British Triathlon Tri Summer campaign
British Triathlon is the national governing body for Triathlon in Great Britain. Their mission is to develop an environment that makes Britain the world’s leading triathlon nation, which means supporting serious and elite athletes, but also encouraging mass participation from people who might not consider themselves to be natural athletes. Makalu came up with the Tri Summer virtual triathlon idea to address some of the barriers that might prevent ordinary people from participating. By removing the need for expensive kit, high levels of fitness and lots of spare time we were able to widen the appeal of triathlon and engage a far wider audience than ever before.