Loughborough University
Leicestershire, UK
LE11 3TU
+44 (0)1509 222222
Loughborough University

The Marketplace

Hardy Fitness


Alex Harman

Mathematics, 2012

Following graduation, Alex Harman worked with HSBC for four years – an experience that took him across the UK and Middle East.

This gave him a taste for travel and adventure, and the confidence to channel his love of sports into his own business – Hardy Fitness.

A sports equipment brand, the company – launched with partner, Trish – currently offers a range of resistance bands to support strength and conditioning.

Made from natural materials, the bands are available in four resistance levels, making them suitable for both amateur and professional sportspeople.

Sales are managed through an Amazon store, with donations made to The Make-A-Wish Foundation for every customer review received.

Whilst travelling through South America over the coming year, the pair are working hard to grow their business by offering excellent customer service and expanding their range of high-quality products.

Setting up a business is a double-edged sword: difficult and time consuming, rewarding and liberating. It has given me the courage to quit my job and work from anywhere whilst travelling the world.