The History

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From day one.

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Pursue Fitness is born in Horwich, Bolton.

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Michael released the first 4 products online. It wasn't easy, but they sold out within a few months.

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Demand for new products grew quickly, and the brand began to be recognised.

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Our online presence and social community expand.

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We launch new products for both men and women, laying the foundation for our long-term vision.

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We attend our first exhibitions—BodyPower in Birmingham and SFN in Glasgow—meeting customers face-to-face.

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We move into a larger warehouse in Wigan to keep up with demand.

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

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Our first year at the Arnold Classic Expo is a milestone, alongside another BodyPower.

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With a growing team, we release more technical products throughout the year.

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Our mission becomes clear: we're committed to creating premium activewear at an affordable price point.

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We travel to meet global suppliers, testing fabrics and materials to refine quality.

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We participate in more exhibitions to expand our brand's visibility.

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

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We collaborate with Tony Ferguson ahead of his UFC fight.

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Our first seamless products are released and they elevate our product range.

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We attend FIBO Expo in Germany for the first time.

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Our stock and product catalogue doubles in size.

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

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We introduce bold new releases—innovative fits, colours, and styles—expanding collections at pace.

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We move our stock to a larger operation allowing for a better shipping and dispatch service to customers worldwide.

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

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We release the Adapt Seamless collection which consisted of 4 products.

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We didn’t realise at the time, that this collection would change the trajectory of our brand.

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Following the success from the Adapt Seamless release we launch the Impulse Seamless collection which is an instant hit.

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COVID-19 grips the world. We do our best to navigate the changes, whilst maintaining on-time order fulfilment, and the release of new collections.

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Every restock sells out, demand reaches new highs, and the community grows stronger.

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After a whirlwind of a year, we focus on what works.

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Our strength lies with unique seamless products for women, that are premium quality pieces at an affordable price-point.

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We collaborate with HopeScope: a YouTuber and self-proclaimed 'Legging Queen'. She develops an 18 piece sell-out collection with our team.

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We re-shape our men's product offering. The Hybrid collection is released with everyday staples.

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For women, the new Core Seamless collection is released. This sell-out collection provides women all around the world with a new go-to.

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Our campaigns evolve—bigger, bolder, and designed to showcase every detail.

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We migrate our online store to pursuefitness.com to better serve customers worldwide.

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We launch an all-new online shopping experience.

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We celebrate our 10th Birthday after a record-breaking year.

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A transformative year.

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We launch multiple women’s collections—expanding into categories our community had been waiting for.

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We grow our team, invest in operations, and sharpen our focus on global growth.

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Over half a million people worldwide now wear Pursue.

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This year is about giving back to that community—more drops, better experiences, and products that keep raising the bar.

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Twelve years on, we’re still here for the same reason: creating premium activewear at an affordable price point.

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And we’re only just getting started.

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