This email sells a product range to a partner database (British Triathlon members) who already trust the sender. That changes the job. We are not persuading cold prospects that SiS is credible — British Triathlon has already done that by partnering. So the email spends none of its energy on proof-of-brand and all of it on proof-of-need.

The core behavioural move is decision-removal. The audience is the committed, evidence-led age-grouper from the Brand Brain — disciplined, researches before buying, frustrated by guesswork. Their real pain isn't "which brand" — it's the race-week admin of assembling fuel piece by piece and not knowing if they've got it right. So the pack is framed not as a product, but as relief: "The pack is the plan." We sell the removal of doubt, not the contents of the box.

The structure follows the partner-endorsement model proven in the British Cycling email: "we've teamed up with Science in Sport." The trust flows from British Triathlon to SiS, not from SiS to itself — the only direction that works on a borrowed database. The member reads it as their federation vouching for a partner, not as an ad.

The subject line ("The fuelling plan most triathletes get wrong") leads with clarity plus intrigue and a mild consequence, rather than the flat, assumptive "new packs have arrived" — which lets the brain assume it knows the contents and move on. It opens a small loop the reader needs closed.

The CTA is "Find Your Race Pack" — an action and a self-selection, not "Shop." It completes the reader's own sentence ("I want to find mine"), and the word find implies the pack already exists matched to them, reducing the decision to identification rather than evaluation.

What this email deliberately avoids: a flat multi-pack price grid (decision fatigue), feature-listing the science (the audience assumes it), and discount-led urgency (the Brand Brain names generic discounting as the wrong lever for this customer). The single conversion bet is: make them feel the guesswork, then hand them the cure.

EMAIL 1 — Triathlon Race Packs (BriTri → members, SiS as partner)

Hi [First Name],

Most triathletes train for months, then leave race-day fuelling to a carrier bag of gels and a guess. It's the one variable that decides whether you hold your pace or fall apart in the closing kilometres, and it's the easiest one to get right.

So we've teamed up with Science in Sport to build two Triathlon Race Packs, one for Sprint and one for Standard Distance. Each is a complete, timed race protocol rather than a bag of products.

The Sprint Pack is built for the 90-minute effort: fast single-source carbohydrate, with caffeine timed to peak exactly as you start the run. The Standard Distance Pack is built for the 180-minute test, where a single carb source isn't enough. Its dual-source Beta Fuel system lets your gut absorb 80 to 90g of carbohydrate an hour instead of stalling at 60g, plus the recovery to back it up.

Pick your distance and the strategy is done: what to take, and exactly when. The pack is the plan.

Every product is Informed Sport tested, so you know exactly what you're putting in your body.

Find your distance. Fuel it properly.

→ Find Your Race Pack

Backed by science. Trusted by triathletes.