A conversation with her nephew about his unused football boots worth hundreds of pounds planted a seed in Wendy Carter's mind. The boots, along with other kit, were simply gathering dust in a cupboard – not suitable for charity shops, but no bespoke marketplace for resale. This common predicament revealed a significant gap in the market, leading to the creation of kitround, the UK's first dedicated pregamed sports kit marketplace.    

"Everyone has wardrobes full of kit that has nothing wrong with it at all - they just don't know what to do with it," says Carter, who launched kitround in June 2024. The platform's timing proved perfect, coinciding with Visa's search for sustainability solutions around sports kit. This alignment led to a powerful launch partnership with Visa and David Lloyd Clubs.  

What started as a modest goal to collect 1,000 pieces of kit through collection bins at David Lloyd Clubs and Visa offices quickly exceeded expectations. "We ended up with just shy of 6,000 pieces of kit," Carter says. "All of it was amazing - David Lloyd members were very generous, so a lot of the kit we received was either brand new with tags or barely worn.”   

Building a Circular Economy   

kitround's platform enables individuals to sell items, while also providing sports clubs and charities to set up their own shops, with funds from sales supporting their chosen causes. This approach has already shown impressive results - the London Irish Foundation raised over £6,000 through targeted campaigns, funding programmes that combine sports training with life skills development.  

kitround addresses a significant environmental challenge: In the UK, around 711,000 tonnes of used textiles are discarded in household bins and general waste containers at Household Waste Recycling Centres each year. Simultaneously, it tackles accessibility issues, as 43% of UK community sports groups face rising participation costs.  

Strategic Partnerships   

The key to kitround’s growth is collaboration, with partnerships across the sporting ecosystem. The company has begun collaborating with sports bodies, including Volleyball England, Birmingham County FA, Royal Yachting Association and the Lawn Tennis Association, while also working closely with Sporting Giants and UK Sport develop grassroots initiatives. "We begin a a kit sustainability pilot campaign with a number of National Governing Bodies in the Spring," Carter says.   

Beyond sports organisations, kitround has engaged with broader industry bodies like the British Fashion Council, recognising that sportswear sustainability should be part of wider conversations about circular fashion. These partnerships are complemented by continuing relationships with launch partners Visa and David Lloyd Clubs, alongside the Youth Sport Trust, demonstrating kitround's ability to bring together diverse stakeholders to tackle the sports kit waste challenge.   

Community Impact   

The platform operates through multiple channels: direct consumer listings, collection campaigns (kitdrop), branded shops for partners, and corporate ESG partnerships. Each element contributes to a broader ecosystem that benefits various stakeholders, from individual sellers to grassroots organisations and major sporting bodies.  

"What we've learned in our first six months is that there is so much kit out there, and we haven't even scratched the surface," Carter says. The business has already pledged £40,000 to support grassroots sports and achieved 32 million social impressions through its launch campaign.  

Future Growth   

With plans to expand across the UK and into Europe, kitround is developing new features including a loyalty programme (kitscore) and a donation programme (kitmatch) to connect unused kit with those who need it most. The company is continuing its work with national governing bodies to create sustainable solutions for kit management at all levels of sport.  

By 2026, kitround aims to establish itself as a pan-European platform, targeting 150,000+ users and £5 million in revenue. But for Carter and her team, success is about more than numbers on a spreadsheet - it's about changing the game for the planet, one kit at a time.   

"The goal isn't to create another marketplace," Carter says. "It's about building a truly circular economy model where every stakeholder benefits - from extending kit life and raising funds to enhancing CSR visibility and increasing sports participation."  

Through its innovative approach to sports kit circularity, kitround is tackling waste, democratising access to sport, and building a more sustainable future for athletic equipment.