Our expertise in active sports has taken us into horizontal sports markets including Cycling and Snowsports. We focus on core values in Business to Business putting our customers first, while working hand in hand with our manufacturers and suppliers around the globe, our new ranges and brands are developed with our partners to give Awesum™ performance with excellent value for money… all to the highest European Standards.

The Power
of sport


Since 2005 Sport Direct™ have provided innovative product ranges and ideas. Our range forms a wide variety of products from cycling, snow sports and in the future other competitive sports all learning the trust in sports enthusiast and athletes alike. For us, sports men, woman and athletes, our customers, are not simply people focused on performance and victory. They are customers who strive to defy the day to day normalities, who strive to excel beyond their imaginations, who enjoy Awe inspiring experiences and success, They are people who believe in the positive power of sports. This is the objective of our brands to exceed their expectations in performance, quality and value for money. We focus on Awe® inspiring sports equipment with maximum performance and fuse sports form with function, bringing a range of new and existing brands to the UK sports markets… It’s Your Sport! Enjoy It! ™
Mega Cool 24 Vent system pushes fresh air In and pulls warm air out, to keep your head cool in extreme conditions
Carbon Fibre In-Mould means
the AeroStealth is exceptionally
strong and light weight
58-61cm, Unisize Headlock System to provide the perfect fit, conforms to CE EN 1078 Standards & is TUV Tested

The Awe® AeroStealth™ Helmet
srp £99.99

LED Free Key for those Dark nights
14mm Hardened Steel Shackle
Brass Cylinder Barrel with Over 4,000 Key Combinations

Sport Direct™ LED
Shackle Lock & Bracket
SRP £27.99

Orthopaedically Correct Gel Comfort Ergonomics
Medicus™ Concept Developed By Doctors
30% Lighter Than Convention Suspension Saddle

Aero Sport® AeroLite™
30% Lighter Gel Suspension Saddle
SRP £39.99

40 Lux LED Power, 10/20/40 Lux options
Conforms to B.S. & StVZO Standards
Germany's No1 Cycle Lighting Technology

BÜCHEL 40 Lux.
Tri-Lux Light SRP £39.99