From day 1 we wanted to create a culture at Athletz that placed our responsibility to people, customers, the communities around us & the wider environment at the heart of everything we do. Of course, we could just have a CSR policy which sits on a shelf and nobody really knows it exists. Instead, we decided to go for the premier league solution and enter the B Corporation process. To qualify we had to submit over 100 pieces of information about how corporate and social responsibility aspects are embedded into our business (called a B Impact assessment), have that reviewed & then amend our corporate legal documents to make clear for all to see that we mean business when it comes to CSR.

The questions asked are demanding and thought provoking making us realise that there were parts of our business where we hadn’t thought deeply enough yet.  So, we’re fixing that now and then it’s a consistent work in progress long term to stay part of the B Corp community. For a while, we are a pending member and then in due course we graduate to full accreditation as we prove our credentials. We think we’re the only sport-in-business firm in the world with this accreditation & we encourage you all to come and join us.   


There are so many great causes out there and it’s hard to choose which to support. And when you support one you feel regret for the ones you said no to! So we asked around for advice and one theme kept on coming up – life itself. Heavy right! But seriously, we got to thinking, our business is all about people; we don’t make widgets, cars or hardware, our stock in trade is humans, all day every day.   

Humans need oxygen & water before they need anything else. So that got us to the importance of trees. Trees help clean the air we breathe, filter the water we drink & provide habitat to over 80% of the world’s biodiversity. Oh and forests provide over 1.5bn jobs, absorb harmful carbon from the air and are key ingredients in 25% of all medicines. Did you know that the last time you popped an aspirin, it started life as bark from a tree. So for every subscriber to the Athletz platform we send money to One Tree Planted, based in Vermont, USA and so far we’re helping in our own small way reforest British Columbia in Canada!       

One Tree Planted logo
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A while ago we went back to school to sit some business-in-sport professional education courses.  Loughborough University in the UK hosted the course (voted No1 sports university globally for 2018 and 2019) and is an extraordinary place. As alumni, the more we got to know them, the more we realised we could do together.

Today, we have a valued partnership in areas we couldn’t have imagined at the start. But perhaps most of all we are proud to have access to the world leading research and development they do into elite and pro sport to include the sports agency sector. Keep an eye out on our blogs and podcasts for contributions from the faculty at Loughborough in the months to come & if you’re in the UK and have time to visit their Elite Athlete Centre, we’re sure you, like us, will be blown away!