Perform Better UK
Perform Better UK is a privately held specialist distributor of sports performance equipment founded in 2007. Exclusive UK distributor for brands such as Exxentric, Microgate, GymAware, and VALD Performance, serving Premier League clubs, rugby teams, and national sports institutes.
- Company typePrivate
- Founded2007
- HeadquartersSoutham, United Kingdom
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
What Perform Better UK does
Perform Better UK is a privately held specialist distributor of sports performance equipment and measurement systems, founded in 2007 by Alastair Yule and Mark Gladwin and headquartered in a 12,000 sq ft warehouse and office facility in Southam, Warwickshire. The company serves as the exclusive UK distributor for a portfolio of international brands including Exxentric (flywheel training), Microgate (timing and gait analysis), Catapult Sports (wearable athlete tracking), GymAware and 1080 Motion (velocity-based and motorised cable training), VALD Performance (force platforms and human measurement), BlazePod (flash reflex training), MAD-UP (blood flow restriction), VertiMax (resistance platforms), Firefly and Hyperice (recovery), ANCORE (cable trainers), and MAT (movement assessment). It complements this with its own-brand storage solutions and sports flooring. Products span barbell velocity sensors, force platforms, timing gates with sub-millisecond precision, flywheel and cable resistance devices, recovery systems, flooring, and gym storage.
The company operates a multi-channel go-to-market combining an e-commerce storefront (with Klarna pay-later and free UK delivery over £999), telephone sales, dedicated regional account managers covering UK North and South, and a showroom. Its customer base is anchored in elite sport — Premier League football clubs (Manchester City, Manchester United, Chelsea, Arsenal, Tottenham, Leicester City), rugby union clubs (Saracens, Exeter Chiefs, Welsh Rugby Union), national performance centres (St. George's Park, Oriam, UK Athletics), and major international events including the Women's Rugby World Cup 2025 and multiple UEFA European Championship and FIFA World Cup pop-up facilities. Revenue is generated through three streams: one-time equipment sales (the dominant stream), professional installation and facility fit-out services, and recurring annual service contracts. Distribution is heavily UK-focused with selective international project work.
Perform Better has grown without external institutional investment from a one-person operation in 2007 to approximately 20 employees and five delivery vans by 2025. Strategic milestones include the 2016 move to its current 12,000 sq ft facility, being named Microgate's Best Global Partner in 2019, exclusive partnerships with Rosslyn Park National Schools 7s (2022) and England Netball (2020), a co-development relationship with Red Bull (2022), and successful international installations in Dubai (2011), Australia (2023), and Georgia (2023). The business is positioned as a high-touch, full-service specialist in a fragmented UK sports equipment market, competing on curation of premium brands and end-to-end delivery rather than scale or technology ownership.
Perform Better UK firmographics
Firmographics- Name
- Perform Better UK
- Legal name
- Perform Better Limited
- Website
- https://performbetter.co.uk
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Perform Better UK is a privately held specialist distributor of sports performance equipment founded in 2007. Exclusive UK distributor for brands such as Exxentric, Microgate, GymAware, and VALD Performance, serving Premier League clubs, rugby teams, and national sports institutes.
- Ownership category
- akta.pro rank
Perform Better UK industry classification
Industry- Product category
- Sports Performance Equipment
- NAICS
- Sporting Goods Retailers (45911)
- SIC
- Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Team Sports Training Aids & Coaching Equipment Retail (CRAMAEAL)
- akta.pro secondary industry
- Strength Training Equipment Retail (Racks, Benches, Barbells, Plates) (CRAMADAB)
Keywords
Where Perform Better UK is headquartered
LocationHeadquarters
- HQ city
- Southam
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Perform Better UK business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D
Revenue model
- Equipment Sales: Sale of sports performance equipment including strength equipment, timing systems, recovery devices, flooring, and storage solutions. Products sold range from small accessories to large-scale equipment installations.
- Installation Services: Professional installation services for equipment and complete facility fit-outs. Includes temporary facility setup for tournaments and events.
- After-Sales Service Contracts: Full annual service contract options for facilities of all sizes, plus one-off check and repair services for equipment maintenance.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with volume discounts implied through tiered options |
| Unit Pricing | Pay-as-you-go | System packages with multiple configurations |
| Subscription | Monthly | Klarna payment flexibility |
Go-to-market motion2 records
Distribution channels6 records
Marketing channels6 records
Perform Better UK product offering
Product offeringCore offering
Perform Better UK distributes and retails specialist sports performance equipment for elite and professional sports organizations, supplying strength & conditioning tools, velocity-based training systems, athletic timing and measurement technology, recovery devices, sports flooring and gym storage. As exclusive UK distributor for brands such as Exxentric, Microgate, GymAware, VALD Performance, 1080 Motion and Catapult, the company combines equipment supply with in-house professional installation, after-sales service contracts and one-off repair services.
Product overview
Perform Better UK operates as a sports performance equipment distributor and retailer, offering an integrated portfolio of distributed international brands alongside proprietary storage and flooring products. The core offering spans five interconnected categories: (1) Strength & Conditioning equipment including Exxentric flywheel systems (kBox5, kPulley), ANCORE cable trainers, and MAD-UP blood flow restriction devices; (2) Athletic performance technology including Vertimax resistance platforms, GymAware velocity-based training tools (RS, FLEX), and 1080 Motion motorised cable systems; (3) Timing & measurement systems from Microgate (OptoJump, Witty, Optogait) and VALD Performance (ForceDecks, NordBord, Force Frame); (4) Recovery technology including Hyperice (Normatec, Hypervolt), Firefly, and Icebein cryotherapy; and (5) Flash reflex training via BlazePod. The company also offers its own-brand storage solutions (dumbbell racks, weight trees, bar holders) and sports flooring (Duratrain tiles, rubber flooring, turf tracks). Catapult wearable technology and MAT movement assessment tools complete the portfolio. Products are sold individually or as bundled systems (Starter, Advanced, Ultimate) with software platforms including GymAware Cloud and Witty Manager providing data management capabilities.
Differentiator
Problem solved
Functional benefit
Products and services
- FLEX powered by GymAware A wireless, laser-optic barbell velocity and power tracking device for athletes and strength coaches; attaches to the barbell end and transmits velocity, power, distance, bar path and bar movement to a smartphone app in real time for velocity-based training (VBT) and load regulation.
- Witty Timing System
Quantifiable outcome
- Blood flow increase of 400% with Firefly recovery device
- +2 more outcomes
Companies that use Perform Better UK
Customer profileNamed customers15 records
Segments5 records
Ideal customer profiles3 records
Perform Better UK technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Perform Better UK partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered notable, flagship and core.
- Red BullnotablePerform Better started working closely with Red Bull in 2022 to provide equipment and facilities for their sponsored athletes.
- Rosslyn Park National Schools 7sflagshipPerform Better signed an exclusive 3-year contract in 2022 as Performance Partner for the Rosslyn Park National Schools Rugby 7s tournament.
- England NetballflagshipPerform Better appointed as Official Fitness Supplier to England Netball in 2020. This followed their role as Official Fitness Supplier to the Vitality Netball Superleague in 2021.
- 1080 MotioncorePerform Better appointed as UK Distributor for 1080 Motion in 2019. 1080 Motion manufactures computer-controlled motorised cable systems for speed, power, strength, and agility training, with products made in Sweden.
- BlazePodcoreBlazePod flash reflex training system distributed by Perform Better. Launched in 2019, BlazePod combines lighting pods with an intuitive app for cognitive and physical training.
- VertiMaxcoreVertiMax is the world's leading athletic training device for speed, vertical jump and overall athletic performance. Founded in 1998 by Mike Wehrell in Florida. Perform Better has distributed the brand since 2019.
- VALD PerformancecorePerform Better appointed as UK Distributor for Vald Performance in 2018. VALD Performance develops laboratory-grade human measurement testing systems including ForceDecks, NordBord, and ForceFrame.
- MAD-UPcoreMAD-UP PRO blood flow restriction training system distributed by Perform Better. Launched in 2018 with patented personalised measurement technology for safe BFR training.
- FireflycoreFirefly is distributed by Perform Better in the UK. Firefly recovery devices are used by over 750 Professional and College Sports teams in the US across NFL, NBA, NHL, and MLS.
- ExxentriccorePerform Better became the UK reseller for Exxentric in 2015. Exxentric is a Swedish company founded in 2011 that manufactures flywheel training equipment including the kBox and kPulley systems. Their products are now sold in 65+ countries worldwide.
- MicrogatecorePerform Better has been a key Microgate product range partner since the company's beginnings in 2007. Microgate provides professional timing, athletic performance evaluation systems, and gait analysis equipment. Perform Better was awarded Best Global Partner by Microgate in 2019.
- Catapult SportscorePerform Better were the first Catapult Distributor appointed outside of Australia in 2007. Catapult develops wearable technologies for sports performance monitoring and has grown to a global leader with 340+ staff across 30 locations.
- GymAwarecorePerform Better appointed as UK distributor for GymAware Power Testing system in 2007. GymAware is the leading tool to measure barbell performance, velocity and power, used by hundreds of sports teams worldwide.
Scale indicators8 records
Recent moves8 records
Expansion highlights6 records
Perform Better UK competitors and assessment
Company assessmentBroad incumbents
- Rogue Fitness: Large US-based strength and conditioning equipment manufacturer/retailer; broader product line (home/functional fitness to elite sport) but increasingly serving the same pro/college S&C customers and competing for the same facility fit-out dollars.
- Keiser: Global manufacturer of pneumatic strength equipment (Keiser Pneumatic machines) and functional training systems; one of PB's distributed partners but also a channel competitor reaching the same elite sport end-market.
- Eleiko: Premium Swedish strength-equipment and S&C platform manufacturer serving Olympic committees, federations and elite clubs; PB distributes competing lines but Eleiko itself sells into the same elite-team procurement cycles globally.
- Woodway: Manufacturer of high-end treadmills, curved treadmills and S&C surfaces supplied to performance centres and pro sports facilities; comparable elite-sport customer cohort and one of PB's distributed brands competing indirectly in fit-out proposals.
Regional players
- TFH Specialised Products: UK-based specialist distributor of sport, physical education and outdoor recreation equipment; comparable specialist-distribution model and UK geography, though wider product scope (PESSPA / agility) rather than elite S&C focus.
Direct peers
- Power Systems (Perform Better US): US-based specialist retailer/distributor of strength, conditioning and recovery equipment to the performance-coaching community; same 'Perform Better' brand name, identical S&C-distributor model and almost identical end customer (pro/collegiate sport and university market).
- Sorinex Exercise Equipment: US-based manufacturer and distributor of custom strength and conditioning equipment targeting college and professional sports teams; closely overlaps on elite-team facility fit-outs and custom rig installations.
- VALD Performance: Australian manufacturer of laboratory-grade human-measurement systems (ForceDecks, NordBord, ForceFrame); PB distributes them in the UK, while VALD itself increasingly sells direct to elite sport globally — both partnership and direct competitor in the same niche.
- GymAware: Australian manufacturer of barbell velocity and power measurement technology (GymAware RS and FLEX) used by hundreds of sports teams worldwide; partnered with PB since 2007 but also competing for the same VBT technology mindshare in elite sport.
Emerging players
- 1080 Motion: Swedish manufacturer of computer-controlled motorised cable training systems (1080 Quantum, 1080 Sprint); PB appointed UK distributor in 2019, and 1080 increasingly sells direct into elite training facilities — both partner and emerging channel competitor.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Perform Better UK social profiles
Digital presencePerform Better UK financial estimates
Financial estimateRevenue estimate
Valuation estimate
Perform Better UK leadership team
Management profileNumber of profiles
Profiles8 records
Perform Better UK funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Perform Better UK 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 Perform Better UK
What does Perform Better UK do?
Perform Better UK distributes and retails specialist sports performance equipment for elite and professional sports organizations, supplying strength & conditioning tools, velocity-based training systems, athletic timing and measurement technology, recovery devices, sports flooring and gym storage. As exclusive UK distributor for brands such as Exxentric, Microgate, GymAware, VALD Performance, 1080 Motion and Catapult, the company combines equipment supply with in-house professional installation, after-sales service contracts and one-off repair services.
Is Perform Better UK a public or private company?
Perform Better UK is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Perform Better UK founded?
Perform Better UK was founded in 2007. It employs 11 to 50 people.
Where is Perform Better UK based?
Perform Better UK is headquartered in Southam, United Kingdom, in the Europe region.
How does Perform Better UK make money?
Three revenue lines are on record. Equipment Sales are the primary driver. The others are installation Services and after-Sales Service Contracts.
Who are Perform Better UK's main competitors?
Broad incumbents on record are Rogue Fitness, Keiser, Eleiko and Woodway. TFH Specialised Products is listed as a regional player. Direct peers are Power Systems (Perform Better US), Sorinex Exercise Equipment, VALD Performance and GymAware. 1080 Motion is listed as an emerging player.
Does Perform Better UK have an API?
No public API is recorded for Perform Better UK.
What industry is Perform Better UK in?
Perform Better UK's product category is Sports Performance Equipment. Its primary akta.pro industry code is CRAMAEAL, Team Sports Training Aids & Coaching Equipment Retail, with a secondary code of CRAMADAB, Strength Training Equipment Retail (Racks, Benches, Barbells, Plates). Its NAICS code is 45911 and its SIC code is 3949.