John Moore Sports

What John Moore Sports does

John Moore Sports is a fourth-generation, family-owned specialty sports retailer headquartered in Bath, England, founded in 1912 and trading through the legal entity John Moore (Sports) Limited. The business operates a single physical store at 2 Argyle Street, Bath (BA2 4BA) alongside an e-commerce website (johnmooresports.co.uk) built on Shopify via Visualsoft. Its product catalog spans cricket, hockey, tennis, running, swimming, rugby, football, training, and a long tail of additional sports, with branded ranges such as Head (tennis rackets, padel, pickleball, badminton, squash, accessories) and stock from Opro and Shock Doctor. Value-added services include custom print and embroidery, racket restringing, demo rackets, and free in-store gait analysis.

The company serves both individual consumers and institutional customers. Consumer fulfillment combines in-store retail, UK-wide online delivery (free over £100), a 14-day return policy, click & collect, and free same-day local delivery in the Bath area. The institutional side, operated as a Schools & Clubs program since 2004, supplies personalized and unpersonalized uniforms and equipment to named local schools (e.g., King Edward's, Kingswood, Prior Park College, Cricklade Manor Prep, Heywood Prep, The Paragon) and local sports clubs (e.g., Bath Buccs Hockey, City of Bath Hockey, TeamBath Netball, Bath City FC, Oldfield Rugby). Pricing is unit-based in GBP, ranging from £3 small accessories to £230+ premium equipment, with all prices including VAT.

The operating model is direct-to-consumer with a secondary B2B institutional channel. The technology stack is standard SaaS: Shopify for ecommerce, Google Analytics and Google Ads for measurement and acquisition, PayPal and standard payment gateways for checkout, and affiliate networks (Affiliate Future, Commission Junction, Doubleclick) for mid-funnel referrals. The business is privately held with no disclosed external investment, no parent company, and 12 total employees. Marketing uses organic social (Facebook, X, Instagram), email newsletter, and paid search across Google and Bing. No M&A, funding, or geographic expansion beyond the UK is evidenced.

Name

John Moore Sports

Legal name

John Moore (Sports) Limited

Website

https://johnmooresports.co.uk

Company type

Private

Founded year

1912

Operating status

Operating

Headcount range

11–50 employees

Short description

John Moore Sports is a fourth-generation family-owned Bath-based specialty sports retailer operating a single physical store and a Shopify e-commerce site, selling equipment, apparel, and footwear across cricket, hockey, tennis, running, swimming, rugby, and more to UK consumers, local schools, and sports clubs, with value-added services including print & embroidery, racket restringing, and gait analysis.

Ownership category

akta.pro rank

Headquarters

HQ city

Bath

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Direct sales of sports equipment, clothing, and accessories through e-commerce website and physical retail store in Bath. Products span multiple sports categories including cricket, hockey, tennis, running, swimming, rugby, and training.
2. School Outfitting Service: Since 2004, the company provides school uniform and sports outfitting services to numerous schools, clubs, and businesses with both personalised and unpersonalised uniforms.
3. Print & Embroidery Services: Custom printing and embroidery services for team wear, workwear, and personalized sports apparel including catalogue, embroidery, printing, and transfer printing options.
4. Specialty Services: Additional revenue from racket restringing services, demo racket services, and gait analysis offered in-store.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels7 records

Core offering

John Moore Sports is a Bath-based sporting goods retailer selling equipment, clothing, footwear, and accessories across cricket, hockey, tennis, running, swimming, rugby, football, training, and other sports via a physical store and Shopify-powered e-commerce site. The company complements its product sales with value-added services including school and club uniform outfitting (since 2004), custom print and embroidery, racket restringing and demo rackets, and free in-store gait analysis.

Product overview

John Moore Sports is a fourth-generation family-run sports retailer founded in 1912, based in Bath, UK. The company operates both a physical store and e-commerce website offering an exceptionally wide range of specialized sports equipment, clothing, and accessories. Their product portfolio includes equipment for cricket, hockey, tennis, running, swimming, rugby, training, football, and various other sports. They carry branded product lines including Head (tennis rackets, padel, pickleball, badminton, squash), and offer value-added services such as school and club outfitting, print & embroidery customization, racket restringing, free gait analysis, and same-day local delivery. Since 2004, they have expanded to offer school outfitting and team/workwear services to numerous schools, clubs, and businesses.

Differentiator

Problem solved

Functional benefit

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Seven partnerships are on record, tiered minor and core.

• Bath Buccs HockeyminorChannel Partner/ Reseller/ DistributorLocal hockey club with dedicated shop section on John Moore Sports website for club-branded merchandise and equipment
• Bath City Football ClubminorChannel Partner/ Reseller/ DistributorLocal football club with dedicated shop section on John Moore Sports website for club merchandise
• City of Bath Hockey ClubminorChannel Partner/ Reseller/ DistributorLocal hockey club with dedicated shop section on John Moore Sports website for club-branded merchandise
• TeamBath NetballminorChannel Partner/ Reseller/ DistributorLocal netball club with dedicated shop section on John Moore Sports website for team merchandise
• VisualsoftcoreTechnology or IntegrationWebsite development and hosting partner using Shopify platform. Listed as 'Website by Visualsoft, Shopify Premier Partner'
• Google AnalyticscoreTechnology or IntegrationWeb analytics service used for tracking website performance, visitor behavior, and checkout funnel analysis
• PayPalcoreTechnology or IntegrationPayment processing partner with cookie/token storage for checkout transactions

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key highlights6 records

Customer concentration

• Xx.com/JohnMooreSports
• Facebookfacebook.com/johnmooresports
• Instagraminstagram.com/johnmooresports
• LinkedInlinkedin.com/company/john-moore-sports

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 John Moore Sports