Sam Renouf, CEO of the Professional Triathletes Organisation, is leading the charge to mainstream triathlon. He discusses how a cohesive season narrative and consistent athlete participation can elevate the sport's prestige. Technological advancements and iconic locations are also highlighted as crucial factors for increasing audience engagement. Renouf emphasizes the community spirit in triathlons and the sport's potential for mass participation, alongside the challenges of securing sponsorship in an increasingly competitive landscape.