Skates.co.uk

What Skates.co.uk does

Skates.co.uk is an online specialist retailer of wheeled sports equipment operated by Flywalk Ltd (Company No. 05812076), a UK-based company founded in 2004 originally as a Heelys-focused shop under the Flywalk brand. The business has evolved into a broad wheeled-sports retailer covering skates, scooters, skateboards, Heelys shoes, electric scooters, electric bikes, balance bikes, mini BMX bikes, and protection gear. It serves UK Mainland consumers only, with no international shipping due to post-Brexit customs and returns friction. Headcount is reported at 51-100 employees, with operations centred on a warehouse in the Southampton/Romsey area that enables immediate dispatch.

The platform is built on Shopify and holds a catalogue of 3,463+ SKUs spanning stunt scooters, foldable scooters, toddler scooters, commuter scooters, scooter parts, quad roller skates, inline skates, ice skates, skateboards, skateboard parts, Heelys shoes, Breezy Rollers, Revvi bikes, electric bikes, mini BMX bikes, balance bikes, and protection gear. The business has built significant trust signals, with 9,000+ Google reviews averaging 4.8/5 and 1,320+ Judge.me verified reviews carrying Diamond and Platinum medals. The customer base is long-tail DTC, covering teen riders, parents purchasing children's products, adult commuters, and hobbyist skaters and skateboarders.

The business model is direct-to-consumer e-commerce with revenue generated through unit sales of sporting goods, supported by content marketing through buying guides to drive organic search acquisition. The company has expanded into adjacent sporting verticals through sister sites BadmintonHQ.co.uk, TennisHQ.co.uk, and PadelHQ.co.uk, all operated under the same Flywalk Ltd entity. There is no subscription, service, or B2B revenue component disclosed, and no funding rounds, acquisitions, or PE backing are present in the available information.

Name

Skates.co.uk

Legal name

Flywalk Ltd.

Website

https://skates.co.uk

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

51–100 employees

Short description

Skates.co.uk is a UK-based online specialist retailer of skates, scooters, skateboards, Heelys, electric scooters, and related wheeled sports equipment. Operated by Flywalk Ltd, it serves UK Mainland consumers through a Shopify platform holding 3,463+ SKUs and dispatching from its Southampton warehouse.

Ownership category

akta.pro rank

Product category

Wheeled Sports Equipment Retail

NAICS

Sporting Goods Retailers (45911)

SIC

Retail-Nonstore Retailers (5960)

akta.pro primary industry

E-Scooters (Stand-Up) (CRACASAB)

akta.pro secondary industry

Electric Skateboards & Longboards (CRACASAC)

Keywords

• Wheeled sports equipment
• Stunt scooters
• Roller skates
• Skateboards
• Protective gear

Headquarters

HQ city

Romsey

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Infrastructure

Revenue model

1. Product Sales: Direct product sales through e-commerce platform. Sells complete wheeled sports equipment (scooters, skates, skateboards, bikes), replacement parts, accessories, and protective gear. Revenue generated through one-time product transactions with no subscription component.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels7 records

Core offering

Skates.co.uk is a UK-based direct-to-consumer e-commerce retailer that sells wheeled sports equipment including stunt scooters, foldable scooters, electric scooters, roller skates, inline skates, ice skates, skateboards, wheeled shoes (Heelys and Breezy Rollers), children's electric and balance bikes, mini BMX bikes, replacement parts, and protective gear. The company operates a Shopify-powered online storefront backed by a Southampton warehouse holding all stock for immediate dispatch.

Product overview

Skates.co.uk is a UK-based specialist wheeled sports e-commerce retailer offering a comprehensive portfolio of wheeled recreational products. The offering spans multiple categories including complete stunt, foldable, and commuter scooters with extensive parts and upgrade options; quad roller skates, inline skates, and ice skates; skateboards with complete and custom options; wheeled shoes including Heelys and Breezy Rollers; children's bikes (Revvi electric bikes, Mini BMX, balance bikes); and protective gear. The company operates as a single Shopify-based e-commerce platform (Skates.co.uk) alongside sister sites BadmintonHQ.co.uk, TennisHQ.co.uk, and PadelHQ.co.uk under parent company Flywalk Ltd, established in 2004 originally as a Heelys-focused shop called Flywalk.

Differentiator

Problem solved

Functional benefit

Products and services

• Stunt Scooters Non-folding scooters built for tricks, jumps, and grinds featuring reinforced decks, robust forks, lightweight bars, and high-rebound wheels. Includes park scooters, street scooters, and mini versions for kids.
• Foldable Scooters Transport-focused scooters with quick-release folding mechanisms and adjustable handlebars, designed for commuters and children. Range from lightweight aluminum models to robust pneumatic-tyre designs for adults.
• Toddler Scooters Three-wheel scooters designed for young children aged 3 and up, providing stability and safe introduction to scooting.
• Electric Scooters Electric-powered commuter scooters for urban transportation.
• Commuter Scooters Scooters designed for daily urban commuting with larger wheels and comfortable riding positions.
• Scooter Parts Replacement and upgrade components including decks, handlebars (T-bars), wheels, forks, clamps, grips, headsets, griptape, bearings, brakes, pegs, bar ends, and hardware.
• Quad Roller Skates Classic four-wheel roller skates providing stability and versatility for recreational and derby skating.
• Inline Skates Rollerblades featuring a single line of wheels for speed and maneuverability, including aggressive skates for tricks.
• Ice Skates Skates designed for ice rink use, including guards and bags for transport.
• Skateboards Complete skateboards and custom options for all skill levels, including mini kids boards and beginner setups.
• Skateboard Parts Components for skateboard customization including decks, trucks, wheels, griptape, bearings, bushings, hardware, and tools.
• Heelys Shoes Wheeled shoes combining the fun of skating with everyday footwear, available in one-wheel and two-wheel configurations.
• Breezy Rollers Roller shoes featuring an easy click-system for attaching/removing wheels, marketed primarily for children.
• Revvi Kids Electric Bikes Kids electric balance bikes and racing bikes designed for young riders, including protective gear and parts.
• Electric Bikes Electric-powered bicycles for adult commuting and recreational riding.
• Mini BMX Bikes Compact BMX bikes for tricks and racing, with parts available separately.
• Balance Bikes No-pedal training bikes helping young children develop balance and coordination.
• Protection Gear Safety equipment including helmets, elbow pads, knee pads, padsets, ankle guards, wrist guards, gloves, mouth guards, and impact shorts from brands including 187 Killer Pads, CORE, REKD, S1, and Triple 8.
• Neochrome Scooters and Parts Scooters and components featuring rainbow iridescent anodized finish achieved through electrochemical processes, available in completes and individual parts.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Flywalk LtdcoreOthersSkates.co.uk is a trading name of Flywalk Ltd (Company No. 05812076). Flywalk Ltd is the parent company operating multiple e-commerce sites including Skates.co.uk, BadmintonHQ.co.uk, TennisHQ.co.uk, and PadelHQ.co.uk.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Micro Scooters: UK specialist in children's and adult scooters with comparable product depth in foldable and commuter scooters, serving an overlapping parent-and-child buyer cohort.
• SkateHut: UK-based specialist scooter, skateboard, and roller skate e-commerce retailer with overlapping brand portfolio (Blunt Envy, CORE, Root Industries) and direct head-to-head competition in stunt scooters and parts.
• Pure Electric: UK electric scooter and e-mobility specialist retailer competing directly in the electric scooter and e-bike categories that Skates.co.uk has expanded into.
• Skate Warehouse: UK skateboard and protection-gear specialist retailer with comparable target customer (kids to adult skaters) and overlapping brand portfolio.

Broad incumbents

• JD Sports: UK sports fashion retailer carrying skateboarding-adjacent footwear and apparel, competing for the same youth and family buyer cohort for sport-led lifestyle purchases.
• Halfords: UK high-street retailer with overlapping ranges in scooters, electric bikes, balance bikes, and protection gear, offering click-and-collect and in-store service that pure-play online specialists lack.
• Amazon UK: Dominant nonstore retailer carrying every category Skates.co.uk sells, with marketplace sellers pricing scooters, parts, and skates aggressively against specialist retailers.
• Decathlon UK: Global sporting goods retailer with substantial UK store and online presence in scooters, skateboards, skates, and protection gear, competing on breadth and price across the same categories.
• Razor: Iconic scooter and wheeled-sports brand with global direct-to-consumer retail presence, including electric scooters and kick scooters that overlap directly with Skates.co.uk's range.

Regional players

• Wiggle: UK-based cycling retailer with adjacent products in bikes, balance bikes, and components, increasingly extending into e-bikes and urban mobility that overlaps Skates.co.uk's electric bike range.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@skates7170
• Facebookfacebook.com/skates.co.uk
• Instagraminstagram.com/skates.co.uk
• Pinterestpinterest.com/skates
• Xx.com/skatescouk

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 Skates.co.uk