In a captivating morning session at FieldFisher’s Manchester offices, Ruth Daniels, CEO of British Triathlon, lit up an audience of business professionals with her dynamic vision for transforming triathlon from a niche sport to a mainstream phenomenon.
“I want triathlon in everybody’s living room,” Daniels said. “I want everyone either doing it, supporting it, volunteering in it, working in it, or talking about it.”
Discussing the sport’s challenges, she was refreshingly direct: “We’re constantly fighting against football in terms of media visibility.” Inviting everyone to find anything about triathlon and other non-mainstream sports on the BBC Sport app or website.”
James Lappin, Ruth Daniels, Michael Taylor and Tom Saville
Having only joined British Triathlon as CEO in January 2024, having most recently worked as chief legal officer at UK fashion brand Superdry, her telling of her own career journey was equally compelling.
“I decided in my mid-life that I needed a challenge,” she explained about her entry into triathlon. “I’ve always loved swimming, cycling, but hated running – probably don’t particularly enjoy it now, but I fancied doing a triathlon.”
On the sport’s inclusivity, she said: “We’re one of the few sports that started with men and women doing equal sports, with equal prize money.”
Her professional philosophy was clear: “I moved into sport because I wanted to do something that had a real positive impact.”
The audience was particularly struck by her commitment to youth engagement and breaking sporting barriers. “Everyone sets their own limits,” she said. “Society sets limits, and actually you should never be self-limiting.”
Daniels’ story, told in conversation with TheBusinessDesk.comwas a masterful blend of personal storytelling, strategic insight, and passionate advocacy, leaving the audience inspired about the future of this dynamic sport.
Her final message was both inspiring and practical: “I would encourage anyone wanting to make a difference to look at non-executive roles. It’s very rewarding and can be an interesting step into what you might want to do in the future.”