Callum Webb, a father of two from Woolton, Liverpool, has invested a six-figure sum into Forma Padel, a performance clothing brand for padel players that has already attracted 19,500 Instagram followers despite not yet posting a product image or launching any items.
Building Anticipation Through Secrecy
Webb, who also co-founded the fitness app POW8R in 2021 with partner Holly Braithwaite, has spent the past 10 months quietly developing the brand. He deliberately kept details under wraps to build anticipation. The first collection will include caps, tops, shorts, socks and jackets, with Webb personally testing every sample on court before signing it off.
Speaking to the ECHO, Webb said: "I didn't want to give too much away too soon. Over the next couple of weeks we'll start releasing more founder-led content, but at its heart we're a padel clothing brand focused on performance apparel."
Rigorous Product Testing
A regular at Ignite Padel, Webb said every item has undergone months of wear testing. "Every sample gets tested properly. I'll play or train in it because it's not just about how the product looks – it's about how it performs when you're moving, how it deals with sweat and how it stands up after being washed," he explained.
"We've had samples that looked great but didn't hold up, so we've gone back and changed them. Those little details make all the difference."
Retail Interest and Direct-to-Consumer Strategy
Despite no products being visible, Webb said the brand has already been approached by padel centres and retailers. "It's crazy because nobody has even seen the full product range yet. They're just going off the branding and some of the content I've shared on my own personal account," he said. Forma Padel will remain direct-to-consumer to maintain an exclusive feel.
Padel's Rise in Liverpool
Padel, a fast-paced racket sport combining elements of squash and tennis, has taken Merseyside by storm, with courts popping up across the region. Celebrities including Steven Gerrard, John Aldridge and Paddy Pimblett have been spotted playing. Webb said: "The demand and engagement I've seen for this has been unlike anything I've experienced. It really shows just how much interest there is in padel."
He added: "I think Liverpool is a really competitive city. Football is massive here and we're an active city, so I can understand why padel has taken off. But it's not just Liverpool. I've still never met anyone who's tried padel and said they didn't enjoy it."
Webb believes padel's accessibility is key: "Unlike sports such as golf or tennis, you don't need loads of technique before you can enjoy yourself. You can walk into a padel centre and see people of all ages and abilities playing together. Anybody can play." He also noted that players can burn more than 1,000 calories without it feeling like exercise, adding: "I've got friends who've lost six or seven stone through playing."
Delayed Launch for Perfection
Originally due to launch in August, Forma Padel's release was pushed back to October to perfect the products. Webb said: "I didn't start this business to be 'good enough'. I've invested a six-figure sum into it and I'm all in. You only get one chance with a customer. If someone buys from you once and they're disappointed, they probably won't come back, so the business is built on product quality before anything else."
Reflecting on the journey, he said: "We're so close to launching but honestly I don't think it's hit me yet. People keep telling me how exciting it is and how good everything looks, but when you're so deep into something you don't really stop to think about it. I'm just focused on making sure everything is right for launch."
