fourfive

fourfive sells CBD oils, capsules, gummies, topicals and THC-free drug-test-safe blends, plus electrolyte and vitamin recovery supplements. Prices sit in the mid-range: £15-£60 for CBD SKUs, £20-£35 for vitamins; bundles drop unit cost by 15-25%. The brand is DTC-first through fourfive.com with subscription discounts, but also lists selected lines in Boots, Holland & Barrett and on Amazon UK. Founded by retired rugby players George Kruis and Dom Day, the company positions CBD as batch-tested, Informed-Sport certified and 0% THC for athletes subject to workplace or sporting drug screens. Their “Pro” oil (3,000 mg) and “Recovery” balm are best-sellers, both co-formulated with sports physiotherapists and batch-traceable via QR code. Core buyers are 25-45-year-old amateur and semi-pro athletes—runners, cyclists, CrossFitters, rugby and football players—who want plant-based recovery without risking banned substances. The tone is functional, not lifestyle: science-led content, WADA-compliant lab sheets and athlete testimonials dominate comms. fourfive competes in the crowded UK CBD wellness space by narrowing the field to “drug-test-safe recovery for active bodies,” a niche most lifestyle CBD brands ignore. Its Informed-Sport certification, athlete co-founders and transparent lab data create a trust barrier general wellness or beauty-oriented CBD labels rarely match.