In the months prior to our constitution we had become increasingly frustrated by the process of purchasing sports equipment – and during this period we began to build up a positive relationship with a major UK manufacturer directly. It became clear that we could source equipment at the very start of the consumer chain, and as a result, buy our items in a more efficient manner. This triggered a lightbulb moment!

ASM Sports, our existing PE/School Sports company, already had continued long-term relationships with over 150 schools, clubs and community initiatives within our Staffordshire & Cheshire locality.

Could we set up our own independent business which could provide our partners with more competitive prices when they needed to stock up their resources? There weren’t any reasons why we couldn’t. So we did!

With minimal operating costs, we are able to offer our partners more competitive prices than the retailers they had traditionally always used. Our customers returned for a second, third and fourth time and we started to receive enquiries from new business. Recommendations had started to change the dynamic of our new venture – we had reached a crossroads. And so began the next phase of The Sports Cellar.

We decided to extend our reach from local to national through the launch of our new website and, in addition to our primary manufacturer; we have gradually diversified our product range after being approached by more specialist providers. Our plan is to continue to offer the most competitive prices whilst retaining our best qualities… a personable service with reliable delivery!

We’ll leave you to enjoy our website and the many great deals it offers!