Celebrating 25 Years of Crewroom

Twenty-five years ago, the Crewroom brand was started by Kate Giles, a former elite rower. In 2000, after nearly a decade of intense performance training and competing at a high level, she decided to hang up her blades. But even though she ended her competitive rowing career, her passion for the sport, the outdoors, and staying active never faded. This love inspired Kate to create the Crewroom brand.

As we celebrate International Women’s Day 2026, we look at the remarkable journey of Crewroom – a female-led company that’s passionately supported grassroots and elite rowing since 2001. Guided by the inspiring women who have shaped its path, the brand has become a respected name in the rowing community both locally and around the world. Over the years, it's honed its expertise, establishing itself as a leader in custom teamwear, wholesale, retail apparel, and event merchandise.

Here's how it all began...

Kate's love for rowing was more than just a hobby; it was a passion that shaped her understanding of focus and dedication. It wasn't just a sport for her, but a lesson in what can be achieved through relentless effort and unwavering determination.

In 2001, Kate opened a juice bar and kit shop on Lower Richmond Road in Putney, right in the centre of London’s rowing community. ‘The Crew Room’ quickly became a friendly hub where rowers, including top athletes from the Boat Race crew and the Great Britain squad, would hang out after their training sessions.

Seeing a gap in the market – the need for high-quality, durable rowing gear that could handle the UK’s changeable weather – Kate decided to act. It was during a tough training session caught in severe weather, wearing poor quality kit, that she contracted pneumonia, a moment that fuelled her resolve to create something better.

At first, she collaborated with a US rowing brand, helping design products for European customers. But her dream was to create something of her own. It all started with a simple sketch of a jacket she named the ‘Rower’. She approached outdoor experts Rab, teamed up with them, and had it made in their Sheffield factory.

Soon after, Julie Atiken from GB Rowing visited the juice bar and placed a large order for the squad, allowing Kate to launch Crewroom’s first technical jacket. That moment marked the beginning of the Crewroom journey—one filled with passion, determination and innovation.

After the order from GB Rowing, Kate worked hard to build strong relationships with various Rowing Clubs, Schools, and University squads. Over the years, she also built a reliable manufacturing base and took Crewroom to regattas and events nationwide, spreading the word about the brand and making important connections. Then, in 2006, GB Canoeing approached her, and soon Crewroom became a trusted supplier of their on-water technical kit.

By 2008, Kate had another exciting opportunity with The Royal Parks Foundation to create a sustainable running shirt for over 8,000 participants in their inaugural Royal Parks Half Marathon. She quickly collaborated with fabric suppliers to develop a new, eco-friendly fabric made from recycled plastic waste and carbonised bamboo—combining performance with sustainability. After sharing the sample, RPF awarded her the contract, marking the start of a fantastic 10-year partnership.

In 2012, the same innovative running shirt earned a Gold Award in Men’s Running Magazine, inspiring further growth at Crewroom. Motivated by Team GB’s shining success at London 2012 and her work with GB Rowing and GB Canoeing athletes, Kate began to focus on developing a retail arm to the business.

Not long after, nestled along the scenic banks of the River Thames in Putney, the Crewroom design hub opened its doors. Kate launched a design competition in partnership with The London College of Fashion, which was a great success. Then she welcomed an LCF graduate as Crewroom’s first in-house designer, helping her develop a premium retail product range and ensuring that the clothing's technical attributes, fit, and function would work equally well for women as they would for men.

In the same year, Kate’s journey was recognised as she was awarded Entrepreneur of the Year at The Wandsworth Business Awards, with more accolades following in both Men’s and Women’s Running Magazine.

As the brand grew and honed its craft, Crewroom proudly supplied both men’s and women’s crews for the Oxford and Cambridge Boat Race from 2015 to 2017, while the design team created the ‘Road to Rio’ collection for GB Canoeing.

2015 saw the launch of the iconic North-West Hoodie, and the company opened pop-up stores in Putney and Clapham Junction to test its growing retail range.  The following years brought more online success and exciting wholesale and retail opportunities, broadening the brand’s reach.

When the COVID pandemic struck, Kate’s steady leadership kept Crewroom afloat through challenging times. Thanks to her resilience, Crewroom resumed normal operations, secured new contracts as Official Merchandise Partner for events like the Head of the Charles Regatta, Women’s Eights Head of the River Race, and Henley Women’s Regatta, and even opened a permanent retail store on Lower Richmond Road in Putney.

The women behind Crewroom...

Today, Crewroom is proudly led by Kate Giles, CEO, and Louise Wymer, CFO. Louise, a successful businesswoman and recognised as Runner Up in the Veuve Clicquot Businesswoman of the Year Awards, joined Crewroom in 2024, bringing valuable operational expertise. Together, they're paving the way for future growth through 2030 with continued innovation and a focus on design.

This International Women’s Day, we also want to celebrate all the inspiring women who’ve worked with Crewroom over the years. From London College of Fashion graduates to GB Rowers, Olympians, and World Champions, the company has been fortunate to work with women from all walks of life, whose dedication and drive have been essential to the Crewroom story.

And finally...

Both Kate and Louise are lifelong rowers who believe in the power of sport to instil confidence and success – not just in business, but in life. That’s why supporting women in sport is proudly at the core of Crewroom’s values, including the long-standing partnerships with iconic events like Henley Women’s Regatta and the Women’s Eights Head of the River. For Crewroom, championing women through collaboration, careers, and charitable causes is more than a goal; it's a vital part of the brand.