PAYNTR

What PAYNTR does

PAYNTR (legal entity: Payntr Brand Ltd) is a UK-based, direct-to-consumer cricket footwear manufacturer founded by ex-professional cricketer David Edward Paynter, great-grandson of England Ashes Legend Eddie Paynter. The company operates exclusively online through payntr.com and a separate golf sub-brand at payntrgolf.co.uk, with global shipping to approximately 190 countries and multi-currency checkout. Its core product range, the Pro-X line, consists of four cricket shoes — the flagship Pro-X Carbon Speed ($205, the first cricket shoe with a carbon fibre power plate), the Pro-X All Rounder ($89 marked from $178), the Pro-X Club Spike ($75 marked from $150), and the Pro-X Club Rubber ($62 marked from $123) — complemented by an accessory ecosystem of performance grip socks and replacement spike packs (PIP Corkscrew, Silver, TPU Low Stud).

The company's technology differentiation centres on cricket-specific footwear engineering rather than software or AI: proprietary 12-spike outsole configurations, PIP (Primary Impact Positioning) Corkscrew spikes for fast bowlers, 2-shot TPU outsoles with separate shank support, 3D moulded straps, moulded cast PU uppers on breathable textile bases, and the category-first carbon fibre power plate introduced in the Carbon Speed. Distribution is purely direct-to-consumer via Shopify-based storefronts with Klarna buy-now-pay-later, Apple Pay, Google Pay, and major card networks accepted.

PAYNTR is privately held and bootstrapped — funded initially by the founder's personal life savings across 18 months of product development and multiple sourcing trips to China, with no disclosed institutional investment. The company employs 51–100 people, is headquartered in Leeds (England), and segments its customer base across fast bowlers, all-rounders, club-level recreational cricketers, indoor/training users, and junior cricketers (the latter supported through a Junior Ambassador Programme offering discounts and grassroots community benefits).

Name

PAYNTR

Legal name

Payntr Brand Ltd

Website

https://payntr.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Cricket Footwear

NAICS

Footwear Manufacturing (3162), Shoe Retailers (45821)

SIC

Sporting & Athletic Goods, Nec (3949), Retail-Shoe Stores (5661)

akta.pro primary industry

Athletic Footwear Manufacturing (Running/Training/Court) (IMAOAIAA)

akta.pro secondary industries

Athletic Footwear & Sport Apparel Retail (CRAMABAC), Performance Footwear (Running, Training, Court) (CRAAAEAI), Golf Footwear Retail (CRAMAGAE)

Keywords

• Cricket footwear
• Performance shoes
• Cricket spikes
• Athletic footwear
• Sports apparel

Headquarters

HQ city

Leeds

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct-to-Consumer Footwear Sales: PAYNTR generates revenue primarily through direct online sales of cricket shoes and accessories through its e-commerce platform. Products include premium Pro-X range shoes sold at various price points, with seasonal sales and promotions driving revenue.
2. Accessories and Replacement Parts: Revenue generated from ancillary products including grip socks, spike packs (PIP Corkscrew, silver, TPU low studs). The 3-for-2 promotion on grip socks drives volume purchases.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels5 records

Core offering

PAYNTR designs, manufactures, and sells performance cricket footwear and accessories directly to consumers worldwide through its e-commerce platform. The product range spans the Pro-X line of cricket shoes (spiked and rubber-soled variants) and accessories including anti-slip performance grip socks and replacement spike packs, targeting cricketers from club-level recreational players to fast bowlers seeking professional-grade equipment.

Product overview

PAYNTR is a cricket footwear brand offering a unified product line of performance cricket shoes and accessories. The core Pro-X range consists of four distinct shoe models: the Pro-X Carbon Speed (revolutionary flagship with carbon fibre power plate), Pro-X All Rounder (versatile shoe for all-rounders), Pro-X Club Spike (performance spike shoe), and Pro-X Club Rubber (rubber sole for indoor/outdoor surfaces). These are complemented by accessory products including Performance Grip Socks with anti-slip technology and various spike/stud packs (PIP Corkscrew, Silver, and TPU Low Stud) for customisation and replacement. All products are designed and marketed as performance-enhancing cricket footwear, with the Pro-X Carbon Speed positioned as the innovative flagship targeting fast bowlers.

Differentiator

Problem solved

Functional benefit

Brands

• PRO-X: Performance cricket shoe range including spikes and rubber sole options - Pro-X Carbon Speed, Pro-X All Rounder, Pro-X Club Spike, Pro-X Club Rubber
• PAYNTR Performance Grip Socks
• Junior Ambassador Programme

Products and services

• Pro-X Carbon Speed Revolutionary cricket shoe featuring the first carbon fibre power plate in cricket footwear, delivering exceptional energy return and efficiency. Contains 12 spikes (an upgrade from traditional 11) and PIP Corkscrew spikes for superior traction. Designed specifically for fast bowlers.
• Pro-X All Rounder Purpose-built cricket shoe for all-rounders, offering versatility and reliability for bowling, sprinting, and fielding. Features 12th extra spike, 8/4 spike formation, 8 TPU heel studs, and TPU stability plate.
• Pro-X Club Spike Entry-level cricket spike shoe engineered for modern cricketers, delivering unbeatable traction, stability, and comfort in a performance-based design. Features microfibre PU upper, moulded memory foam footbed, and single-density EVA midsole.
• Pro-X Club Rubber Cricket shoe designed for indoor and outdoor rubber surfaces with a sleek rubber sole. Features 360-degree forefoot traction, heel lugs with recess holes, secondary traction wave, flex grooves, and microfibre PU upper.
• PAYNTR Performance Grip Socks Anti-slip performance socks with technology designed for sports requiring fast directional changes. Features anti-slip pads on inside and outside, power transfer assistance, breathable moisture-wicking fabric, padded sole, and elasticated top. Suitable for cricket, golf, football, rugby, and hockey.
• PIP Corkscrew Spike Pack 10-pack of PIP (Primary Impact Positioning) Corkscrew Cricket Spikes engineered for superior traction and ground penetration. Features corkscrew design for deeper ground penetration, optimized release speed for quick pivots, and durable materials for long-lasting performance.
• Silver Spike Pack 10-pack of silver cricket spikes designed for durability, precision, and performance on cricket footwear. Features exceptional traction, premium durable materials, universal fit for most cricket shoes, and sleek professional finish.
• TPU Low Stud Pack 8-pack of TPU (Thermoplastic Polyurethane) Low Studs for cricket shoes. Designed for superior grip and stability on pitch, allowing conversion to half-and-half underfoot configuration. Features durable lightweight material with universal fitting.

Quantifiable outcome

• The carbon fibre power plate enables explosive movements on the pitch by maximising energy return and efficiency with every stride
• +2 more outcomes

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature6 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Kookaburra: Leading cricket equipment brand (bats, balls, gloves) that also markets cricket footwear. Comparable because it serves the same cricket-playing customer base with performance footwear alongside broader cricket gear.
• Woodworm: UK-based cricket-specialist brand selling spiked cricket shoes and apparel. Closest direct competitor to PAYNTR's cricket-only, DTC-focused, premium-spiked footwear proposition.
• Gray-Nicolls: Long-established English cricket brand producing bats, equipment, and cricket shoes. Competes for the same UK-centric cricket consumer wallet with a similar heritage-led brand narrative.
• Gunn & Moore (GM): Heritage English cricket bat and equipment manufacturer with a growing cricket footwear and apparel range. Targets the same elite and club-level cricketer segments as PAYNTR with similar category expansion dynamics.
• Masuri: Cricket-specialist brand historically focused on helmets but expanding into broader player gear. Operates in the same UK cricket-equipment community and could broaden into footwear, overlapping with PAYNTR's cricket-performance positioning.

Broad incumbents

• New Balance: International athletic brand with a cricket footwear range (e.g., CK4040) used by professional cricketers globally. Overlaps with PAYNTR's premium-performance positioning while operating across many other sports.
• ASICS: Global athletic footwear leader with a dedicated cricket shoe line (e.g., ASICS Gel-Cricket). Competes head-to-head in performance cricket spikes but operates at vastly greater scale across many sports.
• Adidas: Global athletic footwear major with cricket offerings (Adidas Howzat and prior ranges). Competes in the same premium cricket spike category but as part of a much larger multi-sport portfolio.
• Puma: Global athletic footwear brand with an established cricket shoe line marketed primarily in India and the UK. Direct overlap on cricket spikes with broader multi-sport scale advantages.

Regional players

• Sanspareils By Sterling (B2C: SG Cricket): India's largest cricket equipment brand with a growing cricket footwear line. Comparable product offering but primarily serves the Indian market, making it a regional rather than direct competitor to PAYNTR's UK-anchored business.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/payntrcricket
• YouTubeyoutube.com/@payntr
• Facebookfacebook.com/payntr
• Instagraminstagram.com/payntr
• TikToktiktok.com/@payntrcricket
• LinkedInlinkedin.com/company/payntr

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 PAYNTR