That women should not have to compromise between looks and technical performance in sportswear. It must be possible to have both.

That very few women actually want to shop in aircraft hanger style sports shops that major in nylon football shirts.

That very few women want to be served by a 17 year old youth who may be a very nice lad but in reality doesn't know a thing about a thong.

That some women actually like colours other than pink.

That most traditional sports shops may be great for a shuttlecock or ping pong balls but good looking sportswear for women?

That most grown up women don't actually want to be wearing the same brands as the 14 year olds hanging in the hood.

So our mission in life is quite simply to find the best niche sportswear brands whose aims match ours - ie to bring you great looking designs in the very best technical fabrics and to provide you with a level of service well beyond the High Street experience.

Initially we start with three main areas where we feel women are particularly poorly catered for on the High Street - Fitness and Yoga; Golf; and Tennis. If there are other areas that you would like us to look at; or if you ever see a great brand that you cannot find in the UK, please feel free to let us know.

Meanwhile you may also find that some of the styles we offer can provide great comfort and performance in everyday life as well as in sport. For instance once you have worn something like a Casall plain cotton/modal/lycra long sleeve tee why would you ever settle for an ordinary cotton top that twists, and bobbles and fades again?