TYR Sport
TYR Sport is an American performance brand focused on competitive swimwear, triathlon apparel, aquatic equipment, and specialized training gear.
Last updated August 31, 2026
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Overview
TYR Sport, Inc. is an American designer, developer, and manufacturer of performance apparel and equipment for competitive swimming, triathlon, and related athletic disciplines. The company was founded in Huntington Beach, California, in 1985 by Joseph DiLorenzo and Steve Furniss. Its name refers to Týr, the Norse god associated with law, heroic glory, and war, a naming choice that reflects the brand's positioning around competitive sport and performance. The company initially built its identity in aquatic sports, supplying competitive swimsuits, training apparel, goggles, caps, footwear, and other equipment for swimmers and triathletes. Its product portfolio has been associated with both elite competition and structured training, serving individual athletes, clubs, national teams, and event organizers. TYR also supplied swimwear and aquatic equipment used in the original Baywatch television series, particularly in scenes involving lifeguard training, rescues, and water-based activity. That exposure helped broaden public awareness of the brand beyond the specialist swimming market. TYR's growth has been closely tied to athlete sponsorships, national-team relationships, and competition partnerships. The company uses the name Team TYR for its sponsored professional athletes and has supported swimming teams in the United States and Singapore. In 2018, it acquired title rights to USA Swimming's domestic competition circuit, which became known as the TYR Pro Swim Series. In 2023, TYR was announced as the official outfitter for USA Diving and as the official footwear and eyewear partner of the SBD World's Strongest Man competition. The brand was also the exclusive outfitter of the USA Swimming National Team through the 2024 Olympic cycle. Leadership passed to the founding family in 2010, when Matthew DiLorenzo, Joseph DiLorenzo's son, became chief executive officer. Co-founder Steve Furniss retired from the company in 2019 after 34 years. Under Matthew DiLorenzo's leadership, TYR expanded beyond traditional aquatic categories. In late 2021, the company announced plans for CrossFit and broader workout apparel and equipment, following a connection with CrossFit athlete Corey Berger, who had been training for a half-Ironman event. This move positioned TYR as a broader performance-training brand while retaining swimming as its core identity. The company began developing a direct retail presence in addition to its event, team, and specialist distribution channels. In 2023, it opened its first storefront at Roosevelt Field in Garden City, New York. TYR has also continued to pursue high-profile institutional partnerships. In June 2025, it was announced as an exclusive partner of World Aquatics, and it was subsequently identified as the swim partner for the 2026 CrossFit Games, where competitors were expected to wear specified TYR swimwear. These relationships indicate an ongoing strategy of linking the brand to governing bodies, elite competitions, and adjacent strength-and-conditioning communities. TYR remains primarily associated with technical swimwear and aquatic performance products, but its business scope now includes triathlon, strength training, CrossFit, footwear, eyewear, and related athletic apparel. Its market position rests on technical specialization, athlete credibility, event visibility, and partnerships with national and international sports organizations.
History
TYR Sport was established in Huntington Beach, California, in 1985 by Joseph DiLorenzo and Steve Furniss. The name was taken from Týr, a Norse god, and became associated with a company devoted to competitive swimming, triathlon, and aquatic performance. From its early development, TYR concentrated on technical apparel and equipment rather than general-purpose fashion, building products for swimmers, triathletes, teams, and other athletes who required specialized performance gear. The company developed a broad aquatic range that included racing and training swimsuits, goggles, swim caps, footwear, and related equipment. Its competitive focus was reinforced by relationships with athletes and sports organizations. TYR's products also appeared in the original Baywatch television series, where cast members used TYR-branded swimwear and aquatic equipment in lifeguard-training, rescue, and water-sports scenes. This entertainment exposure gave the specialist brand a wider consumer profile while remaining consistent with its aquatic positioning. TYR has used sponsorship and event partnerships as central elements of its commercial development. The company sponsors professional athletes under the Team TYR name and has supported national swimming teams, including those of the United States and Singapore. In 2018, it acquired title rights to USA Swimming's domestic competition circuit, creating the TYR Pro Swim Series. The arrangement connected the brand with a prominent national calendar of elite swimming events and strengthened its visibility among competitive swimmers. Leadership changed in 2010, when Matthew DiLorenzo, the son of founder Joseph DiLorenzo, became chief executive officer. Co-founder Steve Furniss remained associated with the business until retiring in 2019 after 34 years. The transition preserved family involvement while creating a platform for expansion into adjacent performance categories. In late 2021, TYR announced that it would enter CrossFit and broader workout gear. The expansion followed a relationship involving Corey Berger, a CrossFit Games athlete who had been training for a half-Ironman. The initiative reflected the overlap between swimming, endurance training, and strength-and-conditioning communities, and allowed TYR to present itself as more than a swimwear specialist. The company subsequently pursued visibility in strength sports as well as aquatic competition. TYR's institutional and event relationships expanded during the 2020s. In 2023, it was named official footwear and eyewear partner of the SBD World's Strongest Man competition and was announced as the official outfitter for USA Diving. The brand was also the exclusive outfitter of the USA Swimming National Team through the 2024 Olympics. These partnerships placed TYR products across swimming, diving, and strength-sport settings, supporting a strategy based on elite endorsement and competition credibility. The company also moved toward direct-to-consumer retail. In 2023, it opened its first storefront at Roosevelt Field in Garden City, New York. The store provided a physical retail channel for a portfolio that had historically been closely associated with specialist sporting outlets, teams, events, and online sales. In June 2025, TYR was announced as an exclusive partner for World Aquatics. The company was also named the swim partner for the 2026 CrossFit Games, with competitors expected to wear specification swimwear supplied by TYR. These announcements extended its event-partnership strategy into global aquatic governance and major functional-fitness competition. Across its history, TYR has remained anchored in technical swimwear and aquatic equipment while widening its scope to include triathlon, footwear, eyewear, CrossFit, and workout gear. Its development has been shaped by founder-led continuity, family management, elite-athlete sponsorship, national-team outfitting, competition title rights, and an increasing emphasis on direct retail and adjacent performance markets.
- 2026
CrossFit Games swim partnership
[1]TYR is named the swim partner for the 2026 CrossFit Games.
- 2025
World Aquatics partnership announced
[1]TYR is announced as an exclusive partner of World Aquatics.
- 2024
USA Swimming National Team outfitting period concludes
[1]TYR's stated exclusive outfitting arrangement with the USA Swimming National Team runs through the 2024 Olympics.
- 2023
First TYR storefront opens
[1]TYR opens its first storefront at Roosevelt Field in Garden City, New York.
- 2023
Expansion into strength-sport partnerships
[1]TYR becomes official footwear and eyewear partner of SBD World's Strongest Man and official outfitter for USA Diving.
- 2021
Expansion into CrossFit and workout gear announced
[1]TYR announces plans to broaden its portfolio into CrossFit and workout apparel and equipment.
- 2019
Steve Furniss retires
[1]Co-founder Steve Furniss retires after 34 years with the company.
- 2018
USA Swimming domestic circuit receives TYR title sponsorship
[1]TYR acquires title rights to USA Swimming's domestic competition circuit, which becomes the TYR Pro Swim Series.
- 2010
Matthew DiLorenzo becomes chief executive
[1]Matthew DiLorenzo, the son of founder Joseph DiLorenzo, takes over as chief executive officer.
- 1985
TYR Sport is founded
[1]Joseph DiLorenzo and Steve Furniss establish TYR Sport in Huntington Beach, California.
Products and positioning
A technical, athlete-led performance brand specializing in competitive swimming and expanding into triathlon, strength training, CrossFit, footwear, and sports eyewear.
Racing swimwear
Competitive swimwear
TYR's core product area consists of technical swimsuits designed for competitive swimming. The range includes racing-oriented suits intended for organized competition as well as products for athletes training regularly in pools. Competitive swimwear is central to the brand's relationships with national teams, sponsored athletes, and swimming events.
Technical racing swimsuit
Aquapel
Aquapel is identified as a technical racing swimsuit designed by TYR. It represents the brand's focus on performance-oriented competitive swimwear rather than basic recreational bathing apparel.
Technical racing swimsuit
Aquashift
Aquashift is another technical racing swimsuit associated with TYR's competitive swimming portfolio. It belongs to the company's specialist racing category and is intended for performance use in organized aquatic competition.
Endurance sports apparel
Triathlon apparel
TYR develops apparel for triathlon and related endurance training. This category extends the company's aquatic expertise into a multisport setting combining swimming with cycling and running, while preserving its emphasis on technical athletic performance.
Swimming equipment
Aquatic equipment and accessories
The company's aquatic equipment portfolio includes products such as goggles, caps, and other accessories used in swimming and training. These items complement TYR's apparel business and support both individual athletes and organized teams.
Training apparel and equipment · 2021
CrossFit and workout gear
Announced in late 2021, TYR's CrossFit and workout offering broadens the brand into strength-and-conditioning apparel and equipment. The expansion connects its existing endurance and aquatic credentials with functional fitness and gym-based training.
Athletic accessories
Performance footwear and eyewear
TYR also offers specialized athletic footwear and sports eyewear. These categories gained additional event visibility through the brand's official footwear and eyewear partnership with SBD World's Strongest Man.
Marketing campaigns
- 2026CrossFit Games swim partnership
International
TYR was named swim partner for the 2026 CrossFit Games, with competitors expected to wear specified TYR swimwear.
Outcome. The arrangement extends the brand's CrossFit strategy into a major competition platform.
- 2025World Aquatics partnership
International
TYR was announced as an exclusive partner for World Aquatics.
Outcome. The announcement strengthened TYR's connection with international aquatic-sport governance and competition.
- 2023USA Diving official outfitter partnership
United States
TYR became the official outfitter for USA Diving.
Outcome. The agreement expanded TYR's institutional presence from swimming into another major American aquatic discipline.
- 2023SBD World's Strongest Man footwear and eyewear partnership
International
TYR was named official footwear and eyewear partner for the SBD World's Strongest Man competition.
Outcome. The partnership supported TYR's expansion into strength sports and functional athletic categories.
- 2018TYR Pro Swim Series
United States
TYR acquired title rights to USA Swimming's domestic competition circuit and attached its name to the Pro Swim Series.
Outcome. The partnership increased the brand's visibility within elite American swimming and tied TYR to a national event calendar.
- 1990Baywatch aquatic-equipment association
United States
TYR supplied much of the competitive swimwear and aquatic equipment used in the original Baywatch television series, particularly in lifeguard-training, rescue, and water-sport scenes.
Outcome. The television exposure increased TYR's visibility and reinforced its association with authentic lifeguard and swimming equipment.
Brand decisions
2023
Open a direct retail storefrontStrategyBackground
TYR expanded its retail distribution beyond specialist channels and event or team relationships.
Action taken
The company opened its first storefront at Roosevelt Field in Garden City, New York.
Aftermath
The store created a physical direct-to-consumer channel for TYR's performance product portfolio.
2023
Extend institutional outfitting into diving and strength sportsStrategyBackground
TYR was expanding its presence from competitive swimming into adjacent aquatic and strength-sport communities.
Action taken
The company became official outfitter for USA Diving and official footwear and eyewear partner of SBD World's Strongest Man.
Aftermath
The partnerships diversified TYR's competition and athlete-marketing platform.
2021
Expand into CrossFit and workout gearStrategyBackground
The company identified an overlap between its aquatic and endurance expertise and the training needs of CrossFit and functional-fitness athletes.
Action taken
TYR announced a line of CrossFit and workout apparel and equipment.
Aftermath
The initiative broadened TYR's positioning beyond swimming and triathlon into strength and conditioning.
2018
Acquire title rights to USA Swimming's domestic circuitStrategyBackground
TYR sought greater visibility within elite American swimming and secured naming rights for USA Swimming's domestic competition series.
Action taken
The company became the title sponsor of the circuit, which was branded the TYR Pro Swim Series.
Aftermath
The arrangement linked TYR directly with a prominent national swimming competition series.
Recent events
- 2026
TYR named swim partner for the 2026 CrossFit Games[1]
Campaign · Product generation
TYR was identified as the swim partner for the 2026 CrossFit Games, with competitors expected to wear specified TYR swimwear.
- 2026
TYR identified as swim partner for the 2026 CrossFit Games[1]
Campaign · Product generation
The brand was identified as the swim partner for the 2026 CrossFit Games, with competitors wearing specified TYR swimwear.
- 2025
TYR announced as exclusive World Aquatics partner[1]
Campaign
TYR was announced as an exclusive partner of World Aquatics.
- 2025
TYR named exclusive World Aquatics partner[1]
Campaign · Other
TYR was announced as an exclusive partner of World Aquatics, according to the supplied reference material.
- 2024
TYR serves as exclusive USA Swimming National Team outfitter through the 2024 Olympics[1]
Campaign
TYR supplied the USA Swimming National Team under an exclusive outfitting arrangement through the 2024 Olympic cycle.
- 2023
TYR opens first storefront at Roosevelt Field[1]
Other
The company opened its first known storefront at Roosevelt Field in Garden City, New York, expanding its direct retail presence.
- 2023
TYR becomes official footwear and eyewear partner of SBD World's Strongest Man[1]
Campaign · Other
TYR was named the official footwear and eyewear partner for the SBD World's Strongest Man competition.
- 2023
TYR named official outfitter for USA Diving[1]
Campaign
TYR was announced as the official outfitter for USA Diving, extending its institutional role within American aquatic sport.
- 2023
TYR opens first reported storefront at Roosevelt Field[1]
Other
TYR opened a storefront at Roosevelt Field in Garden City, New York, marking a move into company-branded physical retail.
- 2023
TYR announced as official outfitter for USA Diving[1]
Campaign · Other
TYR was announced as the official outfitter for USA Diving, expanding its national-team presence within aquatic sport.
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