Net World Sports
Net World Sports is a Welsh sports and leisure equipment e-commerce company that develops, manufactures, and sells products across more than 30 sports.
Last updated August 31, 2026
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Overview
Net World Sports Limited is a privately held sports and leisure equipment company headquartered at Wrexham Industrial Estate in Wrexham, Wales. Founded in 2009 by Alex Lovén, the business began as a small home-based operation selling sports nets and gradually developed into a large multi-brand e-commerce and manufacturing group. Its product range includes equipment for football, cricket, rugby, tennis, padel, golf, handball, lacrosse, baseball, fishing, swimming, and other sporting and recreational activities. The company’s early growth was driven by online retail and a focus on supplying practical equipment to clubs, schools, grassroots organizations, professional teams, and individual consumers. Lovén initially invested £13,000 of personal savings in a container of sports nets. The business expanded rapidly, moving from his family home to commercial premises in Shropshire in 2010, leasing a warehouse in 2011, and beginning the manufacture of football goals under the Forza brand in 2013. Net World Sports relocated to Wrexham Industrial Estate in 2014. It subsequently expanded its premises, acquired its principal site, and extended its offices. A major new headquarters and warehouse complex on Bryn Lane was built between 2021 and 2023. The approximately 411,000-square-foot facility was designed to support more than 200 employees and includes sporting facilities. In 2025, the company added a PVC football-goal manufacturing hub on an adjacent site. The business operates a portfolio of specialist brands. Forza is its principal football and team-sports brand, while Vermont is associated particularly with tennis and related equipment. Other brands identified with the group include Metis, Forb, Fortress, Rapidfire, Harrier, CosySpa, Aquatec, Vici, Pinpoint, Arvo, Forager, Atlas Fishing, and Aceso. Across these brands, the company has stated that it offers more than 10,000 products. Its commercial positioning combines direct-to-consumer e-commerce, product design, manufacturing, wholesale supply, and institutional or team-sports sales. Forza products have been used by or supplied to professional football organizations including Manchester United, Manchester City, West Ham United, Southampton, Queens Park Rangers, Larne, and Wrexham. The company has also supplied equipment to international sporting bodies and organizations, including the 2021 FIFA Arab Cup, and has worked with rugby, cricket, handball, lacrosse, baseball, tennis, and golf partners. Net World Sports has also pursued community initiatives. Its partnership with the Football Association of Wales made Forza equipment vouchers available to grassroots football clubs, while a later partnership with the Welsh Sports Association supported an energy-saving equipment initiative for sports clubs. The company has participated in the Wrexham Industrial Estate Living Landscape project, which promotes biodiversity and environmental improvement. The company remains private and is not publicly traded. Filings cited in reference material reported turnover of £61 million in 2021, £64.5 million in 2022, and £77.8 million for the year ending 30 September 2023. These figures indicate continued expansion, although they should be understood as historical reported-company figures rather than current performance. Net World Sports has received attention for its fast growth, its large Wrexham facilities, its sports partnerships, and public controversy surrounding a political or cultural slogan displayed outside its headquarters.
History
Net World Sports was incorporated on 8 May 2009 by Alex Lovén. The company initially operated from Lovén’s family home in Shropshire, England. Its first major purchase was a container of sports nets, funded by approximately £13,000 of Lovén’s savings. The business gained traction quickly: sales reportedly reached £85,000 in June 2009, and total sales exceeded £1 million during 2010. In November 2010, the company moved into an approximately 11,000-square-foot site in Kinnerley, Shropshire. A warehouse lease in 2011 marked the beginning of a more formal operating structure and coincided with the employment of the company’s first staff member. In 2013, Net World Sports moved beyond simple distribution by beginning to manufacture football goals under its Forza brand. This shift toward owned brands and product development became central to the company’s later model. The company reported sales of £6.5 million in 2014 and recorded its first £1 million sales month in December of that year. In November 2014, it relocated to a site on Wrexham Industrial Estate in North Wales that was approximately five times larger than its previous premises. A new website was launched in 2015. The Wrexham operation expanded again in 2016, when the company purchased the site outright, followed by a further office extension in 2017. The business also rebranded in June 2017. By the late 2010s, Net World Sports had developed into a multi-brand sports and leisure equipment group. Forza became its best-known football and team-sports label, while Vermont and a number of other specialist brands addressed different sports and leisure categories. The company’s product portfolio grew to more than 10,000 items across over 30 sports. In 2018, ownership was reported as being concentrated with Lovén, with a minority interest held by his parents. The company expanded its market profile through relationships with professional clubs, national sporting organizations, grassroots bodies, and media or commercial partners. Forza equipment was supplied to or used by clubs including Manchester United, Manchester City, West Ham United, Southampton, Queens Park Rangers, Larne, and Wrexham. Net World Sports also supplied its first official FIFA event, the 2021 FIFA Arab Cup. Beyond football, its relationships have included rugby and cricket clubs, England Handball, England Lacrosse, Baseball Ireland, Tennis Wales, and Sky Sports Golf. In 2019, it established a partnership with the Canadian Premier League. A new phase of physical expansion began in 2021, when construction started on a headquarters and warehouse complex on Bryn Lane, approximately half a mile from the company’s earlier Wrexham site. Completed in 2023, the facility covers about 411,000 square feet, accommodates more than 200 staff, and includes sporting facilities. After the project was completed, Lovén outlined plans for a much larger proposed mixed-use development called Utopia City. The proposal was described as including 18 mixed-use units, a hotel, a petrol station, drive-through businesses, and other facilities, although the development remained a proposal in the cited material. Lovén was appointed an MBE in the 2023 New Year Honours for services to the economy and community in Wrexham. The company also continued community and environmental activity. Its Football Association of Wales partnership provided Forza vouchers for grassroots clubs, with the program reportedly supporting more than 400 teams. In 2024, the company worked with the Welsh Sports Association on an energy-saving initiative for sports clubs, and it participated in the Wrexham Industrial Estate Living Landscape project, which promotes biodiversity. The company's public profile also brought controversy. In November 2023, a 'Woke Free Zone' flag was raised outside the Wrexham headquarters alongside existing Union Jack and Forza flags. The slogan prompted criticism and national media coverage. Lovén defended the message as an expression of opposition to what he described as excessive 'wokeness' in society, education, and the media. The flag had reportedly not received planning permission when installed, leading to a complaint and a retrospective planning application. Financial information cited from company filings shows continued growth: turnover was reported at £61 million in 2021, £64.5 million in 2022, and £77.8 million for the year ended 30 September 2023. The corresponding 2022 and 2023 pre-tax profits were reported as £9.5 million and £13.9 million respectively. In 2025, the company opened a PVC football-goal manufacturing hub on an adjacent site, reinforcing its movement from online retail toward vertically integrated design and production.
- 2025
PVC goal manufacturing hub opens
[1]The company opened a new PVC football-goal manufacturing hub on an adjacent site.
- 2023
Bryn Lane headquarters completed
[1]The approximately 411,000-square-foot headquarters and warehouse complex was completed.
- 2021
New headquarters construction begins
[1]Construction began on a large headquarters and warehouse complex at Bryn Lane, Wrexham Industrial Estate.
- 2017
Corporate rebrand
[1]The business rebranded in June and continued expanding its Wrexham offices.
- 2014
Move to Wrexham
[1]The company relocated to a substantially larger site at Wrexham Industrial Estate.
- 2013
Forza manufacturing begins
[1]Net World Sports began manufacturing football goals under the Forza brand.
- 2010
First commercial premises
[1]The business moved to an approximately 11,000-square-foot site in Kinnerley, Shropshire, after rapid early sales growth.
- 2009
Company founded
[1]Alex Lovén founded Net World Sports as a limited company on 8 May 2009, initially operating from his family home in Shropshire.
Products and positioning
A digitally led, multi-brand sports-equipment supplier combining e-commerce, in-house product development, manufacturing, and institutional sales. The company emphasizes broad sport coverage, accessible equipment for grassroots users, and supply relationships with professional clubs and governing bodies.
Football and team sports · 2013
Forza
Forza is Net World Sports’ principal football equipment brand. Its range includes portable and permanent football goals, goal nets, rebounders, training equipment, pitch accessories, and products for clubs, schools, grassroots teams, professional organizations, and individual players. The brand has been associated with supply relationships involving professional clubs and football organizations in the United Kingdom and internationally.
Tennis and racket sports
Vermont
Vermont is a Net World Sports brand focused on tennis and related racket-sports equipment. Its products include nets, posts, court equipment, and training accessories intended for clubs, schools, recreational facilities, and home users.
Multi-sport and leisure equipment
Other specialist brands
The wider portfolio includes Metis, Forb, Fortress, Rapidfire, Harrier, CosySpa, Aquatec, Vici, Pinpoint, Arvo, Forager, Atlas Fishing, and Aceso. These labels cover areas such as training, field sports, leisure, fishing, and outdoor recreation.
Controversies
2023
Controversy over 'Woke Free Zone' flag
A flag bearing the words 'Woke Free Zone' was displayed outside the company's Wrexham headquarters. The slogan attracted criticism from local people and national commentators. Chief executive Alex Lovén defended the display as a statement against what he viewed as excessive wokeness. The company reportedly lacked planning permission at the time of installation and later submitted a retrospective application.
Marketing campaigns
- 2024Welsh Sports Association energy-saving initiative
Wales
The company partnered with the Welsh Sports Association to provide subsequent equipment vouchers connected with an energy-saving initiative for sports clubs.
Outcome. The cited material confirms the partnership but does not provide a quantified outcome.
- 2023FAW grassroots football equipment voucher programme
Wales
Net World Sports extended its partnership with the Football Association of Wales to provide Forza equipment vouchers for grassroots football clubs. The programme was reported to have supported more than 400 teams, with nearly £100,000 in vouchers made available.
Outcome. The programme expanded access to Forza equipment, although about half of the available voucher value was reportedly still unredeemed by November 2023.
- Wrexham Industrial Estate Living Landscape
Wrexham · Wales
Net World Sports participated in the Living Landscape project, which promotes biodiversity and ecological improvement around Wrexham Industrial Estate.
Brand decisions
2025
Open PVC football-goal manufacturing hubProduct launchBackground
The company continued to expand its manufacturing capabilities alongside its e-commerce and distribution operations.
Action taken
A dedicated PVC football-goal manufacturing hub opened on an adjacent site.
2021
Develop a new headquarters and warehouse complexStrategyBackground
The company required substantially more capacity for employees, inventory, distribution, and sporting operations.
Action taken
Construction began on a new complex at Bryn Lane, Wrexham Industrial Estate.
Aftermath
The facility was completed in 2023 at approximately 411,000 square feet and became the company’s principal headquarters and warehouse site.
2014
Relocate operations to Wrexham Industrial EstateStrategyBackground
The company had outgrown its Shropshire premises and reported sales of £6.5 million for the year.
Action taken
Net World Sports moved to a site in Wrexham Industrial Estate that was approximately five times larger than its previous location.
Aftermath
Wrexham became the company’s long-term operational base and supported subsequent site purchases, office expansions, and construction of a larger headquarters.
2013
Begin manufacturing football goals under ForzaProduct launchBackground
The company had initially grown through online sales of sports nets and related equipment.
Action taken
It began manufacturing football goals under its Forza brand, adding product development and production to its e-commerce activity.
Aftermath
Forza became the company’s principal football brand and a foundation of its later multi-brand model.
Recent events
- 2025
Net World Sports opens PVC football-goal manufacturing hub[1]
Product generation
A new manufacturing hub for PVC football goals opened on an adjacent site near the company's Wrexham facilities.
- 2024
Net World Sports partners with the Welsh Sports Association on energy-saving initiative[1]
Campaign
The company partnered with the Welsh Sports Association to provide subsequent equipment vouchers intended to support sports clubs participating in an energy-saving initiative.
- 2023
Net World Sports completes major Wrexham headquarters and warehouse project[1]
Other
The company completed a new approximately 411,000-square-foot headquarters and warehouse complex at Bryn Lane on Wrexham Industrial Estate, replacing its smaller previous head-office site and supporting a workforce of more than 200.
- 2023
Net World Sports extends Welsh grassroots football equipment partnership[1]
Campaign
Through an extended partnership with the Football Association of Wales, the company made Forza equipment vouchers available to grassroots football clubs across Wales.
Sources1 sources
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