Start Fitness is a sports retailer founded in 1991 and is based in Cramlington, Northumberland. It operates through catalogues, retail shops and its website. It has two retail stores in Durham and Newcastle upon Tyne. It is a subsidiary of W & M Wholesale limited and part of the Start group including Start Cycles and Start Football. Start Fitness supports many local running events such as the Blaydon Race in 2010, and more recently the North East Harrier League.