Rebranding and Elevating T100 to a Global Triathlon Powerhouse
T100, formerly the Professional Triathletes Organisation, sought to professionalise triathlon by creating world class events and securing greater financial support for athletes. Through a digital first, paid media driven strategy, T100 was rebranded, launched in new markets and saw unprecedented growth in both participation and awareness.
Michael Porter served as Marketing Director at PTO, developing and executing the comprehensive digital strategy that drove the organisation's rebrand and global expansion.
The organisation successfully scaled from concept to a globally recognised triathlon brand with sell out events and six figure revenue growth.
Building a Digital-First Strategy.
The strategy centred around developing a robust digital presence, leveraging a new website as both a landing and conversion platform. The integrated approach included paid media, OTT products, email marketing and social campaigns.
This data driven strategy maximised cost per acquisition efficiency and drove ticket sales through targeted digital campaigns and conversion optimisation.
Measurable Results:
Sold out Singapore triathlon within 24 hours of launch, generating over £100k in revenue overnight
Built conversion focused website that served as primary ticket sales and fan engagement platform
Developed integrated digital ecosystem spanning paid media, email marketing and social channels
Achieved cost efficient customer acquisition through data driven paid media strategy
Localised Marketing with Global Impact
A globally managed, locally coordinated model was implemented, working with agencies and building in region teams to execute local marketing initiatives. This approach ensured that each event resonated with local audiences while maintaining T100's global brand identity.
The launch of age group events and localised promotions significantly boosted attendance and engagement across multiple markets.
Measurable Results:
Successfully launched events across multiple global markets with localised activation strategies
Built scalable marketing model that balanced global brand consistency with local market relevance
Drove increased attendance and engagement through age group event launches and targeted local promotions
Established replicable framework for multi market event expansion
Rebranding and Scaling Revenue
Collaborating with a top London agency, T100 underwent a complete rebranding, evolving from the Professional Triathletes Organisation into a globally recognised triathlon brand. The new identity was integrated into all digital and physical marketing materials, reinforcing the brand's legitimacy.
An analytical, financially driven approach to marketing focused on lead generation, email marketing and digital optimisation to scale revenue and expand T100's reach.
Measurable Results:
Successfully rebranded from Professional Triathletes Organisation to T100, establishing new global brand identity
Integrated new brand across all digital and physical marketing touchpoints
Scaled revenue through lead generation focused digital strategy and conversion optimisation
Built financially accountable marketing function that directly tied activity to commercial outcomes
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