Introducing Triathlon Ambassadors

Michelle Dillon and Stuart Hayes

Sigma Sports are delighted to be supporting double Olympic triathlete Michelle Dillon in her bid to land a hat-trick of age-group World Championships at Edmonton in August.

Michelle Dillon

Michelle Dillon was the 2001 Elite European champion, who raced for Great Britain at both the Sydney 2000, and Athens 2004 Olympics. She was forced to retire from pro triathlon in 2008 due to a severe back injury. Having finally recovered from a complex double fusion operation, Michelle made a miraculous return to the sport - and the winner's podium - at the 2018 and 2019 Sprint distance races. 

Michelle said: ‘It was really emotional to be racing ten years after retiring as I was told I wouldn’t run after my back surgery - and to be able to win two World Age Group Championships makes me feel very proud.

I just love this sport, and love racing at the highest level possible, so my aim is to stay injury-free and win my third age-group title - that would be amazing!

I’m super excited to be working with Sigma Sports this year as for me they are the number one bike and triathlon store in the UK - to have their support and backing means so much.’

Stuart Hayes

Sigma Sports will also be represented for the 2020 triathlon season by Stuart Hayes, who played his role in Alistair Brownlee’s famous gold at the 2012 London Olympics as a domestique. Amongst many wins at elite level, Stuart’s biggest came in 2010 at the ITU World Series in Kitzbuhel, triumphing over a world-class field - including Brownlee - after an epic breakaway on the bike.


Having only retired from elite racing last year after a disastrous collision with a deer in Richmond Park, Stuart admits the itch to race again may be returning - even if it’s just for fun.

He said: ‘After shattering my pelvis, I spent most of my recovery learning magic tricks which I’m still absolutely loving - but I noticed the weight does creep on quite quickly.

So getting back into some sort of racing and training is definitely the way forward for me - although I do love the social side that the sport brings as well.’

Michelle and Stuart joined our bike fit team in-store to get their new Specialized and Trek bikes set up ahead of the season. Learn more about Sigma Sports Bike Fit services.

Stuart has previously been sponsored by Sigma Sports during the late nineties and early noughties at a time when Sigma Sports supported a who’s who of British Elite Triathletes.

The likes of Tim Don, Spencer Smith, Andrew Johns, Stuart Hayes, Richard Stannard and Annie Emerson would all be seen racing - with success - on Sigma race bikes.

Don and Johns rode Sigma frames at the Sydney and Athens Olympics respectively, with Smith representing the brand at the World Ironman Championships in Kona. In more recent times, Sigma Sports has had further partnerships with other notable British elites, Jodie Swallow and Vanessa Raw.

Stuart Hayes and Michelle Dillon

Head of Marketing Calvin Cox says: ‘Over the years, Sigma Sports has become synonymous with the sport of triathlon and we’ve worked with some of the very best British triathletes. Michelle was one of the few that we didn’t, so to work with her now - and have Stuart back as well - is really fantastic.

We are fully focused on building our relationships, and improving our service for the age-group triathlon community, and this partnership with Michelle and Stuart is a key part of that.’

Make sure to follow Sigma Sports on Facebook, Instagram and Twitter to follow Michelle and Stuart's season and learn more about the latest Triathlon products and events.

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