Triathlon

The swimming work opened a door to the rest of endurance sport. At deBoer the customers are triathletes first: the storefront, the race-weekend content and the wetsuit campaigns are built for people whose swim is the first of three legs. Earlier, the Phlex community series put age-group triathletes in front of the same camera as the pros. SwimPass, my own product, exists because open-water swimmers and triathletes make the same morning decision with the same bad information.