A British high performance sports brand launched in 2009 aims to be the choice of many of the athletes racing in the 2012 Olympics. Elite triathlete James Lock developed the Zone3 brand whilst studying and training at Loughborough University. Having juggled product development and negotiations with Chinese manufacturers, James achieved a first in engineering and launched a brand that quickly earned the respect of a number of the world's top triathletes.

James' ambition is both to achieve brand prominence at the Olympics and also to qualify for the GB team. Whilst tripling UK-wide sales year on year, James is committing every spare second to training and racing the international triathlon calendar in order to gain vital qualification points.

The 2010 season was fantastic for Zone3 with record sales, culminating in triathlon magazine 220 awarding the Aspire wetsuit 10/10.  Hailed as the fastest wetsuit in transition, over 60,000 people have viewed the 'fastest transition' video on Youtube, an amazing 5.4 seconds from out of water to out of wetsuit!

James is hoping his new range of limited edition wetsuits, swimming and compression garments will be just as successful.

"We're agile enough to respond to customer and dealer feedback in a way our larger competitors can't," says James. He continues: "Our new feature-packed range has been developed in direct response to our growing customer base that includes elite athletes and newcomers to the sport. We're very proud that our British brand is designed by triathletes for triathletes." James hopes to build on Zone3's exceptional success to take more market share off its southern hemisphere rivals, in the firm belief that by the start of the 2012 Games, it will be a dominant brand worldwide.