Athlete King Flexes its Muscle online with New Web store!

Athlete King are delighted to announce the launch of their new ecommerce store, now offering visitors a hand-picked selection of some of the most advanced protein and fitness supplements available on the market today.

One of the fastest growing industries worldwide, the supplements sector is predicted to top $60billion by 2021.

Everyday Champions

Nathan Selcon, founder of Athlete King says “We’ve seen demand growing year on year and we attribute much of it due to it being far more mainstream.  Supplements were only once used by serious bodybuilders, now it’s crossing all sports, men and women and a wider age range.”  Nathan adds, “At Athlete King, our focus is on ‘Everyday Champions’. As a result, we provide advice that caters for people with fitness goals of all kinds, no matter who they are, how hard they want to train, or what sports they’re into”.

Athlete King opened their central retail base in Hammondsworth, near Heathrow, London in 2007, with the aim of providing quality nutrition to help people achieve their fitness, training and wellbeing goals. The business has gone on to open further stores based in Streatham, Cardiff and Swansea.

The complimentary new integrated ecommerce store has been built on to their existing website. The online catalogue boasts hundreds of best-selling products from top supplement brands, including the likes of PhD, Muscle Pharm, Reflex, Grenade and USN.

Built on Magento for Flexibility and Rich Functionality

The Magento platform chosen for their ecommerce store offers Athlete King the flexibility and functionality they need to grow and scale their business.  “We’re delighted to have our new ecommerce store open for business.” comments Nathan. “We’ve put a great deal of thought and effort into creating an online presence that now strongly portrays the ethos of our business.”

The new Athlete King website is filled with ways for visitors to connect with the business.  Features include Find a Gym, a built in loyalty programme, an online chat facility, professional advice pages and a store locator, web visitors are presented with a variety of ways to start their online shopping journey.

Additional user friendly functionality includes the quick search feature based on the most common frequently asked questions along with the King’s Quick Product Finder that enables users to select their sport, goal, category and brand specific products for refining their search quickly and efficiently.

A Voice of Authority in the Industry

Athlete King are an authoritative voice when it comes to sporting nutrition, which is reflected by the professional advice section of the website.

The website showcases stunning high quality imagery to reinforce Athlete’s King vision to serve Everyday Champions.  With video embedded on the product pages, visitors can access detailed and rich content about the products in order to make an informed buying decision.

Our hand-picked selection of products comes from our experienced team who have spent years competing and training at an elite level. We hope the website allows our visitors to connect with our stores and engage with our team for free advice, delivering a great user experience.  We are confident that the site will help us fulfill our ambitions to become a major force in the UK’s sports nutrition marketplace

To contact Athlete King about their selection of fitness and sporting supplements, nutritional tips, or about any aspect of their new website, interested parties can either ring 08450 175599, or email the company at

For further press enquiries please contact Keri Williams at

About Us

Our passion is helping people to achieve their fitness, training and wellbeing goals. From years spent competing and training at an elite level, we've seen at 'street level' what works and what doesn't.