Sir Richard Branson followed an announcement about Virgin Active’s sponsorship of the 2011 London Triathlon with news that he will be taking part in the event himself.
Branson’s Virgin Active has signed a three-year deal to back the event held annually in Docklands and featuring 13,000 participants.
The company says it wants to dispel the idea that you have to be an elite athlete to complete the swim, cycle and run around the capital – and what better way than to have the founder taking part?
Sir Richard said: “The Virgin Active London Triathlon is set to be not only a really fun event, but also a great way for people of all fitness levels to get involved in sport and exercise. Virgin Active will of course be helping me and their members, many of who have signed up alongside me, shape up for the big day. I hope they don’t show me up too much!”