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Advance Performance


Sam Hale of Advance Performance discusses her business journey which started 18 years ago from a back bedroom at home. The ‘running store for everyone’ is now based in both Peterborough and Cambridge and prides itself on offering a high customer service which cannot be delivered by an online-only retail store.

As a bira member for 6 years, Sam has used various member benefits to her business advantage such as the electricity, utilities, HR and bira legal service which has helped her to save time and money.
Giving the everyday runner the service levels an elite athlete enjoys has created a winning formula for Sam Hale and her squad at Advance Performance. Read more about runners’ store Advance Performance in The Big Interview, as featured in the bira member magazine – January 2018.

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