What We Do
We’re an access broker and brand activation agency for sports nutrition.
We connect good products with the right environments — where presence drives conversation and conversion.
Placement
We place your product where it belongs:
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In café displays
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In gym fridges
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At race-day tents and regattas
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At club open days
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At check-ins, check-outs and on-counter trial zones
Where it’s not just seen — it’s picked up.
Curation
We place brands where fitness culture lives.
We match your brand to venues that align with your audience, values and voice — one purposeful placement at a time.
Execution
We handle the logistics:
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POS display setup
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Sales merchandising
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Light restocks
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Simple reporting
You focus on the product.
We’ll make sure it shows up in the right places, the right way.
Why it works
Fitness doesn’t just happen in gyms.
It happens in cafés after training.
In clubs and crews.
At regattas, races and community events.
These are the spaces where people train, refuel and share what works.
That’s where we place your brand —
not to interrupt, but to belong.
It’s how trial happens naturally.
It’s how trust is earned.
No hype.
Just a good product — in the right place, at the right time.
We believe in showing up —
in putting something real into someone’s hands and letting the product do the talking.
That’s how trust is built —
when great products meet the right people, in the right places.
Arete means excellence.
It’s about showing up, striving with intent and chasing potential.
At Arete Sports, we help sports nutrition brands connect with real people: the ones training before work, coaching on weekends and chasing progress in their own way.
We bring boutique focus and deep category expertise.
We broker access into gyms, cafés, clubs and sporting events — so your product shows up where fitness lives.
ORIScore – Smarter Access
The right venue makes all the difference.
Not every space is the right fit for your brand.
ORIScore is our proprietary scoring tool — built to help us qualify the best access points for placement based on:
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Foot traffic
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Customer alignment
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Sales merchandising potential
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Past activation performance
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Brand fit
It’s how we match good products with great environments.
Because you don’t need to be everywhere — just in the places that count.
Who We Work With
We work with:
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Sports nutrition brands focused on visibility, trial and lasting connection
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Fitness venues that foster training, community and healthy routines
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Event organisers who see value in meaningful experiences and brand engagement.
Our network includes:
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Gyms and fitness studios
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Health-focused cafés
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Wellness and recovery spaces
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Run clubs, training groups and endurance events
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Regattas, races and grassroots sports clubs
Together, we create placements that feel natural, add value and drive real engagement.
Arete (ah-reh-tay) means excellence through a commitment to fulfilling one’s true potential.
That’s how we work.
About Arete
Arete Sports was founded in 2025 by Steve Dovey, inspired by a shared passion for sport and fitness with his wife, Yvette.
As Australian national team representatives in dragon boat racing, Steve and Yvette experienced firsthand the role sports nutrition plays in performance — and the importance of making it discoverable and accessible in the real-world spaces where sport and fitness are lived.
Arete Sports was created with that purpose in mind.
Today, Arete Sports specialises in access brokerage — connecting performance nutrition brands with the venues, events and communities where discovery begins and brand connection is built.
We place products where fitness lives — turning everyday moments into opportunities for trial, trust and brand loyalty.