HUUB gets behind intrepid vet Laura as she takes on her world record Triathlon Project
Added by Love Business East Midlands | 2 May 2026
Derby performance sportswear manufacturers HUUB has thrown its weight behind a city vet’s latest world record bid – to complete 40 iron-distance triathlons in just 40 days.
The firm, based in Full Street, is supplying all of the swimskins, cycling and running clothing for Laura Massey-Pugh’s incredible challenge, which begins next Wednesday (May 6).
Laura, 39, is aiming to swim, cycle and run her way into the record books by becoming the first woman to complete four “Decas”, which comprises 10 consecutive triathlons, one after the other.
If she is successful, it will be her second world record, after she and her husband, Stevie, achieved the fastest circumnavigation by a mixed tandem cycling team, which took them 18,000 miles across 21 countries in just 179 days four years ago.
This time, she will cover 5,624 miles – the equivalent of travelling from Derby to Los Angeles – but where her tandem trip traversed Europe, Asia, Oceania and North America, her triathlon challenge will take place somewhat closer to home.
In fact, she will travel no further than a few miles away from her home in Derby, with the 2.3-mile swim element of her challenge taking place in the 25m pool at Etwall Leisure Centre.
She will then cycle 112 miles by travelling on the A5132 between Hilton and Swarkestone four times before embarking on the 26.2-mile marathon run along the Great Northern Greenway, a former railway line, just a mile or so from her home.
Laura, who expects each triathlon to take 16 hours in total each day, said:
“I’m very excited to be taking this challenge and looking forward to seeing how it goes.
“Although I’ve done plenty of big events, I’m not some superhuman athlete, I’m just someone who loves endurance events and I want to see what I can do as a solo athlete.
“It’s very different to the tandem ride because it’s the same route every day so I can plan everything, whereas before we didn’t know what we were going to encounter from one day to the next.
“Doing the same route day in, day out might sound boring but there will always be something to think about, plus there will be people supporting me and, hopefully, accompanying me on the run, so I’ll have plenty of company too.”
Although the official world record for the most consecutive iron-distance triathlons is 120, by German athlete Jonas Deichmann, there is no official record for women.
Instead, Laura believes the previous furthest was a triple Deca – 30 consecutive triathlons in 30 days, which was also achieved by an athlete in Germany.
Laura, who has been training with a professional coach since December to prepare for her challenge, will also use the Triathlon Project to raise money for charity, with the proceeds from sponsorship going to the YMCA Derbyshire and AYUP – which stands for Alfreton Youth Umbrella Provision.
Dean Jackson MBE, founder of HUUB, said:
“Laura is taking on an incredible challenge and we are providing her with the latest tech and equipment to ensure she has every chance of achieving the record.
“Our slogan is that it’s what you don’t see that makes you faster and there will be plenty of hidden tech within her kit that will make things as efficient as can be across the swim, bike and run.
“We’re all really excited to be a part of her world record attempt and what’s even better is that I won’t have to go far to cheer her on, since she’ll be covering all those thousands of miles within a few miles’ radius of our home city of Derby!”
To find out more about Laura’s Triathlon Project challenge and to make a donation visit https://bit.ly/triathlonproject
