MARA SPORT

What MARA SPORT does

MARA SPORT operates the consumer-facing online sports and outdoor equipment retailer Sportmara, legally constituted as Digistra LTD, a UK private limited company headquartered at 35 Council Avenue, Hull. The business runs a single direct-to-consumer e-commerce storefront at sportmara.com that aggregates six product categories — Camping, Cycling, Fitness, Basketball, Running, and Urban Mobility — reselling recognized third-party brands including Adidas, Puma, Nike, Reebok, Salomon, and Shimano, with product pricing spanning £8 to £2,569.

The underlying technology stack is described as a standard e-commerce platform with shopping cart, checkout, 256-bit encrypted payment processing, and an integrated loyalty program management module. There is no proprietary IP, no native mobile application, and no public API or SDK exposed. Marketing and retention are driven by a paid loyalty program (5% product discount, 10% shipping discount) combined with email newsletter distribution of special offers.

The revenue model is predominantly transactional (one-time product sales) augmented by a quasi-subscription loyalty mechanic: the Starter Pack at £29.90 issues 38.68 credits to a customer's loyalty card, refreshable every 28 days. With 11 employees, no disclosed funding, no management team identified, and a UK-only operating footprint, the company presents as a small, bootstrapped retail operation with no observable external investment or strategic momentum signals.

Name

MARA SPORT

Legal name

Digistra LTD

Website

https://sportmara.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

MARA SPORT, operating as Sportmara, is a UK-based direct-to-consumer e-commerce retailer selling sports and outdoor equipment across camping, cycling, fitness, basketball, running, and urban mobility categories under Digistra LTD, serving individual UK consumers via its website.

Ownership category

akta.pro rank

Product category

Sports and Outdoor Equipment Retail

NAICS

Sporting Goods Retailers (459110)

SIC

Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Sporting Goods & Outdoor Inventory-led Online Retailers (CRAFADAJ)

Keywords

• Sports equipment retail
• Outdoor gear store
• Camping equipment
• Cycling equipment
• Fitness equipment

Headquarters

HQ city

Hull

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: One-time product sales across multiple sports and outdoor categories. Customers purchase individual items at listed prices with optional loyalty program discounts.
2. Loyalty Program Credits: Starter Pack top-up credits sold at £29.90, providing 38.68 credits to loyalty cards with 28-day usage restriction between top-ups.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Sportmara sells sports and outdoor equipment online across multiple categories including camping, cycling, fitness, basketball, running, urban mobility, athletics, water sports, and fishing. Products from brands such as Adidas, Puma, Nike, Reebok, Salomon, and Shimano are offered at prices ranging from £8 to £2,569. A loyalty program provides 5% product discounts, 10% shipping discounts, and a Starter Pack credit system at £29.90 for 38.68 credits.

Product overview

Sportmara is an online sports retailer offering a comprehensive range of sports and outdoor products across multiple categories including Camping, Cycling, Fitness, Basketball, Running, and Urban Mobility. The store features products from trusted brands like Adidas, Puma, Nike, Reebok, Salomon, Shimano, and many others. The company operates a B2C e-commerce platform with a loyalty program that provides members with additional discounts and benefits.

Differentiator

Problem solved

Functional benefit

Products and services

• Camping Equipment Camping gear including tents, furniture, sleeping equipment, kitchen supplies, clothing, lights and torches, and rucksacks and bags for outdoor enthusiasts engaged in camping and hiking activities.
• Cycling Equipment Cycling products including accessories, helmets and accessories, clothing, footwear, tools and equipment, and bicycles for cyclists and commuters.
• Fitness Equipment Fitness and exercise products including clothing, accessories, yoga gear, and footwear for fitness enthusiasts.
• Basketball Equipment Basketball products including basketballs, clothing, and footwear for basketball players.
• Running Gear Running apparel including clothing, footwear, and hydration belts for runners.
• Urban Mobility Products Urban mobility equipment including roller skates, scooters and equipment, and skateboarding gear for urban commuters and recreation.
• Sportmara Loyalty Program Customer loyalty program offering 5% discount on all products, 10% shipping discount, and newsletter access with credit top-up functionality. The Starter Pack is available at £29.90 for 38.68 credits, with a 28-day restriction between top-ups.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Digistra LTDcoreOthersParent company and legal entity operating the Sportmara online store. Registered at 35 Council Avenue, Hull, HU4 6RE, United Kingdom. Holds copyright for the platform.

Scale indicators1 record

Recent moves3 records

Expansion highlights3 records

Direct peers

• Sports Direct (Frasers Group): UK's largest sporting goods retailer selling multi-category sports apparel, footwear, and equipment online. Competes directly with Sportmara on assortment depth and price across the same brands.
• Wiggle: UK-based online cycling, running, and triathlon retailer with a loyalty scheme. Highly comparable to Sportmara's DTC e-commerce model and outdoor/endurance sports category mix.
• Cotswold Outdoor: UK specialist outdoor retailer covering camping, hiking, and cycling gear. Direct overlap with Sportmara's camping and outdoor verticals.
• Decathlon: Global sporting goods retailer with a strong UK presence offering multi-category equipment, apparel, and footwear at competitive prices. Comparable to Sportmara across the same product verticals and customer base.
• GO Outdoors: UK outdoor and camping retailer selling tents, sleeping equipment, and outdoor gear. Closely comparable to Sportmara's camping category.
• ProBikeKit: UK-based online cycling and outdoor retailer offering apparel, accessories, and equipment. Similar DTC e-commerce model and athletic/outdoor focus.
• Evans Cycles: UK cycling specialist retailer selling bicycles, parts, accessories, and apparel. Matches Sportmara's cycling equipment category.
• Mountain Warehouse: UK outdoor and camping retailer selling apparel, footwear, and equipment at value price points. Comparable on outdoor assortment and budget-conscious customer segment.
• Halfords: UK retailer of cycling, motoring, and fitness products with a strong online channel. Overlaps with Sportmara in cycling equipment, fitness, and outdoor categories.

Broad incumbents

• Amazon UK: Dominant UK online marketplace that sells all of Sportmara's categories and brands. Sets the competitive benchmark on price, delivery speed, and assortment breadth.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/mara-sport

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 MARA SPORT