Stockport-based Sports Feet has secured a second loan of £10,000 through the British Business Bank’s Start Up Loans programme, delivered by GC Business Finance (GCBF).
The independent specialist running shop was founded by Alison Cheetham and David Edwards in 2020 to embrace their shared passion for running. The pair began working together as travel agents in 1984 and have been running together for over 15 years.
Alison and David established Sports Feet during the COVID-19 pandemic after the travel industry closed down overnight and they needed to adapt their travel agency business model. To kit out the shop and purchase the initial stock needed to start the business, the pair secured their original £10,000 Start Up Loan from GCBF.
Because of COVID-19 restrictions, in the first six months of operating the business was closed for 130 days. Despite setting up in one of the most difficult times for businesses, Sports Feet is now the only specialist running shop in Stockport and is well-loved within its community. The business sells running shoes and accessories from its shop in Hazel Grove and organises a social running group that is accessible to runners of all levels.
Since receiving the loans, turnover has grown year on year by a minimum of 50% and the thrice weekly running group has increased from six to 58 members, helping encourage fitness in the local community. Alison and David were awarded Barclays Entrepreneur of the Year award in 2023, a recognition of the huge success of the business during the pandemic.
The business also has two annual running events, including Stockport Daffodil 10k which attracted 800 runners in its first year and doubled to 1,600 in year three. The entries for its fourth event in January 2025 are currently running 50% up on the previous year.
Looking ahead, Alison and David hope to encourage even more people to join their running club, making the sport more accessible to all demographics, while encouraging people to visit their shop. The pair are also looking to open a second shop further down the line.
Alison Cheetham, Co-Founder of Sports Feet, said: “Starting our business during the pandemic brought us lots of uncertainties, but since then we have built Sports Feet into a business that brings together members of the Stockport community. Our business not only gives people a place to run, but it also gives them a space to meet new people.
“The GCBF team made accessing the right funding to get Sports Feet up and running straightforward, and we’re grateful for their part in our journey. As we continue to grow, we want everyone, no matter their age or ability, to feel they are welcome to come run with us or pop into our shop for a chat.”
Alex Mearns, Head of Startup Lending at GC Business Finance, said: “In just four years, Sports Feet has transformed itself into a thriving business that is offering something unique in the local area. Jamie Ralph, the underwriter on this deal, has done a great job supporting Alison and David, helping them access the funding and support they needed to get the business to where it is now. I look forward to seeing what is next for the pair as they continue to take Sports Feet from strength to strength.”
Delyth Edwards, Senior Manager for the North West at the British Business Bank, said:
“Alison and David exemplify the entrepreneurial spirit and resilience entrepreneurs in the North West have. Sports Feet is one of many businesses the Start Up Loans programme supported during the Covid-19 Pandemic, ensuring small businesses can continue to grow and succeed despite more challenging economic conditions. I hope for the best for them both as they continue on their entrepreneurial journey.”
