About Us

Sole Ambition is a 100% British made fitness brand. We design and manufacture all of our products here within the UK and are extremely proud to do so. We love the fact that we're helping contribute to the UK economy while pushing the envelope to help influence others to bring more production, work and jobs back to the UK.

Our goal is to build an ethical and sustainable brand that stands for doing the right thing, it represents the pursuit of passion, purpose and happiness, the pursuit of something bigger.

Our Vision Statement

To become the most desirable & sustainable fitness brand on the planet whilst possessing an unrivaled inspirational brand culture that drives positive change in our customers, employees and the world around us.

Having a vision and working towards that vision is an incredible thing. It can pull us through tough times and inspire us to pursue something bigger than ourselves. It gives us meaning and purpose in life, and sparks the desire needed to achieve something truly special.

Our Mission Statement

To become what we envision, It's important to us that we instill a positive philosophy from the offset that's truly infectious. In order to do so, we've identified a number of core values and beliefs that we believe will help us do exactly that, helping provide customers with the best experience possible when interacting with our brand.

We Do The Right Thing, No Matter Who's Watching

We have integrity. We are honest, kind and respectful, and this shows through every interaction we have with our customers. We, as people, are ambassadors for our company. We believe in transparency, and always try to put ourselves in our customers shoes.

Quality & Sustainability First

We care about our planet, and the people on it. We aspire to be as ethical as possible, across every aspect of our business. Every decision we make should be intentional, from the dyes we use to the suppliers our fabric is sourced from. Through careful sourcing of high quality, sustainable materials, we aim to build one of the largest sustainable fitness brands in the world.

Our Customers' Experience Is At The Forefront Of Everything We Do

Our customers expect high quality and exceptional customer service.
Our entire shopping experience is designed with the customer in mind, and the feelings we can evoke. From the trust they give us when making a purchase, all the way through to the excitement of receiving their order, the experience should always be a positive one.

We Celebrate Progress

We are positive, optimistic, and inspirational. We keep moving, learning and growing, knowing that we are a work in progress. We won’t always get everything right, but we will always learn from our mistakes.
We don’t judge. The little wins, and the big wins are both worth celebrating.
We are a community, and we cheer each other on.

We Never Stand Still, Never Stop Learning, Never Stop Growing

The positivity and optimism we exude to our customers ultimately stems from the positive attitude in our work environment. We are humble, grounded and focused. We are motivated and genuinely believe in the impact we can make. We are in pursuit of building something bigger than ourselves and we won’t stand still, or stop learning until we do. We treat each other with respect, we don’t judge or discriminate and we cheer each other on.

Brand Positioning

In such a large marketplace, we appeal to people who are looking to make positive changes in both their own lives, and others around them. We are inspirational in what we do and believe the below paragraphs sums us up nicely in terms of our audience, brand position and who we appeal to:

For those aware of the impact that fast fashion has on our planet, but don’t yet fit into the ‘eco-warriors’ group. For those looking to make small changes in their lives to leave a positive impact on their carbon footprint through conscious purchasing, and taking the time to learn about the company they are purchasing from. Through high quality materials, a strong brand design and beautifully designed clothes, Sole Ambition offers a way to self-identify, and make a positive impact on the planet.