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The story of a purpose, hard work and the development of mastery: James Moore becoming a GB Team Triathlete

Mor Tawel Consultancy Ltd are delighted to continue to sponsor James after he competed in the European Championships in Vichy in September 2024 for the GBR Triathlon Team. He also won the 2024 Welsh Triathlon Super Series. He continues his journey in 2025 competing for GBR in the European Aquabike Championships in Pamplona and for the Welsh Team in the British Championships in Blenheim Palace.

His story is one of perseverance and practice so that he could become the very best he could be. He has developed and squeezed his talent using his internal motivation as well as being supported and challenged by the excellence of others.

We feel his story of “being his best” could be anyone’s especially with the right coaching and facilitation from Mor Tawel Consultancy Ltd.

I firstly want to thank everyone my sponsors: Mor Tawel Consultancy Ltd, Ashmole & Co, Darren Sainty Electricals, Sunrise Bay Caravan Park, Actif Leisure Centres Carmarthenshire and…could this be you/your organisation?

I had spent most of my life doing things with, because of and for other people. I had grown up with a sense of servitude being important. This was really tested as our 3 children grew up, especially when I ended up being the coach/enabler for a variety of junior sports over a number of years. I had grown up understanding that if something needs doing, given my privileged upbringing, it was important to step in and help. After many years (including 10 being involved in junior rugby coaching and refereeing), I realised that I needed something for me.

I have always enjoyed doing physical things, but to be brutally honest, I was never particularly good at any sport. I always tried (and won awards for this), but my talent was always limited. I was slightly lost as to what would interest me at the age of 43. A very good friend had just started doing triathlons, and suggested I tried it. Despite having never really learnt how to swim properly, hadn’t owned a bike for over a decade and never really run since I was at school, this seemed like it was worth trying!

As ever, I threw myself into it:

I tried to swim…despite finding myself utterly breathless after 25m…
I got a bike through my organisation’s cycle to work scheme (taking the best advice I could pass ‘get a decent frame, then upgrade everything else’). It was an inauspicious start when my first 3 km ride ended with a puncture after a few minutes…
I ran…well I thought it was good running despite using the cheapest trainers I could find (big mistake)…

I did my first triathlon in Royal Wootton Bassett in May 2017…I survived it, and realised afterwards that I could have gone much faster. I had the bug! I did my second one in September 2017 in Saundersfoot. I then had a serendipitous conversation with a colleague (a GB triathlete’s coach), which led to him taking me under his wing. His coaching set me up what has now become a daily routine. I learnt how to swim (and not drown!). I learnt how to get power through a bike, and I learnt how to run more efficiently and faster.

In 2018, I raced most of the Welsh Super Series, and finished 3rd in the Male 40-50 category. In 2019, I finished 2nd in the Series. I had high hopes for 2020! Whilst I still trained, 2020 and 2021 were lost to the pandemic and, much more importantly, my youngest son’s life-threatening condition, which meant that he was an inpatient for nearly 2 months in a specialist neuro-surgery unit following an emergency operation. It was a traumatic year, and a very good time to re-evaluate my attitude. I reflected that time is precious, so don’t delay in identifying and achieving my dreams. I set myself 2 goals: to compete in the GBR Triathlon team (at some point!) and to still be racing when I am in my 70s. I’ve got another 20 years to wait for the second one!

I used 2022 to get back into racing and to explore middle distance events. By the start of 2023, I was feeling ready to go for it. I decided to race all 6 races of the Welsh Super Series with the aim of finishing in the Top 3 and hoping to qualify for the GBR team. I did both! My 2024 goals included winning the Welsh Triathlon Super Series, competing in the European Sprint and Standard Distance Championships and qualifying for GBR and Wales in the 2025 Championships. I achieved these as I competed for GBR in the 2024 European Championships in the Sprint and Standard Distances and won the 2024 Welsh Triathlon Super Series. I have qualified for 2025 European Middle Distance Aquabike Championships in Pamplona, the 2025 European Sprint Championships in Istanbul and for the Welsh Triathlon Team in the 2025 British Championships.

My goals is to keep the journey going by continuing to compete and represent at the highest level possible. I am excited to have goals, say them out aloud and commit to them – they will stretch me physically and mentally, but feel achievable. I can do it. I have a goal (s) and I am prepared to systemise working at something that’s important to me.

Which brings me to my learning – if I can do something really well that I never thought I could, is everyone else able to find the thing that makes them tick and go for it?

I know I can't do this alone. Being part of Carmarthen Triathlon Club has been amazingly important. I am surrounded by talented yet humble people who support and challenge me. I am also very privileged to be supporting by wonderful colleagues in the University of Wales Trinity St Davids.

Thank you for reading, and if you would like to support me through sponsorship, please contact me at mortawel999@gmail.com

We hope you enjoyed reading James’ story. His passion for being his best and encouraging everyone else to understand and achieve their potential is infectious. If you would like Mor Tawel Consultancy Ltd to support you to be your best through coaching and/or group facilitation, please contact us.