Lessons and Insights from Zone3’s 7-Figure eCommerce Success with Malina Zarb (episode 517)
Malina Zarb is the Marketing and eCommerce Director at Zone3, the world’s highest rated triathlon brand. Founded in 2006, Zone3 now sell via their Shopify store and wholesale channels, in total doing £9million a year about 45% of which is DTC.

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Dive in:
[03:11] Closed business for family, pursued consulting and eCommerce.
[05:55] Focus on two core markets with different products, price points, and communities.
[08:10] Community passion and quality define marketing approach.
[10:06] Invested in grassroots events, clubs, ambassador networks.
[14:28] Balancing opportunities with strategic resource management.
[17:06] Nail basics before adopting new technologies.
[20:14] Launched biodegradable wetsuit; pursuing sustainable innovations.
[21:50] Listen to Malina’s Top Tips!
About Zone3
Zone3 is a UK-based triathlon brand, well-known within the triathlon community. It operates a D2C model in the U.S., and Germany is its third-largest market. In terms of products, Zone3 primarily focuses on the swim segment of triathlons. They offer wetsuits, swimwear, goggles, and swim accessories. Additionally, due to the rise in outdoor swimming during COVID, Zone3 developed a significant following among open-water swimmers.
The Power of an eCommerce Community
Building a strong community around your brand is key for long-term loyalty and growth. Zone3 has focused on grassroots marketing through events, clubs, and ambassadors. Creating meaningful relationships with the two communities they cater to ensures a loyal customer base that identifies with the brand as a whole. For Malina, this community-centric approach fosters brand loyalty.
Balancing Niche Markets
Catering to different customer segments doesn’t mean you need completely different strategies. It’s about finding common ground. Zone3 caters to two distinct groups: triathletes and open-water swimmers. Despite the differences, both segments value the brand for its quality and performance. Malina says Zone3 focuses on their core message of product quality and passion for sport, which resonates with both groups.
Sustainability in Performance Products
Zone3 is committed to sustainability. However, creating eco-friendly performance products is a gradual process. While their biodegradable wetsuit is a significant step forward, some materials, like neoprene, are essential for high-performance triathlon gear. Zone3 is focusing on smaller changes, such as using recycled materials and reducing packaging waste. These steps may seem incremental, but they contribute to a more sustainable future.
Mastering the Basics
Malina shares that Zone3 focused on nailing the basics. They initially invested in a high-tech marketing tool but didn’t have the internal resources to use it well. Eventually, they scaled back to using simpler, more intuitive tools. Zone3 also simplified operations by consolidating three storefronts into one on Shopify. This shows that optimising your core operations and tools should come before expanding into new areas.
eCommerce Book Top Tip
- The 7 Habits of Highly Effective People: Powerful Lessons in Personal Change by Stephen R. Covey
eCommerce Traffic Top Tip
- Leveraging community in a meaningful and authentic way
Tool Top Tip
- Hive project management tool
Carbon Top Tip
- Put sustainability at the heart of every decision to be made.
Interview links
Related Episodes
- How Vivobarefoot Achieved Astronomical Growth and Scaled to 8 Figures (episode 480)
- Leveraging Community and Customer Feedback for eCommerce Growth with Emily Hollender (episode 487)
- How WORN Built a Sustainable Brand & Performance Product that Lasts with Bryan Marville (episode 503)
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