British Triathlon partners with HUUB for premium kit and merchandise
HUUB and British Triathlon have also created a range of accessories, cycling and training kit and leisure wear for British Triathlon members and supporters of the sport

HUUB and British Triathlon are taking their partnership to new heights with a range of products for the Great Britain Age Group Team.
The premium endurance sports apparel brand will kit out the Age Group Team, one of the largest teams in the world of triathlon – over 3,500 members competed in 2024.
HUUB and British Triathlon have also created a range of accessories, cycling and training kit and leisure wear for British Triathlon members and supporters of the sport.
British Triathlon’s Next Generation programmes are also part of the deal with HUUB providing the kit to support the triathlon stars of tomorrow.
First to launch is the Great Britain Age Group Team kit which was developed with athletes from the Age Group Team.
Ruth Daniels, Chief Executive of British Triathlon said: “This is a key partnership for us, our Age Group Team, our membership, and our triathlon community. We can now offer Age Group athletes access to products that don’t just look great but also give them the edge when competing. All kit has been co-developed and designed to give them confidence to line up at the start line of international and national events knowing they have the best team wear and all the advantages that come with them.”
Dean Jackson MBE, founder and CEO of HUUB, said: “The partnership with British Triathlon really is the pinnacle for the company. Out of every potential partnership in triathlon this is the one we have desired more than any other. We see the Age Group athletes as the lifeblood for many businesses in the triathlon space and to be able to give back to this cohort is wonderfully exciting for us all.
“We’re super-keen to get moving on the next four years, to connect even closer with the Age Group Team and ensure British triathletes when competing for their country are at no disadvantage when it comes to speed in the water and on the land. We are quite simply thrilled! It’s going to be an exciting period, not only for us, but also seeing the direction Ruth will take the organisation ensuring we have strong foundations to drive our sport towards even greater success.”
Following the launch of the Age Group Team kit, kit for next generation and pathway athletes, coaches and tutors will follow along with merchandise for British Triathlon members and people taking it part in its Swim Bike Run programme.
Ruth adds: “At HUUB and British Triathlon, we share a vision of using this partnership to champion triathlon, empower athletes, and support programmes that create opportunities for people to engage with the sport and embrace an active lifestyle. Our mutual passion for all things triathlon and its transformative power will form the backbone of what I anticipate being a very successful partnership for the community.”
The new HUUB shop can be accessed here: https://huubdesign.com/pages/british-triathlon-shop