ABOUT
US

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In 2018 AthElite Sports was born.

Set up by 3 friends Harlie Price, Mat Liddiard and Callum Preece, we wanted to bring an innovative product to the sports market and would often have many a conversation of what that may be or look like - We landed on performance grip socks.

We spent hours researching competitors and fine tuning our product to make it ‘market ready’. In the summer of 2019 we figured that we would need to raise funds to pay for the large order of grip socks and a result of doing so AthElite Comfort Socks were brought to the market. The idea was to have a variety of colours for players to choose from so they could wear them for match days and training.

This was a real hit locally and we ran with it. We tweaked the design and re-invested into another batch of the comfort socks, this showed steady progress and by January 2020 we were able to finally place the very large and risky order for the grip socks. Almost every penny we had was spent on this order so it was a pivotal moment in our short existence.

In 2019 we spent time talking with potential partners and really looked to bring in more brands to our offering. As a result we secured partnerships with SAK Project, SIS Nutrition & Sports Tape Pro to name a few. We further developed the grip socks to become an iconic brand that people would instantly recognise and spent a lot of time messaging professional athletes. We are delighted to have managed to supply our socks to players playing in the Championship, League 1 & 2. This gives us great encouragement that the socks product has sustainability.

At this point we looked at how we could expand the company further. Harlie had a number of years working for another teamwear company so when the opportunity to work with Errea came about, we took it with both hands. We started to advertise all of our product offerings ready for the restart of football. We now work with over 15 clubs locally and pride ourselves on top quality kit, affordable pricing, customer service and relationships.

MEET THE TEAM

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MATHEW LIDDIARD

I have achieved my BSc Sports Coaching Degree and MSc In Coaching Science at Hartpury College along with my coaching badges.

I am a semi professional football player that has played for Gloucester City AFC, Cirencester Town FC, Evesham United FC and currently play for Swindon Supermarine. 

My aim is to provide top quality products with the service you deserve. We want to create a brand that is recognised for the right reasons. 

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HARLIE

PRICE

Similar to Lids I have also achieved my Sports Coaching Degree at Hartpury College.

I am a semi professional football player that has played for Bishops Cleeve, Shortwood United and now play for Cheltenham Saracens in the Hellenic League

My aim is to enhance what is already on the market for grassroots, semi & professional athletes. Working with other well established companies is a plan of ours to make sure we have all the relevant products for our customers.

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CALLUM

PREECE

Not very similarly to the lads, I went straight into a working office environment after finishing at Hartpury College which has provided me with the hunger to work with those I’m closest to in the future. 

 

I am a semi professional football player that has played for clubs such as Gloucester City, Cirencester Town, Slimbridge AFC and currently play for Fairford Town. 

 

Much like the lads, we all have similar aims and aspirations for the business - I want to bring innovative products to the sporting market at a fraction of the price of the big players.