Connect2Perform
Brand strategy and identity for an independent triathlon coaching business

Connect2Perform is a ten-year-old Sydney triathlon coaching business run by head coach Phil. When I started working with him, the business had no consistent branding: a logo, a website and an Instagram account that weren't speaking to the same person, in a coaching market thick with competitors all selling the same story about grit and performance.

The problem.
Every triathlon brand in Sydney sells hard work. What none of them were saying was what actually keeps an athlete coming back: that they are not training alone, and they are not training as a generic squad member either. I built the strategy around that gap.

What I built.
I developed the positioning, individual-focus collaborative training, built on a simple idea: the coaching is personal, the training is shared. From there I set the tone of voice and visual identity, taking the palette into a deliberately bolder register than a typical club, forest green and navy against big, simple type, to stand out on a crowded feed.
I worked with Atohi to bring the same idea into the kit: a bespoke design that gave the brand physical presence on race day, along with real aerodynamic and comfort gains for the athletes wearing it.
I wrote and built the website, moving Connect2Perform off its previous platform, then set the social content strategy and ran the rollout myself, from posts and captions through to education-led content, like the Zone 2 training explainers, that gives the account genuine technical credibility.
Strategy, identity, kit and website were all delivered within five months.

What changed.
Organic social following grew from 550 to 1,062 with no paid spend, over a period in which the business itself grew from 3 to 40 athletes. Phil is now at capacity and no longer taking on new clients.