Select Page

Stay tuned to our progress here as we prepare to launch a new era for Triathlon Canada

Triathlon Canada Releases 2017-2020 Strategic Plan!

Update #3: One Triathlon Canada Nation

Triathlon Canada is now ready to swim, bike and run into an exciting new future after completing an extensive branding strategy over the last three months, expertly led by Taiji Brand Group.

Like any successful brand, Triathlon Canada has remained true to its commitment that our image for the future will be built with the input of our entire community.

After seeking feedback from more than 550 people from coast-to-coast through a public survey, Triathlon Canada assembled a working group of athletes at multiple levels, age group representation, staff, leaders from provincial sport organizations and our Board of Directors to help shape our bold vision for the future.

While today we take the next step forward to rolling out our brand strategy with a new logo that will guide us into a new era for our sport, Triathlon Canada’s brand is so much more than that.

It is, in fact, our story!

As Canadians, it’s in our nature to swim, bike and run at an early age. Our wide-open spaces and big water are made for it, so putting all three together just seems natural. It’s called Triathlon, and it’s in our collective DNA. Everyone can do it, and our athletes are among the world-leaders in the sport.

Triathlon Canada supports athletes in reaching the Olympic and Paralympic podium, but we also hope to inspire all Canadians who simply want to discover what they’re really made of.

Because no matter where the start line is, we’re in it together — connected by a drive to defy our limits and a shared passion for the simple acts of swimming, cycling and running.

Identified by our new logo, the Triathlon Canada Nation will be united in all that we do by…

One Leaf. Three Sports. No Limits!

We hope you like our new wordmark, and thank you for your heartfelt participation thus far. We look forward to sharing many more details of the branding rollout with you here.

Update #2: Thoughtful responses to brand survey

We are excited to report that over 550 members of Triathlon Canada’s passionate community responded to our brand survey. It is so satisfying to receive your strong support for our mandate to promote and grow our beloved sport at all levels. Click here to view survey results (coming soon).

We appreciate your thoughtful survey responses, including your awareness that Triathlon Canada can’t lose sight of the role high-performance athletes, stories and podium performances play in facilitating growth across the country.

It is gratifying to hear from you what we already suspected, that our website is the primary touch point for the Triathlon Canada brand, and that media coverage in sports pages and traditional media ranks high. This insight is key to expanding our reach and promoting our sport outside of the existing triathlon community.

We know (and you reinforced this point) that Triathlon Canada has some heavy lifting to do to compete with well-established, international brands such as Ironman. However, we are energized with the possibilities presented by one of the top challenges identified by you in the survey: introducing kids to the sport. In our way of thinking, this challenge also presents one of the greatest opportunities to build a life-long relationship between the next generation of Canadian triathletes and the Triathlon Canada brand.

All this to say, the way forward is clear and exciting. Build a strategy that addresses the needs of the existing and passionate Triathlon Canada community, and simultaneously expands Triathlon Canada’s reach –  in particular by engaging the parents of the next generation of Canadian triathletes so the pipeline continues to be filled.

Thank you for your heartfelt participation. Together we are growing a strong future for our organization and sport in Canada.

— Kim Van Bruggen, CEO
Triathlon Canada

Update #1: Building blocks to a successful brand

The Olympic and Paralympic Games have a rich history of implausible celebration and lump-in-your-throat heartbreak that have left all of us remembering “where were you when.”

Circle around the water cooler at break time, and I’m sure it wouldn’t take long for colleagues in any office to rattle off a list of the greatest 25 Olympic moments, which may include: Eddie the Eagle Edwards; Jamaican Bobsleigh Team; Usain Bolt’s golden hat trick; the 1980 Miracle on Ice; Michael Phelps’ eight gold medals in Beijing; Dan Jansen, competing in his fourth Games finally wins the gold medal in his last Olympic speedskating race; or Muhammad Ali battling his Parkinson’s disease to light the Olympic Cauldron to kick off the 1996 Games in Atlanta.

Closer to home, many of Canada’s athletes have become household names themselves after stepping onto the world’s largest sporting stage.

A trip through Canadian Olympic and Paralympic history contains the following chapters:

  1. Norwegian ski pole lifts Sara Renner and Beckie Scott to silver
  2. Battle of the Brians in figure skating
  3. Loonie planted at centre ice of men’s hockey in Salt Lake City
  4. Mellisa Hollingsworth’s national apology fifth off podium in skeleton
  5. Alex Bilodeau’s golden hug with brother
  6. Joannie Rochette’s bronze days following mom’s death
  7. Jon Montgomery’s golden beer in skeleton
  8. Perdita Felicien’s stumble in hurdles
  9. Simon Whitfield golden impact on triathlon
  10. Brian McKeever qualifies for Olympics and Paralympics – not given an Olympic start

Not all of these milestones involved medals won, but at the root of every powerful moment that left you remembering, “where were you when…” is an equally powerful human-interest story filled with emotion.

And beyond what any medal performance helped the athlete or sport’s brand achieve, it was the 20 minutes that transpired once each of these athletes stepped off the playing field that locked their moment in the Olympic and Paralympic memory bank.

Respecting the values of her brand, Mellisa Hollingsworth went on to share her message in all corners of the country on the importance of getting back on the horse to continue chasing your goals. Jon Montgomery has had a formidable speaking career of his own – not to mention landing the position as host of Amazing Race Canada. A sought after keynote speaker himself, Brian McKeever has made Paralympic sport more mainstream. And Beckie Scott continues to be an international beacon for clean sport and fair play to this day.

At the root of any brand – be it an individual athlete or major corporation – is finding the story that illustrates who and what you are as a person or organization.

It is the stories, and the people at the core of those stories, that allow the brand to breathe – to live – and to have staying power.

— Chris Dornan
Triathlon Canada