WE BELIEVE in a wellness space that adapts to today's lifestyles. Our hectic and time starved lives mean that opportunities to be fit and healthy need to exist everywhere. Whether you are at the gym, the park, the workplace or the living room, we aim to provide solutions that meet you wherever you are. We are in the business of giving people time back, a smarter way of living life.

Are we for everyone? Probably not, and we don’t aim to be.

Striving to lead a high performance life? stick around. Our goal is to make smarter workouts and improved recovery more accessible to everyone. From the kick ass parent and the ironman, to the celebrated CEO, we are here for people who want to maximise their potential.

For businesses, we have the ability to build together a different narrative with our experience, award winning products, and world's best brands and partners. The ultimate fulfillment is to know we boosted your business success and maximised the lives of many.

OUR STORY

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ELENA LAPETRA
Co-Founder & Chief Energy Officer

Black belt level hugger, lover of a good laugh and no-nonsense what-you-see-is-what-you-get chat. 100% group exercise hedonist, especially if she’s leading the class! Meet the industrial engineer that never left her lycras.

STEVE SHAW
Co-Founder & CEO

A passion for sport growing up has developed into an active life. He believes that your body is the greatest possession you will ever own, so why not look after it. Aside from that, a day at Lords Cricket Ground watching a Test Match is about as good as a day can get.

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IN THE SEARCH FOR THE BEST FITNESS EQUIPMENT AND TRENDS

WE TRAVEL THE WORLD DIGITALLY AND PERSONALLY TO FIND THE BEST BRANDS, PRODUCTS AND PEOPLE

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We research international markets to identify our partners, looking closely at their processes and asking operators and consumers directly about real results. It is our commitment to introduce best in class in addition to the all time favourites. We have selected different brands searching for new tools that can help us innovate the way we exercise today. We have not only found incredible tools, but more importantly we have found amazing humans who dare to grow and challenge the norms with us. 

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Good Design Award

Best in Class award sport and lifestyle (world design organisation Recognised) - YBELL

02

Best Start-Up

Shortlisted by the UK's largest physical activity trade show in the Elevate Innovation awards 2019

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Design Excellence

iF Design Award 2020 | Design Excellence in the Outdoor, Sports & Leisure category -  YBELL

04

IDEA Gold Award  

Sports and Leisure | IDSA Industrial Designers Society of America - YBELL