The Women’s Sports Store – the UK’s first dedicated space for women who train, compete and thrive – has officially opened, aiming to transform the sports retail experience with a female-first approach to design, fit and community.
Located in Cheltenham (Gloucestershire), the new store and online platform combine premium retail, education and community engagement for women in all sports disciplines.
What it offers
The concept provides a curated selection of high-performance products – from apparel and footwear to protection and recovery – designed specifically for women’s bodies and performance requirements.
The assortment comprises leading global brands, emerging women-owned labels and niche innovators in categories such as running, cycling, swimming, triathlon and strength training.
The store also features dedicated fitting and consultation zones, expert-led workshops and a “trusted advice” service from coaches, nutritionists and female athletes.
Why it matters
The Women’s Sports Store reflects a growing market shift towards gender-specific innovation and retail experiences.
For the sporting goods industry, it highlights a move beyond unisex design towards truly female-first product development and storytelling – a space where brands like Nike, Adidas, Puma and Lululemon have all stepped up investment in recent years.
By providing a physical hub for women’s sports, the concept complements a broader industry trend towards community-based retail and experience-driven environments, similar to initiatives launched by Sweaty Betty, Decathlon Women and The North Face Reset Spaces.
Online: Women’s Sports Store
