Why we started ACTIV
ACTIV was founded by Sancho Edwards & Ashley New with a simple idea, to create activewear that we genuinely wanted to wear ourselves.
Training has been a major part of both of our lives for years. From running and strength training to hybrid fitness, we've spent countless hours training in clothing from different brands. Over time, we found ourselves having the same conversations about the kit we were wearing.
There was always something we would change.
The fit wasn't quite right. The material didn't feel right. Something looked great but didn't perform when the intensity increased. Other pieces performed well but lacked the style or versatility we wanted. And sometimes, products simply didn't stand up to the amount of training we put them through.
Eventually, instead of continuing to search for exactly what we wanted, we decided to create it ourselves.
We understand what it's like to head out for a run, spend an hour under the weights, push through a demanding hybrid session or simply live an active lifestyle. We wanted to build clothing capable of moving between those environments without compromising on performance, comfort, durability or style.
That philosophy influences everything we create.
Because activewear shouldn't just be designed to look like it's made for training.
It should be built for it.
TWO FOUNDERS. TWO STORIES. ONE BRAND.
Although we share the same vision for ACTIV, the journeys that brought us here are very different.
Behind the brand are two people with their own experiences, challenges and reasons for making fitness such an important part of their lives.
Those experiences have helped shape not only the people we are today, but also the type of brand we want ACTIV to become.
This is our story
SANCHO EDWARDS
Co-Founder
Based in North Wales, Sancho joined the British Army straight from school in 2008, serving as an infantry soldier and completing two operational tours of Afghanistan.
Fitness was an integral part of Army life, and it was during those years that Sancho developed a strong foundation in running, physical training and the discipline that comes with constantly pushing yourself to perform.
After leaving the military and adjusting to civilian life, fitness remained a huge part of Sancho's life. What had once been part of his profession became something he genuinely enjoyed and wanted to continue developing.
Running remained a particular strength, while lifting weights and eventually hybrid-style training became increasingly important parts of his routine. Training provided structure, focus and a constant opportunity to challenge himself and improve.
But the more time Sancho spent training, the more he noticed the same problem.
He was constantly buying activewear from different brands, searching for kit that delivered everything he wanted. Some products looked good but didn't perform. Others didn't fit quite right, weren't made from the materials he wanted or simply weren't durable enough to withstand regular, demanding training.
There always seemed to be a compromise.
Eventually, a simple thought started to develop:
Why keep searching for it when we could create it ourselves?
That frustration became an idea, and together with co-founder Ash, that idea developed into ACTIV.
For Sancho, the aim behind ACTIV has always been to take his own experience of training and use it to create products that genuinely perform whether that's running, lifting, hybrid training or simply living an active lifestyle.
The goal isn't to create clothing that just looks like performance wear. It's to create clothing that's actually built to perform.
ASHLEY NEW
Co-Founder
Ash is 34, a dad of two and a self employed plumber from North Wales, with sport and fitness having been a major part of his life for as long as he can remember.
From playing football twice a week from the age of 10 until 31, to getting his first gym membership at 17, being a half decent runner and developing a love for padel, being active has always been part of who he is.
Today, that hasn't changed.
Ash trains in the gym around four times a week alongside running and HYROX style training. He regularly competes in hybrid fitness events and is currently training towards a half marathon.
At the centre of it all is a genuine passion for progress getting fitter, getting stronger and continually challenging himself.
And that's a big part of why ACTIV exists.
After years of training in activewear from different brands, Ash and Sancho, shared the same frustrations. So rather than continuing to search for what they wanted, they decided to design it themselves.
Two local lads from North Wales with a shared vision and an obsession with getting the fit, feel and function right.
Every piece is carefully considered, worn, trained in and tested before it earns its place in the range. Whether it's being put through a heavy gym session, kilometres on the road or the demands of hybrid training, the aim is to create products that perform when it matters.
Products designed for people who train hard and expect their clothing to keep up.
Most importantly, products that Ash and Sanch are genuinely proud to put their names behind.
Welcome to ACTIV.
