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Tue 16th Aug 2022
Elite triatlete launches British triathlon brand
Posted by: Press Releases
Posted on: Tuesday 21st April 2009

Tags  James Lock  |  Zone 3

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Olympic hopeful and entrepreneur, James Lock, is about to launch his own brand of high performance race wear developed specifically for swimmers, cyclists and runners.

The 24 year old Loughborough graduate has been a competitive athlete since he was ten years old. As a junior he was a national ranked swimmer and runner and he turned to triathlon when he became a student at Loughborough University.

In 2006, the same year he graduated with a first class degree in Architectural Engineering and Design Management, James became World Biathle Champion and World Amateur Aquathlon Champion and last year he upped the stakes in triathlon when he started racing as an elite. After a fantastic debut season, in which he finished seventh in the Elite Grand Prix, James now has his sights firmly set on the 2012 Olympics.

On top of achieving academic and sporting success, and spending around 16 hours a week in training, James has also found the time to set up his own business which he has based at Loughborough's Innovation Centre.

Drawing on his vast sporting experience and the experiences of fellow athletes, James has developed his own brand of high performance race-wear – Zone3 – which utilises the latest technologies and materials to increase speed, enhance overall appearance and improve comfort.

Zone 3

James said: ‘Triathlon training gives you a lot of time to think . . . every length I’ve swum or mile I’ve cycled or ran, I’ve been thinking about how I could improve my performance.’

He continued: ‘Although British triathletes have been a dominant force on the world stage for several years now, invariably they wear brands from the other side of the world. I knew I could develop a British brand that reflects the level of sporting talent we have in this country.’

James has drawn on his own experiences and those of his sporting colleagues to tailor his sportswear specifically to the needs of the triathlete and his products incorporate some truly innovative features that are not available from other brands. His wetsuit, for example, features Pro Speed™ arm and leg cuffs which make it easier to take it off, saving valuable seconds during the transition from swimming to cycling in a triathlon event.

James has big ambitions to see Zone3 on the world map by 2011 and for his sportswear to have a high-profile presence at the 2012 Olympics.

He says: ‘Some of the world’s top triathletes are already using our wetsuits and racing suits so I am confident we will achieve this.’

His first exclusive range of Zone3 wetsuits and trisuits will be on sale through the Zone3 website – – from May and the full range will be available in 2010.

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