Sport Specific

What Sport Specific does

Sport Specific is a UK-based, founder-led company that designs, manufactures, and installs performance environment systems for elite sports organisations. The core platform is the ProSurround System, a modular, dry-erase and magnetic organisational system comprising large-format baseboards (180–240cm), TaskTiles modular frames, and a magnetics range (player magnets, performance-testing magnets, team and squad name tags, magnetic counters) that can be layered and repositioned to create configurable coaching, planning, and talent-management workspaces. The portfolio extends into ProScreens digital signage for facility-wide communications, Dry Erase Stickers for wall and window application, portable wheeled tactics boards, a packaged Academy Pack, and Educate protocol tiles covering nutrition, recovery, hydration, and match-day routines.

The company operates a hybrid business model combining hardware sales (catalogue-priced boards, magnetics, stickers, and portable units sold through the Dry-Wipe.com e-commerce storefront with customisation options) with bespoke consultancy, design, and installation services delivered through a three-stage Discover, Develop, Deliver methodology. Pricing is unit-based for standard products (ranging from £135 for a small full-pitch board to £450 for wheeled portable units, with bespoke and consultancy work quoted per project). The go-to-market is consultative enterprise field sales targeting elite professional sports clubs, academies, and university sport programmes, supplemented by direct enquiry via website and email, an Instagram presence, and a digital brochure funnel.

Sport Specific's client base spans English football (Chelsea, Manchester United, Fulham, Everton, Stoke City, West Ham United, Reading FC, St George's Park), rugby union (Wales, Gloucester), American football (Atlanta Falcons, LA Rams, Chicago Bears), basketball (Philadelphia 76ers), MLS (Inter Miami, FC Cincinnati), Gaelic sport (GPA), cricket (Lancashire), and UK higher education sport (University of Nottingham, Hartpury, Bristol Academy of Sport). The company is privately held by Managing Director Aidan Halliwell, has operated for over 20 years, and discloses no external funding or headcount.

Name

Sport Specific

Legal name

Sport Specific

Website

https://sport-specific.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Sport Specific is a UK-based, founder-led company that designs, manufactures, and installs modular performance environment systems—including physical boards, magnetics, digital signage, and bespoke graphics—for elite professional sports clubs, academies, and university sport programmes globally.

Ownership category

akta.pro rank

Product category

Sports Performance Equipment

NAICS

Sporting and Athletic Goods Manufacturing (339920)

SIC

Sporting & Athletic Goods, Nec (3949)

akta.pro industry

PRIMARYHSADAEAA

Sport-Specific Skills Coaching (e.g., soccer, basketball, tennis)

Home & Personal Services/Fitness, Wellness & Personal Training/Sports Coaching & Athletic Performance

SECONDARYEDAEAIAG

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

Education/Education Facilities & Support Services/Education Supplies, Equipment & Furniture Procurement

Keywords

• Performance environments
• Tactics boards
• Organisational boards
• Sports consultancy
• Digital signage sports

Headquarters

HQ city

Manchester

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Physical Product Sales: Sale of manufactured organisational boards, magnetic accessories, dry erase stickers, and portable wheeled tactics units. Products are priced per unit with custom branding services. One-time purchase model with optional accessories.
2. Consultancy and Design Services: Sport Specific provides evidence-led consultancy evaluating client facilities and developing bespoke solutions. This includes space design, graphic environment development, and performance content delivery through a three-stage Discover, Develop, Deliver methodology.
3. Portable/Mobile Board Sales: Sale of wheeled portable tactics boards including landscape, portrait, and foldable units. These are premium-priced products with features such as 360-degree pivot, double-sided dry erase surfaces, and adjustable height.
4. Bespoke Installation Services: In-house production and installation of performance environments, facility branding, and high-impact graphic environments for sports facilities.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Sport Specific designs, manufactures, and installs modular organisational and performance environment systems for elite sports organisations. Its core offerings combine the proprietary ProSurround system (baseboards, TaskTiles, and magnetics) with portable tactics boards, dry-erase stickers, ProScreens digital signage, and bespoke consultancy services covering facility branding, tactical planning tools, and athlete education. The company delivers solutions end-to-end via a Discover, Develop, Deliver methodology, including in-house production and installation of graphics and performance environments.

Product overview

Sport Specific offers a modular organisational and performance environment system centred around the ProSurround System, which includes large-format Baseboards (180-240cm), TaskTiles (magnetic/dry-erase modular components), and Magnetics (player magnets, name tags, counters). Their product portfolio spans dry erase Organisational Boards for coaching, academy, medical, and planning purposes; Dry Erase Stickers for wall/window application; Portable Mobile Tactics Boards with various wheeled and folding configurations; ProScreens digital signage for real-time facility communications; bundled Academy Packs; and Educate Protocol Tiles for athlete nutrition and recovery education. The company also provides consultancy services for designing winning environments in sports organisations.

Differentiator

Problem solved

Functional benefit

Brands

• ProSurround: A system for managing and strategising, featuring baseboards, TaskTiles, and magnetics for collaborative planning and performance management.
• Dry-Wipe.com

Products and services

• ProSurround System A modular system for managing strategy and organisation in sports environments, consisting of baseboards, TaskTiles, and magnetics configured for collaborative planning, talent management, and strategic sessions at elite sports organisations.
• Baseboards Large-format square edge baseboards (180cm to 240cm) that are magnetic, dry-erase, and feature a grid system for precise alignment of TaskTiles, used as the foundational surface of the ProSurround system.
• TaskTiles Magnetic and dry erase modular components providing functional frameworks for structured thinking and collaboration, used for creating custom workspaces including time planning, talent management, on-field strategy, and performance dashboards.
• Magnetics Magnetic accessories including 75x75mm player magnets, performance testing magnets, academy squad name magnets, team name magnets, flat printed magnets, and magnetic counters for managing talent, organising, and strategising on boards.
• Organisational Boards Comprehensive range of dry erase boards including coaching boards (Full Pitch, Half Pitch, Set Plays, Squad Depth, Player Availability), Academy boards, Medical boards (Injury & Trauma Assessment, Emergency Action Plan), and Planning boards (Season Planner, Five Week Planner, Daily Planner, Loans, KPI, Minutes Played).
• Dry Erase Stickers Easy-application dry erase stickers (114x84cm or 84x54cm) that adhere to smooth surfaces including walls, doors, and windows, transforming blank spaces into strategic assets while remaining magnetic-compatible with existing dry erase boards.
• Portable Mobile Tactics Boards Wheeled portable whiteboard units (120x90cm landscape/portrait and 100x70cm sizes) with double-sided magnetic dry erase surfaces, 360-degree pivot rotation, adjustable height, lockable wheels, and folding options for on-the-go coaching.
• ProScreens Digital Signage Screen-based digital signage system displaying real-time schedules, messages, and performance content with multiple scrolling calendars, highlighted events, on-screen messaging, bespoke content, and RSS media feeds for facility-wide communications.
• Academy Pack Curated collection of organisational products for academy departments, including Academy Squads Name Magnets, Team Name Magnets, Magnetic Counters, Foundation/Youth/Development Board, Development Squad Board, Trialist Board, and Tactics Board with complimentary magnets for one age group.
• Educate Products (Protocol Tiles) Visual education materials covering nutrition protocols, recovery protocols, hydration, training day protocols, match day protocols, injury prevention, return to play, meal timing, and general sports science education for athlete alignment.
• Performance Environment Consultancy & Bespoke Installation Evidence-led consultancy service evaluating client facilities, developing bespoke solutions, space design, graphic environment development, and performance content delivery through a three-stage Discover, Develop, Deliver methodology, including in-house production and installation.

Quantifiable outcome

• Improved player communication and engagement through digital signage and organisational systems (Fulham FC testimonial)
• +2 more outcomes

Named customers20 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

Feature5 records

Scale indicators2 records

Recent moves5 records

Expansion highlights5 records

Direct peers

• Magiboards: UK-based manufacturer of magnetic whiteboards and visual management boards. Closest direct peer — same core product category (magnetic and dry-erase boards for organizations), overlapping geographic market, with related but more generalist commercial positioning versus Sport Specific's sports-only focus.
• Just Boards UK: UK-based bespoke whiteboard manufacturer offering custom-sized magnetic and dry-erase boards similar to Sport Specific's Baseboards and bespoke installation offering. Smaller scale but the same custom-manufacturing business model.
• Bi-Office: European manufacturer of visual communication products including whiteboards, easels, and notice boards. Direct peer in magnetic/dry-erase board manufacturing with global distribution, but serves broader office and education markets rather than elite sport.
• Visual Workplace: UK visual management and magnetic board supplier offering planning boards, KPI displays, and bespoke organisational systems. Overlaps with Sport Specific's organisational boards category, though targets manufacturing/lean operations rather than sport.
• Spacerunner (Frontier Workspace): UK supplier of mobile and wall-mounted whiteboards including wheeled and folding units that closely mirror Sport Specific's Portable Mobile Tactics Boards product line. Direct competitor in the mobile tactics/flexible whiteboard category.

Broad incumbents

• Hudl: Video analysis and coaching platform serving elite sports teams globally, including many Premier League and NFL organizations overlapping with Sport Specific's customer base. Substitutes some of Sport Specific's tactics-coaching use case with digital video tools rather than physical boards.
• Catapult Sports: Listed sports performance analytics and athlete monitoring vendor serving many of the same Premier League, NFL, and NRL clubs as Sport Specific. Adjacent rather than direct — both serve elite sport performance environments, but Catapult is digital-first (wearables + analytics) while Sport Specific is physical-first (boards + signage).
• SKLZ: Sports training equipment brand selling performance and training aids across multiple sports. Comparable in that it sells sport-specific physical training tools through sport retailers, but SKLZ focuses on individual-use training aids while Sport Specific focuses on facility-level organisational infrastructure.

Emerging players

• Coach Logic: Digital coaching platform providing tactics, video, and session-planning tools for grassroots and academy sports. Partial overlap with Sport Specific's Academy Pack offering — both target development coaches — but Coach Logic is software-only where Sport Specific is physical-first.

Regional players

• Champro Sports: US-based team sports equipment manufacturer serving American football, baseball, and basketball programs with facility and practice gear. Similar end market (North American team sports) but US-only distribution and broader equipment categories rather than organisational infrastructure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/sport_specific
• LinkedInlinkedin.com/company/sport-specific

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 Sport Specific