Two men on road bikes cycle side by side in a sunny place
Credit: Pelotan / RojFerman

Pelotan, the high-performance sunscreen brand engineered for athletes, has announced that world-renowned triathletes Kristian Blummenfelt and Gustav Iden have joined the Pelotan family as athlete investors. This exciting partnership comes at a pivotal moment as Pelotan embarks on an investment round aimed at expanding into the U.S. market.

Pelotan is a high-performance sunscreen brand dedicated to providing superior sun protection for athletes. Engineered with endurance sports in mind, Pelotan’s products offer long-lasting, lightweight, and sweat-resistant protection to keep athletes safe under the sun. Trusted by Olympic Champions, Grand Tour Winners, IRONMAN Champions, Running and Mountain Sport Legends and numerous World, European and National champions around the world of sport, Pelotan has become a go-to product for people living an active lifestyle.

Kristian Blummenfelt and Gustav Iden, both celebrated for their outstanding achievements in the world of triathlon, bring a wealth of expertise and credibility to the Pelotan brand. Blummenfelt, the Olympic gold medallist, WTCS World Champion, IRONMAN World Champion and IRONMAN 70.3 World Champion, along with Iden, the two-time Ironman 70.3 World Champion and IRONMAN World Champion, are not only elite athletes but also advocates for sun safety in sports.

This partnership with Blummenfelt and Iden aims to not only enhance product development but also promote the importance of sun safety among athletes globally.

Kristian Blummenfelt said, “As athletes who spend countless hours training and competing outdoors, sun protection is crucial. Pelotan’s high-performance sunscreen has been a game-changer for us, providing reliable protection without compromising our performance. We’re excited to invest in a brand that shares our commitment to excellence and athlete well-being, especially as Pelotan prepares to enter the U.S. market.”

Gustav Iden added, “Pelotan’s focus on creating products specifically for athletes aligns perfectly with our needs. Their innovative formulas ensure we stay protected even during the most intense training sessions and races. We’re proud to support and invest in a brand that truly understands the demands of our sport and is now poised to make a significant impact in the U.S. like it has in Europe.”

Pelotan’s CEO, Tom Austen expressed enthusiasm about the partnership and the upcoming investment round: “Having Kristian and Gustav as athlete investors is a significant milestone for Pelotan. Their endorsement and investment validate our mission to deliver superior sun protection products tailored for athletes and, ultimately, protect every athlete from the sun. Kristian and Gustav are synonymous with peak-performance and considering every detail in the pursuit of their goals – so their confidence in Pelotan is telling. As we begin to raise our first external investment to expand into the U.S. market, their involvement will be instrumental in our growth and innovation efforts.”