About Us

Sweatshop was founded in 1971 by Chris Brasher. Chris was an amazing man and his values, principles and approach to life has not only shaped what Sweatshop has become, but continues to be an inspiration to all our staff every day. On 6th May 1954 he became part of Athletics history by helping to pace Sir Roger Bannister to the first sub 4 minute mile. Chris’ selfless support of his team mate has helped define Sweatshop’s modern day aim, to help people be the best that they can be. Having successfully supported Sir Roger Bannister, Chris decided that he wanted to fulfil his own potential and become the best that he could be. Chris set about meticulously planning for success in the 1956 Melbourne Olympics. He reasoned that on any one day, any of the top five or six fastest runners in the world could become Olympic Champion. So he set about becoming one of those top five or six, through meticulous training, hard work and superb coaching from Franz Stampl. He then looked to make every improvement he could ahead of the games and to give himself every possible advantage. He commissioned a bespoke pair of ultra lightweight spikes, utilising titanium from a Rolls Royce engine, he was warned they would only last for two races but that didn’t concern Chris as he only needed them for one! Concerned about the effect that the weather conditions may have on the race, he minimised the effect of strong winds, by arranging for his number to be sewn to his vest rather than pinned. Concerned about the possibility of hurdling solid wooden barriers in glasses through heavy rain, he took with him contact lenses, a technology that was almost unheard of 54 years ago. To minimise the impact of the long journey and different weather and time zones, he travelled to Australia six weeks ahead of the games to ensure he was fully acclimatised, quite normal practice today, but revolutionary in 1956. Famously Chris was victorious in that Olympic final, running nearly seven seconds faster than he ever had done before. This remarkable achievement was a testament to his determination, planning and innovative approach to a challenge, attributes that Sweatshop encourages all staff to adopt.
While very few Sweatshop customers are aiming to be Olympic Champions we believe that every runner, from absolute beginner to international athlete, should have access to the very best equipment. That’s why we have the largest range of technical running shoes in the UK and train our staff to industry leading levels to help you find your perfect shoe. Having been voted best sports retailer by readers of Runner’s World Magazine for the last four years, it may not surprise you to learn about the great choice we offer. What may surprise you is the length we go to, to help you find your perfect pair of running shoes. All Sweatshop full time staff undergo three levels of biomechanical training, based at Roehampton University in Surrey, examining all aspects of how our bodies move while running. These tailor-made courses were devised by the University’s Biomechanics team and Sweatshop to give staff an in-depth knowledge of how the foot and lower leg work and which shoes are suited to individual styles of running. This places us in the ideal position to help you. We are so confident in our staff’s ability to help you find your perfect pair of running shoes that we offer an unprecedented 30-day guarantee to give you 100% peace of mind. A service that is truly unique to Sweatshop. Your guarantee means you can run in your new store fitted shoes for up to 30 days and if you’re not completely satisfied we’ll exchange them for a new pair - whatever the reason. We promise.
Events Chris Brasher’s enthusiasm and philosophy has inspired Sweatshop to believe that running is a force for good. That’s why we encourage all of our customers to run and that’s why we organise three races in the UK that have become widely known for exceptional organisation and friendliness. We believe that by providing great running events, runners have something to aim for. These goals and targets however big or small will motivate you to ensure continued benefit from all that running has to offer. Whether it be a 10K run in Bluewater in June or The Experian Robin Hood Marathon in September there is an event for everyone of all abilities. For more information visit: sweatshop.co.uk/events
parkrun Sweatshop is also one of the founding sponsors of parkrun, an organisation who provides free 5k running events every week in locations all over the UK. These friendly events are the ideal place to start running or to help increase your performance. For more information visit parkrun.com

Sweatshop was founded in 1971 by Chris Brasher. Chris was an amazing man and his values, principles and approach to life has not only shaped what Sweatshop has become, but continues to be an inspiration to all our staff every day.

On 6th May 1954 he became part of Athletics history by helping to pace Sir Roger Bannister to the first sub 4 minute mile. Chris’ selfless support of his team mate has helped define Sweatshop’s modern day aim, to help people be the best that they can be.

Having successfully supported Sir Roger Bannister, Chris decided that he wanted to fulfil his own potential and become the best that he could be. Chris set about meticulously planning for success in the 1956 Melbourne Olympics. He reasoned that on any one day, any of the top five or six fastest runners in the world could become Olympic Champion. So he set about becoming one of those top five or six, through meticulous training, hard work and superb coaching from Franz Stampl. He then looked to make every improvement he could ahead of the games and to give himself every possible advantage. He commissioned a bespoke pair of ultra lightweight spikes, utilising titanium from a Rolls Royce engine, he was warned they would only last for two races but that didn’t concern Chris as he only needed them for one!

Concerned about the effect that the weather conditions may have on the race, he minimised the effect of strong winds, by arranging for his number to be sewn to his vest rather than pinned. Concerned about the possibility of hurdling solid wooden barriers in glasses through heavy rain, he took with him contact lenses, a technology that was almost unheard of 54 years ago. To minimise the impact of the long journey and different weather and time zones, he travelled to Australia six weeks ahead of the games to ensure he was fully acclimatised, quite normal practice today, but revolutionary in 1956.

Famously Chris was victorious in that Olympic final, running nearly seven seconds faster than he ever had done before. This remarkable achievement was a testament to his determination, planning and innovative approach to a challenge, attributes that Sweatshop encourages all staff to adopt.

While very few Sweatshop customers are aiming to be Olympic Champions we believe that every runner, from absolute beginner to international athlete, should have access to the very best equipment.

That’s why we have the largest range of technical running shoes in the UK and train our staff to industry leading levels to help you find your perfect shoe.

Having been voted best sports retailer by readers of Runner’s World Magazine for the last four years, it may not surprise you to learn about the great choice we offer. What may surprise you is the length we go to, to help you find your perfect pair of running shoes.

All Sweatshop full time staff undergo three levels of biomechanical training, based at Roehampton University in Surrey, examining all aspects of how our bodies move while running.

These tailor-made courses were devised by the University’s Biomechanics team and Sweatshop to give staff an in-depth knowledge of how the foot and lower leg work and which shoes are suited to individual styles of running. This places us in the ideal position to help you.

We are so confident in our staff’s ability to help you find your perfect pair of running shoes that we offer an unprecedented 30-day guarantee to give you 100% peace of mind. A service that is truly unique to Sweatshop.

Your guarantee means you can run in your new store fitted shoes for up to 30 days and if you’re not completely satisfied we’ll exchange them for a new pair - whatever the reason. We promise.

Events

Chris Brasher’s enthusiasm and philosophy has inspired Sweatshop to believe that running is a force for good. That’s why we encourage all of our customers to run and that’s why we organise three races in the UK that have become widely known for exceptional organisation and friendliness.

We believe that by providing great running events, runners have something to aim for. These goals and targets however big or small will motivate you to ensure continued benefit from all that running has to offer.

Whether it be a 10K run in Bluewater in June or The Experian Robin Hood Marathon in September there is an event for everyone of all abilities.

For more information visit: sweatshop.co.uk/events

parkrun

Sweatshop is also one of the founding sponsors of parkrun, an organisation who provides free 5k running events every week in locations all over the UK. These friendly events are the ideal place to start running or to help increase your performance. For more information visit parkrun.com

Official retail partner
for England Athletics

Voted 'Best Retailer'
4 years in succession