Pelotan, the high-performance sunscreen brand engineered for athletes, has announced the opening of its equity-based Crowdcube campaign. The crowdfunding campaign sees Pelotan welcome its community to own a part of the brand.
Pelotan is on a mission to protect every athlete from the sun by offering high-performance sunscreen to people worldwide living active lifestyles. Founded in 2018 by amateur athlete Tom Austen, who struggled to find a product that endured the demands of protecting athletes out in their field for hours on end, Pelotan has and continues to protect champions across multiple sports including Tour de France Winners, Olympic Gold Medallists, IRONMAN World Champions as well as partnering with iconic and industry leading brands. This belief has led to investments from some of the world’s best athletes including world-renowned triathletes Kristian Blummenfelt and Gustav Iden and upcoming collaborations with The Tour de France.
Now, with the new Crowdcube campaign, you have the opportunity to join this esteemed company and to support Pelotan’s growth and expansion across an industry that’s projected to reach $23bn by 2030.
“We’ve always worked hard at staying close to the athlete community,” explained Pelotan CEO Tom Austen. “Launching our Crowdcube campaign to the public takes this community engagement to the next level as we look to strengthen our connection with those whose demanding active outdoor lifestyles need sunscreen to match.”
Pelotan is looking to raise £150,000 and has already achieved over 50% of this following a successful early access campaign. This investment round offers EIS Tax Relief for UK investors as well as a range of exclusive perks depending on the amount invested, from limited edition products to VIP invites to the Tour de France and Girona-based training camps. The investment will support the brand’s growth beyond its current markets, which include the UK, Europe and the Middle East.
“We’ve seen significant growth in our early start-up years, going directly up against big brand competitors who have previously dominated the market, by offering something that is designed specifically for the needs of athletes and focusing on building a strong, credible and authentic brand,” Austen added. “With this next phase of our growth, we’re looking to expand in the US and further, internationally. And we’re looking forward to having our growing community join us on this journey.”
Pelotan is trusted by elite athletes across a broad range of endurance and outdoor sports, including professional cycling teams EF Education-EasyPost and Canyon–SRAM zondacrypto, leading ultra runners Tom Evans, Christian Meier and Hayden Hawks, as well as double Olympic gold medallist Alistair Brownlee and other legends of triathlon Kristian Blummenfelt and Gustav Iden. Pelotan is also deepening its partnerships in 2025, including an iconic collaboration with the Tour de France.
Athletes training outdoors accumulate up to 40% more UV exposure than the general population [data from American Academy of Dermatology], significantly increasing the risk of skin cancer, premature aging, and oxidative stress. However, sunscreen is not just for protection — it’s a performance essential, preventing damage, preserving hydration, and keeping athletes strong. Sunburns reduce skin barrier function, contributing to 2.5x higher dehydration rates [Journal of Applied Physiology], while UV-induced inflammation slows muscle recovery by up to 30% [Journal of Sports Medicine].
Pelotan’s campaign follows in the footsteps of a number of recent crowdfunding success stories from brands in sport including SunGod and FLOWBIO, plus companies such as The Padel Hub and Swytch, showing strong interest in growing sports markets.
If you’re interested in exploring the Pelotan investment opportunities available, visit the Crowdcube page here.
