Our story · Brighton since 1981

Something different,
from the start.

Sports Conscious began as an independent Church Street store with a practical belief: understand the person first, then find the product that truly fits their life.

From the boxes to Church Street

Brighton’s bathing boxes have coloured the foreshore since 1862. Once you’ve captured the view, keep exploring—Sports Conscious is a 15-minute walk away.

Open the walk ↗︎

Customers and a film crew inside the original Sports Conscious store — 01 Inside the original Church Street store

1981

A Brighton original

Where it began

A local store,
built for real life.

The shelves looked different and the brands had different names, but the purpose was already clear. Sports Conscious was a place to come in, explain where you were going and get advice from someone prepared to listen.

The early store carried the energy of the neighbourhood: tennis, running, travel, winter layers and everyday movement, all under one roof. The range grew through curiosity, not fashion.

What made it different

The conversation
came before the sale.

Customers arrived with a trip, a problem, a new sport or a pair of feet that needed more care. The job was never to point at a shelf. It was to ask the right questions, compare the options and make time for a proper fit.

A proper fit starts with a proper conversation.

The original Sports Conscious shop floor filled with sportswear and accessories — The range grew. The attention stayed personal.

An early Sports Conscious fitting campaign featuring the store team — Fitting, knowledge and familiar faces

Searching beyond the obvious

Good products,
found early.

From Brooks running shoes to Columbia outerwear, the archive is full of products that earned their place through performance. Some names stayed, some changed, but the habit of looking closely never did.

Historic Sports Conscious footwear advertisement — 01 Footwear chosen for how it performs

The standard

The labels changed.
The habit did not.

We still ask why a product deserves a place in the store, learn it properly and recommend it only when it suits the person in front of us.

Explore today’s collection →

Historic Columbia outerwear advertisement for Sports Conscious — 02 Technical layers before they were everywhere

The people in the pictures

The wall
remembers.

Team members, customers, visiting athletes, brand partners and old friends. Taken together, the photographs show what the store has always been: a place built through relationships, not transactions.

Andy’s Gallery wall of Sports Conscious memories — Andy’s Gallery · Four decades of familiar faces

Andy with long-time friends inside Sports Conscious — Old friends, still meeting at the store

The best part of staying in one place is seeing people return with new stories.

Something different,from the start.

A local store,built for real life.

The conversationcame before the sale.

Good products,found early.

The labels changed.The habit did not.