We started SportsNu quite simply because we had to. We, being a bunch of amateur fitness enthusiasts, got pretty stressed by paying prices equivalent to the EMI of a small car for our clothes. Now we like a nicely made t-shirt or a pair of lightweight shorts just as much you do but we could never quite understand why it cost the earth and the moon to buy them, so we set out to see if we could do better. We did. We just cancelled out the endorsement mark-ups, the branding cost, the distribution surcharges, the franchise overheads, the advertisement outlays, the incidentals, the fees, the levy’s, the contingencies etc etc etc. The result - fantastic, great quality product at an incredible price.