Fulfilment for sports brands
High performance fulfilment for sportswear and fitness equipment
This is premium fulfilment for high growth sports brands. From running shoes, to paddleboards, and football shirts to fitness trackers, we know your customers expect the highest standards in performance from your brand. Here is a 3PL that keeps pace.












What we do
Omnichannel fulfilment
Whether you’re selling via Amazon, Shopify, or major retail stores such as Walmart, John Lewis or Footlocker, Fidelity is the true omnichannel 3PL you’ve been looking for. We’ll make sure you navigate ecommerce and B2B channels fluently with zero delays and 99% accuracy.
Flexible Shipping
Whether your model is geared towards next-day, standard or express delivery, our competitive courier shipping options mean your customers get their sports gear exactly when they need it. With real-time tracking live in our platform, you always know where orders are.
Inventory Management
Efficiently track athletics apparel lines, fitness equipment and seasonal collections across SKUs with our advanced ecommerce fulfilment process and transformative tech platform, helping you avoid stockouts and manage your inventory with confidence.
Seasonal and Promotional
Fidelity is a seasoned pro when it comes to seasonal peaks and promotional campaigns. Our teams work with you to build in capacity and flexibility to serve your order surges with no fuss, keeping your customers coming back for more.
What sets us apart
B2B
Fulfilment
Retail contracts are hard won, and you need a fulfilment partner that gets what it takes to keep that relationship thriving. From pallet labelling to custom kitting and every integration you can think of- we’ve got it nailed. Don’t risk your B2B contracts on a 3PL who isn’t as experienced as Fidelity.
Multi-Channel Integration
Whether your growth strategy is soley powered by Shopify or currently leans heavily towards Amazon. If Bol.com is where you started out, but Footlocker is where you’re headed. Our WMS tech platform is designed to support the sales channels you need today and any you might in the future.
Packaging & Kitting
In a busy marketplace, your sports brand feel can’t afford to get lost in the pick and pack process. We work with your ops and marketing teams to design and deliver a branded pack process that creates unique unboxing that starts the moment each order reaches the hands of your customers.
Introducing Unify
Our proprietary warehouse management system, Unify, is designed specifically to handle the complexity and scale of modern fulfilment.
Unlike off the shelf solutions, Unify is built by fulfilment experts to deliver speed, accuracy, and flexibility, so you stay in control.
Native EDI and API integrations
Connect effortlessly with ecommerce platforms, retailers and carriers - no third-party add-ons required.
Customisable workflows
Adapt order and inventory processes on the fly, with configurable rules tags and picklist templates.
Real-time visibility
Stay in control, wherever you are. Manage orders, track inventory, and monitor performance, all through a fast browser-based interface.


Flexibility, built in
Trusted by high-volume omnichannel brands

All in one place
Connect to multiple stores and platforms
Why Choose Us
150+ platform integrations
with Fidelity's software solutions
B2B, B2C, and Omnichannel
fulfilment solutions
300,000 sq. ft.
of global storage
Expert teams
in the UK, EU and US
99% accuracy rate
with over 25,000 items shipped per day
Full customer support
and easy onboarding

Made for You
Seamless fulfilment shaped around your brand.

Global Reach
Delivering growth across every market.
Don’t just take our word for it
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"We’re working with Fidelity in the Netherlands, and two key things stand out for us: their tech capabilities, like a strong WMS, and the transparency that allows us to act quickly - whether updating SKUs, product titles and variants, or simply sharing a tracking link and knowing when something has been dispatched. The other is Fidelity’s alignment with our company ethos and sustainable practices, finding third-party logistics providers who support and reinforce our brand’s mission.”
Jake PortnerHylo Athletics -
"We are Zabi Hair – a young and ambitious company in the beauty industry. With our self developed product, the HairBooster, we experienced rapid growth. Of course, that growth came with challenges, but thanks to Fidelity’s super-fast service, we were able to scale immediately. This allows us to keep our full focus on what really matters: our customers and their hair. Thanks to Fidelity, we are able to continue achieving our dream growth."
Zinzi BurgZabi Hair -
“We had the products but not the capacity to serve customers quickly. With Fidelity, we found fast service and great communication, and when we saw they had locations in the UK and US, we knew this is a partner we could truly grow with.”
Marinde DuijkerFittFaves -
"Fidelity, with their presence in both the UK and the Netherlands, has made it really easy for us to enter new markets, from the UK to the EU, Australia, and Asia. Their tech was really important to us, giving us full visibility of our stock orders and making it simple to manage multiple locations. Compliance is straightforward, and Fidelity has been able to support our growth from small initial stock to the large volumes we handle in the US."
Brent WrigleyTile (Life 360)
150+ integrations
Link your sales channels and couriers in one place. Our system connects to over 150 platforms, couriers, retailers and apps, including Shopify, WooCommerce, and Amazon. And with our proproetary Unify software, real-time updates keep your orders flowing smoothly. This means fewer errors, faster deliveries, and more time for you to focus on growing your business.














More information
Have questions about our sportswear and fitness equipment fulfilment services? We’ve answered some of the most common queries to help you understand how we support your business every step of the way.
What ecommerce sportswear fulfilment services does Fidelity offer?
We provide end-to-end ecommerce and omnichannel fulfilment tailored for a range of sports and fitness products: From trainers, running shoes, fitness and athletics apparel, fitness trackers, icebaths and paddleboards. We run the full gamut from secure warehousing, through to pick and pack, shipping, stock forecasting, and returns,
How does Fidelity integrate with retail and ecommerce platforms?
Fidelity’s own in-house WMS, Unify, is a modern cloud-based platform which can handle EDI, API, FTP and CSV upload. We have a full and comprehensive set of integrations with major retailers spanning Walmart, John Lewis, Amazon and Bol.com and with all the major ecommerce store platforms such as Shopify.
Where are your fulfilment centres located?
As a global fulfilment service, Fidelity has centres across the UK, US, and EU to meet your needs for faster
We're ready when you are.
Find out how we help brands scale faster, smarter.
Use our quick no-obligation quote form, or speak to our team.