How JOSCAR delivered a 'money cant buy' experience for The55 Fitness

Turning access into opportunity for a growing SME.

Who are The55 Fitness?

Meet your go-anywhere, does-everything, multi-functional fitness partner.

You don’t need another piece of gym kit gathering dust - or to invest in a million different options. That’s why The55 Fitness created a multi-tasking hero you’ll reach for (or throw, or curl, or squat), again and again.

One sandbag, four adjustable weights = limitless workouts. From your living room to the park, The55 makes functional fitness ridiculously simple.

The challenge: being seen in a competitive Defence market

For many SMEs operating in Defence, the biggest challenge isn’t capability - it’s access.

Access to the right Buyers.
Access to meaningful conversations.
Access to customer feedback in a complex, high-assurance market.

The55 Fitness often found it difficult to get in front of the right people.

Without a central office, connecting with Buyers - even as veterans themselves - required persistence and time.

In a market where trust and credibility are essential, The55 Fitness knew that simply having a strong product wasn’t enough.

The business needed a recognised platform to help validate its offering and open doors.

How JOSCAR changed the conversation

By joining JOSCAR and participating in the JOSCAR SME Innovation Award, The55 Fitness gained something rare for a small supplier: focused attention from Buyers.

JOSCAR created an environment where the dynamic was different - one where Buyers actively engaged with suppliers, rather than suppliers competing for attention.

"Trying to find or connect with people within the military community… is a huge challenge. To be in a room where the onus is more on the Buyer side than the seller side… it’s unbelievable for us as a small business.”

Jon Reynolds,
Founder & Managing Director
The55 Fitness

Visibility, validation and real engagement

For The55 Fitness, the impact wasn’t just about exposure - it was about credibility.

Instead of chasing conversations, Jon found that people approached his stand, asked questions, and engaged with genuine curiosity.

"Being on stage is great, the limelight’s on and then people come up to you - which is really refreshing. Having that validation from the military community about what we’re doing… it’s the cherry on the cake. ”

Jon Reynolds,
Founder & Managing Director,
The55 Fitness

Why The55 Fitness recommends JOSCAR

For SMEs looking to grow within Defence, JOSCAR offers more than supplier registration. It provides:

A credible route into the Defence supply chain

A platform where SMEs can explain their value clearly

Access that would otherwise take years to build

Join the next wave of SME innovation

Pre-register to stay informed and be ready to take part when the next awards open.

Pre-register now

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How JOSCAR delivered a 'money cant buy' experience for The55 Fitness

Who are The55 Fitness?