TYR: The Evolution of a Global Athletic Brand
From its origins on the shores of Southern California to its current status as a powerhouse in competitive athletics, TYR has built a reputation for performance and durability. Named after Týr, the Norse god, the company has transitioned from a specialized swim brand into a versatile athletic gear provider for some of the world's most demanding athletes.
The Foundations of TYR
TYR was established in 1985 in Huntington Beach, California. The company was co-founded by Joseph DiLorenzo and Steve Furniss, who sought to create high-quality equipment for the swimming community. For over three decades, the brand focused on refining its core offerings in aquatic sports.
The leadership of the company evolved over time to maintain its family-oriented roots. In 2010, Matthew DiLorenzo, son of Joseph, stepped into the role of Chief Executive Officer. The founding era saw a significant transition in 2019 when Steve Furniss retired after 34 years of dedicated service to the company.
Expanding Beyond the Pool
While swimming remained its cornerstone, TYR recognized an opportunity to enter the broader fitness market. In late 2021, the company announced a strategic expansion into CrossFit and general workout gear. This move was inspired by the training needs of Corey Berger, a CrossFit Games athlete from 2014 and 2015, who was preparing for a half-Ironman—a grueling triathlon consisting of a 1.2-mile swim, a 56-mile bike ride, and a 13.1-mile run.
This diversification marked a shift toward supporting multi-sport athletes and high-intensity functional training, allowing the brand to apply its expertise in performance materials to a wider array of physical activities.
Retail Growth and Elite Partnerships
TYR has continued to scale its physical presence and professional associations. In 2023, the brand reached a retail milestone by opening its first dedicated storefront at Roosevelt Field in Garden City.
The brand's commitment to elite performance is evidenced by its high-profile partnerships. TYR served as the exclusive outfitter for the USA Swimming National Team leading up to the 2024 Olympics. Additionally, the company expanded its reach into strength sports by becoming the official footwear and eyewear partner for the 2023 SBD World’s Strongest Man competition.
Key Facts
- Founded: 1985 in Huntington Beach, California.
- Founders: Joseph DiLorenzo and Steve Furniss.
- Etymology: Named after the Norse god Týr.
- Major Expansion: Entered the CrossFit and workout gear market in 2021.
- Elite Partnerships: Exclusive outfitter for the USA Swimming National Team (through 2024 Olympics) and partner for the 2023 SBD World’s Strongest Man.
- Retail Milestone: First storefront opened in 2023 at Roosevelt Field.
| Year | Event/Milestone |
|---|---|
| 1985 | Company founded in Huntington Beach, CA |
| 2010 | Matthew DiLorenzo becomes CEO |
| 2019 | Co-founder Steve Furniss retires |
| 2021 | Launch of CrossFit and workout gear line |
| 2023 | Opening of first storefront at Roosevelt Field |
| 2024 | Conclusion of exclusive outfittership for USA Swimming National Team |
Frequently Asked Questions
Who founded TYR and when?
TYR was founded in 1985 by Joseph DiLorenzo and Steve Furniss in Huntington Beach, California.
What is the meaning behind the name TYR?
The name is a reference to Týr, the god from Norse mythology.
When did TYR start making CrossFit gear?
The company announced its expansion into CrossFit and workout gear in late 2021, a move influenced by athlete Corey Berger's half-Ironman training.
Which national team has TYR outfitted?
TYR was the exclusive outfitter for the USA Swimming National Team through the 2024 Olympics.
Does TYR have physical retail stores?
Yes, TYR opened its first storefront in 2023, located in Roosevelt Field in Garden City.