Founders, Ewan Jones and George Dyer, of the UK based sports brand, SAFEJAWZ, hit a milestone £1million in revenue from selling one unsuspecting niche product: sports gum shields.
From selling clearance sports equipment on market stalls, the founders have bootstrapped the brand from the ground-up. Starting with an investment of £1500 (raised by co-founder, Ewan Jones, by selling his car), the entrepreneurs bought clearance sports accessories and began selling them on market stalls and online marketplaces.
After spotting a gap in the market for desirable and trendy sports dental protection, they launched their own brand using the profits from the first batch of clearance sports equipment.
SAFEJAWZ specialise in both self-fit and custom-fit (hand-made) dental mouthguards. Today, SAFEJAWZ provides mouthguards for top professional athletes including England Rugby Internationals, Joe Marler & Courtney Lawes, and World Champion boxers including George Groves and Charlie Edwards. They now sell their products in 35 countries and exporting continues to be a driving growth strategy for the company.
Co-founder, George Dyer, said: “Ewan and I were both entrepreneurial by nature and that passion has carried us through the tough times of launching a business in a very competitive product space. We now manufacture mouthguards that are trusted by the world’s top athletes and bring real innovation to a previously dull and uninspired product category. Our ambition is limitless, so this milestone has only served to give us more energy to continue our growth curve. Watch this space.”
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Ewan Jones (left) and George Dyer (right) working on their marketstall in 2014.