Peter Cowgill: the force behind a fashion phenomenon

Peter Cowgill became the accountant for a small sports shop in the Pennines in the early 1980s. Now, JD Sports is one of the most formidable forces on the high street. Jane Lewis reports

Peter Cowgill
(Image credit: © JD Sports)

When two youthful entrepreneurs, John Wardle and David Makin, opened their first sports shop in the Pennine village of Mossley in 1981, they aimed to sell what they wore on the terraces of Manchester City’s old Maine Road ground. John David Sports, as it was then known, “was never a typical sports shop”, the company’s long-standing PR man told the Financial Times. “It was terrace wear: Sergio Tacchini, Lacoste, Fred Perry.” And therein lay the seeds of the “athleisure” movement that has since swept through retail.

Another early JD Sports associate was Peter Cowgill, a then 30-something accountant whose firm, Cowgill Holloway, was hired to do the books. Cowgill, now 67, is still a senior partner of the accounting firm. But the straight-talking Lancastrian has become better known as the transformative force behind JD Sports’ quiet rise to become one of the most formidable forces on the British high street. Taken on as finance director to help float the company in 1996, he became its “all-powerful executive chairman” in 2004, says The Sunday Times. Since then, JD Sports’ shares have soared by 7,000%, making the group worth around £8.2bn. “That’s £5.8bn more than Frasers”, the parent group of Mike Ashley’s Sports Direct.

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Jane writes profiles for MoneyWeek and is city editor of The Week. A former British Society of Magazine Editors editor of the year, she cut her teeth in journalism editing The Daily Telegraph’s Letters page and writing gossip for the London Evening Standard – while contributing to a kaleidoscopic range of business magazines including Personnel Today, Edge, Microscope, Computing, PC Business World, and Business & Finance.

She has edited corporate publications for accountants BDO, business psychologists YSC Consulting, and the law firm Stephenson Harwood – also enjoying a stint as a researcher for the due diligence department of a global risk advisory firm.

Her sole book to date, Stay or Go? (2016), rehearsed the arguments on both sides of the EU referendum.

She lives in north London, has a degree in modern history from Trinity College, Oxford, and is currently learning to play the drums.