TRIAT was founded in 2010 by Matthias. In the past, he took part in countless races and events. At first, he only sold sports nutrition to endurance athletes and triathletes. Steadily, more and more other products were added, and eventually he opened his first physical store in Amsterdam.
From that store, TRIAT grew. And significantly so. More and more endurance athletes stopped by and became loyal customers. With the growing demand for high-quality products, the product range also kept expanding, allowing TRIAT to grow into the Dutch endurance sports specialist. And not just for Dutch endurance athletes, because the webshop also grew, and orders are now shipped all over the world.
One of those loyal customers was Peter. He is also an enthusiastic endurance athlete and competes in triathlons at national level. After a career at various start-ups and large companies, he decided it was time to turn his passion into his work as well. Since 2026, Peter has led TRIAT.
Personal service, reliability, quality, and customer satisfaction are top priorities at TRIAT. We are happy to help you, both online and in-store, with advice and we are glad to share our knowledge.
Of course, we only supply products that we use ourselves or that we know for sure are good enough to sell to you. That is why we only work with the best suppliers. And that is also helpful if you ever need to make use of a warranty.
In all our partnerships, with you as a customer, with our suppliers, with our colleagues, and with all other stakeholders, we operate on the basis of mutual trust. That is our foundation, our core. And that feels right to us.
The ultimate goal is for the athlete to get the best out of their performance with the equipment that suits him or her best.
Are you near Amsterdam? Feel free to stop by our store, meet us, and share your passion for endurance sports. We are always happy to talk about training and races. See you soon!
