Tri It Multisport closes store and switches to “online presence”
Triathlon retail pioneers switch focus as retail environment changes

It is surely a sign of the times, but after 18 years, Tri It Multisport, a mainstay of the Calgary triathlon scene, will be closing its doors and “shifting to an online store only.”
Started 18 years ago by Rose Serpico and Richelle Love after Serpico “ordered a $36 Zoot bra online and paid $38 in shipping,” the pair’s passion for the sport helped them build the business. In addition to the store, they have also built out a successful events company that includes RnR Premier Events and the Wild Rose Women’s Series.
“We are people who are passionate about triathlon, and getting others involved in ‘living the dream,'” the Tri It website proudly proclaims. “From the newbie to the elite, we love to help people, and be a part of your journey.”
Their store might have been based in Calgary, but Serpico and Love are known across the country for their enthusiasm about all things triathlon. We interviewed Serpico as part of our “Fashion Files” series because of her extensive knowledge of the market.
Serpico and Love were pioneers in so many aspects of the sport, and now will continue that legacy as they switch the focus of their business.
“We can no longer wait for people to come to a store and see us,” Love said in an interview today. “We’re going to be doing pop up shops, wetsuit and goggle fittings, going with athletes to pools.”
“It also frees up a little more time to work on our events,” Love continued. “Especially the women’s triathlon clinics.”