Our son Liam underwent life-saving surgery in his first weeks of life. The years since have brought their own hurdles — early questions about diet, a complicated relationship with food through adolescence, and more recently a coeliac diagnosis. Liam has had to think about what goes into his body more deliberately than most adults ever will.
That experience taught us something elite academies have always known but most snack brands ignore: what an athlete puts into their body isn't a side issue — it's the foundation. Years later, watching Liam compete at academy-level rugby, fighting for every inch of progress, made it clearer still: talent and effort mean little without the right nutrition behind them.
Sportrition was his answer — on and off the field. What started as a young athlete's frustration became a business built to change what the next generation fuels with — and, just as importantly, what the teams sitting at desks every day fuel with, too.
Whether it's a 16-year-old fighting for academy selection, or a sales team driving through a 4pm deadline — the pressure is the same. The fuelling problem is the same. And the options out there — fizzy drinks, sugar bombs, shrink-wrapped "snacks" pretending to be food — are equally bad in both worlds.
So we're replacing vending machines in schools, rugby clubs, gyms, and offices with something better — smart machines stocked with high-protein, low-sugar, performance-tested products that young athletes, health-conscious adults, and teams who care about their workforce can actually grab. Between training sessions, before exams, after a match, between calls, on short breaks.
No fillers. No E-numbers. No 3pm energy crash. Just real fuel.
Around that, we're building a subscription service for families, match-day packs for clubs, office subscriptions for team leaders, and an online hub where coaches, parents, nutritionists, and HR leads share what actually works.
The mission is simple: give every young athlete and every working team the same nutritional edge that elite academies take for granted.
The journey started athlete-led — and the pedigree shows. But the pressures of fuelling apply just as much in the office as they do on the pitch. Same problem. Different shirts. We're building Sportrition for both.
Our first install. A corporate workplace where fuelling matters between calls, deadlines, and back-to-back meetings — and where the cost of an afternoon sugar crash is measured in missed details, not missed tackles.
OfficeThe rugby club setting where Liam's story began. Same products, different shirts — pre-match fuel, post-match recovery, and a clear answer to the question parents ask on a Saturday morning.
SportOffice or pitch, boardroom or changing room — the demand for proper fuel doesn't change. Only the kit does.
To do this properly, we needed product partners who shared the standard. We found them in The Savanna and M-Eat! — a London family business with over twenty years in premium biltong, and a Wimbledon butchery that processes more than eight tonnes of fresh meat every week.
Lisa Gardshol founded The Savanna at a vacant Raynes Park unit in 2002. Today the group runs 13 London locations, serves 25,000 customers a week, and counts Selfridges, Tasha's Cafe, and Smoke BBQ Kitchen among its clients. Sister brand M-Eat! has won ten Great Taste awards across its biltong range, hand-crafted from 100% British Aberdeen Angus Silverside.
We've been working with Riaan and the team to curate products built for performance — real fuel, real provenance, real award-winning taste. Not another shrink-wrapped bar pretending to be food.
You deserve better than what sits in most vending machines and snack businesses right now. Better fuel, better information, better support from the people around you — whether you're 15 and chasing a contract, or 45 and chasing a deadline.
If you lead a team and care about how your workforce is being fuelled — through deadlines, late nights, and 4pm slumps — get in touch. This is where Sportrition is built to live.
If you run a school sports programme, coach a rugby club, or just want to know what your child should actually be eating before a Saturday morning fixture — talk to us.