Gustav Iden and Kristian Blummenfelt in the sea

FORM Partners with Norwegian Triathlon Powerhouse

Gustav Iden, Kristian Blummenfelt, and their coach Olav Aleksander Bu have partnered with FORM to power their swim training and performance.

Vancouver, BC – FORM - the leader in connected smart swim technology, announces a multi-year partnership through 2024 with Olympic Champion, Ironman World Champion and Sub-7 hour triathlon record holder Kristian Blummenfelt, two-time Ironman 70.3 World Champion Gustav Iden, and Olympic coach Olav Aleksander Bu.

Together, they represent today’s most successful group in Triathlon. FORM, and their category-leading swim technology, will support the trio in their endless pursuit of pushing the boundaries of human performance. The partnership will be made through a new science and technology company the trio has founded with long time manager Adam Acworth;  a cutting-edge in-field product research, and development program. The platform allows FORM, and other sports performance brands, the opportunity to iterate their products based on real-world testing from the best athletes in the world. In addition, the data and protocols produced will support studies and publications intended to deepen our understanding of performance and the potential to push new athletic horizons. Look for a formal announcement of the company ahead of the IRONMAN World Championships in Kona in October.

“We know that having a coaching resource right there with you in the pool can make the difference between winning an event and just finishing it,” says Dan Eisenhardt, CEO and founder of FORM. “Together, we can develop that product to its full potential under the auspices of some of the best athletes in the world, making it even more valuable as racing fields get faster and sports science continues to refine itself.”

“The key to a successful training session is for athletes to get precise feedback in the moment,” says Olav Aleksander Bu. “FORM smart goggles and platform are the only swim technology we trust to provide this accurately and seamlessly; it’s revolutionizing how we train in the water.”

Kristian, Gustav, and Alexander are currently using and testing FORM’s flagship smart swim goggles to provide real-time in-water feedback directly to the athletes, so they can read and react in the moment. This team will be instrumental in product and feature testing throughout the life of the three year partnership.

For more information on FORM, visit


Founded in 2016 in Vancouver, Canada, FORM is the tech-enabled swim platform with a simple mission: to break down the barriers between what swimming is and what it could be. FORM Smart Swim Goggles give swimmers an immersive swim experience by combining motivating workouts with real-time swim metrics via the innovative in-goggle display. FORM’s founder and CEO, Dan Eisenhardt, swam competitively for 14 years before starting his career as a sports technology entrepreneur and sold his previous sports technology company to Intel. At FORM, Dan is joined by a team of industry veterans with decades of combined expertise in sports eyewear design, activity-tracking algorithms, and augmented reality optics.

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Rob Layer
M: 435.901.2112