Last week, on their triathlon podcast That Triathlon Life, hosts and professional triathletes Eric Lagerstrom and Paula Findlay announced that they have signed a partnership with Tailwind Nutrition. After recently incorporating Tailwind into their nutrition plans, they approached the brand about creating a partnership, which has now come to fruition.
This is Tailwind’s first triathlete sponsorship, and also the first time Findlay and Lagerstrom have shared a nutrition brand partner.
Paula Findlay is a decorated professional triathlete and Olympian, currently ranked fourth among all women on the T100 Triathlon World Tour. Eric Lagerstrom is also an accomplished professional triathlete, as well as a videographer and endurance junkie, competing in long-distance mountain bike races and off-road triathlon in addition to traditional on-road triathlons.
Together they are behind That Triathlon Life, a media platform covering all things tri and endurance racing, with a mission… ‘to give multisport lovers a sense of community, involvement, and a place they can go to feel like they’re not alone.’
“We were drawn to the sense of community that was there with Tailwind,” said Eric Lagerstrom. “It really aligns with what we’ve tried to build over the years with That Triathlon Life and our community around triathlon.
“We posted one Instagram story recently while testing out their products, and the messages we were getting back about Tailwind were amazing to see – people are really drawn not just to the proven nutrition, but to the community the company has built.”
Paul Findlay said, “I’ve always been hesitant to commit to a single nutrition brand, because I’ve preferred to be flexible with whatever I want to use. But I love Tailwind’s drink mix for its taste and how it sits with my stomach.”
Lagerstrom added, “The fact that Tailwind is produced in the United States, with the ability to quickly develop products and successfully collaborate, gives us confidence in future collaborations we can genuinely support.”
The nutrition brand and the two athletes have begun discussing signature flavours, and have already begun beta testing for new products with the needs of triathletes in mind. They are also considering potential beta testing with the That Triathlon Life community as a way to get feedback on products geared toward multisport endurance athletes.
“We absolutely love what Paula and Eric are doing,” said Jeff Vierling, Co-Founder of Tailwind Nutrition.
“Not only are they both amazing endurance athletes doing incredible things in competition, but the media platform and community they have built is unprecedented in the world of endurance sports. We are so excited for what the future holds for Paula and Eric and can’t wait to see this partnership flourish.”
www.tailwindnutrition.com
www.thattriathlonlife.com
