When it comes time for Simon Tremain to enter the swimming leg of next month's great triathlon, which bears his company's name, he won't be wearing a suit.
Although, as he proved in a widely watched online video posted last month on Facebook, he does not appear too held back by freestyling across a stretch of the Ahuriri Lagoon in his business suit.
It was just the emerging from the water which appeared to be a slight struggle. The post was all about making a challenge.
A challenge to some of the event's fellow sponsors across Hawke's Bay to don the swimming trunks, sort out the running kit and find a good bicycle safety lid and take him on in the Tremains Corporate Triathlon which is being staged on March 13.
"Yeah, they're coming aboard - and they'll have to be good to get in front of me," Mr Tremain said with a smile yesterday as he limbered up alongside three challengers at the Hawke's Bay Sports Park.