About The Ten Percent Club

Welcome to the Ten Percent Club, one of the most sought-after supplementation brands in professional sports! Let us take you through our journey from the formation in 2022 to where we stand today.

Established in late 2022 by our founder Luke O'Reilly. The foundation of the Ten Percent Club has been built upon a unique blend of his own experiences, combining an engineering background with a later transition into the world of professional sports, specifically football.

Driven by a desire to enhance not only his own health but also his productivity, Luke constantly sought ways to improve. His relentless pursuit led him to discover the power of natural supplements and their potential to optimize performance.

The Founder

Luke O'Reilly - Founder & CEO

My journey into natural supplementation began in 2013, during one of the most challenging periods of my life. As my mum’s full-time carer, I saw first-hand the impact CBD oil had in helping to alleviate her pain. That experience sparked a lasting belief in the power of natural, evidence-led supplementation.

In 2018, I launched a small CBD business, but strict marketing limitations made it clear the model couldn’t scale. By December 2022, I set out to build something different—a performance-led supplement brand athletes could trust. CBD wasn’t an option for elite sport, so I focused on Informed Sport-tested supplements, discovering the benefits of functional mushrooms through my own experience.

With no external funding, I built the brand from my spare room, investing £4,000 borrowed from my dad and launching with four products. After Unwind & Sleep achieved Informed Sport certification, professional athletes began using the products organically, driving early traction through trust rather than hype.

Today, The Ten Percent Club has grown into a performance-driven supplement brand with 16 products, trusted by elite athletes and built on an uncompromising commitment to quality, testing, and the fine margins that define performance.

The Team Behind The Success

Matchroom Boxing identify The Ten Percent Club as The Most Sought After Supplement Brands in Elite Sport

In December 2025, we announced our partnership Global Boxing promoters Matchroom Sport.

Matchroom had identified us as the go to supplement brand for elite sports people.

Matchroom Sport chairman Eddie Hearn said: “We’re delighted to announce this new partnership. Personally, their supplements have helped me immensely within my own wellbeing. Since taking The Ten Percent Club products, it has completely changed my recovery for the better. I’m training every day and now I feel like I can suitably take on the world! It was a natural fit to bring The Ten Percent Club on board here as our Official Supplement Partner at Matchroom. This is a really exciting collaboration.”

Our In House Medical and Performance Specialist

We were delighted to announce the appointment of Dominic Rae as our Head of Sports Medicine and Performance Specialist.


With a decade working in professional football, Dom is a Sports Medicine and Performance Specialist with a BSc in Physiotherapy and a Master's degree in Sports and Exercise Medicine.
His career spans the Premier League, Champions League and the EFL, with roles at Sheffield Wednesday, Huddersfield Town, Rotherham United, and most recently Aston Villa. He has now relocated to the UAE to work in the UAE Pro League with Al Nasr Football Club.


Through close collaboration with world-leading sports nutritionists, and supported by his background in performance and medicine, he brings extensive expertise around supplementation for performance optimisation, injury mitigation and recovery.

The Team Behind the Brand

Backed and Created By Athletes


At the heart of our brand is a team of former professional footballers who have competed at the very highest level. We understand exactly what the body and mind need to perform—because we’ve lived it. This deep, first-hand knowledge of elite performance is what sets us apart. Every product we create is designed with purpose: to support physical endurance, mental clarity, and recovery—whether you're on the pitch, managing stress, improving sleep, or striving to be at your sharpest every day. Our mission is simple: to help you perform at your best, just like we demanded of ourselves throughout our careers.

Meet The Team

Matt Lowton & Joel Lynch


Each Ten Percent Club formula is rigorously tested before launch and shaped by the insight of former professional footballers who know what elite performance truly demands. Every product is developed with care, precision, and an uncompromising commitment to quality.