European, world and Olympic champions - There’s not much the Brownlee brothers haven’t conquered when it comes to triathlon. Sharing their highs and lows at an exclusive event in store on 7th December, we opened the doors to 100 guests for an intimate evening with Alistair and Jonathan.

Heading out on a cold, dark winter’s evening may not seem a particularly appealing prospect but with a packed programme in store, we opened the doors at 6pm to a flurry of excited Brownlee fans and avid triathletes.

We were proud to be running this evening in conjunction with Scott, who brought their flagship, recently released, Foil Premium Disc, to display in store. The only one in the UK, it was no surprise the bike received plenty of admiring glances throughout the night.

Enjoying a drink and picking up goody bags, the event began with revered coach, Joe Beer, giving a talk on how to make the most of your indoor training. With two glamorous assistants clipped in and set up in our Zwift area on the first floor, Beer explained the benefits of resistance sessions, how to ride efficiently and gave tips on tailoring training towards racing goals.

Joe Beer at Sigma Sports on Zwift

Sigma Sports cyclists riding Zwift

Sigma Sports cyclist riding Scott Foil Road Bike on Zwift

From pedalling to pizza. The team from Stoked, a mobile wood-fired pizza outfit, set up outside the store. With guests enjoying a delicious plateful of food, fed and watered it was time for the main event.

Stoked Pizza Van outside Sigma Sports Store

Stoked Pizza Van

7:40pm came around, the atmosphere was one of excitement as Alistair and Jonathan were introduced to the audience by Sigma Sports’s Head of Marketing, Calvin Cox.

Hosting the Q&A session, Joe Beer took to the mic. Asking a selection of questions, from what inspired the brothers to get into triathlon, to what their goals were for the upcoming season.

Taking questions from the floor, there was no shortage of Brownlee fans, ready to quiz the brothers.

Alistair and Jonathan Brownlee Q&A with Joe Beer

Closing off a fantastic evening in store the guys posed for photographs and conducted a signing before heading off.

Alistair and Jonathan Brownlee Signing

Alistair and Jonathan Brownlee Signing with audience

Ticket proceeds on the evening went to The Brownlee Foundation. We’d like to say a big thank you to Joe Beer, Scott Bikes and of course Alistair and Jonathan for what was a truly memorable evening in store.

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