TYR Expanding Portfolio with Lines of CrossFit, Workout Gear

Catie DeLoof; Photo Courtesy: Peter H. Bick

TYR Expanding Portfolio with Lines of CrossFit, Workout Gear

TYR, one of the leading swimming apparel companies, has expanded its range to include CrossFit athletes and specific training gear.

An interview with TYR CEO Matt DiLorenzo with CrossFit news site, The Morning Chalk Up, discussed the plans.

Much of it stems from DiLorenzo getting into the CrossFit and exercise community. He’s hoping to leverage TYR’s market position, expertise and rolodex of patents to develop apparel for this new space, including a line of CrossFit apparel to be released in April 2022. The plan is for a footwear line to follow in 2023, meeting needs like cross-training, running and weightlifting. Some CrossFit competitions involve swimming, where TYR’s gear is already finding purchase, just as it has with triathletes. TYR also produces accessories like sunglasses that can be used across sports disciplines.

“Training Crossfit daily, we understand the demands of the sport from the everyday gym goer to the elite athlete,” DiLorenzo said. “Our goal at TYR is to pour that same level of passion, commitment and authenticity into everything we design and produce, so we can help each athlete fulfill their potential.”

TYR has hired Corey Berger, a two-time CrossFit Games participant, as the company’s newly created Director of CrossFit and Fitness. It has also signed a number of prominent CrossFit Games athletes as clients, among them Emma Cary, Noah Ohlsen, Travis Mayer, Meg Reardon, Saxon Panchik, Amanda Barnhart, Will Moorad and Bethany Shadburne.

“I started out just by consulting and as our conversation got deeper, I was like, ‘We need to do it right. We need to get feedback from the top athletes in CrossFit,’” Berger told The Morning Chalk Up. “…One thing led to another and eventually I got involved with athlete acquisition and product development.”

Berger said that he hopes TYR will get involved in the exercise community, where training groups are such an important locus of connection and identity for many athletes.

“We’re being aggressive,” Berger said, “but it’s calculated aggression in how we’re moving forward and growing awareness in the space as we continue to support more athletes and the community as a whole.”

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