Phil Turner General manager
bespokedigitalagency
FINDING THE RIGHT CHANNEL
FOR GROWTH A common question from business owners and marketing teams is: which marketing channel is right for my business?
A GAME CHANGER
Sports nutrition specialist Science in Sport Group (SiS) built its reputation fuelling top level athletes in their pursuit of glory.
The business supports more than 350 professional teams and institutions globally and it fuelled athletes who won 106 medals at the Paris Olympic Games.
It announced another big win in June, securing a £30m-plus refinancing package to support its next phase of growth.
The Blackburn headquartered business, which owns the Science in Sport and PhD brands, has secured the debt facilities with HSBC UK Leveraged Finance and Muzinich & Co’s MLoan Parallel Lending.
It says the funding will accelerate investment in science led innovation, international expansion, elite performance partnerships and digital capabilities.
SiS is focused on building the world’s leading performance nutrition platform, “serving everyone from elite athletes competing on the global stage to everyday participants pursuing personal performance goals”.
Executive chairman Dan Wright welcomed HSBC and Muzinich as “key strategic partners” for the next stage of growth.
He added: “This funding provides a strong platform from which to accelerate our ambitions, invest further in our brands, innovation and capabilities, and continue strengthening our position as a global leader in performance nutrition.
“The confidence HSBC and Muzinich have shown in our business reflects the strength of our strategy, our people and the significant opportunities we see ahead.
“We look forward to working together as we continue to unlock the next phase of growth for Science in Sport.”
SiS develops evidence based performance nutrition products across fuelling, hydration, recovery, protein and daily performance health.
SiS works with organisations across cycling, running, football, rugby and hybrid sport, including British Cycling, Tottenham Hotspur, Saracens and the British and Irish Lions. Its ambassadors include Sir Chris Hoy, Dame Laura Kenny and Eilish McColgan.
It says the refinancing comes at a significant moment for both the business and the wider performance nutrition sector.
Growing participation in sport, increasing focus on health and longevity, and rising consumer demand for evidence-based performance products are creating ‘substantial opportunities’ for science-led brands.
The company, founded in 1992, left the Alternative Investment Market last June following an £82.3m takeover by London- based bd-capital Partners.
With so many platforms available, it’s easy to feel like you need to be everywhere at once. But finding the right fit isn’t about guesswork; it’s about reviewing four essential areas combined with a focused strategy.
First, leverage your audience knowledge. You already know your customers and your niche; the key is identifying exactly where they spend their time online. Their digital footprint instantly tells you which platforms deserve your attention.
Next, define your objectives. Are you building long-term branding and nurturing high-value clients, or do you need immediate, short-term leads? Knowing your goals ensures your campaign pace is perfectly matched to your business needs.
Then comes the budget and resources. This is where some teams fall into a trap, spreading a modest budget too thinly across multiple channels just to cover all bases. When you dilute your budget, you risk missing the mark entirely. Instead, concentrate on the single platform where your audience lives. Do it thoroughly and do it well. Once you establish a strong return and see that momentum, you can confidently layer on a second tactic.
Finally, focus on results. You need to know exactly what success looks like from the start, whether that is increased lead volume or brand growth. When metrics are measurable and aligned, you gain total clarity.
By replacing a fractured approach with a focused, budgeted strategy, you can accelerate your performance and help your business truly thrive.
Sir Chris Hoy
Contact us to find out more:
phil@bespokedigital.agency
www.bespokedigital.agency
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