The Unlikely Beginning: From Fear to First Race

Stuart Walker's triathlon journey began in the most unlikely way possible—with a deep-seated fear of water and a determination to conquer it through the most challenging route imaginable.

"I came into my late 30s in bad shape," Stuart recalls with refreshing honesty. "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."

The root of this aquatic anxiety traced back to childhood trauma. "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 facing a swimming phobia, booking a few lessons at the local pool might suffice. But Stuart's approach was characteristically ambitious—and perhaps slightly mad.

Setting an "Impossible" Goal

"I wanted a big goal to aim for. I knew I wouldn't be inspired to just go and do laps or whatever. I needed more than that, and the idea of putting three different sports together was appealing as I'd been doing a lot of CrossFit-type workouts anyway."

This decision to tackle triathlon as a complete novice—someone who couldn't swim and didn't even own a bike—demonstrates a crucial mindset that would later fuel his entrepreneurial success. "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!"

Race Day Reality Check

When race day arrived, Stuart had chosen perhaps the most challenging possible debut: a tidal sea swim at Southend-on-Sea. It was a baptism of fire that would test every ounce of his determination.

"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."

Despite wearing completely the wrong equipment—a surfing wetsuit that caused terrible chafing—Stuart's characteristic determination shone through. "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."

The result? "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."

The Addiction Takes Hold: Why Triathlon Creates Lifelong Converts

Despite the brutal introduction to triathlon, something magical happened on that challenging day at Southend. Stuart discovered what countless age-groupers before him have experienced—the unique, addictive appeal of multisport competition.

"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 Community Discovery

What struck Stuart most wasn't just the physical challenge, but the exceptional community spirit that defines triathlon. "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."

Drawing on his professional background in events, Stuart immediately recognized something special about triathlon's organization and atmosphere. "Coming from an events background, I thought it was all just so well organized and I loved the intimacy of it – the spectators being right there all around the event village."

This observation about triathlon's unique community culture would later become central to his vision for World of Triathlon LIVE. Unlike other endurance sports, triathlon fosters genuine connection and mutual support among participants.

"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," Stuart explains, highlighting a key differentiator that makes the sport so compelling.

The Universal Truth About Triathlon

Stuart discovered what race directors and coaches have long known: triathlon has an extraordinarily high retention rate among newcomers. "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!"

This insight about triathlon's appeal would become foundational to his later business planning. The sport naturally creates repeat customers, passionate advocates, and a community eager to support and mentor newcomers.

Breaking Down Barriers and Stereotypes

Through his own experience and subsequent races, Stuart also began challenging common misconceptions about triathlon accessibility. "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."

This realization about triathlon's true accessibility—despite its sometimes intimidating image—would become a driving force behind his exhibition concept.

Professional Meets Passion: The Genesis of World of Triathlon LIVE

While Stuart was discovering his passion for triathlon, his professional background provided a unique lens through which to view the sport's landscape. With extensive experience in exhibition management, he began noticing a significant gap in the UK market.

"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."

Identifying the Market Gap

Unlike other major sporting communities, triathlon in the UK lacked a dedicated consumer exhibition. While running had events like the London Marathon Expo, and cycling had various trade shows, triathlon athletes had no central gathering place to connect, learn, and discover new products.

This gap became increasingly apparent as Stuart immersed himself deeper in the triathlon community over his first two years of racing. The sport had passionate participants, innovative brands, and inspiring stories, but no platform to bring them all together.

The Catalyst Moment

A magazine interview with British Triathlon CEO Ruth Daniels provided the final piece of inspiration Stuart needed. "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 alignment between his professional expertise and the sport's stated goals for growth and inclusion created the perfect opportunity for impact.

From Concept to Reality

The timeline from idea to execution demonstrates Stuart's methodical, professional approach to turning passion into business reality.

"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."

This systematic approach—combining industry knowledge with thorough market research and mentor feedback—exemplifies how to successfully bridge the gap between personal passion and professional venture.

More Than Just Another Trade Show: The Vision for Change

What sets World of Triathlon LIVE apart from typical sporting goods exhibitions is its community-first philosophy and commitment to accessibility. Stuart's vision extends far beyond simple retail opportunities.

Community at the Center

"Triathlon feels like far more of a community compared to other sports," Stuart observes. "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."

This community focus addresses a real need in the triathlon world—providing physical spaces for the online connections and virtual relationships that sustain the sport to translate into face-to-face meetings and stronger bonds.

The "Tri-Curious" Welcome Mat

Perhaps most importantly, World of Triathlon LIVE aims to break down the intimidation factor that can prevent newcomers from entering the sport.

"Our tagline is 'swim, bike, run for everyone.' And we want this show to be just as appealing 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."

This inclusive approach recognizes that triathlon's future growth depends on welcoming newcomers and making the sport feel accessible rather than exclusive.

Education Over Pure Commerce

"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."

While retail opportunities will certainly be present, the exhibition prioritizes education and empowerment.

What to Expect: Building the Ultimate Triathlon Experience

World of Triathlon LIVE promises to deliver value across multiple dimensions, from practical shopping opportunities to inspiration and education.

Retail Revolution

"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."

This hands-on approach addresses a major pain point for triathletes—the difficulty of making informed equipment decisions without physical interaction with products.

Star Power and Inspiration

Who is Stuart Walker?

Stuart Walker is an exhibition professional and age-group triathlete who has launched the UK's only triathlon exhibition, World of Triathlon LIVE. He started the exhibition as part of his passion for the sport and to create a more inclusive triathlon community.

What is World of Triathlon LIVE?

World of Triathlon LIVE is a new triathlon exhibition set to take place at Excel London in March 2026. It aims to bring athletes, brands, and the triathlon community together, promoting inclusivity and accessibility within the sport.

How did Stuart Walker get into triathlon?

Stuart Walker began his journey into triathlon later in life as part of a health and fitness initiative. He overcame his fear of swimming and completed his first triathlon, which motivated him to further engage with the sport by organizing World of Triathlon LIVE.

What can attendees expect from World of Triathlon LIVE?

Attendees of World of Triathlon LIVE can expect to engage with athletes, brands, and the triathlon community. The event will feature educational sessions, opportunities to try out new gear, and activities designed to inspire and empower both beginners and experienced triathletes.

How does World of Triathlon LIVE aim to change the perception of the triathlon?

World of Triathlon LIVE aims to challenge the perception that triathlon is an expensive and elitist sport. It seeks to celebrate all participants, regardless of their equipment or experience level, and to create a platform for inclusivity and diversity within the triathlon community.

#TriathlonExhibition #InclusiveFitness

Source: https://www.tri247.com/triathlon-news/world-of-triathlon-live-exhibition-london-excel-founder

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