Bearhug, a Welsh sports and fitness brand redefining joint support through bamboo-based products and a bold community-first ethos, has surpassed the one million pound turnover mark for the first time – doubling its revenue for the third consecutive year to exceed £1.2m in 2025.
The Pontypool-based company, which designs bamboo joint supports and muscle sleeves for injury prevention, pain relief, and recovery, has seen record-breaking growth, driven by a focused expansion strategy and the appointment of high-profile Welsh rugby ambassadors.
Over the last 12 months, the Pontypool based business has welcomed ex Welsh international, Josh Navidi, and WRU national squad physiotherapist, John Miles, to the firm, further boosting its growth trajectory.
Josh joins as Head of Athlete and Brand partnerships, where he will lead collaborations with sports figures and brands, leveraging his experience as a professional athlete and long-time Bearhug supporter.
John steps into the role of Chief Medical Officer, advising on product development. Having been introduced to Bearhug products through his work with the Welsh Rugby Union’s medical team, John was impressed by their performance and quickly became a strong advocate for the brand.
In the last two years, the company has completed two successful community crowdfunding rounds, raising £150,000 from 38 investors across the UK. Each investor is a user and supporter of the brand, including several Welsh rugby stars such as Dewi Lake, Rhys Patchell and Josh Navidi, who chose to invest after experiencing the benefits of the products first hand.
This funding has been transformative, allowing CEO Rhys George to transition to a full-time position to focus on growing the company. In the six months that followed, the company’s monthly turnover doubled and Bearhug was able to accelerate product innovation, expanding its product range to include new commercial offerings such as socks, hoodies, t-shirts and lumbar supports, positioning the brand for continued growth in the health and wellness market.
As part of its plans to expand its presence across the UK, Bearhug has also recently secured a listing with Up & Running, the UK’s largest independent running chain.
Speaking about the business’ recent success, Rhys George, CEO and Co-Founder of Bearhug, said: “Seeing Bearhug double its turnover for the third year running, and welcoming incredible talent like Josh and John to our team, is proof that our community-driven approach is making a real difference.
“With the support of our investors, customers, and partners, I’m excited to take Bearhug to even greater heights – helping more people move, recover, and live life to the fullest.”
Established in 2016, Bearhug was founded by a team united by personal experience with long-standing joint and muscle injuries. For Rhys, a knee injury at the age of 14 brought an early end to his rugby ambitions, while one of his co-founders had dealt with a chronic ankle injury. Both were left frustrated by the limited and uncomfortable neoprene supports available at the time.
In search of better options, they discovered bamboo-based alternatives – already used in medical settings across North America and Asia – which offered improved breathability, comfort, and sustainability.
However, the products lacked personality, with bland, clinical designs that did little to inspire. Recognising a gap in the market, the team set out to reimagine joint supports: combining proven functionality with bold orange branding and a strong community ethos. Bearhug was born.
Today, the brand has an army of fans including former Cardiff Blues legend Nick Williams who credits Bearhug’s products with extending his rugby career by two years. Other notable supporters include ultramarathon world record holder Rhys Jenkins, Dirty Sanchez star Mathew Pritchard, and a host of current and former Wales rugby players.
Rhys added: “Our products are designed to be worn, not hidden. I wanted to create something that people are proud to use, something that signals movement and connection, not limitation.”
Looking ahead, Bearhug aims to further grow the business and double its turnover over the next 24 months – a goal it plans to achieve by boosting brand visibility in Wales, expanding across the UK, and growing its export footprint.
The company is due to attend the inaugural International Running Expo (IRX) in Amsterdam in November as part of its launch plan into Europe.
