How do you make an ‘elite’ sport brand for everyone?
British Triathlon is the national governing body for Triathlon, Aquathlon and Duathlon in Great Britain, looking after the likes of the Great Britain Elite and the Paratriathlon. Their mass participation brand GO TRI, encourages people to get started with triathlon and help them on their multisport journey. JUMP was excited to win the national pitch to work with British Triathlon, designing an intuitive website that would build, engage and grow participation in triathlon across the whole of Britain.
Understanding the audience
JUMP knew the greatest obstacle would be that triathlon is considered to be an elite sport for professional athletes, and shifting this perception would be critical to our outcome. This would come from really taking the time to understand our audience – recognising that it ranges from unfit and fighting to get motivated to competitive athletes looking for their next big challenge – and we would need to cater to them all. We knew the key to this was to create an experience that would demonstrate whatever your age, experience or ability, GO TRI is for YOU.View website
A personalised customer journey
The way to do this was through a personalised journey offering each user the exact thing they need at that exact moment. We designed login dashboards using personal details to provide rich and tailored content including quizzes, real stories, training tips and more, every user is given something unique that individually benefits them. We also used tokens as a way to encourage users to work towards their goals, monitor their achievements as well as show us what they will need from us. Ultimately, through a simple and intuitive journey with bespoke content for every user, we were able to change perceptions of triathlon and increase participation within the sport.
Number of subscribed participants doubled within six months from launch of the new site.
"British Triathlon aim to provide great experiences through Swim, Bike and Run. JUMP worked in collaboration with us on this project, listening to our needs and ensuring that the end user was at the heart of the digital solution."
Jenny Vincent Go Tri Strategic Lead