Compared with the activities of its European counterparts, the sporting and recreational pursuits of the British labour movement are less well known. Yet the co-operative movement organised an impressive range of sports clubs, competitions and events. Whereas previous studies have examined the relationship between the labour movement and working-class leisure during the interwar years, this article considers the interactions of the co-operative moment with popular discourses on recreation in Britain from the 1950s to the 1970s. In so doing, it challenges assumptions about the Left's disconnection from sporting culture. The Co-op used sport to create a collective co-operative identity amongst its employees. Examining the social and political context of these activities in post-war Britain can inform debates on the construction of female identity through sport, the use of recreation for business advantage and the extent to which the co-operative movement shaped working-class leisure patterns. Although the article highlights that co-op sport formed a source of tension between the retail and wholesale sections of the movement and could be adversely affected by popular affluence, it argues that a reappraisal of the co-operative movement's recreational activities contributes to a broader understanding of post-war working-class culture.