What HaB Direct does

HaB Direct (trading as HaB International Ltd) is a UK-based B2B specialist distributor of sport and exercise science, medical technology, performance testing, and veterinary equipment, serving institutional buyers across universities, NHS hospitals, sports associations, and veterinary practices. Founded in 1994 and registered in England and Wales (Company No. 2035765), the company operates from Southam, Warwickshire, with flagship distribution in Germany and Brazil. Its portfolio spans 30+ world-leading manufacturers including h/p/cosmos, Monark, Harpenden, Noraxon, seca, Roche, Concept2, POWERbreathe, and zebris, organized across three verticals — Health & Medical, Sport & Fitness, and Veterinary — and ten product categories ranging from ergometers and treadmills to body composition analyzers, blood lactate meters, altitude training systems, and gait analysis platforms. Proprietary assets include the HaB Douglas Bags metabolic testing system and the HaB Direct Essentials own-brand range (skinfold and bone calipers).

The business model is primarily hardware distribution with attached professional services. Revenue derives from one-time equipment sales (typical price band £1,000–£15,000+ for major equipment, £7.50–£360 for consumables), supplemented by installation, servicing/maintenance contracts, and pre-sale consulting. Go-to-market is direct enterprise field sales with account managers, supported by an e-commerce storefront, telephone ordering (UK up to £500 inc VAT), purchase order/credit account processes (30-day terms) for schools, universities, NHS, and uniformed services, and an international distributor network for non-UK geographies. The company holds NHS Approved Supplier status, ISO accreditation, and UKAS certification, with a Commercial Partnership with the Chartered Association of Sport and Exercise Sciences (CASES). Pricing is publicly disclosed on the website with VAT-inclusive UK pricing and ex-VAT international pricing; major equipment ranges span ergometers (Monark 894E £7,250, Monark LC7TT £14,950, Monark EVO+ £5,940–£6,600) through diagnostic analyzers (EKF Biosen C-Line from €3,347.84, Roche cobas click €3,850.02).

Name

HaB Direct

Legal name

HaB International Ltd

Website

https://habdirect.co.uk

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

11–50 employees

Short description

HaB Direct is a UK-based B2B distributor of sport science, medical, fitness testing, and veterinary equipment, serving universities, NHS hospitals, sports associations, and veterinary practices across the UK, Germany, and Brazil with installation, servicing, and consulting.

Ownership category

akta.pro rank

Product category

Sports Science and Medical Equipment Distribution

NAICS

Sporting and Recreational Goods and Supplies Merchant Wholesalers (42391), Sporting and Athletic Goods Manufacturing (33992)

SIC

Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047), Sporting & Athletic Goods, Nec (3949)

akta.pro primary industry

Physical Education & Athletics Equipment (Gym, Sports Gear, Scoreboards) (EDAEAIAG)

akta.pro secondary industry

Veterinary Distributor Value-Added Services (3PL, Cold Chain, Returns) (HLAMAIAG)

Keywords

• Sports science equipment
• Medical diagnostic equipment
• Veterinary diagnostic equipment
• Exercise physiology equipment
• Altitude training systems

Headquarters

HQ city

Warwick

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Equipment Sales: Primary revenue from sale of medical, sports science, and veterinary equipment from branded manufacturers (h/p/cosmos, Monark, Harpenden, seca, Noraxon, etc.). One-time hardware purchases with occasional recurring consumables (electrode pads, test discs, calibration accessories).
2. Installation Services: Professional installation services for equipment including treadmills, ergometers, and specialized systems. Provided by trained technicians with manufacturer certification.
3. Servicing and Maintenance: Ongoing servicing, repair, and maintenance contracts for equipment. Includes factory-authorized service for major brands, spare parts supply, and extended warranty packages.
4. Advice and Consultation: Pre-sale consultation and product selection guidance provided as part of the sales process to help customers select appropriate solutions for their requirements.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

HaB Direct supplies sports science, exercise physiology, medical, health-monitoring, rehabilitation, and veterinary diagnostic equipment sourced from world-leading manufacturers, complemented by its own-brand HaB Douglas Bags and HaB Direct Essentials product lines. The company distributes through an e-commerce storefront, phone sales, and purchase-order processes targeting universities, NHS hospitals, sports associations, and veterinary practices. It also provides pre-sale consultation, manufacturer-certified installation, and ongoing servicing and maintenance for the equipment it sells.

Product overview

HaB Direct is a distributor of sport and exercise science, medical technology, performance, and veterinary equipment. The company offers a comprehensive portfolio of products organized into three main sectors: Health & Medical, Sport & Fitness, and Veterinary. The product range includes cycle and treadmill ergometers (Monark, h/p/cosmos, Concept2, Wattbike), diagnostic equipment (Roche cobas, EKF Diagnostics, Arkray), altitude training systems (POWERbreathe), anthropometric measurement tools (Harpenden, Slimguide), timing and agility systems (Sportreact), body composition analyzers (seca, Tanita, Bodystat), respiratory/pulmonary equipment, and veterinary diagnostic tools (zebris CanidGait). The company provides equipment installation, servicing, and technical support services alongside product sales.

Differentiator

Problem solved

Functional benefit

Products and services

• h/p/cosmos Medical Treadmill Ergometers Medical-grade treadmill ergometers (e.g., h/p/cosmos pluto, pluto med with reverse belt rotation, Mercury med) for CPET, ECG stress testing, biomechanical research, downhill running studies, and university sport science labs.
• Monark Cycle Ergometers Cycle ergometers including Monark 894E (anaerobic/Wingate testing), LC7TT (research-grade with Shimano Di2, RS232/USB), and EVO/EVO+ (ANT+/Bluetooth, virtual e-cycling, 1400W). For sport science labs, clinical physiology, and research facilities.
• Concept2 Indoor Ergometers Indoor rowing (RowErg), cycling (BikeErg), and skiing (SkiErg) ergometers for cardiovascular training, performance testing, and upper-body/core conditioning in sport science and fitness settings.
• Sportreact Reactive Agility and Timing Gate Systems Pod-based systems combining laser timing gates, reactive agility training, cognitive drills, and athlete management with real-time analytics for sport performance assessment and team training.
• POWERbreathe Altitude Training Systems Mask-based hypoxic air generators, inflatable cycle/run/swim/sleep modules, and bespoke permanent and semi-permanent altitude rooms (up to 5100m simulated altitude) for endurance athletes, sports teams, and rehabilitation centres.
• Roche cobas Point-of-Care Diagnostic Analyzers Roche cobas click point-of-care diagnostic analyzer, Gen 2 test discs, and quality controls for medical and clinical testing in GP surgeries, hospitals, and clinics.
• Blood Lactate and Glucose Analyzers (EKF, Arkray) Handheld and benchtop lactate and glucose analyzers (Arkray Lactate Pro 2, EKF Lactate Scout Sport, EKF Biosen C-Line) for athletic performance testing and clinical metabolic measurement.
• Harpenden and Slimguide Skinfold Calipers Professional-grade skinfold calipers (Harpenden, Slimguide, and basic plastic caliper) with constant pressure for body fat and body composition assessment by sport scientists, researchers, and personal trainers.
• Noraxon Motion Capture and EMG Systems Noraxon Ultium Motion 3D motion capture (IMU) system and Noraxon Core surface EMG system for biomechanics, gait, and muscle activity measurement in research and clinical settings.
• Zephyr BioHarness Physiological Monitoring System Zephyr BioHarness wearable heart rate and physiological status monitor for athletes, research subjects, and field performance monitoring.
• zebris CanidGait Veterinary Gait Analysis Treadmill Treadmill-based canine gait analysis system for objective mobility assessment, pain identification, and working dog performance monitoring in veterinary practices.
• Atago Urine Specific Gravity Refractometer PAL-10S Pocket-sized digital refractometer for urine specific gravity measurement in medical, sports science, and research settings.
• HaB Douglas Bags (own-brand) Own-brand Douglas bag collection system for expired air sampling in metabolic and cardiopulmonary exercise testing in research and clinical labs.
• HaB Direct Essentials (own-brand anthropometric line) Own-brand anthropometric product range including skinfold calipers and bone calipers, providing cost-efficient alternatives for body composition assessment.
• Equipment Installation Services Professional installation of treadmills, ergometers, and specialized laboratory equipment by manufacturer-trained and certified technicians, available to all institutional customers.
• Equipment Servicing and Maintenance Ongoing servicing, repair, and maintenance contracts for distributed equipment, including factory-authorized service for major brands, spare parts supply, and extended warranty packages for institutional customers.
• Pre-Sale Advice and Consultation Expert pre-sale consultation and product selection guidance from experienced specialists, helping institutional customers select appropriate sport science, medical, and veterinary equipment for their requirements.
• Equipment Training Services Training on the use of installed equipment for customer staff, provided as part of the post-sale support offering to ensure effective operation in sport science, medical, and veterinary settings.

Named customers4 records

Segments3 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

One partnership is on record.

• Chartered Association of Sport and Exercise Sciences (CASES)coreStrategic or Co-development PartnerHaB Direct is a Commercial Partner of CASES, the leading national organisation for Sport and Exercise Sciences in the UK. This partnership underscores the company's commitment to supporting the advancement of sport and exercise sciences and reflects dedication to excellence and innovation within the industry.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Others

• seca: German manufacturer of medical scales and body composition analyzers (including seca 869). One of HaB Direct's longest-standing supplier relationships; included for ecosystem context as the underlying manufacturer partner.
• h/p/cosmos: German manufacturer of medical and sports treadmills (Pluto, Mercury, Saturn) that HaB Direct distributes in the UK and Ireland. A key supplier partner rather than direct competitor; included for ecosystem context as the underlying equipment manufacturer.
• Monark Exercise: Swedish manufacturer of cycle ergometers (894E, LC7TT, EVO+) that is one of HaB Direct's flagship product lines. A core supplier partner whose products anchor HaB's sport science laboratory offering to universities and research institutions.

Direct peers

• Cranlea Human Performance: UK-based distributor of sport science, biomechanics, and exercise physiology equipment to universities and research institutions. Directly comparable to HaB Direct's Sport & Fitness vertical in product mix (Woodway treadmills, Cortex metabolic carts, Cosmed) and customer base (UK and Irish universities).

Broad incumbents

• Performance Health: Global manufacturer and distributor of rehabilitation and physical therapy equipment (formerly Patterson Medical). Overlaps with HaB Direct's Health & Medical and Recovery & Rehabilitation categories with a much broader product range and global reach.
• DJO Global (Enovis): Global medical device company specializing in orthopedic rehabilitation, recovery, and pain management products. Comparable to HaB Direct's rehabilitation and medical equipment portfolio across NHS and clinical customers, though at substantially larger scale.
• Patterson Companies: Large US-based distributor of dental, animal health, and rehabilitation products via its Patterson Veterinary and Animal Health International subsidiaries. Particularly comparable on the veterinary distribution side, where HaB Direct carries diagnostic equipment and gait analysis systems.
• Henry Schein: Largest distributor of healthcare and dental supplies globally, with growing veterinary practice supply business. Comparable distribution model and customer overlap with HaB Direct's medical and veterinary verticals, though vastly larger scale and category breadth.
• Fisher Scientific: Subsidiary of Thermo Fisher Scientific distributing laboratory equipment, supplies, and chemicals. Comparable B2B specialty distribution model and institutional customer base (universities, hospitals) for laboratory and diagnostic equipment relevant to HaB's Health & Medical and Sport & Fitness verticals.
• Medline Industries: Largest privately held medical supply manufacturer and distributor in the US, with growing UK and European operations across hospital, clinical, and veterinary segments. Comparable B2B medical/veterinary distribution operating model, though at vastly larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/HaBDirect
• YouTubeyoutube.com/@HaBDirect
• Facebookfacebook.com/HaBDirect
• LinkedInlinkedin.com/company/hab-international-ltd
• Instagraminstagram.com/hab_direct

Compliance3 records

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 HaB Direct