Sports Technology

Look at the history of different sports and you will see how each one has evolved with the times, encompassing scientific advances, adapting to the spectators and enabling athletes to push themselves further and harder. This has never been clearer to see than since technology has been incorporated into sport, enhancing training, technique and competitive play, for both individuals and teams as a whole.

Photo finishes were used in horse racing around the turn of the 20th century, a significant development which would go on to revolutionise innumerable sports. A few years later electrical scoring allowed for quicker and more accurate timekeeping and results. Jump to the 21st century and a whole host of breakthroughs have led to improving or modernising equipment, playing areas and refereeing with super-slow motion replays, goal-line technology, ball tracking and prediction, and much more.

For the individual athlete looking to understand their bodies and performance better and find a way to eke out the 'extra one per cent' that will accelerate them ahead of the rest, there is a multitude of technology available, from sport-specific equipment to general fitness accessories.

For example, GPS and golf range finders will feed you precise course information so you can adapt your shots to the situation and not just rely on experience and eyesight. Cycle computers will deliver live information about your workout or race. On the other hand, heart rate monitors, which became popular for use in sport in the 1980s, can check that you are working hard enough to get your pulse up and burn calories efficiently and at the same time help to prevent dangerous overexertion. Activity trackers will allow you to set goals and hit them, informing you of vital performance statistics on the way.

Whatever your sport, whatever your level and whatever your goal, there will be technology to monitor and boost what you are doing. Some say that technology is no replacement for natural talent and hard work, but combine devices, cameras, trackers and so on with your attributes and it certainly can help to give those extra few percentages in training which will, undoubtedly, translate to the field, track, court, pool or course.

We are sweatband. your No.1 go to sports superstore.

We have been selling sports and fitness products for over ten years through our website and central London showroom. We pride ourselves on our unparalleled customer service.

We are committed to providing the best possible deals online. If you find the same product cheaper somewhere else, let us know and we will do our best to match it. We’re not a faceless Internet only retailer! We have a store in the west-end of London, between Oxford Circus and Great Portland Street tube stations. For expert face to face advice on product selection, just visit us!

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We deliver literally 1000’s of orders every week on time and have a fully staffed and pro-active customer service department that can provide assistance in the rare cases where there is an issue.

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We’re not a faceless Internet only retailer! We have a store in the west-end of London, between Oxford Circus and Great Portland Street tube stations. For expert face to face advice on product selection, just visit us!

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