Outlaw Triathlon results from “Outlaw Kit Count” in 2026

The Outlaw Triathlon Series has now completed the first-ever Outlaw Kit Count — a UK first-of-its-kind snapshot of what triathletes are really using on race day — and we’re pleased to now release the findings.

Carried out at the Outlaw Triathlon, across a field of nearly 1,800 athletes racing in the Outlaw Nottingham Half event, the project created one of the largest and most representative datasets of UK-based triathletes collected at a single event, with nearly 5,000 individual data points recorded across all categories.

Inspired by the iconic London Marathon shoe count, the Outlaw Kit Count was designed to provide an independent, real-world view of the equipment athletes are genuinely using, rather than simply what is perceived within the sport.

The study analysed brands across key categories including:

• Wetsuits

• Bikes

• Running shoes

• Wheels

The aim was simple — to move beyond perception and provide genuine insight into what athletes are actually using on race day.

“There’s a lot of noise around brand positioning, but very little independent data showing what’s really happening on the ground,” said Iain Hamilton, Founder and Race Director of the Outlaw Triathlon Series.

“This gave us that clarity. There were definitely a few surprises within the data, and that’s exactly what made it interesting.”

Hamilton added:

“I always used to look forward to the London Marathon shoe count results. At the time, working with a smaller running brand, it was one of the few ways to really understand where you stood against the bigger players. This project was a bit of a nod to that — something genuinely interesting for the industry, for brands, and for athletes alike.”

Data was collected through manual recording within transition areas pre-event, supported by teams identifying brands across key categories during live racing. To help ensure credibility and robustness, Outlaw worked alongside Loughborough University Triathlon Club to support validation and analysis of the dataset.

The final report highlights:

• Trends across the field

• A baseline for future year-on-year comparisons

The findings are now being shared openly with the wider triathlon community, media, and industry.

Following the success of the first project, Outlaw hopes to make the Kit Count an annual initiative, allowing the sport to track changing trends and equipment usage over time.

The Outlaw Kit Count was independently supported by Core Collagen, helping bring the project to life while maintaining its open and unbiased approach.

“We’re genuinely excited to have been part of the Outlaw Kit Count,” said Chris Ward, CEO of Core Collagen.

“It’s a unique piece of work that gives real insight into what athletes are actually using on race day. It’s forward-thinking, it’s credible, and it’s exactly the kind of project the sport needs.”

“If we get this right, it becomes something the whole sport can benefit from,” added Hamilton.

“A simple idea, but one that gives everyone a clearer picture of the real world of triathlon.”

If you would like further information about this data, data licencing or to become a brand partner with the Outlaw Triathlon Series – contact info@outlawtriathlon.com or get in touch via the website .