3rd September 2025, Girona, Spain - Pelotan, the world's leading performance sunscreen brand has successfully completed an investment round backed by athletes and has launched in the US this summer. 

The expansion comes off the back of strong growth for the brand - nearing 100% year-on-year and successfully closing £250,000 investment. Backers include Olympic and World Champion triathletes Gustav Iden and Kristian Blummenfelt alongside European record holder over 10,000m Eilish McColgan.

Pelotan, founded in 2018 was created by athletes for athletes. Filling the gap for a sunscreen brand targeted towards endurance athletes. Its breathable and sweat resistant formula offers broad spectrum SPF30 protection and helps athletes regulate body temperature and maintain peak performance in the toughest conditions. Testament to signing a multi-year deal this summer with the Tour de France as an official product partner - the first sunscreen brand to make this step.

With strong momentum across Europe and a clear message around sun safety without compromising performance, Pelotan is now up 64% on Q1 last year. Backing from athlete investors at the very top of their game – including Iden, Blummenfelt and McColgan – speaks volumes about the product and the mission behind it. Among the early investors are senior figures and investors from leading wellness and performance brands including TALA, WILD, Momentous and AG1, helping the brand drive forward with its expansion into the US market.

“To have the confidence of elite athletes behind the brand marks a big milestone for us,” said Founder Tom Austen. “It’s been instrumental in our investment and innovation journey, and we’re excited to now bring Pelotan to athletes across the US – a market we already support at the professional level. We’ve always believed that sun protection can be a performance advantage, and we’ve spent years proving it at the top of global sport — the Tour de France, IRONMAN World Championships, Western States, Olympics, you name it. Now we’re bringing that mission to the US.”

Products are available in the US via usa.pelotan.cc, as well as from the official US distributor - The Feed. The range has also landed in specialist retailers country wide. This includes the co-branded Tour de France range, celebrating the race’s iconic leaders’ jersey.

The Tour de France partnership, investment, and US launch are just part of the picture. This summer, Pelotan has supporting a packed racing calendar. Under the jerseys of EF Pro Cycling and CANYON//SRAM zondacrypto and in the packs of some of the best ultra-runners in the world as they took on the iconic UTMB.

For more information on Pelotan’s expansion into the US, visit: https://usa.pelotan.cc

Images are available here

For sample requests for or more information please reach out to:

About Pelotan:

Founded by Tom Austen in 2018, Pelotan is a high-performance sunscreen brand dedicated to providing superior sun protection for athletes. Engineered with endurance sports in mind, Pelotan's products offer long-lasting, lightweight, and sweat-resistant protection to keep athletes safe under the sun. Trusted by Olympic Champions, Grand Tour Winners, IRONMAN Champions, Running and Mountain Sport Legends and numerous World, European and National champions around the world of sport, Pelotan has become a go-to product for people living an active lifestyle.For more information about Pelotan, its products, visit www.pelotan.cc