HUUB is a premium endurance sport apparel brand. Used by Olympic Gold Medallists, IRONMAN Champions and amateur athletes, HUUB is recognised for its commitment to innovation. Profitable and sold via specialist retail, distribution and online they're now accelerating growth in new categories and territories.

  • Award winning brand with extensive sponsorships boosting awareness
  • Robust mix of sales channels: speciality retail, online & distribution
  • 29% avg, annual revenue growth, +31% avg. annual EBITDA, between 2015 & 2019
  • Featured by the BBC, The Times, Daily Mail and specialist sport media


HUUB is a premium apparel brand driven by an obsessive focus on performance and innovation. Originating in the swimwear and triathlon categories, HUUB now embraces all endurance sports – with recent gains made in the cycle clothing space.

Our products embrace the latest scientific research, alongside continuous athlete feedback.

Founded in 2012 by sports industry leader Dean Jackson – the HUUB brand takes its name from human movement specialist Professor Huub Toussaint, the brand’s Head of Innovation & Design.

Olympic Gold & Silver Medallists, the Brownlee Brothers, have been brand partners since 2013. HUUB has also supported IRONMAN champions, British track cycling team HUUB Wattbike and has built enduring relationships with high profile individuals such as Professor Greg Whyte OBE and chef Gordon Ramsay.

With revenue of £4.8m and EBITDA of £420K in 2019, HUUB has delivered double-digit revenue gains in consecutive years. HUUB is a leading brand in the £60m UK triathlon apparel & accessories market. Growth into international markets and targeting the US$5 billion global bike apparel market is a next step.

Expansion for HUUB is ongoing. We are targeting all endurance sports through a combination of retail and distributor partnerships, as well as a rapidly expanding direct-to-consumer online business.


Dean Jackson, Founder & CEO

Dean has extensive experience in the sports industry. Spanning all key endurance sports categories, he's worked at: Blueseventy & Orca (swim); Litespeed & Quintana Roo (bike); and ASICS & Brooks (run). He's motivated by an unshakeable belief in doing the right thing – whether it’s for an Olympian or a newcomer athlete.

David Lamb, FCIB BSc, Finance & Ops Director

David FCIB BSc, runs a tight financial ship at HUUB. He is a main Board Director with a broad remit covering finance, IT, procurement, pricing, legal and negotiation. With experience in managing just-in time Far East supply chain solutions for several national UK retail chain clients, he has extensive knowledge of sourcing from overseas and managing the challenges that may be presented.

Professor Huub Toussaint, PhD, Head of Innovation & Design (part-time)

Huub was based at VU University Amsterdam, Department of Human Movement Sciences before retiring. With a PhD in the mechanics and energetics of swimming, he has spent decades developing human movement for sport.

Paul Newsome – Swimsmooth, HUUB advisor

Paul founded Swim Smooth after an extensive racing & coaching background in swimming and triathlon.

Dan Bigham, MEng, Aerodynamicist (Part-time)

Dan brings a background in F1 aerodynamics and outstanding cycling aerodynamics knowledge - with several British national titles in track & road cycling.