Surridge Sport

What Surridge Sport does

Surridge Sport is a UK-based custom sportswear manufacturer and retailer, operating as a trading brand under the privately-held parent SDL Group Ltd, headquartered in Burnley. Founded in 1867, the company sells customizable teamwear and sports apparel across eight-plus disciplines including cricket, football, rugby, hockey, netball, rowing, athletics, and basketball, organized around seven core sub-brand ranges (Blade, Dual, Fuse, Camo, Impact, Tempo, Active) and two flagship product lines — the Kit Builder online customization platform and the Fast Track bespoke delivery service, which promises custom kits in three weeks with seven designs, sixteen colours, and unlimited logos. The company also markets ECODRI moisture-wicking fabric technology and a Forma cricket helmet line.

The business operates a dual-channel go-to-market model combining direct-to-consumer e-commerce on surridgesport.com with an enterprise field sales motion targeting UK educational institutions and sports clubs. Revenue is generated through one-time unit purchases across a price spectrum from budget items (socks from £5.42) through mid-range performance wear (£17-£25) up to premium specialist items such as rowing all-in-one suits at £62.79-£90.00, supplemented by personalization charges (£3.96 per print position) and PayPal interest-free financing on baskets over £99. The institutional channel is anchored by multi-year exclusive supplier agreements with universities (Bristol, Essex, Manchester, Lincoln, Bangor, UWE Bristol, City St George's) and secondary schools (Cheltenham College through 2030, Thomas Telford, Hampton), as well as sports clubs (AFC Fylde, Dorset Cricket through 2029) and the Coach Core Foundation charity partnership. The company is privately held, does not disclose revenue, and shows no external funding history.

Name

Surridge Sport

Legal name

SDL Group Ltd

Website

https://surridgesport.com

Company type

Private

Founded year

1867

Operating status

Operating

Headcount range

11–50 employees

Short description

Surridge Sport is a UK heritage sportswear manufacturer (founded 1867) selling custom teamwear and apparel across eight-plus sports via its Kit Builder e-commerce platform and multi-year institutional supply contracts with universities, schools, and sports clubs.

Ownership category

akta.pro rank

Product category

Custom Sportswear and Teamwear

NAICS

Sporting and Athletic Goods Manufacturing (339920), Sporting Goods Retailers (45911)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Team Sports Equipment & Uniforms Retail (CRAMABAE)

akta.pro secondary industries

Team Sports & On-Field Performance Apparel (CRAAAEAE), Team Sports Equipment & Apparel Distribution (CRAOAJAA)

Keywords

• Custom sportswear
• Team kit supplier
• Cricket apparel
• Sports equipment manufacturer
• Teamwear design

Headquarters

HQ city

Burnley

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales

Revenue model

1. Direct E-commerce Sales: Online retail sales through surridgesport.com website, selling directly to consumers and teams. Products include sportswear, accessories, and custom team kits with personalisation options.
2. Institutional/B2B Partnerships: Multi-year supply contracts with universities, schools, and sports clubs for official kit provision. Includes exclusive supplier agreements with educational institutions.
3. Customisation Services: Additional revenue from personalisation services including logos, initials, names printed on garments. £3.96 per print position for customisation.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Surridge Sport designs, manufactures and sells custom and stock sportswear, team kits and equipment across cricket, football, rugby, rowing, netball, hockey, athletics and basketball. Sales are made through an online Kit Builder-enabled e-commerce store and via direct multi-year institutional supply partnerships with UK schools, universities and sports clubs.

Product overview

Surridge Sport is a UK-based sportswear and teamwear company offering a comprehensive portfolio of customizable sports apparel and equipment. The core offering centers on the Kit Builder platform, which enables teams and organizations to design bespoke kits for multiple sports including cricket, football, rugby, rowing, netball, hockey, athletics, and basketball. The product range is organized around branded sub-lines (Blade, Dual, Fuse, Camo, Impact, Tempo, and Active), each offering coordinated apparel collections (training shirts, performance tops, hoodies, shorts, and accessories) with extensive color customization options. The company also provides sport-specific equipment, accessories, and the Fast Track Cricket Whites service for rapid bespoke kit delivery.

Differentiator

Problem solved

Functional benefit

Brands

• Impact: Premium sportswear collection with sleek design and advanced material technology
• Blade
• Dual
• Fuse
• Camo
• Tempo
• Active
• ECODRI
• Fast Track Cricket Whites
• Forma Helmets

Products and services

• Kit Builder Online customisation tool enabling teams and individuals to design bespoke kits in real time across multiple sports, choosing colours, ranges and logo placements.
• Fast Track Cricket Whites Rapid bespoke cricket kit delivery service providing custom kits in three weeks with seven designs, sixteen colours and unlimited logos.
• Football Kits Complete football teamwear line including match shirts, training shirts, goalkeeper gear, shorts and socks.
• Goalkeeper Kits Specialised goalkeeper shirts, padded shorts and equipment designed for football goalkeepers.
• Rowing All In One Suit Full-body rowing suits for men and women designed for water sport performance.
• Premier Compression Garments Compression wear including short pants, short sleeve tops and long sleeve baselayers for enhanced athletic performance.
• Rugby Equipment Rugby training equipment including ball sacks, mesh bibs in various colours, practice cones, speed ladders, speed hurdles and marker cone sets.
• Accessories Sports accessories including bags, socks, headwear, towels, footballs, badges and applique, and cricket equipment.
• Cricket Equipment Cricket-specific gear and equipment for players at all levels from county to club level.
• Blade Range Branded teamwear range of training shirts, polo shirts, performance tops, hoodies and shorts with multi-colour combinations.
• Dual Range Dual-print teamwear range including training t-shirts, polo shirts, performance tops, hoodies, shorts, skinny pants and training vests.
• Fuse Range Performance polyester pique sportswear line including training t-shirts, polo shirts, performance tops, hoodies and shorts.
• Camo Range Camouflage-style performance sportswear line including training t-shirts, polo shirts, performance tops, hoodies, pants and shorts in performance interlock fabric.
• Impact Range Premium sportswear line featuring training shirts and performance tops with sleek design and advanced material technology.
• Tempo Range Performance tops and training shirts designed for athletic performance.
• Active Range Active lifestyle sportswear range including hoodies, jackets, performance tops, training tees and trousers/bottoms.

Quantifiable outcome

• 3 weeks delivery for bespoke custom kits

Named customers13 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

14 partnerships are on record, tiered core and minor.

• afPE (Association for Physical Education)coreGTM or Marketing Partner · 29 June 2026Surridge Sport became a Business Associate Member of afPE, demonstrating commitment to physical education sector. Provides industry credibility and networking within educational sports market.
• City St George's UniversitycoreStrategic or Co-development Partner · 15 July 2025Multi-year partnership making Surridge Sport the official kit supplier for the university.
• University of the West of England Bristol (UWE Bristol)coreStrategic or Co-development Partner · 9 July 2025New partnership with UWE Bristol, becoming the official kit provider for university sports.
• Undeb Bangor (Bangor University)coreStrategic or Co-development Partner · 10 June 2025Multi-year partnership extension with Bangor University's students' union.
• AFC FyldecoreStrategic or Co-development Partner · 9 May 2025Multi-year partnership making Surridge Sport the club's official kit supplier.
• Coach Core FoundationminorGTM or Marketing Partner · 3 April 2025Partnership supporting young sports coaching apprentices across the UK. Social impact focused partnership.
• Dorset CricketcoreStrategic or Co-development Partner · 26 March 2025Significant partnership extension to 2029, continuing long-standing relationship with Dorset Cricket.
• University of BristolcoreStrategic or Co-development Partner · 10 December 2024Brand new multi-year contract extension as official kit supplier for university sports teams.
• Cheltenham CollegecoreStrategic or Co-development Partner · 9 September 2024Partnership extended until 2030 (5-year extension), continuing long-standing relationship with this independent school.
• University of EssexcoreStrategic or Co-development Partner · 23 August 2023Official sportswear provider for all university teams under multi-year agreement.
• UoM Sport (University of Manchester)coreStrategic or Co-development Partner · 1 August 2023Official supplier of high-quality sportswear, match kits, training wear and merchandise for UoM Sport.
• University of Lincoln Students' UnioncoreStrategic or Co-development Partner · 23 May 2023Exclusive partnership as official kit supplier for university students' union.
• Thomas Telford SchoolminorStrategic or Co-development PartnerFeatured as education partner with logo displayed on homepage.
• Hampton SchoolminorStrategic or Co-development PartnerFeatured as education partner with logo displayed on homepage.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Errea: Italian teamwear manufacturer with a strong custom kit configurator and established UK presence, supplying football, rugby and netball clubs — directly comparable in custom teamwear proposition though larger and more international than Surridge.
• Canterbury of New Zealand: Global rugby and teamwear brand owned by Pentland Group, supplying custom kits and training wear to clubs and institutions worldwide — a larger incumbent that competes with Surridge particularly in rugby and education channels.
• Joma Sport: Spanish teamwear manufacturer with custom kit design capabilities supplying football, futsal, basketball and athletics clubs globally — a comparable custom teamwear player though significantly larger in scale than Surridge.
• Macron: Italian sportswear manufacturer with a custom kit builder platform serving football, rugby, basketball and netball clubs across Europe — overlaps directly with Surridge in custom teamwear supply and the educational/club institutional segment.
• Hummel International: Danish heritage sportswear brand supplying custom team kits and training wear across multiple sports with strong footholds in handball, football and rugby — a comparable heritage-led custom teamwear brand competing for similar institutional and club customers.

Direct peers

• Gunn & Moore (GM): British heritage cricket equipment manufacturer producing bats, protective gear and teamwear for cricket clubs and educational institutions — a peer to Surridge's cricket-specific product range, particularly cricket whites and accessories.
• Admiral Sportswear: Long-established UK heritage sportswear brand producing custom team kits, training wear and football apparel for clubs and institutions, comparable to Surridge in heritage positioning, sport coverage and institutional customer targeting.
• Kukri Sports: UK-based custom teamwear manufacturer and retailer offering bespoke kits with online design tools across multiple sports, serving schools, universities and sports clubs — the closest direct competitor to Surridge Sport with a virtually identical business model and customer base.
• Gray-Nicolls: Heritage British cricket equipment and apparel brand supplying bats, pads, gloves and teamwear to cricket clubs and schools — directly comparable to Surridge in the cricket-specific vertical, particularly for the county-to-club level customer segment.

Emerging players

• Castore: Premium British sportswear brand founded in 2016, rapidly expanding into university, club and federation kit supply with a digital-first custom kit proposition — an emerging competitor with a similar UK institutional focus but much higher-end positioning than Surridge.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/surridgesport
• Facebookfacebook.com/surridgesport
• LinkedInlinkedin.com/company/about

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 Surridge Sport