There's something that felt a little different walking into REI Marlton on Saturday morning in early April.
Maybe it was the energy of a packed Community Day, athletes and neighbors filling the aisles, conversations happening everywhere at once. Maybe it was seeing the Friends of the Rail Park team talking about reimagining Philadelphia's elevated railway into living green space, or the folks from Upstream Alliance and the Camden Shipyard Museum sharing their work expanding outdoor access along the waterfront. It was the kind of morning that reminds you why we do what we do.
But part of what made it feel different was seeing Varlo triathlon suits for sale, hanging on the rack inside an REI.
A Long Time Coming
There was a time, not that long ago, when you could walk into your local bike shop and find a real selection of triathlon gear. Wetsuits, race suits, run kits, a community built around the sport. Somewhere along the way that changed. Retail shelves got thinner. Specialty shops tightened their inventory. If you wanted a quality tri suit, you were ordering online and hoping the fit was right.
Getting triathlon apparel back into physical retail, where athletes can feel the fabric, ask real questions, and connect it to an actual race goal, is something we've been working toward for a long time. REI Marlton is our home store. South Jersey and the greater Philadelphia region is our backyard. Having Varlo on those shelves feels like something we've been building toward since day one.
The Sport Is Changing
Triathlon is in the middle of a generational shift.
For years the sport was anchored by the 40-49 age group, dedicated lifers who built their training schedules around long-course racing. That community gave the sport its identity. But the numbers tell a new story. According to USA Triathlon's most recent data, the 20-29 age group added over 10,000 new members in a single year, and athletes aged 20-39 have now become the largest collective membership demographic in the United States.
IRONMAN's 2025 global race data backs it up further. Participation among athletes under 30 grew 35% in a single season. First-time participants under 30 have more than doubled since 2019. Among women ages 25-29, year-over-year growth was nearly 44%.
A new wave of athletes, younger and increasingly entering through sprint and Olympic-distance formats, is going to need gear. They're going to walk into REI, pick up a pair of trail shoes, wander over to the apparel wall, and find a Varlo tri suit. That's the conversation we want to be part of.
What You'll See in the Video
We sat down with the REI Marlton team and Varlo's co-founders at Community Day. You'll hear from the people behind the store about why they chose to spotlight local and regional partners, and what it means to carry a South Jersey-born performance brand. You'll also hear from our team about what this milestone means to us and where we see the sport heading next.
It's a quick watch and we think it captures something real about where Varlo is right now.
This Is Just the Beginning
We started Varlo because we believed serious athletes deserved serious apparel, built for performance without compromise. Every kit we make is designed for the specific demands of the sport: the transitions, the heat, and the miles in between.
Having that product in an REI Co-op, in our home market, at a time when a new generation is just discovering the sport for the first time, is a moment we're proud of.
We'll see you at the finish line.
The Varlo Team
Varlo triathlon suits are now available at REI Marlton, NJ. Shop in store or visit varlo.com to explore the full collection.