Triathlon Industry Conference POWERED BY GIVEWHEEL > TIC26

Monday 7th December | Burleigh Court

A full-day B2B industry conference built for TIA Members bringing together brands, retailers, events, governing bodies, media, suppliers and services to shape the future of triathlon and multisport.

09:30 – 10:00 | Arrival & Networking

Registration and informal networking with industry peers.
Start the day by connecting with leaders and fellow TIA Members.

10:00 – 10:20 | Opening: The Opportunity

A focused opening session setting the tone for the day.

• The purpose and mission of the Triathlon Industry Alliance (TIA)

• Our TIA Members - The Membership

• Our Alliance Partners - The Gateways

• Our Industry Reports - The Insights

• Our meet up opportunities in 2027 in person and online - The Meetings

• Why multisport is at a pivotal moment of growth - The Facts

• What we aim to achieve together across the day - The Growth

• Triathlon Industry Conference powered by GiveWheel TIC26 - The Conference

10:20 – 11:10 | Theme 1: Understanding the Endurance Consumer

Endurance Sport Survey Deep Dive: Insights into what’s really driving participation, engagement, and purchase behaviour

A deep dive into the findings from the latest edition of Endurance Sport Survey, exploring how the modern endurance consumer thinks, behaves, and connects with sport across triathlon and wider multisport disciplines.

This session moves beyond observation into application — what the data tells us about how to effectively reach, engage, and grow the endurance audience.

Topics include:

• Key insights from the Endurance Sport Survey

• Intergenerational differences in behaviour, motivation, and engagement

• How digital platforms and creator-led marketing are influencing discovery and loyalty

• The real impact of TikTok, Instagram, and short-form content — what’s working now and what’s emerging next

• Cross-over participation patterns across triathlon, cycling, running, gravel, and fitness racing

• What this means for brands, events, retailers, and service providers

Focus: Turning insight into action — how the industry should adapt strategy, messaging, and experience design to meet the modern endurance consumer.

11:10 – 12:00 | Theme 2: Growing Participation & Future Audiences

How the industry can collectively grow participation and remove barriers to entry.

Focus areas:

• Youth engagement and grassroots development

• Club, charity, and event ecosystem alignment

• Building long-term participation pathways

12:00 – 12:45 | Industry Working Groups (B2B Breakouts) - Coffee Available

Interactive breakout sessions focused on industry challenges and opportunities based around TIA Working Groups - led by TIA Advisory Board and Working Group Leads

Themes include:

• Retail & distribution

• Events & participation growth

• Brand & commercial development

• Media, content & digital engagement

Output: Shared industry priorities and action points to be fed back into the Working Groups

12:45 – 13:45 | Lunch & Structured Networking

Informal networking lunch designed to encourage meaningful B2B connections.

Hosted networking tables will support collaboration across key industry sectors.

13:45 – 14:25 | Theme 3: The Global Multisport Economy

Understanding global growth trends and international opportunities for triathlon and endurance sport.

14:25 – 15:10 | Theme 4: Innovation, Product & Commercial Drivers

Exploring the innovations shaping performance, participation, and purchasing behaviour.

Topics include:

• Product and service innovation

• AI, data, and endurance technology

• Retail evolution and consumer decision-making

15:10 – 15:40 | Coffee & Networking

A dedicated networking break to continue conversations and build new connections.

15:40 – 16:20 | Theme 5: Industry Alignment – What Needs to Change?

Bringing together insights from across the day to identify key industry challenges and opportunities for collaboration.

• Breakout group feedback

• Shared priorities across the industry

• Areas for collective action

16:20 – 16:45 | Closing Session: The Next Chapter for Triathlon

A forward-looking close focused on action and alignment.

• Key takeaways from TIC26

• Industry priorities emerging from the day

• Next steps for collaboration and working groups

16:45 Break and prepare for Evening Networking Dinner and Let the games begin