James Lock

James Lock is the founder of Zone3, the world’s highest-rated triathlon sportswear brand. His life story is a compelling testament to vision, resilience, and purpose-driven leadership that successfully integrates athletic achievement, innovative entrepreneurship and a consistent commitment to community and environmental sustainability. James excelled as a national-level swimmer and runner, becoming a national champion in biathlon and a world champion in aquathlon and biathlon. His experiences as an elite athlete provided firsthand insights into equipment performance, comfort and innovation, which would later inform his entrepreneurial pursuits in sports technology. In 2006 he founded Zone3 with £10,000 in savings, building it single-handedly. Until 2024 it was 100% owned by James with no other shareholders, investors or debt ever taken on. Today, Zone3 has generated £75.2m in revenue and £19.5m in pre-taxable profits – an outstanding success story. He has spread his influence with sustainable products such as swimwear using plant-based and biodegradable neoprene. His influence is also clear in his philanthropy. He supports grassroots sports, sponsoring over 100 local and national events each year and has distributed over one million swim caps to encourage participation. He supports national governing bodies, clubs, coaching companies and athletes of all levels including juniors and para-athletes. His involvement with charities such as Level Water exemplifies his dedication to inclusive access, providing swimming lessons for children with disabilities – promoting confidence and physical activity.