Rebranding and Elevating T100 to a Global Triathlon Powerhouse
T100, formerly the Professional Triathletes Organisation, sought to professionalise triathlon by creating world class events and securing greater financial support for athletes. Through a digital first, paid media driven strategy, T100 was rebranded, launched in new markets, and saw unprecedented growth in both participation and awareness.
Building a Digital-First Strategy.
The strategy centered around developing a robust digital presence, leveraging a new website as both a landing and conversion platform. The integrated approach included paid media, OTT products, email marketing, and social campaigns. This data-driven strategy maximised cost-per-acquisition efficiency and drove ticket sales, including selling out the Singapore triathlon within 24 hours, generating over £100k in revenue overnight.
Localised Marketing with Global Impact
A globally managed, locally coordinated model was implemented, working with agencies and building in region teams to execute local marketing initiatives. This approach ensured that each event resonated with local audiences while maintaining T100’s global brand identity. The launch of age group events and localised promotions significantly boosted attendance and engagement.
Rebranding and Scaling Revenue
Collaborating with a top London agency, T100 underwent a complete rebranding, evolving from the Professional Triathletes Organisation into a globally recognised triathlon brand. The new identity was integrated into all digital and physical marketing materials, reinforcing the brand’s legitimacy. The analytical, financial driven approach to marketing, focused on lead generation, email marketing, and digital optimisation, played a key role in scaling revenue and expanding T100’s reach.
