British Olympic hopeful and entrepreneur, James Lock, is launching Zone 3 – his own brand of high performance race wear developed specifically for swimmers, cyclists and runners.
On top of achieving academic and sporting success, and spending around 16 hours a week in training, Lock has also found the time to set up his own business which he has based at Loughborough’s Innovation Centre.
Drawing on Lock’s sporting experience and the experiences of fellow athletes, the Zone 3 brand of high performance race-wear utilises the latest technologies and materials to increase speed, enhance overall appearance and improve comfort.
Lock said, “Triathlon training gives you a lot of time to think. Every length I’ve swum or mile I’ve cycled or ran, I’ve been thinking about how I could improve my performance.”
He added, “Although British triathletes have been a dominant force on the world stage for several years now, invariably they wear brands from the other side of the world. I knew I could develop a British brand that reflects the level of sporting talent we have in this country.”
The new Zone 3 products incorporate some innovative features. The Zone 3 wetsuit, for example, features Pro Speed™ arm and leg cuffs which make it easier to take it off, saving valuable seconds during transition.
The 24 year old Loughborough graduate has been a competitive athlete since he was 10 years old. As a junior he was a national ranked swimmer and runner and he turned to triathlon when he became a student at Loughborough University. After a strong debut season, in which he finished seventh in the Elite Grand Prix, James now has his sights firmly set on the London 2012 Olympics.
Lock has big ambitions to see Zone 3 on the world map by 2011 and for his sportswear to have a high-profile presence at the 2012 Olympics. He says: “Some of the world’s top triathletes are already using our wetsuits and racing suits so I am confident we will achieve this.”
The first exclusive range of Zone 3 wetsuits and tri-suits will be on sale through the Zone 3 website from May this year, with the full range available in 2010.
