Pentathlon GB has launched a new sub-brand, Penta+, as part of a strategy to modernise itself as a multi-sport provider.

The national governing body for the Olympic sport of Modern Pentathlon says the new brand – which will be distinct from the governing body – is a combination and culmination of the organisation’s mission to better reflect the diversity of its audiences.

The launch follows the recent announcement by the International Olympic Committee that Modern Pentathlon will continue to be part of its programme for the Los Angeles 2028 Games.

In 2021, the sport's world governing body, Union Internationale de Pentathlon Moderne, voted to ditch horse riding from the selection of sports.

The riding element has since been replaced by obstacle racing – an activity which is increasingly popular in the health and fitness sector.

The name Penta+ was chosen to reflect the sport’s multiple disciplines – Penta Run, Penta Swim, Penta Shoot, Penta Fence, Penta Ride and Penta Obstacle – and showcase the sport’s flexibility, as athletes can customise their experience and mix and match the components they find appealing – essentially building their own sport.

It also reflects the introduction of the new discipline – obstacle racing – and a shift from five to six sports.

Pentathlon GB hopes the new approach will open up opportunities for increased participation and inclusion.

Trafford Wilson, CEO of Pentathlon GB, said: "The new brand can be used as a flexible brand hierarchy that signposts the individual sports and how they come together to create competitions, such as Modern Biathlon, Modern Triathlon, and Modern Pentathlon.

"For far too long misconceptions surrounding the organisation have prevented people from participating in the sport and we wanted to change that narrative.

"Pentathlon should be a sport for everyone, and it was incredibly important for us to create a brand that speaks to all groups, but most importantly supports all groups.

"For us, Penta+ is a true embodiment of our commitment to the evolution of the sport.

"Its primary goal is to drive recruitment and participation with members, athletes and future fans of all ages and abilities, by fostering an active athlete community that empowers participation with a new brand expression ‘Be Brave. Be More’, and a personality characterised by accessibility, dynamism, bravery and fun."