Endurance Sports Nutrition

Smarter Capital and UNNU in Collaboration

Read Article

Smarter Capital and UNNU Join Forces For Accelerated Growth!

Bristol, UK - Smarter Capital is thrilled to announce an exciting new collaboration with UNNU, the UK's largest endurance sports nutrition and sporting essentials distributor. This partnership aims to accelerate UNNU's impressive growth, adding new capabilities and resources, and opening significant opportunities for future expansion.


UNNU, renowned for supplying leading brands to over 2,000 trade customers across the UK, specialises in a wide range of sports including running, cycling, triathlon, swimming, and ball sports.

They also serve gyms, yoga studios, climbing walls, leisure centres, cafes, delis, and numerous professional sports teams. The collaboration with Smarter Capital will enhance UNNU's growth strategies by enabling brands to expand through export and marketplace initiatives.

This strategic alliance will enable UNNU's Leadership Team, Nick Gracie and Anna Gracie, to leverage Smarter Capital's extensive experience and contacts in export markets, facilitating multi-level growth for the brands they represent.

Additionally, the partnership will grant access to the significant marketplace capabilities of Rex Brown, the UK and Europe's premier strategic selling partner.

Rex Brown delivers a comprehensive end-to-end service, trusted by global household brands, SMEs, digital transformation teams, and new challenger brands to enhance sales, increase revenue, and grow market share across diverse digital markets, all while ensuring brand protection.

Martin Hargreaves, Chief Financial Officer for Smarter Capital, commented on the collaboration:

Martin Hargreaves

'Since our first meeting with Nick & Anna, it was clear that Smarter Capital & UNNU working together would be a powerful partnership, combining UNNU’s existing leading position in the marketplace with Smarter Capital’s extensive experience of growing businesses through new sales channels.'

'The future is very exciting for UNNU, and we are looking forward to working with their team to achieve the growth targets.'

Mark Callaghan, Group Chief Executive Officer of Smarter Capital, said of this latest transaction:

Mark Callaghan

'We are super excited to be working with Nick and Anna, building on their already phenomenal success, further positioning UNNU as the UK's leading Sports goods and nutrition Distributor.'

'The partnership will see UNNU expanding internationally and into other channels, building on the strong relationships already established, as well as building relationships with new brands.'

'The sector is primed for hyper growth over the next 5 years, UNNU will be at that forefront of that growth.'

Anna Gracie, Head of Operations at UNNU, added:

Anna Gracie

'Nick and I are delighted to be partnering with Smarter Capital and taking UNNU to the next step in sporting goods and sporting nutrition distribution.'

'The union sees a wealth of experience in a number of key verticals joining forces to ensure maximum potential for the company moving forward.'

About Smarter Capital

Smarter Capital is dedicated to providing innovative solutions that empower businesses to thrive in the digital era. With a focus on E-commerce, IT, wholesale, and distribution sectors, Smarter Capital sets the standard for exceptional results and superior customer service.

Are you eager to explore how we can join forces and catapult your business to new heights? Let's have an informal chat about the endless possibilities that await. Enquire today and let's kickstart your journey towards unmatched success!

UNNU ➚ Back to News

Do you want to grow & exit your business?

We are looking to acquire profitable businesses in the Digital Marketing, E-commerce, B2B Distribution, Technology and IT Services & Support sectors, which have growth potential.

If you are an owner of a business that fits our criteria and you are looking to maximise the value of your exit in the next few years, we would love to start a conversation.

Get in Touch