Note: Single-source report; awaiting corroboration.
Jake Wightman, the 2022 world 1500m champion, and fellow athlete Zak Seddon founded Last Rep Coffee, which supplies coffee globally for the World Athletics Ultimate Championship. The brand was created to combine the social and performance aspects of coffee in athletes’ routines, making it a relatable choice for runners and teams at events.
Planned over three years, the business emphasizes fun, personality, and adaptability to meet different event needs. The company develops event-specific products, such as coffee bags with beans from local roasters like those in Budapest, to foster a sense of connection to the occasion and the athlete.
Wightman highlighted coffee's role in athlete culture, serving both as a social activity and a performance aid before training. The brand addresses a market gap by providing quality coffee that broadly appeals, avoiding niche products that may alienate consumers. Last Rep Coffee aims to improve access to good coffee at meets where athletes often seek quality options.
While there are growth opportunities such as opening a physical coffee shop, Wightman noted they have not yet done so, choosing instead to focus on supplying beans, merchandise, and skilled baristas at events.