The story of Perform Better from Warwickshire to World Class


The Beginning

Perform Better UK was established by Alastair Yule and Mark Gladwin and moved into a small industrial unit in Southam, Warwickshire with one part time member of staff.

Perform Better were immediately appointed UK Distributors for Microgate products, Activio Heart Rate systems, Prism Fitness and Compex EMS systems. The first eight page Perform Better catalogue was produced for pre-season. Later in 2007 Perform Better are appointed UK Distributors for Catapult Sports and the GymAware Power Testing system – the first Distributor that Catapult appoint outside of Australia for both companies. With these two new product ranges PB appointed their first Sport Scientist to join the team.


Installations & Large Brands

Perform Better’s 3rd annual catalogue launched, which was a significant expansion of the Strength and Conditioning range, plus the addition of Keiser and Woodway ranges.

This coincided with PB’s first major S & C installations at Manchester City FC, Chelsea FC, Blackburn Rovers FC and the ECB National Performance Centre.



Showroom & Overseas

Perform Better expanded into the adjoining premises doubling their space; which included a fully functioning showroom.

Perform Better were one of the first suppliers to use the unique EC Design 3D software for gym design. The largest installation to date was carried out at Parc Eirias Welsh Rugby Union Regional Training facility in North Wales and the first overseas installation was carried out at Al Ahli FC in Dubai.


Growth & Speed

Perform Better were appointed as European distributors for Run Rocket from the USA and start distributing Eleiko discs and bars.

The PB team expands to 10 employees.

Large installations are carried out at Swansea City FC’s new training ground, Reading FC, Manchester United FC and Burnley FC. Perform Better launch their social media platform on Twitter, Facebook and Linkedin.


Design & Prestige

Perform Better become Catapult’s official UK referral partner after they set up their European offices in Leeds, which sees the two businesses working closer together to develop the UK market.

Additional prestigious installations are carried out at Manchester Institute of Health & Performance, Southampton FC’s new training ground, Wolves FC and Newport Gwent Dragons Rugby.


Force & Euros

Perform Better moved to new 12,000sq ft warehouse and office complex in Southam. Perform Better are appointed UK Distributor for ForceDecks Force Platforms.

Perform Better produced their first dedicated Strength catalogue to complement the main catalogue.

Completed installations at Oriam Scotland National Performance Centre, England Golf, Burnley FC new training ground and temporary gyms for the England, Wales and Republic of Ireland Football Teams at the Euros in France. Become Official Referral partners in the UK for Catapult Sports.


Winners & Gunners

Perform Better win two Business Awards – the Coventry and Warwickshire Small Business of the Year Award and Enterprising Business of the Year.

Perform Better launch their first dedicated flooring catalogue.

Perform Better awarded the contract to fully equip the new Arsenal Football Club training facility.


Physio & World Cups

Perform Better were appointed Official Suppliers to St. George’s Park National Football Centre, which included fully re-equipping the S & C facility and supplying a pop-up gym at the England Team Hotel in Russia for the 2018 World Cup.

Also appointed Official Supplier to the Matt Hampson Foundation Get Healthy Living! Centre.

Perform Better launch their new Physiotherapy range and catalogue and are appointed UK Distributors for Vald Performance.

The Perform Better team grew to 18 members.


Tries & Overtakes

Perform Better are appointed Official Suppliers to the Welsh Rugby Union which includes fully fitting out the new S & C facility at the National Performance Centre.

Also appointed as Official Performance Partners to Rosslyn Park National Schools 7s.

In addition the team were awarded the contract to fully equip two facilities for Mercedes AMG in Brackley and Brixworth.

PB are appointed UK Distributer for 1080 Motion and Exxentric from Sweden, as well as Avantopool from Finland. PB awarded Best Global Partner by Microgate.


Pandemics & Partnerships

Perform Better team reaches 20 employees and add two more delivery vans to the fleet to a total of five.

Perform Better are appointed as Official Supplier to England Netball.

Awarded contracts to fit out the new Training Grounds for Leicester City Football Club and Reading Football Club and are announced as Official Supplier to the Red Bull/RFU Combine Initiative.

Perform Better announce a record year despite the COVID-19 Pandemic.

Mark Gladwin

Director & Co-Founder

Having started in the sports industry at the original Wembley Stadium back in 1987, Mark has a huge wealth of experience and contacts. A passionate Welsh rugby fan, Mark follows most sports and can be found enjoying sport from the terraces rather than the pitch these days.

Alastair Yule

Director & Co-Founder

With over 20 years' experience in the sports industry, Alastair is a well-known and trusted contact. A true Yorkshireman, Leeds fan and family man, he can be seen most Sundays on the side of a mini rugby pitch coaching his boys.

Gary Oleinik

Sales & Marketing Director

Gary brings significant experience not only in Sales and Marketing but also covering Finance and Operations. He has held previous Director positions at Mujo, Keiser Corporation and SOLL Leisure. Gary’s enjoyment for sports and his extensive networks within the sports, education and leisure industries have helped his success in developing projects in some of Europe’s most elite performance facilities. Gary’s passions includes scuba diving and travelling and enjoys unwinding at weekends with good food, wine and family.

Georgina Evans-Goodrich

Marketing Manager

Georgina joined the Perform Better team in September 2018. Georgina's background is within marketing in multi-national organisations, working alongside both government and international companies. Outside of Perform Better Georgina runs her own Netball Club in Worcestershire and exploring the great outdoors with her two dogs.

Darren Ross

Performance Sales Specialist

Darren is a Sports Science graduate from the University of Wales and a former college lecturer in Sport. He previously held sales roles with 2 multinational companies before joining Perform Better in 2016. He is a passionate sports fan (particularly football) and is keen to improve his golf game when afforded the time.

Ross Manester

Sport Scientist

Ross is our Sport Scientist, a graduate from Bournemouth University in Sports Psychology and Coaching Sciences during which he completed an industrial placement working with the WRU. During his time in Wales, Ross was also the Sport Scientist for the Newport Gwent Dragons. He is now looking to do a Masters in Sport and Exercise Science in the near future.

Sam Vagg

Performance Sales Specialist

Prior to joining the team at Perform Better, Sam held New Business Development and Account Management roles within two multinational organisations. Sports mad when growing up, most days were spent on the rugby pitch or at the swimming pool. Outside of work Sam enjoys training, traveling and spending time with family.

Steve Edwards

Director of Finance and Operations

Steve joined the company in 2017 from a multinational organisation. Having a strong background in IT, Purchasing and Finance, Steve is responsible for back office operations in these areas. Chartered through the Chartered Institute of Purchasing and Supply and a member of the Institute of Directors, Steve brings a wealth of all round business experience.

Darren Saul

Warehouse & Purchasing Co-Ordinator

Darren joined Perform Better as an experienced Sales Administrator. Using his wealth of company knowledge, Darren is now co-ordinating warehouse and purchasing operations. Whilst he is a keen football fan and plays weekly, Darren is interested in all sports keeping the office updated on every aspect of sporting news.

Ash Dickson

Customer Service & Installation Manager

Ash has a Physical Education and Sports Science Degree from The University of Worcester. He is responsible for customer service and installations at Perform Better. Outside of work Ash enjoys playing Basketball and training in the gym.

Charlotte Murphy

Sales Administrator

Charlotte joined Perform Better in September 2018, Charlotte studied Sports Development at Portsmouth University. Away from the office Charlotte is a keen netballer, spending her Saturday's competiting in the Coventry & Warwickshire Netball League with her dog Pepper cheering from the sidelines.

Zoe Marrocco

Sales Administrator

Zoe joined Perform Better in January 2019 in the sales administration team. Zoe has a background in women's football and is a regular gym goer.. On the weekends Zoe can be found exploring the best brunch spots in Warwickshire.

Jennifer Hewer

Sales Administrator

Jennifer joined Perform Better in September 2020. Jennifer has a passion for running and spends time outside work training in the gym. She is also completing her level 3 PT qualification within the fitness industry. Jennifer spent 8 months travelling Australasia and Asia prior to joining Team PB.

Paul Caruana

Warehouse & Installation Assistant

Paul has been with us since the beginning, and is one of our longest serving members of staff. Paul is always busy, and tends to split his time between helping out in the warehouse and assisting with installations and deliveries. Outside of work he's a dedicated runner, and has completed multiple marathons.

Dave Shirley

Warehouse & Installation Assistant

Dave joined the Perform Better team in October 2018, he is the DJ of the warehouse team, taking control of the airways when it comes to the music. Dave is an avid Chelsea FC fan, and a keen footballer himself, as a coach at Southam United FC.

Ryan Bendzak

Warehouse & Installation Assistant

Ryan has spent his university breaks working in the PB warehouse, in 2020 Ryan has deferred his third year at university and has joined the Perform Better installation team. Studying Football Studies at Southampton University, Ryan is a keen Nottingham Forest fan.

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