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British Triathlon: new brand identity and vision to 2024

British Triathlon and Home Nations - new visual identity

National federation British Triathlon has announced the launch of its new vision to ‘deliver world-class success and to inspire participation in the sport’ between 2017 and 2024.

British Triathlon notes that triathlon is a fast growing, modern and dynamic Olympic and Paralympic sport that has seen widespread growth since making its Olympic debut in Sydney 2000. The sport’s new vision, which is accompanied by the launch of a new visual identity, aims to continue this successful growth throughout Great Britain.

To deliver the vision, British Triathlon in partnership with the Home Nation Associations of Triathlon England, Triathlon Scotland, Welsh Triathlon and the Triathlon Trust will focus on seven strategic areas:

  • Winning Performances
  • Inspirational Events
  • Growing Participation
  • Essential Membership
  • Top 5 Olympic Sport
  • Outstanding Governance
  • International Influence

The new visual identity aims to make triathlon instantly recognisable whether an individual is taking part, volunteering or watching the sport for the very first time. The new identity is matched by a governance structure that ‘creates a clear journey through the sport for everyone who experiences triathlon, transforming inspiration into participation.’

Ian Howard, President of British Triathlon said “Triathlon has a rich history and the launch of our new brand and vision to 2024 at last weekend’s Annual General Meetings for Triathlon England and British Triathlon kick-starts an exciting future of collaboration between the Boards of British Triathlon, the Home Nations and the Triathlon Trust.

“We believe our new visual identity and vision for triathlon provides a great platform for all of us working and volunteering in the sport and will ensure that we deliver not only continued medal-winning success, but also maintain the healthy growth of the sport.”

Bill James, Chair of Triathlon England added “I’m delighted this year has seen the Home Nations’ Boards become better aligned with British Triathlon in a shared vision and identity for our sport. Moving forward this will deliver a more consistent approach across our key priorities of Participation, Events, Membership and Talent.

“Next year provides an exciting opportunity for us to deliver a landmark triathlon experience that makes a step-change in the profile of our sport and our ambitious plans should see us welcome many new entrants, offer wonderful experiences for existing triathletes and engage new fans.”

Mike Battersby. Director of External Affairs and Interim Chair of Welsh Triathlon, is also behind the new vision and identity, commenting, “It has been an exciting few months as the new identity and vision for the sport have evolved into a modern and dynamic representation of triathlon.

“At Welsh Triathlon we are excited with what lies ahead working with British Triathlon and the Home Nations to enhance the triathlon experience from first-timer to long-term member of Welsh Triathlon.”

Andy Salmon, Chair of Triathlon Scotland added further support, “Triathlon Scotland has seen a continued increase in participation in recent years, and the new vision for triathlon across Great Britain alongside the new visual identity can only add to that growth. The triathlon experience is really important for us here in Scotland and through a new streamlined approach, we have a great opportunity to enhance triathlon’s position in both Scotland and Great Britain as a leading sport.”

Joe Garner, Chairman at the Triathlon Trust added “The new visual identity is very exciting for the Triathlon Trust. With the triathlon family working closer together, it can only support our aim to encourage more children to become active and adopt a healthy lifestyle.”

British Triathlon is the Governing Body for multisport in Great Britain. It is responsible for raising the profile and delivering elite performance for triathlon, paratriathlon, duathlon and aquathlon in Great Britain. Triathlon is a fast growing, dynamic and modern Olympic and Paralympic sport with talented world class athletes, coaches and support staff, focused around delivering world-class events and medal winning performances.

Great Britain is home to the 2012 Olympic Champion (Alistair Brownlee) and bronze medallist (Jonathan Brownlee) as well as numerous current world champions amongst a strong squad of world ranked elite triathletes, and emerging talent from youth development programmes. British Triathlon enables paratriathletes to deliver world-class success, raising the profile of paratriathlon in the build up to the Rio 2016 Paralympic Games.

There are over 1,200 triathlon events conducted in Great Britain each year including the British Triathlon Super Series, which attracts athletes from all over the world. British Triathlon is committed to being a leader in environmental awareness in sport, protecting the environment in which the sport operates today and in the future.

British Triathlon is a beneficiary of the UK Sport Lottery funded World-Class Programmes (WCP). The programmes focus on performance sport with the aim of achieving sporting excellence on the world stage.




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