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Pho3nix SUB7SUB8

How we supported world-class athletes chasing a superhuman goal in iron distance triathlon

Website Development

Pho3nix SUB7 and Pho3nix SUB8 was a combined world-class event for the world’s top endurance athletes: a record-breaking attempt to beat the 7 hours time for men / 8 hours time for women to complete an iron distance triathlon.

We worked with Mana Sports and Entertainment Group to plan, develop the structure, build the visuals, and then develop the event website. The result is an intensely engaging, high impact website that reflects the elite nature of the event, whilst inspiring anyone and everyone to get motivated to exercise.

Postscript: the barrier was smashed, with the men completing the 3.8km swim, 180km ride, and 42.2km run in 6:44 and 6:47, and the women completing it in 7:31 and 7:34. An epic accomplishment!


We built out a range of functions and features to engage fans pre-event through to following the event live online.


An easy way to know whether the audience think it will be possible to break each of the records. A simple yes/no poll allows visitors to cast their votes. After voting, the latest results of the poll are revealed, with the option to share their vote via social media.

Athlete Profiles

From Olympic Champions to world-record holders, these heroes have individual profile pages that feature their key information in a stylised yet easily-digestible format.

Defy Your Impossible

To capture the spirit of the event and leverage it to motivate others to greater success – however small by comparison – we developed the ‘Defy Your Impossible’ 6-week program. Registrants signed up and identified:

  • Either a swimming, cycling, or running goal
  • Their level of proficiency, from beginner to intermediate and advanced
  • Their chosen Sub7 or Sub8 athlete.

They then received a tailored email program complete with coaching videos, performance tips, and encourage or gentle admonishment depending on how they self-scored their progress on the accompanying landing pages.

Email Design/Build

Designed in alignment with the website, we formulated a promotional email strategy and built the emails and templates around it. We then connected it with campaign tools to provide insights into audience engagement and set the foundations for the ‘Defy Your Impossible’ journey.

Let’s work together