Sporting Saint
Sporting Saint is a family-run British e-commerce and trade supplier of gundog training equipment — dummies, whistles, leads, launchers, coats, and apparel — serving individual handlers, trainers, shooting estates, and country sports retailers worldwide.
- Company typePrivate
- Founded2007
- HeadquartersBromyard, United Kingdom
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Sporting Saint does
Sporting Saint Limited is a privately held, family-run British business registered in England and Wales, headquartered in Bromyard, Herefordshire. Founded in 2007 and operating with 1–10 employees, the company sells a catalog of approximately 279 gundog training and country sports products through its own e-commerce storefront at sportingsaint.co.uk, supplemented by a B2B trade account program targeting shooting estates, trainers, and country sports retailers with a minimum annual spend of roughly £2,000 ex VAT and worldwide shipping.
The core product range centers on training dummies — canvas dummies in weights from puppy/junior through 6lb, retrieve dummies, rabbit dummies and balls, launcher dummies, and realistic proprietary dead-bird dummies under the FLIGHT sub-brand — alongside whistles (notably ACME whistles as a distribution partner), slip leads and collars including the proprietary Field Trial PRO line, dummy launchers (handheld, remote-controlled Air&Go and GROUSEPRO systems), and the Bang&Go remote gunshot simulator. Supporting categories include dog apparel (cooling, waterproof, towelling coats), dog beds, country clothing and training vests, game bags, training scents, placeboards, books and DVDs, PureFlax dog supplements, and the recently launched Gundog App.
The business operates a dual direct-to-consumer and channel-partner go-to-market. Revenue derives from one-time unit purchases across a price range from approximately £2.50 (ear plugs) to £1,200 inc VAT (auto-launch remote-control dummy launchers), with both inc-VAT and ex-VAT pricing displayed. The company is a sponsor of The Kennel Club and BASC, a member of The Gun Trade Association, and holds a "Small Business of the Year 2023" recognition. The technology stack disclosed is a standard e-commerce platform with no proprietary AI or integration capabilities called out.
Sporting Saint firmographics
Firmographics- Name
- Sporting Saint
- Legal name
- Sporting Saint Limited
- Website
- https://sportingsaint.co.uk
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Sporting Saint is a family-run British e-commerce and trade supplier of gundog training equipment — dummies, whistles, leads, launchers, coats, and apparel — serving individual handlers, trainers, shooting estates, and country sports retailers worldwide.
- Ownership category
- akta.pro rank
Sporting Saint industry classification
Industry- Product category
- Gundog Training Equipment
- NAICS
- Sporting Goods Retailers (45911), Sporting Goods Retailers (459110), Sporting and Athletic Goods Manufacturing (33992), Sporting and Athletic Goods Manufacturing (339920), Pet and Pet Supplies Retailers (45991)
- SIC
- Sporting & Athletic Goods, Nec (3949), Retail-Apparel & Accessory Stores (5600)
- akta.pro primary industry
- Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection) (CRAMAKAG)
Keywords
Where Sporting Saint is headquartered
LocationHeadquarters
- HQ city
- Bromyard
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Sporting Saint business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- E-commerce Retail: Direct-to-consumer online sales through their e-commerce platform, selling gundog training equipment, accessories, and clothing to individual customers. Products are sold as one-time purchases with prices ranging from budget items to premium equipment.
- Trade/Wholesale Accounts: Trade accounts for businesses, trainers, shooting estates, and retailers within the gundog and country sports sectors. Trade customers receive trade portal pricing, priority service, and worldwide shipping with minimum annual spend requirements of approximately £2000 ex VAT per year.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard retail pricing for individual consumers |
Go-to-market motion2 records
Distribution channels2 records
Marketing channels6 records
Sporting Saint product offering
Product offeringCore offering
Sporting Saint is a UK-based e-commerce retailer that designs, manufactures (Made in Great Britain), and sells specialist gundog training equipment and accessories. Its 279-product range includes training dummies (canvas, retrieve, dead bird, waterfowl, rabbit, launcher), whistles, slip leads and collars, dummy launchers, blank firers, dog coats and beds, country clothing and vests, and dog supplements, sold direct-to-consumer online and through trade accounts to shooting estates, trainers, and country sports retailers worldwide.
Product overview
Sporting Saint is a family-run British business and multi-award winning supplier of gundog training equipment, offering a comprehensive portfolio of 279 products across multiple categories. The core product range centers on training dummies (canvas dummies in various weights, retrieve dummies, rabbit dummies/balls, dead bird dummies in multiple bird species, launcher dummies, waterfowl dummies) and training equipment (whistles including ACME brands, leads and collars, dummy launchers including handheld, remote-controlled Air&Go and GROUSEPRO systems, Bang&Go gunshot simulators, blank firers). Supporting products include dog apparel (cooling coats, waterproof/warm coats, dog beds), country clothing (training vests, game bags, fleeces, gilets, jackets), health supplements (PureFlax range), training resources (placeboards, books, DVDs), and a Gundog App. The company also offers trade accounts for B2B customers and sponsorships through partnerships with BASC and The Kennel Club.
Differentiator
Problem solved
Functional benefit
Brands
- Field Trial PRO: Professional-grade slip leads, lanyards, and accessories designed for field trial and competitive gundog work
- FLIGHT
- LITE
- PureFlax
Products and services
- Canvas Dummy Range Primary in-house canvas training dummies in multiple weights (1/2lb, 1lb, 2lb, 3lb, 6lb) and variants including puppy/junior, endless, and target designs for progressive gundog training. Made in Great Britain.
- Retrieve Dummy Retrieve training dummy with duotone design for gundog training, available in Partridge and Pheasant variants for realistic bird simulation. Priced from £16 inc VAT.
- FLIGHT Dead Bird Dummy Range Proprietary realistic dead bird dummies in cock pheasant, hen pheasant, mallard, and partridge designs for advanced retrieve training, with LITE ultra-lightweight variants.
- Launcher Dummy Range Dummies engineered for use with dummy launchers, including canvas, PVC, bird, and streamer variants compatible with hand-held and remote launchers.
- Dokken Waterfowl Dummies Soft natural-feel foam waterfowl dummies with never-sink technology in mallard, teal, Canada goose, and puppy sizes, with scent injection capability. Distributed Dokken brand.
- Training Scent Liquid and stick training scents (duck, pheasant, waterfowl) for adding realistic olfactory profiles to training dummies.
- Rabbit Dummy and Ball Range Training dummies and balls shaped like rabbits for bolt/rabbit training scenarios, including scent variants by BG and distance versions.
- Game Bird Pheasant Realistic game bird dummy representing a pheasant for advanced gundog retrieve training, priced at £29 inc VAT.
- ACME Whistles Multi-cored ACME dog whistles including ALPHA 210.5/211.5, Classic 210/212, 535 Silent, Glow in the Dark, and Thunderer models in various colors. Distributed ACME brand.
- Whistle Lanyards Lanyards for carrying whistles including COBRA, Fixed Neck, Twisted, Woven Leather, Bootlace, and Field Trial PRO styles in various colors.
- Field Trial PRO Leads and Collars Proprietary professional-grade slip leads, heeling leads, hands-free leads, trigger hooks, brace sets, and slip collars in 5mm English Braid, including BASC-branded variants.
- Gundog Slip Lead Collection Standard gundog slip leads in various colors and combinations including Orange/Emerald, Blue/Red, Olive, and Red/Yellow for everyday training.
- Leather Leads and Collars Premium leather leads and collars in tan color with swivel clips and adjustable knot options for traditional gundog handling.
- Training Lines Long training lines for recall and distance work, including heeling leads and check cords.
- Handheld Dummy Launcher Manual dummy launchers for throwing training dummies, available in green, orange, blue, red, white, and FLIGHT pheasant patterns.
- Super Pro LOW RECOIL Dummy Launcher Low recoil launcher for professional training, available in orange and white, with compatible launcher dummies.
- Air & Go LITE Remote Launcher Remote-controlled dummy launcher for automated training scenarios, priced from £950 for advanced field trial preparation.
- GROUSEPRO Remote Control Launcher Professional remote-controlled dummy launcher for grouse and field training, from £625.
- Bang & Go Remote-controlled gunshot simulator using Rohm 6 Shot Blank Firer with up to 200m range, for realistic shot training integration with Air&GO systems.
- Blank Firers and Blanks Blank firing pistols including ROHM 6 Shot and DTT6 models, plus .22 SHORT and LONG pistol blanks.
- Cooling Dog Coat Cooling coat for dogs in sizes 16-28 to prevent overheating during training or active work.
- Winslow Dog Coat Waterproof and warm dog coat in sizes from 16-28 inches, designed for field conditions.
- Towelling Drying Dog Coat Towelling coat that dries wet dogs in 20 minutes through absorbent material technology.
- Dog Beds Dog beds including The Meadow Boot, The Winslow, and The Snug models in various sizes.
- Training Vests Specialized training vests including Winslow (Ladies/Men's/Junior) and Sporting Saint Training Vest with game bag integration.
- Men's and Ladies Country Clothing Country clothing including fleeces (Full Zip, 3/4 Zip Harpley, Hegdon), gilets, field jackets (Burley), and waterproof over-trousers.
- Game Bags Game carrying bags in Small (6 dummies), Medium (10 dummies), and PRO Large sizes with reinforced bases and waterproof features.
- PureFlax Dog Supplements Proprietary flaxseed-based supplements including Advanced Formula, Coat & Skin, Joint & Muscle, OmegaPrime, Energy Bar, and Working Dog variants.
- Placeboards Training placeboards including CATO and standard models for teaching position and steadiness.
- Working Dog Training Books and DVDs Training books, DVDs, and planners including Advanced Retriever Training, Gundog SOS by Laura Hill, and Working Dog Training Planner.
- Gundog App Mobile application for gundog training providing digital tools and resources for training management.
- Trade Account Program Wholesale trade account program for businesses, gundog trainers, shooting estates, and country sports retailers, providing trade portal pricing, dedicated account management, priority service, and worldwide shipping with a minimum annual spend of approximately £2,000 ex VAT.
- Pink and Baby Blue Canvas Dummy Range Canvas training dummy range in new Pink & Baby Blue color variants.
Companies that use Sporting Saint
Customer profileSegments3 records
Ideal customer profiles2 records
Sporting Saint technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Sporting Saint partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core, minor and flagship.
- ACME WhistlescoreACME Whistles products are distributed through Sporting Saint, including ACME ALPHA whistles, ACME Classic whistles, and ACME Thunderer whistles. ACME is a leading manufacturer of dog whistles.
- DokkencoreDokken Canada Goose, Dokken Waterfowl Scent, Dokken Pheasant Scent, Dokken Mallard, Dokken Teal Launcher Dummy, and Dokken Puppy products are distributed through Sporting Saint.
- FortisminorFortis brand products are distributed through Sporting Saint.
- Made4DogminorMade4Dog brand products are distributed through Sporting Saint.
- BASC (British Association for Shooting and Clay Pigeon Shooting)flagshipSporting Saint is a BASC sponsor and trade member. They offer BASC-branded products including BASC Bundle, BASC 1lb Dummy, and BASC Field Trial PRO Lanyard. BASC is a major UK shooting organisation.
- The Kennel ClubflagshipSporting Saint is a Kennel Club sponsor, indicating high credibility within the gundog training community.
- The Gun Trade AssociationcoreSporting Saint is a member of The Gun Trade Association, indicating industry recognition and compliance with industry standards.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Sporting Saint competitors and assessment
Company assessmentBroad incumbents
- SportDOG Brand: Major brand in the broader dog training equipment category (e-collar systems, launchers, training tools). Comparable as an adjacent, larger incumbent serving working dog and hunting dog handlers with overlapping product lines.
- Musto: Premium technical country and shooting sports apparel brand. Comparable for the country clothing category Sporting Saint sells, overlapping in the high-end gundog and shooting estate customer base.
- Garmin (Tri-Tronics) Training Systems: Acquired Tri-Tronics and now sells premium e-collar and training systems for working and hunting dogs. Comparable as an adjacent incumbent targeting the same professional gundog and field trial customer base.
- PetSafe: Large pet products brand with dog training, containment, and lifestyle products. Comparable as a broad incumbent serving dog owners, including hunting/training use cases, though its portfolio extends well beyond gundog training.
Direct peers
- Humble Bumble: UK-based retailer specializing in gundog training equipment, country clothing, and accessories. Directly comparable to Sporting Saint as a competing specialist in the same niche with overlapping product categories (dummies, leads, whistles, apparel).
- Tom Dokken (Oak Hill): Original inventor and manufacturer of the Dokken Dead Fowl Trainer. Comparable to Sporting Saint as a specialist in realistic gamebird training dummies, with overlapping product lines and shared end customers.
- Dokken Dead Fowl Trainer: US-based manufacturer of premium waterfowl and gamebird training dummies. Sporting Saint is a Dokken distributor; Dokken competes directly through its own DTC and dealer channels with overlapping SKUs (mallard, teal, pheasant dummies).
Regional players
- Seeland (country sports): European country sports and gundog apparel/footwear brand. Comparable for gundog training vests, country clothing, and accessories, with overlap in shooting estate and field trial customer segments.
- Bisley (country clothing): UK country clothing and shooting sports apparel brand. Comparable for the men's and ladies country clothing lines Sporting Saint carries (fleeces, gilets, jackets), competing in the same end-wardrobe of the gundog handler.
Emerging players
- Muddy River Dog Products: Niche US-based maker of training dummies, vests, and accessories for hunting dogs. Comparable as an emerging specialist in the gundog training equipment category with overlapping SKUs.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat3 records
Key risks6 records
Key highlights6 records
Customer concentration
Sporting Saint social profiles
Digital presenceSporting Saint financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sporting Saint leadership team
Management profileNumber of profiles
Sporting Saint funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sporting Saint 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 Sporting Saint
What does Sporting Saint do?
Sporting Saint is a UK-based e-commerce retailer that designs, manufactures (Made in Great Britain), and sells specialist gundog training equipment and accessories. Its 279-product range includes training dummies (canvas, retrieve, dead bird, waterfowl, rabbit, launcher), whistles, slip leads and collars, dummy launchers, blank firers, dog coats and beds, country clothing and vests, and dog supplements, sold direct-to-consumer online and through trade accounts to shooting estates, trainers, and country sports retailers worldwide.
Is Sporting Saint a public or private company?
Sporting Saint is a private company. It is classified as family owned and is currently operating.
When was Sporting Saint founded?
Sporting Saint was founded in 2007. It employs 1 to 10 people.
Where is Sporting Saint based?
Sporting Saint is headquartered in Bromyard, United Kingdom, in the Europe region.
How does Sporting Saint make money?
Two revenue lines are on record. E-commerce Retail is the primary driver. The others are trade/Wholesale Accounts.
Who are Sporting Saint's main competitors?
Broad incumbents on record are SportDOG Brand, Musto, Garmin (Tri-Tronics) Training Systems and PetSafe. Direct peers are Humble Bumble, Tom Dokken (Oak Hill) and Dokken Dead Fowl Trainer. Regional players are Seeland (country sports) and Bisley (country clothing). Muddy River Dog Products is listed as an emerging player.
Does Sporting Saint have an API?
No public API is recorded for Sporting Saint.
What industry is Sporting Saint in?
Sporting Saint's product category is Gundog Training Equipment. Its primary akta.pro industry code is CRAMAKAG, Shooting Sports Equipment Retail (Targets, Clay, Range Gear, Hearing/Eye Protection). Its NAICS code is 45911 and its SIC code is 3949.