Fitness can be a sector with an inherently traditional outlook. After all, it has roots in our prehistoric nature to maintain physical superiority and survive against the odds. To many who engage in a healthy amount of exercise but no more, the industry could perhaps seem opaque and outdated. What is the lifeblood of a multitude of fitness enthusiasts may come across as a series of independent individuals, all operating separately to attain optimum outcomes, both in activity and in business.
But amidst the sprawling community of athletes, brands and products lie an opportunity to form connections and enjoy the benefits of an accessible network of like-minded people. Steve Orton (@ortonstevo) is the founder of SORTS, a brand new fitness consultancy designed to link industry professionals to the individuals who can best help their brand. Spanning the aspects of strategy, insight, business intelligence, and public relations, SORTS exemplifies a new breed of consultancy made up of fully serviced fitness specialists.
It takes a unique talent to conceive a start-up of SORTS’ breadth, but Steve Orton has the credentials to shape the industry’s future. A founding member of the UK’s biggest fitness expo ‘BodyPower,’ Orton departed the company in February 2021, confident in his analysis of the sector’s opportunities.
“I’ve always been someone who connects people, from the days on the sports field playing rugby to my present passion in seeing people’s businesses come together,” Orton explains. The maverick saw how events could bring brands to an audience and set out to channel that process into a dedicated consultancy business. Orton recognized that fitness needed trusted connectors with the right contacts and the mindset to add value to a client’s business. It was in that void that SORTS was born.
Since SORTS’ inception, Steve Orton has overseen a vast wealth of projects, from bringing elite athletes in front of brands to launching products and developing market strategies. The more work he put into the consultancy, the more its reputation grew in strength. Purely by word of mouth, industry-wide recognition of Steve’s knowledge of fitness products and ability to build relationships surpassed his limited budget and previously unfamiliar brand.
When it comes to future entrepreneurs seeking to overcome those obstacles themselves, Steve advises that it is always best to follow gut instinct, regardless of the magnitude of the decision. Departing a business the size of ‘BodyPower’ required a significant amount of self-belief, and Steve puts much of his success down to following his true calling.
With Steve Orton at the helm, SORTS promises to conquer the seas of fitness consultancy, uniting an armada of successful businesses, athletes, and products.