About Us

Our Story

It started with a bouncing phone and a long run. Training for the London Marathon 2025, I was out on long runs with my phone and keys bouncing around in my shorts — every mile, that same irritating swing. There had to be something better for carrying your stuff on a run. Finding it became the idea; fixing it became the business.

The timing wasn't an accident. I'd just left my job as a tree surgeon and was teaching myself e-commerce from scratch. When a running vest crossed my path as I was learning the ropes, everything clicked — I knew the problem first-hand, and now I had the product that solved it.

The name found me before I found it. For years the number 2222 kept showing up in my life — I passed my driving test on 22/02/2022, at 2:22 — and my sister, who's into angel numbers, told me to look up what it meant. The first thing that came back: trust in your abilities. I saw the name inside the phrase instantly. T.I.Y.A. It's been the brand — and the mindset — ever since.

Since launching, I've properly caught the bug: 10Ks, half marathons, the full marathon. Every product we sell gets carried, sweated in and tested on real runs — mine and our customers'.

We're not a big brand, and we don't pretend to be. No warehouse empire, no massive budget — just a small team building everything off our own backs, listening to the runners who buy from us, and adding to the range only when something genuinely earns its place.

That's the road ahead: keep running, keep listening, keep building gear that lets you forget you're carrying anything at all.

Trust in your abilities. We named the whole thing after it.

— Will, Founder

London Marathon · The Big Half · Brighton Marathon Weekend — the miles behind the brand.