About Us

Pursue Fitness was founded in 2013 by our CEO Michael Hughes when he was 18, in Bolton, United Kingdom

Whilst out with lifelong friends, Michael proposed the idea of starting a sportswear brand, he knew the name straight away. Within a few months, he saved £300 from his part-time job at Nando's, then a sample-sized order was placed with a supplier for 4 different products. 

Products were designed by him, orders were packed by him, queries were answered by him and the brand was grown by him. 

Since then, Pursue Fitness has shipped orders to over 160 countries and released more than 1,500 different products.

The Idea

"Never give up."

Our niche is a name, brand and idea that makes sense - to everybody.

Whether you run, walk, train or play sports. We've got you covered. We strive to develop collections based on what you need, both physically and mentally.

Shop Womens

Shop Mens

Shop Accessories

The History

From day one


From a simple idea the brand was formed.

After multiple products had released and sold out traction started to grow. The demand for the new products increased and the brand started to be recognised.


Our online and social media presence grows.

New products are sampled for both Men, Women and Accessories and the brand starts to really establish.

We attend our first Exhibitions starting with Bodypower in Birmingham and SNF in Glasgow.


We move into a bigger warehouse.

We collaborate with more athletes including Amanda Finnie, Jeff Seid, Obi Vincent, Collin Wayne, Lewis & Owen Harrison, Justin St Paul & Seid Sergeyevich (Chestbrah).

We attend Arnold Classic for the first time and Bodypower again.

More technical products are sampled and released throughout the year as the brand grows.


We prioritise development and work to make the best products we can. We visit suppliers around the world and sample various fabrics and materials.

We attend more exhibitions and expand more on our Mens & Womens ranges.

We take a risk and do something different - we release our first trainer, the PF-Runner.


We work with Tony Ferguson ahead of his UFC fight.

Our first Seamless products are released for both Men & Women.

We follow suit on previous years with the aim to grow the brand. We exhibit at Fibo for the first time. Our stock and product catalogues double.


We open a temporary retail shop. We meet customers and get to know their product needs and requests first hand.

New releases, fits, colours and styles are added to an ever expanding inventory throughout the year.


Demand increased and we cannot keep up. We move our stock to a larger operation allowing for a better shipping and dispatch service to customers worldwide.

We sponsor Amir Khan ahead of his fight at Madison Square Garden. We also collaborate with Nate Diaz ahead of his UFC241 fight.

We release the ADPAT Collection which consists of 4 products. It sells out with each restock. Little did we know this collection would change everything.


Following the success from the ADAPT release we launch the Impulse Collection which is an instant hit. More collections follow throughout the year.

COVID-19 grips the world. The need for activewear booms and our brand skyrockets almost over night.

We sell out with each release and struggle to keep up with the demand from our customers around the world.


After a whirlwind of a year we focus on what works and what doesn't. Our strength lies with unique seamless products for women, this becomes our focus.

We increase inventory and keep doing what we know. New colours and products are added throughout the year.

We collaborate with HopeScope - a YouTuber titled the 'Legging Queen'. She develops an 18 piece collection with our team which sells out on release night.


We re-shape Mens and the vision becomes clear. The Hybrid collection is released with additional everyday staples. Anything off-brand is removed.

A new Core collection is released for Women. This outsells any previous bestseller providing Women all around the world with a new go-to.

We increase our campaign productions showcasing all products in the best possible way.


We're off to a good start.

So far we've updated our website and switched to pursuefitness.com.

Big things are planned in for the year ahead.

Sign up to our email list here or checkout our Social channels for all updates on products, athletes, new releases and offers. Instagram, Facebook & Twitter: @pursuefitness.