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Built for Every Pursuit
We design utility-led technical apparel that performs across training, recovery and everyday life. Combining innovative fabrics with purposeful design, every garment is created to move seamlessly between environments. Delivering comfort, versatility and performance wherever the day takes you.
Designed with Better Choices
Across our collections we prioritise recycled fibres, responsibly sourced fabrics and lower-impact manufacturing processes, including GRS-certified materials, textile-to-textile recycled yarns and recycled polyester. Creating technical apparel with a more considered approach to performance.
Fabric Led. Design Driven.
Every product begins with the fabric. Breathable constructions, four-way stretch, moisture management and premium technical materials are carefully selected to deliver comfort, durability and unrestricted movement. Every detail has a purpose. Every product is built to perform.
We Inspire the Pursuit of Life Fitness
Life Fit is our belief that fitness isn't just about performance today, it's about living better for longer. We create clothing systems that support healthier, more active lifestyles, helping people move with confidence through every stage of life.
Featured Articles
THRSHLD at The Speed Project, Part 1: No Route to Vegas
A London crew, a van, a line across the desert that only exists once they start drawing it.
THRSHLD at The Speed Project, Part 2: No Sleep in the Van
The race has no route. Now it has no proper rest either.
THRSHLD at The Speed Project, Part 3: The DO Kit Stayed Quiet
First came the route with no line. Then the van with no proper sleep. Now the kit gets its turn, because The Speed Project has too much road for bad details to stay hidden.
Pro:Direct Running at the 2026 National Running Show
Pro:Direct Running was at the 2026 ESAA Cross Country Championships in Sefton Park, Liverpool, with a team of 16 staff on site for one of the biggest days in the schools running calendar.
Peak Divide Training: Anna at the Maverick Chilterns
The event had the relaxed feel Maverick races tend to do well: tents, flags, small stalls and runners settling in before a long morning on the trails.
