Andrew Pirie will accelerate FORM’s UK presence through retail expansion, grassroots activation and triathlon and swim club engagement.

London, UK, February 19 2024FORM, the fitness technology company pioneering real-time visual feedback to elevate athletic performance, is excited to welcome Andrew Pirie from Endurance Connection to the team as UK lead Sales Consultant.

Andrew joins with 15 years of international experience in business development and over 12 years of personal involvement the multisport industry, having completed 12 Ironman distance triathlons and 6 marathons. 2024 is set to be an exciting year of development for FORM and Pirie’s experience in the UK fitness space will help to propel the company forward in its exciting upcoming chapter.

Andrew Pirie aims to accelerate growth and brand awareness in the UK through his distribution experience and knowledge of market entry strategies in the sporting industry, to solidify FORM’s position in the UK as the market leader in smart swim goggle technology. Andrew’s engagement will focus on three main priorities: UK dealer openings and training; grassroots activations through demos at triathlon and swimming clubs, races and expos; and swim coach education and relationship building.

Kevin Abt, Chief Revenue Officer for FORM said “We’re excited to welcome Andrew to the FORM Team.  Andrew was an obvious appointment for us as he brings a host of industry experience and contacts in the UK market.  We’re very much looking forward to working with him collaboratively in what is a very important and exciting year for us.”

I’m excited to help FORM develop further in the UK, they are one of the most driven and innovative teams in the industry and the FORM Smart Swim Goggles are truly market-leading. I’m looking forward to lending my expertise to a brand who is pushing the boundaries in sports technology and are at the forefront of integrating augmented reality. Getting the FORM Smart Swim Goggles in the hands of the right people will make a huge difference in growing brand awareness across the UK market.” said Pirie.

Launched in 2019, FORM introduced the world to the first-ever smart swim goggles, which use an augmented reality display to showcase performance metrics in real time. In 2021, FORM announced guided workouts powered by the FORM goggles, giving swimmers access to thousands of guided workouts and training plans. 2023 saw FORM launch HeadCoach, pioneering swim coaching feedback in real-time, which continues to be a game-changing experience for swimmers globally. 

FORM goggles recently won Best Swim Product at the 2023 Global Triathlon Awards, Wearable of the Year at the 2023 Sports Technology Awards, and Product UX at the 2023 iF Design Awards. FORM Smart Swim goggles are race approved by World Triathlon, USA Triathlon, SuperLeague Triathlon and the Professional Triathletes Organisation (PTO).

For more information on FORM, visit

Media contact:

Sam Begg | FORM UK media lead

Aspire PR