Triathlete trains in tandem with leading sports therapist Sam Cox

By Anita Jaynes on 18 August, 2015

Triathlete Chris Maxwell, who is gearing up for the World Triathlon Championships, has been sponsored by Wiltshire sports clinic Active Potential Therapy.

Sam Cox, founder of Active Potential Therapy in Chippenham, is supporting 42 year old Chris with sports massages during his intensive training in the run-up to the world class event in September.

Sam said: “I strongly believe, as a business, we should support those who put sport at the heart of their lives. Elite athletes need to focus on so many things and providing regular sports therapy treatment reduces the worry over injury or interruption to their intensive training schedule.”

Chris, who lives in Kington St Michael, is married to Michelle, herself a runner, and the couple have three children.

He said: “Sports massage is very good to aid recovery and prevents injuries and it’s certainly making a positive difference to training for this. I have to protect myself from injury to make the event in Chicago in September.”

Chris, who works for Boeing, has been a competitive sportsman since his schooldays when he was a regional 1500m and cross country champion. He went on to gain an Oxford Blue for his running amongst other notable sporting achievements.

He said: “The trouble is running takes its toll on the legs so you need to mix it with other sports. I took up swimming and cycling and did my first triathlon in 2002.”

When Chris was 30 years old he decided to do the Iron Man challenge. Described as ‘an extreme challenge for the supremely fit’, the triathlon involves a 2.4-mile swim, a 112-mile bike ride and a 26.2-mile run.

Chris not only completed this challenge but did it in ten hours. In 2008 he took up biking and running and qualified for the World Duathlon Championships in Spain in 2011.

He marked his 40th year by doing a 4km swim, a 400km cycle ride and a 40km run in 40 hours in aid of the Muscular Dystrophy Charity – a condition his late mother had.

Already an athletics coach, Chris decided to train as a triathlon coach and in 2014 set up the Chippenham Triathlon Club as a partnership between the Chippenham Harriers and the Chippenham Wheelers.

“Last year I decided to try and qualify for the World Triathlon Championships and I came first in my qualifying group. The training is intense. My weekly goal is to run 30 km, swim 3km and cycle 100 km.

“It’s very important  to keep injury free and perform at my best at the Championships. With the excellent sports massages from sponsor Sam Cox, I am confident I will be able to achieve that.”

Active Potential Therapy, based on the Bumpers Farm Industrial Estate in Chippenham, supports elite athletes alongside runners, dancers and many older people who may have mobility problems or who want to keep mobile and active.

More information can be found at

Pictured above: Chris Maxwell (triathlete) with Sam Cox, founder of Active Potential Therapy