Lee Foster

Bluefin Trading is an enthusiastic team of eCommerce experts and designers specialising in the sports and wellness sectors. Not only are we a British company, but we are also a family-run, independent business. We currently manufacture and sell goods under three brands in our portfolio: Bluefin SUP, Bluefin Fitness and Bluefin Active. Our priorities are ensuring affordable, high-quality products, based on a healthy combination of personal interest and painstaking research. Our story began in 2013 with the launch of Bluefin Fitness, quickly establishing ourselves as the UK’s number one retailer of vibrating fitness plates. Five years later we launched Bluefin SUP. Born of a family passion for paddlesports and specialising in inflatable stand-up paddleboards, our award-winning Cruise Carbon line was released in 2019 to a welcome reception, receiving industry praise and a number of accolades. The popularity of the Bluefin portfolio has continued to expand worldwide through our dedication to product development and the growth of a robust and loyal customer base. Today, Bluefin operates on a global scale, employing over 50 staff in six countries. In 2020 we ranked #15 in the Sunday Times Fast Track Awards and received the Queen’s Award for Enterprise and International Trade. In 2022 we made the Financial Times 1000 Europe’s Fastest-Growing Companies, ranking #2 in the UK e-commerce sector. Over the past three years, we have grown into one of the largest distributors on Amazon and moved into a number of large UK and European retailers including Decathlon, Bol.com, and CDiscount.