipment including Fitness Strike Bag Adults and other punch bags for boxing training.
- Boxing Rings Competition and training boxing rings available in 14Ft, 16Ft, and 18Ft sizes, priced from £5,499.99 to £7,999.99, for boxing gyms and competition venues.
- Fight Jogging Pants (Mens) Lightweight joggers with elasticated waistband, drawstring adjustment, ribbed cuffs, and Lonsdale signature logo, designed for combat sports training.
- Mens Tracksuits Two-piece coordinated tracksuits for men featuring full zip fastening, ribbed cuffs and hem, made from polyester/elastane blends, suitable for relaxed weekends or light training. Priced £60-70.
- Mens T-Shirts Everyday t-shirts for men available in various colors with short sleeves and crew neck, featuring Lonsdale branding on chest. Made from cotton or cotton/polyester blends. Priced £19-22.
- Track Tops (Mens) Track jackets with iconic Lonsdale logo branding, elasticated trims, and lightweight breathable fabric, suitable for gym sessions or casual wear.
- Essential Joggers (Mens) Versatile joggers made from polyester/cotton fleece, designed for workouts or casual wear, featuring elasticated cuffs and mid-rise fit. Priced £29-35.
- Mens Hooded Sherpa Jacket Full-zip sherpa fleece jacket with hood for warmth and protection, featuring four pockets, made from 100% polyester, suitable for casual everyday wear.
Companies that use Lonsdale
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
Lonsdale technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Lonsdale partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Carl 'The Cobra' FrochcoreProfessional boxer and brand ambassador. Froch has gained success working alongside Lonsdale products and represents the brand in professional boxing competitions.
- Nathan CleverlycoreProfessional boxer and brand ambassador excelling in his field while representing Lonsdale.
- Tom WatsonminorBrand ambassador for Lonsdale.
- Colin FletcherminorMMA fighter and brand ambassador excelling in his respective field.
- Ryan ScopeminorMMA fighter and brand ambassador representing Lonsdale.
- Frasers GroupcoreParent company of Lonsdale. Frasers Group Trading Limited owns the Lonsdale brand and provides retail infrastructure, e-commerce platform, and corporate resources.
Scale indicators2 records
Recent moves9 records
Expansion highlights8 records
Lonsdale competitors and assessment
Company assessmentMarket position
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Lonsdale social profiles
Digital presenceLonsdale financial estimates
Financial estimateRevenue estimate
Valuation estimate
Lonsdale leadership team
Management profileNumber of profiles
Lonsdale funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Lonsdale 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 Lonsdale
What does Lonsdale do?
Lonsdale is a combat sports and sportswear brand that sells boxing and MMA equipment (gloves, boots, shorts, vests, punch bags, competition rings) and sportswear (tracksuits, hoodies, joggers, t-shirts, jackets) for men, women, and children. Products are sold through an owned e-commerce platform, owned retail stores, and a global stockist network across Europe and Malaysia.
Is Lonsdale a public or private company?
Lonsdale is a private company. It is classified as corporate owned and is currently operating.
When was Lonsdale founded?
Lonsdale was founded in 1960. It employs 251 to 500 people.
Where is Lonsdale based?
Lonsdale is headquartered in Mansfield, United Kingdom, in the Europe region.
How does Lonsdale make money?
One revenue line is on record: direct Product Sales.
Does Lonsdale have an API?
No public API is recorded for Lonsdale.
What industry is Lonsdale in?
Lonsdale's product category is Combat Sports Equipment. Its primary akta.pro industry code is CRAMADAI, Combat Sports & Boxing Fitness Equipment Retail (Bags, Gloves, Pads, Wraps). Its NAICS code is 45911 and its SIC code is 3949.