The Sports Edit is one of the UK’s fastest growing ecommerce retailers, built to inspire customers to get out there, get sweaty and feel good. It is among Europe’s foremost curators of premium activewear, partnering with 50+ leading brands. Online revenues grew over 145% in the first five months of 2020 YoY.

  • Investment to further accelerate our growth & support Nike launch
  • Customers in 77 countries. Exceptional customer experience: 4.7/5*
  • 145% YoY ecommerce revenue growth over Jan-May 2020. Trading profitably since April 2020
  • May 2020: income of £322K, EBITDA of £38K and 175,000+ website users in one month


The Sports Edit believes good things come to those who sweat. We sell the world’s finest activewear brands and products, and also produce content and events, centred around inspiring movement and mindfulness.

Our aim is to create Europe’s leading multi-brand premium activewear retailer, focussed mainly on the fast-growing womenswear market, forecast to grow 7.7% p/a to $216bn by 2024.

TSE is built on 4 pillars;

CURATION: We scour the globe to find brands that blend style, performance and quality, and offer a unique edit from leading and emerging brands like Nike & Alo Yoga.

CONTENT: Our blog is a trusted resource for active lifestyles. It drives acquisition and engagement by tapping into a global wellness audience, resulting in low CAC (£4.70 for organic traffic) & high Average Order Value (£115). Organic users were up 135% YoY in 2019.

COMMUNITY: We engage customers and grow community through events, instructor programmes, >45K social media followers and a leading gym retail partnership.

CUSTOMER EXPERIENCE: We deliver exceptional experiences, validated by a Feefo Gold Service Award 2020 & Net Promoter Score of 72 (Amazon 44).

Investment will be used for:

  • Q3 Nike launch
  • Customer acquisition & retention
  • Widening brand & product range to improve conversion
  • Key hires in Marketing & Merchandising

We generated £2m Income, £-453k EBITDA June 19 to May 20 (trading profitably since April 20).


Founder & CEO: Nick Paulson-Ellis is a successful entrepreneur with 20 years experience. The Sports Edit is the third venture Nick has launched, with all previous businesses being successfully acquired.

Marketing Manager: Amie Trewin Hutt brings 10 years digital marketing expertise across the active lifestyle sector, with previous roles at ecommerce retailer Surfdome and Musto.

Ecommerce Manager: Sara Davis has 6 years experience in ecommerce, previously working as Ecommerce Manager for luxury activewear brand Monreal London.

Buying & Merchandising Manager: Katy Wilkinson was one of TSE's first employees and has a First Class Degree specialising in Activewear. She is supported by advisor Niki Addison, who has more than a decade of buying experience, including as the senior women’s apparel buyer at JJB Sports.

The Sports Edit Board:

Ben Sharpe has 15 years experience in leadership roles, as CEO of adidas TaylorMade, CEO of fashion brand Lyle & Scott, and now President of Toptracer.

Tim Frankcom has 20 years experience in technology and ecommerce, including 6 years at Yahoo, becoming Executive Managing Director of Criteo's Global Mid-market business, and most recently as Chief Revenue Officer at

TSE is also supported by several leading angel investors, including Justin King, currently on the Board of M&S, Vice Chairman of Terra Firma & previously CEO of Sainsbury’s.