British Triathlon launches digital overhaul with Netcompany

British Triathlon has launched a digital transformation programme with Netcompany and Huble. The initiative covers British Triathlon and its Home Nations bodies across Great Britain.

The programme is intended to bring membership, communications and insight into a more connected system. It includes Triathlon England, Triathlon Scotland and Welsh Triathlon.

The changes are designed to replace older technology systems and fragmented working practices. British Triathlon expects the programme to support simpler digital interactions, more relevant communications and improved self-service for members and participants.

The overhaul is also expected to give British Triathlon and the Home Nations a shared view of member needs. In turn, that should support more consistent engagement, closer collaboration and stronger long-term planning across the sport.

Delivered with Netcompany, British Triathlon's digital transformation partner, and Huble, a consultancy focused on marketing, sales and service systems, the programme supports an updated membership offer. It is also intended to help the sport's administrators communicate with members more consistently and at the right time.

Ruth Daniels, chief executive of British Triathlon, set out the organisation's view of the project.

"This is an important first step in how we better support our members and the wider swim, bike and run community. It gives us the foundations to make everyday interactions simpler, more joined up and more personalised, while helping us understand and respond to the needs of our sport in a more consistent way. The programme also shows the strength of collaboration across our Home Nations, partners and UK Sport, and highlights the positive impact we are already making in communities through our partnership with both Netcompany and Huble. This has been a huge piece of work for us and I am incredibly grateful for the substantial work done by our team at British Triathlon, our Home Nations colleagues, Netcompany, Huble and for the support of UK Sport and the National Lottery."

Member systems

Nikki Phillips, director of digital transformation at British Triathlon, said the work was not limited to replacing software. It also changes how the governing body and the Home Nations work together and assess engagement across the sport.

"This milestone marks a significant step forward for British Triathlon and the Home Nations. It is about more than changing systems; it is about changing how we work together, how we understand our members and how we make it easier for people to engage with swim, bike and run. For the first time, we will have a more connected and reliable picture of member engagement across the sport. That will help us improve services, strengthen decision making and create more personalised experiences for members now and in the years ahead."

The project also has a commercial dimension. A more unified set of member data is expected to help commercial partners make decisions based on audience information and improve engagement with current and prospective audiences.

Netcompany said the launch gives British Triathlon a base for improving member experience and planning. Richard Davies, UK country managing partner at Netcompany, said the work showed how digital change could reshape operations in sporting bodies.

"This launch shows how transformation can help sporting organisations deliver lasting value for the people they serve. British Triathlon now has the foundations to improve member experience, support participation and plan confidently for future growth. We are proud to have delivered this together and look forward to supporting British Triathlon as the programme continues."

Wider reach

Huble said the programme brought British Triathlon's member data together in one place for the first time. Rebecca Harris, chief executive officer of Huble, said that should help the organisation and the Home Nations better understand and support members.

"Getting a CRM project of this scale live takes genuine partnership, and that's exactly what this has been. We've brought British Triathlon's member data together in one place for the first time, giving the organisation and the Home Nations a real foundation to understand and support their members better. We're proud of what the team has delivered, and excited to keep building on it as the programme moves into its next phase."

Alongside the systems work, the partnership with Netcompany includes a social value commitment tied to community activity in Bradford. British Triathlon said the Swim Bike Run Neighbourhood Partnership with Active Bradford is aimed at creating more opportunities for children and families to take part in swim, bike and run activity.

The community work includes Active Skills for Life and Literacy Kicks pilots, which combine classroom-based sports journalism with practical physical activity sessions. More than 120 children took part in free pop-up duathlons in Keighley and Wyke over the three months to June, while the Bradford Girl Power project reached more than 400 children in schools.

Free park duathlons are also continuing across the district. The participation figures reflect a broader effort by British Triathlon to link digital investment with community engagement as it updates how the sport is administered and promoted across Great Britain.

British Triathlon is the governing body for triathlon and multisport in Great Britain and works with the Home Nations to oversee participation, clubs, programmes and events. The latest programme signals a substantial back-office and membership systems overhaul as the organisation seeks a more joined-up approach to serving athletes, members and the wider swim, bike and run community.