UK performance wellness brand Ten Percent Club has announced a major travel retail rollout across 33 airport-connected retail machines operated by Manchester Airports Group (MAG), spanning London Stansted Airport, Manchester Airport and East Midlands Airport through Bright.Blue’s connected retail technology.
The expansion comes during the busiest period for international travel, with families, students and holidaymakers heading to destinations across Europe and beyond. As travel days become longer, with early departures and long-haul journeys increasingly common, demand is growing for convenient wellness solutions that support hydration, energy, sleep and recovery while on the move.
The challenge can increase further when travellers arrive in hotter climates, where sweating and increased activity can accelerate fluid loss. In warm environments, people can lose more than a litre of fluid per hour through sweating, making effective hydration and electrolyte replacement increasingly important.
Even mild dehydration, equivalent to losing just 1–2% of total body water, has been shown to affect concentration, alertness and short-term memory. This means many holidaymakers may find their energy, focus and overall wellbeing affected before their trip has properly begun.
Dom Rae, head of sports medicine and performance specialist at Ten Percent Club, said: “Most people think dehydration only becomes a problem once they arrive somewhere hot, but the reality is that it often starts on the flight itself. Many travellers simply aren’t drinking enough fluids during long journeys. By the time they land, they may already be experiencing the effects of dehydration on energy, focus and overall wellbeing.
“Even mild dehydration can affect concentration, alertness and cognitive performance, which is why so many people arrive at their destination feeling fatigued, sluggish or struggling to adjust. The challenge becomes even greater when travellers move straight from a long flight into a hot climate, where fluid losses can increase significantly.
“Hydration isn’t simply about drinking more water. When we sweat, we also lose key electrolytes that help regulate fluid balance, muscle function and energy levels. Replacing both fluids and electrolytes can play an important role in helping travellers perform and feel their best throughout their journey.”
The rollout includes a flagship Ten Percent Club-branded connected retail machine at London Stansted Airport alongside additional machines across the MAG airport estate. The range has been curated around different travel needs, helping passengers access targeted wellness products before they fly.
The airport range has been developed around the different ways people travel, whether that is a family holiday, business trip, long-haul flight, festival or active getaway. Each bundle has been designed to support hydration, sleep, relaxation and recovery before, during and after travel.
Travellers will be able to choose from:
- Holiday Hydration Bundle (Solo)– Hydration support for individual travellers.
- Holiday Hydration Bundle (Family)– A larger hydration bundle designed for families travelling together.
- Flight Kit: Sleep– Created to support rest on overnight and long-haul journeys.
- Flight Kit: Relaxation– Designed to help travellers relax before and during their journey.
- Ibiza Weekender Recovery Kit-A recovery-focused bundle tailored for short breaks and party destinations.
- Festival Survival Kit– Hydration and recovery essentials for festival-goers.
- Active Holiday Bundle– Supporting travellers heading away for sport, adventure and active breaks.
- Recovery Mode Bundle– Focused on recovery after busy travel days and physical activity.
- Business Class Bundle– Designed with frequent business travellers in mind.
- “Eddie Hearn’s Undisputed” Bundle– Ten Percent Club’s exclusive collaboration with Matchroom Boxing.
Bundles will be priced between £39.99 and £199.99.
Ten Percent Club founder Luke O’Reilly said: “The fundamentals remain the same, hydration, recovery, sleep and performance all matter.
We’ve spent years working with elite athletes, boxers and high performers who spend much of their lives travelling. This airport rollout is a natural extension of that experience, giving travellers convenient access to products designed to support energy, hydration, recovery and overall wellbeing when they need them most.
“As millions of people head overseas this summer, we want to help them arrive feeling at their best.”
A Manchester Airports Group spokesperson said: “The rollout of the Ten Percent Club products across our three airports, with a flagship stall in London Stansted, is great to see.
“All of our retail offering hopes to provide a tailored and unique offering to passengers using our airports.
“With a busy summer ahead, our retail offering aims to provide passengers with varied options that help them start their holidays.”
The airport rollout marks a significant expansion for Ten Percent Club as it continues to grow within the functional wellness and performance nutrition sector.
Manchester Airports Group (MAG) served a record 66.3 million passengers in the year to March 2026, highlighting the scale of the opportunity to support travellers with convenient wellness products as demand for functional nutrition continues to grow.
The rollout across MAG airports began earlier this month, with the flagship connected retail machine launching at London Stansted this week.
