Case Study: Pentathlon GB creates a more inclusive, future-fit multi-sport brand with Household

Pentathlon GB builds a new multi-sport brand for the next-gen athlete with Household

Household partnered with Pentathlon GB to address challenges with member recruitment and retention. A complex sport and an elitist brand perception were creating barriers to entry, making it difficult to engage diverse audiences and secure the organization's future.

The solution implemented by Household was the creation of a new dynamic and inclusive sub-brand named Penta+. This included a flexible identity framework, a digital hub, and new communications focused on participation. The vendor also developed a suite of merchandise and digital assets to unite the community. The new brand successfully reframed the sport to drive relevance and build a connected community from Olympians to amateur athletes.

Pentathlon GB