British Weight Lifting launches new brand to power next phase of growth

British Weight Lifting has unveiled a new brand identity, marking the start of a bold new chapter for weightlifting and para powerlifting across the UK.

The new brand has been developed in line with the organisation’s new strategic plan (launching 26 May) and provides a clear, confident foundation to build from over the next four years.

At the heart of the brand is a simple, inclusive idea: Find Your Strong, a belief that strength looks different for everyone, whether that’s stepping onto a platform for the first time, achieving a personal best, or competing at the highest level.

This repositioning reflects the evolving role of British Weight Lifting: not only supporting elite success, but growing participation, strengthening communities, and opening the sport to new and more diverse audiences.

The brand aligns directly with the strategic plan’s three core priorities:

• Strong performance – supporting athletes to win and win well
• Strong participation – enabling more people to lift, more often, for longer
• Strong people and connections – building a united, inclusive and proud community

Together, the new brand and strategy set a clear direction: to strengthen weightlifting and para powerlifting from grassroots through to podium.

The identity brings greater clarity, consistency and ambition to how the organisation shows up. From clubs and competitions to digital platforms and partnerships, ensuring every touchpoint reflects the values of the sport.

Matthew Curtain, CEO at British Weight Lifting, said:
"This is more than a new look. It’s a statement of intent. Our new brand reflects who we are today and where we’re going, a sport that builds strength in every sense. By aligning it with our strategic plan, we’re creating a strong foundation for sustainable growth, greater visibility and deeper impact across the UK.”

The launch signals a renewed commitment to accessibility, development and excellence, ensuring that anyone, regardless of age, background or starting point, can find their place in the sport.

With a clear purpose, a shared vision, and a strong foundation in place, British Weight Lifting is now focused on delivering meaningful progress over the next four years, for athletes, for coaches, clubs and for communities nationwide.

British Weight Lifting. Find Your Strong.

Any media queries please contact: Marcom@britishweightlifting.org