EN spoke with Stuart Walker as he prepares to launch his new triathlon show in 2026, set to take place at ExCeL London, aiming to redefine the sport’s landscape.
With a record-breaking number of participants at this year’s London Marathon and millions eagerly registering for next year’s race, the UK’s sports scene is experiencing a surge in popularity. Among the disciplines gaining momentum is triathlon – propelled not only by the sport’s growing grassroots appeal but also by standout performances on the world stage.
At the forefront of this movement is former Media 10 and Montgomery employee Stuart Walker, who is turning his personal passion into purpose with the launch of World Triathlon Live – a new expo set to debut at Excel London in 2026.
The sport has seen a notable boost, particularly following Team GB’s standout performance at the 2024 Paris Olympics, where Alex Yee claimed gold in the men’s event. Participation across England rose by 41% from 2022 to 2023, but Stuart believes there’s still plenty of room to growand perceptions to shift.
“What sets triathlon apart for me is the camaraderie,” Stuart says. While he has dabbled in other fitness trends like Hyrox and Obstacle Course Racing (OCR), it’s triathlon that truly captured his attention. “It’s more than a race, it’s a community.”
From novice to advocate
Stuart’s journey began just three years ago during a family holiday. At 41 years old, he found himself the only one in the group who couldn’t swim – a wake-up call that came amid ongoing weight struggles. “I was embarrassed,“ he admits. “Looking for motivation, I signed up for a local sprint triathlon, even though I hadn’t ridden a bike in 20 years and could only doggy-paddle.”
Since then, he’s transformed from reluctant swimmer to triathlon enthusiast. Joining his local club in Essex opened the door to an experience he describes as “eye-opening.”
“The encouragement from spectators, the support from other athletes, and the feeling of finishing, it was unlike anything I’d experienced.” As his passion for the sport grew, Stuart realised that triathlon often lacked representation and accessibility, something he’s now committed to changing.
Building a platform for change
What began as a personal goal evolved into a business plan. Over six months, Stuart developed the concept for World Triathlon Live, consulting with club leaders, suppliers, and industry experts to ensure the event would be both viable and impactful.
“We’re not just trying to fill a hall, we want to build something meaningful,“ he says. Welcoming 3,000 attendees to the debut event would be a success, but for Stuart, real impact means helping brands grow, strengthening the triathlon community, and giving people a new way into the sport.
To achieve that, he’s partnered with a marketing agency to help craft the right message and reach the right people – participants, partners, and supporters alike.
“Starting your own business is daunting,“ he adds. “But with the right support, I’m confident we can build something lasting.”
What to expect
On the day, attendees can expect more than just an exhibition. A strong focus on education and health content will be paired with an innovative static triathlon – using machines to simulate running, cycling, and swimming designed to make the sport more accessible to newcomers.
The event will conclude with an awards ceremony on Saturday evening, celebrating participants’ achievements, as well as honoring unsung heroes, initiatives, and contributions to the industry.
Beyond the finish line
Promotion is already underway. A campaign titled ‘Beyond the Finish Line’ will highlight stories from athletes of all levels, from seasoned competitors and sports stars to first-timers, inspiring others to start their own journeys. The team is also working closely with community sports initiatives and grassroots clubs across London to boost participation and awareness.
As sport, community, and business increasingly overlap, World Triathlon Live is positioning itself right at that crossroads. “It’s a significant shift,” Stuart notes. “We’re stepping into a new era, and the events industry is beginning to pay attention.”
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