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Sweatshop was founded in 1971 by Chris Brasher, an amazing man whose values, principles and approach to life has not only shaped what Sweatshop has become, but also continues to be an inspiration to all our staff every day.

On 6th May 1954 he became part of athletics history by helping to pace Sir Roger Bannister to the first sub four minute mile. Chris’ selfless support of his team mate has helped define Sweatshop’s modern day aim, to help people be the best that they can be.

Having successfully supported Sir Roger Bannister, Chris decided that he wanted to fulfil his own potential and become the best that he could be. Chris set about meticulously planning for success in the 1956 Melbourne Olympics. He reasoned that on any one day, any of the top five or six fastest runners in the world could become Olympic Champion. So he set about becoming one of those top five or six, through meticulous training, hard work and superb coaching from Franz Stampl. He then looked to make every improvement he could ahead of the games and to give himself every possible advantage.

Famously, Chris was victorious in that Olympic final, running nearly seven seconds faster than he ever had done before. This remarkable achievement was a testament to his determination, planning and innovative approach to a challenge, attributes that Sweatshop encourages all staff to adopt.

While very few Sweatshop customers are aiming to be Olympic Champions we believe that every runner, from absolute beginner to international athlete, should have access to the very best equipment. That’s why we have the largest range of technical running shoes in the UK and train our staff to industry leading levels to help you find your perfect shoe.

Having been voted best sports retailer by readers of "Runner’s World Magazine" for the last four years, it may not surprise you to learn about the great choice we offer. What may surprise you is the length we go to to help you find your perfect pair of running shoes.