News is out that Sigma Sports is launching a marketplace in Summer 2026 and are now recruiting specialist sellers who want a premium, high-converting sales channel with improved profitability vs traditional wholesale. And it’ll be easy to adopt as it’ll be powered by Mirakl.
TLDR: Apply to sell at [email protected]
For sellers, this is a straightforward proposition: list your products on the UK’s leading cycling and triathlon website, keep control of your pricing, retain more margin than wholesale, get paid weekly, and let Sigma handle customer service and returns. No monthly fees, no listing charges, no setup costs.
Sigma Sports isn’t a general marketplace – it’s a specialist destination built by serving the cycling and triathlon community for over 30 years. They are the UK’s leading premium cycling retailer, serving road cyclists, gravel riders, triathletes, and runners from four stores – including its Hampton Wick flagship – and online at sigmasports.com.
- Over 30 years of expertise
- 10 million+ sessions per year
- 155,000 active customers
- £179 average order value
- a 70+ NPS score, and a 5-star Trustpilot rating
51% of Sigma’s traffic is organic and direct. That’s 5 million+ sessions a year where seller products appear in front of high-intent buyers – at zero acquisition cost.
Founding Seller Offer
The marketplace launches into Sigma’s peak season – 3.7 million sessions and 94,000 orders between May and August alone. Sellers who join before launch receive
- Founding seller status – Day-one visibility with access to all launch marketing
- Peak season timing – Be live when demand peaks. List your products now for Summer 2026
- Introductory retail media offers – Additional exposure through retail media for the first sellers live on the platform
- Category priority – Limited sellers per category means less direct competition and more visibility
- Platform input – Help shape marketplace features and seller tools
Sigma Sports Priority Categories
- Road & Gravel – Brands and specialists who can extend choice and availability across Sigma’s core categories
- Triathlon & Swim – Wetsuits, tri-suits, swim training equipment, transition gear
- Sports Nutrition – Specialist and emerging nutrition brands, supplements, hydration
- Bike Parts & Accessories – Expanded ranges including specialist workshop spares and hard-to-find components
- Running – Footwear, apparel, and accessories for multisport athletes
We’ve always been selective about what we sell and who we work with – it’s how we’ve built 32 years of trust with our customers. The marketplace extends that approach to a wider set of partners, and Mirakl’s technology makes the experience seamless for sellers and customers alike. We’re looking for sellers who share our standards and want access to the most engaged cycling and triathlon audience in the UK.
– James McEuen, CEO, Sigma Sports
The best marketplace partnerships create value at every level, and Sigma Sports is a strong example of that. Sellers get access to a high-converting, loyal audience they couldn’t reach on their own, with Mirakl’s tools making onboarding and operations genuinely straightforward. Customers get a wider choice of specialist products, curated to Sigma’s standards, with a seamless experience that we quietly power behind the scenes. And Sigma extends its range and revenue without compromising the brand it’s built over 32 years. Because Mirakl’s infrastructure was designed exactly for that. Three stakeholders, one platform, no trade-offs.
– Simon Dyer, RVP Northern Europe & Middle East, Mirakl
