Jess Fullagar says the return of the World Triathlon Championship Series to London this week for the first time in 11 years is about far more than simply racing on home roads.

The British star will compete in her first home individual WTCS event after narrowly missing the chance to race at previous British venues – Sunderland (though she was drafted in late on to help GB to silver in the relay) and Leeds.

The last 12 months have catapulted her into the spotlight as she made the top five in the WTCS Grand Final and then won the Noosa Triathlon before coming second to Taylor Knibb on her T100 debut.

And she believes the occasion can play a vital role in inspiring the sport’s next generation, telling TRI247: “Having a race at home is massive.

“This is my first World Series at home, which is really big. Being able to have grandparents come up to watch you is not something you’ll get very often, so I don’t take it for granted.

“I think it’s huge. It’s so good for British triathlon. When you see the legacy and the history of British triathlon, it makes sense for us to have one.

“And hopefully it sticks around.”

Inspired by watching on television

For Fullagar, London is significant for another reason for it’s been a big bonus for everyone to hear in the last week that it will have live coverage on the BBC iPlayer and the BBC Sport website and app in the UK.

Like many British triathletes of her generation, her own journey into the sport began by watching World Series racing on free-to-air television.

“That’s how I got introduced into the world,” she said.

“It was seeing Non Stanford, Jodie Stimpson and Vicky Holland on the TV racing World Series.

“As a young kid, it suddenly takes your interest.

“I watched the Olympics on television and as soon as you’re exposed to that, how many kids are then inspired by that?”

With the sport now fighting for greater mainstream visibility, Fullagar believes easily accessible coverage remains one of the biggest opportunities to grow triathlon beyond its existing audience.

“When I think back to the heyday when all the World Series races were on the BBC, it was huge.

“The dream would be to get back to that because I just think it’s so important for grassroots and for the longevity of our sport.”

Without that exposure, she fears many potential future athletes may never discover triathlon until an Olympic year comes around.

“Otherwise there is a danger that the wider world only sees it once every four years.

“It’s hard for the progression of the sport because then somebody says, ‘Well, what’s triathlon? How does it work?’

“It’s just awareness and involvement.”

A chance to create more memories

The return of WTCS racing to the capital also provides additional opportunities for British athletes in one of the most competitive national programmes in the sport.

“There are seven or eight of us fighting for three Olympic spots – so the more on the start line the merrier,” she added.

And as Fullagar prepares to race in front of a home crowd, she hopes the atmosphere can help create the same spark for a new generation that inspired her years ago.

British triathlon has long been one of the sport’s global powerhouses, producing Olympic champions and world champions alike.

Now Fullagar hopes London can become another chapter in that story – not only for those competing, but also for the youngsters watching from behind the barriers or at home who may one day follow them onto the start line.