A sports nutrition company that started with bedroom packing sessions in Nottingham has landed a major partnership in professional boxing with Eddie Hearn’s Matchroom Boxing.
Ten Percent Club was launched in December 2022 by Luke O’Reilly, who at the time was working full-time as an engineer while fulfilling supplement orders from home in the evenings.
Three years on, the 38-year-old entrepreneur has secured a 12-month agreement to become the official supplement partner for the boxing giant.
O’Reilly said the idea came after noticing what he described as “a real gap in the market for clean, effective sports supplements that athletes could trust.”
He began researching ingredient sourcing and working with a manufacturer to develop formulas, testing products alongside his own training.
“The results were incredible, better focus, increased stamina, and quicker recovery after workouts,” he said.
The brand’s first momentum came organically, with professional footballers including Kemar Roofe, Patrick Bamford and Matty Cash adopting the products and helping build credibility in elite sport.
That credibility was boosted further through Informed Sport certification, a key trust marker for athletes subject to anti-doping testing, opening doors to professional clubs and high-performance environments.
The breakthrough moment arrived when Matchroom’s head of wellbeing, Kai Peacock, tried Ten Percent Club products independently.
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Hearn said: “Personally, their supplements have helped me immensely within my own wellbeing.
“Since taking The Ten Percent Club products, it has completely changed my recovery for the better. I’m training every day and now I feel like I can suitably take on the world!
“It was a natural fit to bring The Ten Percent Club on board here as our official supplement partner at Matchroom. This is a really exciting collaboration.”
The partnership will see the company positioned across Matchroom’s biggest platforms, including ring canvases, arena screens and press-conference branding, as well as being announced live at each event.
A dedicated Ten Percent Club x Matchroom Instagram channel will also feature behind-the-scenes fighter training content, designed to integrate the products deeper into the fight-night ecosystem.
To meet rising international demand, O’Reilly has relocated operations to Dubai, where the business is preparing to launch through the Middle East’s largest distributor.
Products are expected to roll out across major regional retailers including Supercare, Good Health Nutrition and Arabella Pharmacy, with listings secured for Dubai Mall.
O’Reilly added: “I still remember when I first moved to Dubai, unsure if it was the right decision.
“But shortly after, I signed an agreement to have my product on the shelves of some of the biggest health stores in Dubai and now, we’re partnering with the powerhouse that is Matchroom Boxing, It still feels surreal.”