At Element, we’ve been immersed in triathlon for a long time — over 60 combined years between just the two of us. So yeah, we've seen a lot.
We’ve raced across the world, including the Ironman World Championships in Kona, countless 70.3s, Olympic-distance and sprint races. We've trained with some of the sport’s pioneers and led triathlon training camps of our own.
Over the years, we’ve attended Interbike (back when it was the must-go trade show for cycling and triathlon), met with global brand leaders, and built long-standing relationships with manufacturers of bikes, components, apparel, and accessories.
This experience has helped us curate gear with purpose — like the Winow T119, a bike built not just to look fast but to work seamlessly for real riders.
Lately, we’ve been reflecting on what curation means to us — and one key theme keeps rising to the top: supporting more Canadian brands.
We’re proud to have already reduced our reliance on U.S. and global distributors where possible. It’s not just about shipping costs or border delays (though that’s a real bonus); it’s about sourcing closer to home, backing local innovation, and sharing products that align with the needs of Canadian athletes.
We’re not all the way there yet, but we’re moving in that direction. And we think that matters.
One recent example? We’re excited to be bringing in FrottiFrotta, a new Canadian brand offering a wetsuit-safe anti-chafe balm and a long-distance chamois crème designed with endurance athletes in mind.
These are small steps — but they’re the kind that add up.
Got a Canadian brand we should know about?
While we’re proud to carry standout Canadian brands like FrottiFrotta, Krono Nutrition, X-Act Nutrition, Dryworld, and others, we know there are more out there doing great things for endurance athletes.
If you know of a Canadian company—big or small—making triathlon-worthy products, let us know! We’re always interested in exploring new gear, testing it ourselves, and potentially bringing it into the Element lineup.
📩 Email us at mail@elementtri.ca with your suggestions.