Loughborough University
Leicestershire, UK
LE11 3TU
+44 (0)1509 263171
Loughborough University

Enterprise Awards 2014

Graduate Enterprise

competitor wearing Zone3 wetsuit


James Lock
Year of graduation
Architectural Engineering and Design Management (School of Civil and Building Engineering) 2006

James Lock’s company, Zone3, is an established sports brand that produces a range of wetsuits, triathlon clothing, swimwear and accessories.

After two years of extensive research at Loughborough, Zone3 was launched in 2009 and has become a leading brand for wetsuits and performance apparel in the UK.

After originally establishing his base at Loughborough University’s Innovation Centre, James now has offices in Surrey as well as across Europe, Australasia, South Africa and the US.

The company trades online as well as through dealers across 15 countries worldwide.

The triathlon world got a preview of James’ innovative new brand in 2007, when he lead out the swim in the heat and final of the Elite National Championships. Seven years on, James identifies the quality of his products as a key component of his success – something that is certainly evidenced by the reviews that Zone3 has received. The Aspire wetsuit has won more best value and 10/10 ratings than any other brand, whilst the Advance wetsuit was awarded 220 Triathlon magazine’s Best Buy Award in 2013.

Zone3 prides itself on the relationships with its retail partners, as James observes: “The philosophy of the company has always been to grow organically and really value our retail partners. These guys are the foundation of the business and without them we wouldn’t have been able to establish ourselves as the number one selling brand in the UK. Once we know our retail partners are happy we then focus all of our efforts on brand management and marketing to ensure that the athletes always have Zone3 at the top of their mind."

Zone3 is expanding rapidly and James is confident they can build on the £1m turnover the company generated last year. 

Frame from video Play video James Lock at the 2007 Elite National Championships

Frame from video Play video Fastest wetsuit in transition

Frame from video Play video James Lock interview


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