IN THE BEGINNING

We are proud to be one of the leading triathlon brands in the world, establishing ourselves as one of the most exciting and forward thinking brands on the market. Our approach has always been product-first and this philosophy has helped us achieve the highest industry reviews based on speed, comfort, price point and innovation.

Our first collection launched in 2009 after years of research and development by elite athletes at Loughborough University; one of Europe’s leading sports research facilities.The range has continued to develop and grow, catering for every aspect of the triathletes wardrobe. From wetsuits, and tri apparel, to swimwear and accessories – it’s suited for beginners all the way through to professionals.

The company was built with the athlete in mind right from the very start and the product-first philosophy ensures that the customer is always getting the best performing product whether it’s for training, racing or leisure. We know how important even the smallest of details are and the extremes equipment needs to perform at.

We don’t only use sports technology and lab testing but, more importantly, listen to customers and use their feedback to further improve the range. Every fabric and panel is carefully selected and designed to maximise the customer experience and thanks to this attention to detail, we have become the number one selling brand in the UK and one of the fastest growing in Europe.


HOW THE BRAND WAS STARTED

The brand was started by former elite athlete James Lock in 2007 to support his triathlon career during this time. James was a national standard swimmer and runner and won the World Aquathlon and World Biathle Championships before starting triathlon at Loughborough University with a sports scholarship. His strength in the water was clear and he would lead a number of the swims from the front even beating Olympic Champion Alistair Brownlee out of the water on the odd occasion.

After graduating with a first class engineering degree, James started to race at elite level in triathlon whilst also building on his business ideas. With an in depth knowledge of the triathlon world, James looked to design a range of products that would not only sell and fund the costs of competing internationally, but also products that would increase his performance.

Loughborough University was the perfect place to set out designing world class sports products and a huge amount of testing with elite and amateur athletes was done before the first range was released.

James knew he was on the right track when, in the first year of trading, the Vanquish wetsuit got a 9/10 review in 220 Triathlon magazine. Subsequently, in 2010 the Aspire wetsuit got a 10/10 review; the only wetsuit to ever receive full marks. Since then, we’ve won countless number of awards and made ground-breaking advancement which cements our position at the forefront of product development.

THE EARLY YEARS