Sigma Sports

In 1991, from a spare bedroom, founders Ian Whittingham and Jason Turner started what would become a cornerstone of the UK's premium cycling and triathlon scene. They began as a small mail-order business, driven by Whittingham's passion for racing and an eye for an underserved market. Just one year later, in 1992, they opened their first physical store in Surrey. The business model was simple: provide a specialized range for dedicated road cyclists and triathletes. This focus allowed them to build a strong reputation and a loyal community. They steadily outgrew their locations, moving to larger premises to accommodate more products and services like professional bike fittings and workshops. The company evolved from 'Sigma Sport' to 'Sigma Sports' in 2018, a change that signaled a bigger push into international markets with an expanded online presence. A pivotal moment arrived in February 2021 when Sigma Sports secured a minority investment from the private equity firm Primary Capital. This was not a full acquisition, but a strategic partnership to fuel further growth. The investment was aimed at expanding both their significant e-commerce operation and their physical retail footprint, cementing their position as a leading omni-channel retailer in the high-end cycling market.