Alistair Brownlee MBE joins Team GoJoe as investor/ ambassador

Updated: Feb 24

The GoJoe team are delighted to announce that Alistair Brownlee MBE - multiple world, European and Olympic champion and all-round triathlon legend - has joined the team as an investor and brand ambassador.



Commenting on his investment into GoJoe - a social fitness app aiming to transform everyday solo exercise into something more social and meaningful through teams, NFTs and virtual fitness alongside celebrities - Alistair Brownlee said: “I invested in GoJoe because I am absolutely passionate about the role technology can play in inspiring and motivating us all to be healthier and fitter and live more active lifestyles.


“I believe that GoJoe is a novel way of encouraging people to live a healthier life. The social aspect of motivation is important for everyone. It’s crucial for elite athletes, but I would say it’s even more important to help keep everyday people motivated. GoJoe’s app has been created in a way to engage people on a daily basis, and ultimately help them become fitter, healthier, and happier whether you’re just starting out or a professional athlete.”


Commenting on the investment, GoJoe co-founder Will Turner said: "To have the backing of a sporting legend like Alistair Brownlee is fantastic for us. Even though he’s an elite, double gold Olympic medalist, he’s super passionate about motivation and participation at all levels of sport and is really interested in technology and innovation. He also knows a thing or two about what it takes to get people moving, regardless of fitness level.”

How it Began


The co-founders of GoJoe, Will Turner and Phil Steele, met at Leeds University in 2003, and created the concept of GoJoe in 2019 after the success of an annual team-based sporting event between university friends (see here for more info). The pair realised the motivational power of exercising with or against people you know - particularly in teams - and felt that there was not really a product which catered to this fact nor was aimed at the mass-market of 'ordinary joes' like them.



Will and Phil took the essence behind this physical event and created a digital product to help people get motivated and help solo exercise become enjoyable. Whilst its overarching vision was and remains as a global consumer product, the onset of the pandemic led to significant demand by corporates who were looking to connect and engage employees but were tired of the same old step challenges. This led to GoJoe securing some of the world's biggest companies as clients including the likes of PwC, Capita and Diageo, all of whom have rolled out GoJoe's unique and innovative movement challenges for staff.


This has coincided with a first investment round into GoJoe by strategic angel investors including Brownlee, Steve Caunce (ex-CEO of ao.com), Shaz Sulaman (ex-director at Phones4U) and other individuals from Premier League football clubs, the NHS and private health.


The Brownlee Challenge - Sign Up Now


Now - and with exciting, innovative features in its roadmap including NFTs, metaverse-integration and global mass participation challenges involving Alistair himself (press here or below to pre-register for Alistair's first open GoJoe challenge) - GoJoe is embarking upon its second investment round with the aim of building out its product further and facilitating growth into new markets.

For more information on opportunities to participate in GoJoe's current investment round, please email us at info@gojoe.com (marked 'investment').


For press enquiries, please visit gojoe.com/press or email help@gojoe.com.

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