Like so many age-group triathletes, Stuart Walker got into triathlon slightly later in life as part of a health and fitness journey. Little did he know that what would start as simply a bit of a challenge to help him face his fear of swimming. Would turn into launching the UK’s only triathlon exhibition: World of Triathlon LIVE powered by TriDot, coming to Excel London in March 2026. A new triathlon show set to bring athletes, brands and the tri community together like never before.
We spoke to Stuart to find out what inspired him to go from first-time triathlete to channelling his professional background and his new-found love of multisport into creating World of Triathlon LIVE. Plus, what you can expect from the show – and how he hopes to build it into something that makes triathlon more inclusive, accessible and diverse.
Facing a fear and being motivated by a challenge: “I was in the best shape of my life… but I still couldn’t swim”
Going from a nervous first timer to organising a major triathlon exhibition is quite the journey. We were keen to find out how – and why – it all started.
“I came into my late 30s in bad shape,” Stuart recalls. “I was 18 and a half stone, and just before the pandemic I started working on getting fitter and healthier. I lost five and a half stone, hit 40 in the best shape of my life. But I still couldn’t swim.”
“I’d had a pretty traumatic episode in childhood where I thought I was going to drown. Ever since then, I’d avoided it. But at 41, I decided I needed to fix that and finally learn to swim.”
For most people, just booking a few swimming lessons and getting in their local pool might have been enough. But Stuart wanted a far bigger challenge. Enter, triathlon.
“I wanted a big goal to aim for. I knew I wouldn’t be inspired to just go and do laps or whatever. I knew that I needed more than that, and the idea of putting three different sports together was something that appealed to me as I’d been doing a lot of CrossFit type workouts anyway.”
“I also liked the idea of having a set date in the diary to go and achieve this goal, in the form of a race. I didn’t own a bike, couldn’t swim. And on my first meeting with my coach, he asked me what my goal was. My answer? Survive!”
A steep learning curve: “Once I set my sights on a goal, I need to push through and finish it”
Race day soon rolled around for Stuart, and to make things even more difficult for his first ever triathlon as a novice swimmer totally new to the sport. He’d chosen a race with a tidal sea swim. It was a baptism of fire – or should that be salt water!
“The race was at Southend-on-Sea, with a tidal swim. I did the sprint distance, and it was brutal. It took me 45 minutes to go one direction against the tide, and only 10 to come back. The marshals were actually starting to tell people to cut the swim short and head back to shore. But I’m so dogged and determined that once I’ve set my sights on a goal, I need to push through and finish it.”
“I was wearing completely the wrong wetsuit – a surfing wetsuit – and I got terrible chafing. I came stone last in the swim, and there’s a video of me that went a little bit viral on Instagram almost face planting on the way out! But I enjoyed the bike, and then I made up some places on the run.”
Not just a ‘one and done’.
And despite that tough start to race day, Stuart was hooked. “I just fell in love with it. I enjoyed it significantly more than I thought I would, especially considering I was there to face my fear of swimming.”
“The camaraderie was really something special. Everyone was really supportive, and you’re all going through the same emotions and facing the same challenges on race morning. The support from other athletes was amazing. And coming from an events background, I thought it was all just so well organised and I loved the intimacy of it – the spectators being right there all around the event village.”
“I ended up just falling in love with it. I think there’s very few people that try a triathlon and don’t want to do it again. It’s a very addictive feeling!”
That’s something that plenty of age-groupers can probably relate to. What starts off as a one-off challenge, quite quickly escalates into a lifestyle.
From first timer to major triathlon exhibition organiser – how World of Triathlon LIVE started
Stuart might have been new to the world of triathlon at this stage, but his professional background brought a vast depth of experience in events, trade and consumer shows. Bringing together his professional knowledge with his passion for triathlon was quite an organic process.
“I always knew at some point I’d launch my own exhibition,” he explains. “Through a fortunate series of events in recent years, I was in the position to make it more than a pipe dream.”
But World of Triathlon LIVE isn’t just a show – it’s about challenging the status quo and helping to create a platform for change and a place for community building. “I’ve done various races over the last 2 years. And there’s this perception that triathlon is expensive and elitist, but it doesn’t have to be. I did mine on a budget, and you see people turning up with bikes that cost a couple of hundred pounds, or even with a basket on the front. That should be celebrated. It’s a sport that should be for everyone.”
A magazine interview with British Triathlon CEO Ruth Daniels helped solidify the plan. “I read an interview with Ruth Daniels from British Triathlon Federation about wanting to make the sport more inclusive, diverse and accessible. I thought – that’s it. Exhibitions have always been a platform for change in the industries they serve, and triathlon should be no different.”
“This time last year World of Triathlon LIVE was just an idea. I got to work putting together a business plan, getting it picked apart by mentors in the industry. By February 2025, it was at a stage where it was fully fleshed out, I got a great team around me and we announced the show in April.”
Not just another exhibition: the triathlon community will be front and centre
There’s been plenty of big endurance-sports based exhibitions over the years. So we were interested to find out what will make World of Triathlon LIVE different. And for Stuart, it comes down to creating an opportunity for the community to get together. And an accessible environment where you don’t have to be a triathlete to come and find out more.
“Triathlon feels like far more of a community compared to other sports. I’ve done big running races. You can be on the start line surrounded by people, but feel quite lonely. Triathlon isn’t like that. The exhibition will have a big focus on community. We’re reaching out to every triathlon club in the UK and creating a space for clubs to connect. There’ll be meet up areas, and ways to celebrate the community of people in the sport.”
“But our tagline is ‘swim, bike, run for everyone.’ And we want this show to be just as appealling to someone who is ‘tri-curious’ as it is to someone who’s been racing for years. We want to help people feel inspired to take that next step.”
The show will, of course, have plenty of opportunities to get kitted out for race season. “The retail opportunity is obviously a big part of it. We’re talking to brands that you can’t usually get hold of in the UK. People can come and get hands on with the products. And they’re not stuck in that online minefield of trying to work out what you need, what’s best and what’s going to fit you.”
Inspiring and empowering more people to get into the sport
But it’s not just about getting geared up for race day. “Stars of the sport will be interviewed on our main stage, Beyond the Finish Line, sharing their stories and inspiring the next generation. We’ll have athletes from TeamGB, ParalympicsGB and Pro Tours being interviewed on stage, which is super exciting!” Once the audience is inspired, they’ll also leave empowered. “On our education stage called Multisport Academy, visitors can come and learn from coaches and experts on different elements of the sport. From swim technique, bike set-up and run pacing, to nutrition and mental health.”
“We’ll have an Awards ceremony as well, nominated and peer reviewed. Celebrating everything from the best races and products to coaches and people in the sport.”
“We really want the show to be accessible to people who might just be curious about doing their first triathlon. Making it somewhere that they can come and be inspired and empowered to want to take that next step. Our visitors can even meet the people behind the races, ask questions about the course and book their place there and then!”
“But that ‘swim, bike, run for everyone’ tag line really sits at the heart of it. There are some great charities and initiatives out there working at a grassroots level to improve diversity and inclusion in the sport. With World of Triathlon LIVE, we want to create a platform to bring everyone together – we’re stronger together, and hopefully it can be something quite powerful from that perspective.”
In it for the long run
Just like Stuart’s first triathlon wasn’t a ‘one and done’. His ambitions for the World of Triathlon LIVE are to grow it into an annual event that’s here to stay. “We want it to be a staple in people’s calendar every year. Having it in March is quite deliberate, so triathletes can come and get their kit and level up their knowledge ready for the race season ahead.”
“The goal for our first year is to have 10,000 people attending, and 100 brands. We’ve got TriDot as our headline sponsor, who really embody everything we’re about – innovation and being open to everyone. But we want to keep growing the show, and the ambition is that by year three we’ve doubled in size.”
“We plan to stay at Excel London because it’s already got that triathlon connection, being home to one of the largest triathlons in the UK. There are other big plans too, but for now I can’t give away too many spoilers!”
From quite literally first dipping his toe into the triathlon water, to organising a huge triathlon exhibition. It’s safe to say Stuart’s triathlon journey has escalated pretty quickly – a great example of what happens when you find a passion, and (swim-bike)run with it.
How to get tickets for World of Triathlon LIVE
The first ever World of Triathlon LIVE powered by TriDot exhibition will take place at Excel London on 28-29 March 2026. Tickets are now on sale – and for a limited time only, TRI247 readers can get exclusive FREE tickets. Numbers are limited, so tap the link below and book now to avoid disappointment.
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