Running the extra mile: how Radial powers sporting goods fulfillment

Running is one of the most inclusive sports. Just a good pair of shoes and a bit of motivation can get you started. Nowhere is this passion more evident than at The National Running Show in Birmingham. Brands and sports enthusiasts come here together to celebrate all things running. For brands in the sports sector, staying ahead means not only understanding this community but also delivering on its needs. That’s where Radial’s fulfillment services for sporting goods come in.

One moment that truly captured the spirit of the event was witnessing GB Ultra athlete Sophie Power breaking a world record, running 230,5 miles (370.9 km) on a treadmill in just 48 hours. “Mind blown!” exclaimed Chris Plant, Sales Director UK at Radial, and a dedicated runner himself. Watching Sophie Power push human endurance to the limits reinforced a key takeaway: athletes rely on precision, reliability, and consistency, not just in their training but also in the products they use. For sporting goods retailers, ensuring customers receive their gear on time and in perfect condition is crucial. That’s exactly what Radial delivers.

The sports industry space is highly competitive, as seen at the Birmingham fair, where over 250 brands showcased cutting-edge innovations. But having the best products isn’t enough, winning customer loyalty requires flawless order fulfillment. Speed, accuracy, and seamless inventory management are non-negotiable. With Radial, brands can rely on:

• Strategic network. A European-wide fulfillment network with a focus on reducing energy consumption and supporting green logistics solutions ensures fast delivery and reduced shipping costs by positioning inventory closer to customers.

• Global expansion support. International reach and expertise enable brands to seamlessly expand into new markets.

• Specialized storage & handling. From running accessories to bulky fitness and hobby equipment, Radial’s warehouses are designed to store and handle sporting goods of all types ensuring safe storage while maximizing space and minimizing waste.

• Order accuracy. Every order is carefully prepared with precision, ensuring customers receive exactly what they ordered, with no mistakes in fulfillment.

• Reliable shipping solutions. Competitive rates, specialized handling for oversized equipment, and real-time shipment tracking keep customers informed and satisfied, with eco-conscious shipping options to reduce environmental impact.

• Timely and speedy shipping solutions. Advanced order fulfillment services like same-day shipping or next-day delivery for customers who demand faster service, ensuring the competitive edge, while optimizing routes to minimize emissions. Orders arrive exactly when expected, meeting the high expectations for reliable delivery every time.

• Returns management. A streamlined process for managing returns allows retailers to handle product returns quickly, reducing friction for customers and keeping inventory levels optimized.

• Custom packaging solutions. Tailored packaging options for sports goods, including eco-friendly materials or personalized branding, help improve the customer experience and align with sustainability goals.

• Omnichannel integration. Syncing online and physical store inventories prevents stockouts and maximizes sales opportunities.

• Seamless technology integration. Whether through pre-built or custom APIs, Radial’s fulfillment technology adapts to any retail platform for smooth operations.

• Personalized product kitting. Assembling specialized kits for customers, such as custom fitness packages or seasonal sport kits, gives brands the ability to offer unique product bundles.

Radial’s involvement in sporting events goes beyond logistics. It’s about understanding what runners and sports fans need. Chris Plant’s love for running and his participation in these events help Radial stay ahead of trends and challenges in providing fulfillment services for sporting goods. Whether it’s optimizing warehouse operations to deliver performance equipment or sports nutrition products.

Here’s what Chris Plant, a big supporter of running and fitness, said about his experience at the National Running Show 2025:

What challenges or opportunities do sports brands face in logistics and order fulfillment?

There are a range of products within this market from food and drink, apparel, wearable technology to equipment and larger items such as bikes and weights. This range can make the logistics tricky and complex but it also gives the opportunity for the brands and retailers to rise to the top with the best solutions and service. While global brands like Nike and Adidas dominate, many fast-growing niche brands are expanding into new markets. These brands need experienced solution providers in the UK, EU, and US, like Radial, to support their growth.

What about sustainability?

Sustainability is also a key concern. Many sports take place in the great outdoors, so brands are increasingly focused on reducing their environmental impact. This includes eco-friendly packaging, carbon-conscious shipping, and sustainable supply chain practices to align with customer expectations and protect the planet.

How do you think logistics and fulfillment services will change to meet new consumer demands and trends?

Customers want options, whether that be in terms of the products and latest trends or delivery options, transit times and returns.  Being located closer to the final mile and end customer will enable brands to provide more of this choice.