Triathlon Industry Conference Powered by GiveWheel Unites Leaders to Shape the Future of Multisport

Loughborough, UK - Monday 8th December 2025: Triathlon Industry Alliance (TIA) will bring together leaders from across the multisport landscape, taking place at Burleigh Court, Loughborough University.

The one-day conference will deliver a focused programme of insight, innovation and industry connection spanning triathlon, cycling, ultra running, gravel, fitness racing and the wider endurance ecosystem.

From digital engagement strategies to international perspectives and the future of multisport participation, the event is designed to provide a collaborative platform for discussion, learning and practical solutions aimed at accelerating growth across the sector.

A Day of Insight, Impact and Industry Collaboration

09:30 – Registration & Networking
The day opened with arrivals, registration and informal networking, setting the tone for a collaborative and energetic programme.

Session 1: Showcasing the Multisport Experience (10:00–10:30)

The conference began with an introduction to TIA’s mission and vision, followed by an inspiring opening panel exploring the emotional and community impact of the triathlon experience. A dynamic photo and video montage brought the multisport journey to life.

Speakers:

• Jack Schofield, Founder & Director, Two26 Photography

• Helen Webster, Editor, 220 Triathlon

Session 2: Engaging with the Audience (10:30–11:30)

Digital activation and social media took centre stage with a deep dive into how brands are connecting with athletes across TikTok, Instagram and emerging content ecosystems.
The session explored what resonates across triathlon, cycling, ultra, gravel and fitness racing.

Speakers:

• Luke Howard, Founder & Director, Deffo Media

• Jo Redfern, Founder & CEO, Futrhood Media

• Aaron Wyn Nicholas, Manager, Global Social Media, The IRONMAN Group

Session 3: Building the Triathlon Growth Opportunity (11:30–12:15)

A forward-facing session addressing participation growth, youth engagement and areas of future opportunity for the sport, led by key representatives from the national governing body and leading development organisations.

Speakers:

• Amy Hall, Director of Community and Sport Development, British Triathlon Federation

• Charis Palmer-Smeaton, Head of Charity, The Brownlee Foundation

• Tim Don, Former Professional Triathlete

Session 4: Workshops & Networking (12:15–13:00)

Delegates broke into focused workshop groups to discuss barriers, opportunities and shared solutions across the multisport industry, before continuing conversations over lunch.

Session 5: An International Perspective (14:00–14:45)

This session broadened the lens with insight from international race organisers and industry leaders, highlighting global trends, the scale of triathlon worldwide and opportunities within sport tourism.

Speakers:

• Thom Richmond, CEO, Cal Tri Events

• Dean Jackson, Founder & CEO, HUUB

Session 6: Innovation Across Multisport (14:45–15:30)

Innovation took the spotlight with presentations and a panel featuring brand owners, retailers and technology specialists. Topics included sports tech, the role of AI, cutting-edge gear and shifting consumer behaviour.

Speakers:

• Laura Devereux, Trade Partnerships Manager, Sigma Sports

• Charlie Hart, Co-founder, GiveWheel

• Will Senior, Founder, My Tri Ranking

A coffee and networking break followed at 15:30.

Session 7: Where Next for Triathlon? (16:00–16:45)

The final session brought together learnings from the day and participant feedback from workshops, outlining actionable next steps to drive growth and strengthen the multisport ecosystem.

Closing & Evening Celebrations (16:45 onwards)

Delegates were invited to stay for the evening social event, “Let the Games Begin,” powered by haku and Scimitar, providing more opportunities for industry connection in a relaxed setting.

A Strong Foundation for Future Multisport Growth

The 2025 Triathlon Industry Conference showcased the power of bringing together brands, governing bodies, event organisers, media, retailers, tech innovators and community leaders to accelerate the future of triathlon and multisport.

The Triathlon Industry Alliance continues its commitment to supporting collaboration, insight sharing and sustainable industry growth throughout 2026 and beyond.

For more information about TIA and future multisport industry initiatives, please contact:

📧 TIA@runningindustryalliance.com
🌐 www.triathlonindustryalliance.com