Pure Sport CBD – one of the UK’s leading CBD brands – has proved CBD “is now mainstream” as the company announced it is on track to achieve more than £2m in sales in 2021.

Co-founder Grayson Hart, a former Scotland rugby international, has attributed the 600% year-on-year growth to consumers and other companies becoming more educated about CBD’s benefits, as well as an increased focus on health and mental wellbeing during the pandemic.

Noel Mack, Gymshark’s Chief Brand Officer, recently engineered a fitness collaboration with Pure Sport CBD. He believes the company could follow Gymshark’s playbook and become a global brand.

He said: “They remind us of Gymshark in the early days. It’s a really tough thing for a marketer and a young brand to do, to decide they’re going to invest all this in the community, because many people would ask well what are we going to get back from that? “But for Pure Sport CBD, the priority is the community. Revenue and return on investment is the second priority.”

The brand has also partnered with Fresh Fitness Food, a personalised nutrition service designed by Michelin star chefs. The partnership means that CBD will be supplied to subscribers, furthering the reach of their products.

Leading Swiss performance shoe and clothing brand On Running has also agreed a long-term partnership following the growth of Pure Sport CBD’s run club, which now has more than 1,000 members.

Grayson Hart, who founded the company alongside his former Glasgow Warriors teammate Adam Ashe in 2018, said: “Each week, we receive hundreds of messages, emails, reviews and comments saying how it’s helped people combat serious health issues and steer clear of painkillers, antidepressants and sleeping pills.

“But while we believe our products are capable of transforming people’s lives, the biggest impact we have is by building a community based on our values. With our partners and ambassadors, we are building a movement of like-minded people who are looking to improve their health and lifestyle. While some businesses have struggled this year, we have grown because of our collaborations with other purpose-led businesses. We always think about what will help our community first and foremost.”

Pure Sport has grown its team with a number of senior hires joining to help the brand become a household name.

James Dollah, who helped drinks company NOCCO grow its brand globally, has joined as Head of Brand and ultra-runner Will Goodge has been recruited to lead the company’s ambassador programme and run club.

Chelsea Hart has joined to lead customer relations and the company is currently recruiting to expand its marketing and events team.

Among the company’s ambassadors are Strictly Come Dancing star Gorka Maqrquez, sprinter Harry Aikines-Aryeetey and professional bodybuilder Obi Vincent who use the products to deal with their gruelling training regimes.

Last month, the business launched a new product range, which married CBD with specially selected active ingredients. The new products include Boost (Lion’s mane, Ginseng and Vitamin C); Clarity (Ashwagandha, Ginkgo Biloba and Vitamin D); and Unwind (Valerian Root, Chamomile, Lavender and Vitamin B).

After significant investment from backers including British and Irish Lion Finn Russell, the company is valued at £2.6m.

Pure Sport CBD was launched with a mission to help frequently drug-tested professional athletes be less reliant on painkillers and be able to use an effective, healthier alternative, safe in the knowledge that it’s completely risk-free, as each batch is tested independently in a laboratory to guarantee there is 0% THC.

The UK is now the second-largest consumer behind the United States. In a recent report the Association for the Cannabinoid Industry and Centre for Medical Cannabis estimated the market for products containing cannabis extracts will reach £690m this year, more than double the £314m of sales in 2020.