We’re incredibly proud to announce that Sleepy Sloth has been named a finalist in the Newcomer of the Year category at the British Fitness Awards 2026.
For a young independent activewear brand from the Wirral, reaching this stage feels like a huge milestone.
Our British Fitness Awards journey began earlier this year when Sleepy Sloth was nominated and selected for the 2026 longlist. After weeks of public voting, we received the incredible news in June that we had progressed again — this time making the official shortlist and becoming a Newcomer of the Year finalist.
The final round of public voting continued throughout the summer before closing on 8 August. Whatever happens next, getting this far has already given us something to celebrate.
What Are the British Fitness Awards?
The British Fitness Awards are a national celebration of individuals, businesses, coaches, gyms, brands and organisations making an impact across the UK fitness industry.
Now in their 12th year, the awards cover categories ranging from personal training, fitness brands and athleisure to mental health, fitness events, gyms and community initiatives. The organisers reported more than 4.49 million interactions during the 2025 awards process, demonstrating the reach the platform has developed within the UK fitness community.
For 2026, the Newcomer of the Year award recognises an individual or business that has made an outstanding early impact within fitness. According to the British Fitness Awards, finalists should demonstrate passion, professionalism, innovation, potential and a meaningful contribution to the fitness community.
That makes being shortlisted particularly special for us.
Previous winners of the awards' newcomer business categories include Move Collective in 2025, Pink Fox Fitness in 2023, Empower HQ in 2022 and HIITCIRCUIT in 2021.
From a New Brand to a National Finalist
Sleepy Sloth was created with a simple ambition: to build women's activewear that combines performance, comfort and thoughtful design with a more responsible approach to how activewear is produced.
As a small independent business, every order, review, recommendation, class, collaboration and piece of support has helped us move forward.
Going from the British Fitness Awards longlist to the shortlist is therefore about much more than an awards night. It is recognition that a new brand can start small, challenge established names and begin building its own place within the UK fitness and wellness community.
Liverpool, Here We Come
The winners will be announced at the British Fitness Awards 2026 on Saturday 19 September at the Crowne Plaza Liverpool City Centre, with the awards evening scheduled from 6pm until late.
Having the final take place in Liverpool makes the occasion even more meaningful for a brand that began just across the Mersey on the Wirral.
We’ll be there representing Sleepy Sloth — and whatever name is called on the night, we are extremely proud to have made it this far.
Thank you to everyone who voted, shared, supported and believed in Sleepy Sloth.
From longlist to shortlist to finalist.
Next stop: The British Fitness Awards 2026.
