In weightlifting, there’s a point where thinking stops and commitment begins, the split second where you trust yourself enough to go all in. That moment is called “sending it.”

It’s the energy of backing yourself, taking the risk, choosing courage over comfort, and owning whatever comes next. That feeling became the foundation of everything.

4 years ago, I built Big Friday Supplies as a small project to support the weightlifting community — apparel, straps, bits of kit that made training feel better. It was raw, real, and rooted in the sport I loved.

But as I travelled the world coaching, filming, meeting people, and living life outside the gym, something became clear: The energy wasn’t just in lifting.

People were “sending it” everywhere in business, in life, in movement, in travel, in becoming the most epic version of themselves putting to the human body to its limits in all different action sports.

Big Friday Supplies had grown up although we used the term send it on the clothes I realised it was bigger than the brand itself. It needed to evolve into something bigger, cleaner, more intentional. Something that reflected the way people actually live and push themselves today.

That’s where Sendit was born not just as a name, but as a philosophy you can wear.

This brand lives at the intersection of performance and lifestyle.

By a twist of fate I met the team needed to really turn the brand into everything I had always imagined it as. Clothing that looks premium, moves with purpose, and makes you walk through the world with the same confidence you feel when you commit to a big lift, a big decision, or a big moment.

Every drop has its own story. Every campaign is a chapter in a bigger universe we’re building each one hinting at what’s coming next.

From mountains to speed to gym floors to everyday movement, we’re creating a world where Sendit becomes a mindset you recognise instantly.

And we’re only getting started. The vision is big: global campaigns, world-class creative, a brand that stands shoulder-to-shoulder with the best in performance and lifestyle fashion.

We’re building something that lasts a brand that evolves, grows, and moves forward just like the people who wear it.

So keep your eyes on the details. Every campaign carries a clue to the next theme. Every story leads seamlessly into the next.

And the best chapters of Sendit haven’t even been written yet.

— Sonny Webster, Founder