In 2007, Zone3 was started by an elite triathlete, James Lock, who had just graduated from Loughborough University. Lock was looking for a way to produce higher performance products for himself and training partners in hopes of using sales to pay for international race costs. The products were so well receives by athletes and industry experts that soon the brand grew and demand kept exceeding supply. By 2010, Zone3 had hundreds of retailers. Zone3 has now grown to become the number one British triathlon brand and is now sold in fifteen countries around the world.