Member Article

Export figures pack a punch for North East Firm Bad Boy Europe

A North Tyneside based company which accrues more than half of its sales through export is celebrating significant growth into European sports markets.

Global sports and lifestyle brand Bad Boy Europe was founded by CEO John Paul Gardner in 2010. With its European headquarters in Whitley Bay, the brand has its roots firmly planted in the North East where all activity from design, marketing and resourcing takes place. Products are distributed across the UK and to 29 European countries from its 20,000 sq ft warehouse.

The brand provides fitness wear and equipment for all sporting abilities including specialist ranges for boxing, various martial arts, women’s sportswear and equipment, Crossfit, weightlifting, bodybuilding and sports nutrition as well as an extensive lifestyle clothing line.

In four years the company has reached an annual turnover of £3m, of which £2m is from export sales. Gardner credits its success to the increased popularity of MMA in countries such as France, Germany and Sweden.

He said: “We have had exponential growth in recent years by branching into sports and areas which other brands do not cater for. We have a large stock range with a variety of price points from hardwear, women’s specific ranges, everyday gym wear and specialist kit for athletes. We’ve received incredible order quantities across Europe for our Sphere Compression Range which is not only suitable for martial art but ideal for other athletes like cyclists and runners.”

Gardner spends more than 100 days a year growing the business in European markets with plans to expand into the Middle East and Asia.

He added: “Having a strong team is the key to successful growth and progress. Expanding into other markets is fantastic, but Bad Boy Europe is firmly rooted in the North East and we are keen to grow the UK business as much as possible, including our training centre and store.”

Employing more than 40 people in the North East, Bad Boy Europe is a hub for mixed martial arts (MMA) and Brazilian jui jitsui (BJJ) athletes as well as professionals who are sponsored by the Bad Boy brand.

September 2013 saw Bad Boy Europe launch the first ever Official Bad Boy Store in the world, at Intu Metrocentre, Gateshead. From there, it recently opened the world’s first Bad Boy Training Centre (BBTC) in Felling.

The BBTC is a social enterprise which offers free nutrition advice to members of the community, as well as a range of free fitness and exercise classes. The centre sports a fully functional gym, full scale boxing ring and fight cage, top-of-the range training equipment and qualified fitness professionals from various martial arts and bodybuilding backgrounds.

This was posted in Bdaily's Members' News section by Laura Kingston .