Lock created Zone3 whilst he was studying and training at Loughborough University, and has created a new range of limited edition wetsuits, swimming and compression garments in a bid for the brand to become the preferred brand of 2012 competitors.

2010 saw the company achieve a record sales figure, whilst its Aspire wetsuit, which can be changed out of in just 5.4 seconds after coming out of the water, received a 10/10 rating from 220 triathlon magazine.

Lock wants to make his brand prominent at the Games whilst also qualifying to represent Britain in triathlon, devoting all his spare time to the sport.

"We're agile enough to respond to customer and dealer feedback in a way our larger competitors can't," he said.

"Our new feature-packed range has been developed in direct response to our growing customer base that includes elite athletes and newcomers to the sport.

"We're very proud that our British brand is designed by triathletes for triathletes."

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