About us

 

About Athleticum®

Elevating Fitness. Empowering Professionals. Supporting Studios.

Founded in 2012, Athleticum® is the UK and Ireland’s premium provider of commercial fitness equipment, accredited training, and business support for studios, gyms, and wellness facilities.

We partner with facilities and instructors to deliver outstanding member experiences through high-quality equipment, industry-leading education, and sustainable business solutions. From boutique studios and national chains to local councils and universities, we help fitness professionals bring their vision to life—and grow it.

What We Do

We don’t just supply equipment. We build fitness experiences that drive results, fuel community, and keep members coming back.

Premium Commercial Equipment

We are the exclusive UK & Ireland distributor for some of the world’s most innovative training brands, including:

  • Spinning® – The original and leading indoor cycling brand with over 35 years of global heritage, millions of riders, and unmatched expertise in studio cycling

  • Gun-ex® Training – Elite HIIT elastic resistance rope training for functional strength and explosive results

  • AntiGravity® Fitness – Aerial and suspension fitness designed to build strength, flexibility, and freedom of movement

  • CrossCore® – Rotational suspension fitness for advanced bodyweight training

  • 4D PRO® Bungee Fitness – Fun bungee training, also ideal for rehab, falls prevention, athleticism, and performance

Our products are commercial-grade, expertly designed, and built to meet the demands of high-performance training spaces.

Accredited Fitness Education

As a CIMSPA Enhanced Training Provider, we deliver trusted, accredited training courses that support both individuals and facilities. Our education offering includes:

  • Spinning® Instructor Certification

  • HIIT and Functional Fitness Education

  • Suspension and Aerial Fitness Training

  • Business & Studio Development Workshops

Whether you're growing your team or levelling up your skills, we equip you with the tools to lead confidently and deliver value.

Studio Business Support

We go beyond products and education by offering tailored business support to help you thrive long-term:

  • Concept development and studio planning

  • Flexible financing and leasing options

  • Programming that drives retention and revenue

  • Marketing materials and lead-generation tools

  • CPD support and instructor development pathways

Our goal is simple: to help you build a business that’s both inspiring and sustainable.

Why Choose Athleticum®

  • Proven expertise with decades of hands-on experience in fitness, education, and commercial operations

  • Trusted partnerships with leading global fitness brands

  • Education that empowers confident, results-driven instructors

  • Customer-first approach with tailored support and transparent advice

  • A mission to build inclusive spaces that welcome everyone—not just the 15% who already feel at home in gyms

Who We Work With

We’re proud to support a wide variety of clients, including:

  • YMCA Fylde Coast

  • University of Limerick – UL Sport Arena

  • Pegasus Gym

  • Kidsgrove Community Sports Centre

  • Robert Dyas

  • Costco Wholesale

From small start-ups to national facilities, we deliver custom solutions that work.

Meet the Team Behind the Movement

Sarah Morelli – Co-Founder & Director

A driving force in the indoor cycling world, Sarah has been involved with Spinning® since 1995, becoming an International Master Instructor and Presenter in 1999. She leads on education, brand partnerships, and business strategy—bringing deep industry knowledge and an unwavering commitment to quality.

Sandro Morelli – Co-Founder & Director

Sandro is the creative mind behind the brand. As Creative Director and International Presenter, he combines design, performance, and coaching excellence. A Spinning® International Presenter since 2001, Sandro shapes our brand experiences, product presentations, and visual identity.

Davide Ferreira – Head of Commercial Sales

With a strategic mindset and passion for business growth, Davide drives B2B engagement and supports studio owners across the UK and Ireland in building sustainable, profitable facilities.

Juliet Bradford – Programmes Coordinator

Juliet plays a key role in supporting instructors and facilities across the UK and Ireland. She manages our annual training schedules, helps coordinate instructor onboarding, and ensures our partners have the tools, resources, and guidance they need to deliver exceptional classes and grow their programmes.

Extended Network

We also work with a dynamic team of master trainers, presenters, and educators across multiple modalities—including cycling, HIIT, suspension fitness, wellness, and business coaching.

Our Mission

To empower and support studio owners and fitness professionals to deliver impactful, high-quality movement experiences through exceptional equipment, education, and partnership.

We're committed to helping clubs and studios succeed—with integrity, innovation, and a passion for what moves people.

Meet Us at Events

We’re proud to host and present at some of the UK and Europe’s leading fitness events, including:

  • The Studio Summit

  • FIBO Global Fitness

  • PerformX Live

  • Elevate Arena

  • PROS: Spinning® & Fitness Conference

Let’s meet in person and shape the future of fitness together.

Let’s Build Something Powerful Together

Looking to elevate your studio, empower your team, or expand your offering?
Partner with Athleticum®—your expert in premium equipment, education, and strategic growth.

Call: +44 (0)208 8199 161
Email: info@athleticum.co.uk
Visit: www.athleticum.co.uk

 

 

SPIN®, SPINNER®, SPINNING®, SPIN FITNESS®, SPINPOWER®, THE SPINNING LOGO® PEAK PILATES®, CROSSCORE®, RESIST-A-BALL® AND UGI® ARE REGISTERED TRADEMARKS THAT ARE OWNED BY MAD DOGG ATHLETICS, INC.

 

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