Meet Peter: From the Tour de France to TwinLabs

Some companies are born in boardrooms. TwinLabs began on a bike race.

Back in 2013, Peter and his fellow co-founders were working at a global tech multinational when the company made a surprise move: sponsoring the Tour de France. The catch? They had just three months to deliver something groundbreaking: the world’s first real-time rider tracking solution.

“We had to build a system that worked across mountains, in the rain, under pressure, and in front of the world’s broadcasters,” Peter recalls.
“And we did.”

That high-stakes success turned into something bigger. Over the next decade, Peter and the team continued to expand the platform, layering in predictive analytics, building immersive VR applications, and launching a full-blown data storytelling team to support live coverage.

At its peak, the system was powering not just broadcasts, but a digital twin of the race itself, tracking every vehicle, camera, and competitor in real time on a live map.

From Race Tech to Repeatable Insight

It was during those years — solving problems at the intersection of telemetry, insight, and narrative — that the idea for TwinLabs took root.

“We realised we’d built something more than just sports tech,” Peter says.
“We’d built a set of capabilities that could be applied anywhere: real-time streaming, rich analytics, spatial context, and clarity at scale.”

“As we looked more closely at the problem space, and the existing solutions, it became clear that there was a lack of products outside the really complex and expensive industrial digital twin platforms. And with our experience, we were the best people to try and address that gap.”

The team worked with their employer to create a spinout, and TwinLabs was born — with a bold mission: to bring the power of digital twins and live data to business users, at a fraction of the traditional complexity and cost.

Building a Scalable Platform

Two years on, Peter is still obsessed with that mission. As one of three co-founders, he now focuses on everything from architecture decisions to customer insight, always with an eye on keeping the product clear, powerful, and useful.

“What we’re trying to do isn’t easy, but that’s what makes it valuable,” he says.
“We're turning real-world messiness into operational clarity. That’s not just cool tech — that’s impact.”

Today, TwinLabs is executing its business plan with precision, targeting gyms as an initial vertical. It’s a classic “Crossing the Chasm” approach, and it’s already paying off.

But Peter’s vision goes far beyond fitness.

“The platform we’re building can scale into logistics, facilities, manufacturing — anywhere people and places interact in real time. Gyms are just the beginning.”

Culture Drives Velocity

Despite the ambitious roadmap, the culture at TwinLabs remains grounded, fast-moving, and deeply collaborative.

“We have this blend of high standards and low ego,” Peter says.
“Everyone owns something important. Everyone cares.”

For Peter, that culture is the key to their velocity — and to the type of people they’re looking to add as the company grows.

“We want curious people. Builders. Folks who don’t wait to be told. If that’s you, you’ll love it here.”

Still Solving, Still Building

Reflecting on the journey from Tour de France trials to startup sprints, Peter still gets a kick out of solving hard problems.

“There’s something incredibly satisfying about seeing your work light up on a customer’s screen — not in theory, but in action.”

And what does he see a year from now?

“We’ll be working with more industries, and seeing more customers rely on TwinLabs as part of how they operate.
And hopefully, still having fun.”

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