At ActivInstinct, we are passionate about sports and understand why people participate in sports. At the end of the day it is all about being competitive and enjoying the activity, whether you're competing against others or just against yourself. In fact passion, ambition, competition and the desire to outperform run through everything we do here, whether it is getting you the best products at the most competitive prices or giving you the best service before, during and after you shop with us.
A brief history
We started life over 20 years ago when Simon Millet founded his first ActivInstinct shop in London. A keen sportsman, Simon wanted to set up a store selling performance sports equipment combined with a service to offer expert product advice, unlike the sports fashion stores that were taking over the high street at the time.
Over the years, these sports fashion stores have come to dominate the high street, making it difficult to buy anything but basic sports equipment from most stores, and the number selling performance sports equipment is very much in decline. This is what led to the ActivInstinct website being launched with the aim of helping everyone who wanted access to performance sports equipment but did not have a store locally.
Over the last few years the business has grown from strength to strength, adding more sports categories and a growing team of sport-minded colleagues to service the increasing customer demand.