Playtri, the triathlon store, opened a store in Middleton, WI. to bring its store count to 17. The 5,000 square-foot location will carry an inventory with over 200 bikes from Cervelo, BMC, Pinarello, Argon18, Quintana Roo and more, as well as an extensive range of swim, run and triathlon products.

The stores operate under the Playtri and Endurance House names.

Playtri was founded as a triathlon coaching company in 2000 by Ahmed Zaher with his wife Staci Brode joining him in 2004. Zaher is a former member of the Egyptian Olympic swim team and 8-time Hawaii IRONMAN Finisher. Brode is an Ironman triathlete who has lead the marketing and event production side of the business for 14 years. Rounding out the leadership team as the CEO of Playtri Franchising is Stephan Brown, an experienced senior executive in the consumer products industry: Humminbird Marine Electronics, the Experimental Aircraft Association and most recently as the 10-year CEO of the Commemorative Air Force, Inc.

The company’s aim is to bring Playtri retail locations to all 50 states through franchising.