Andy Devaney
As Team GB’s winter hopefuls creep into those nervy, final days before the Olympic Winter Games Milano Cortina 2026, their biggest ally isn’t always a stopwatch, a sports scientist or a stern-looking coach. Sometimes, it’s a television. Or a soundbar. Or a games console humming away in the corner while the snow settles on the driveway.
That’s the premise behind “In My Zone”, a new athlete-led content series from technology giant TCL – the world’s No.1 ultra-large Mini LED TV brand and Worldwide Olympic Partner – which lifts the lid on the real lives of Britain’s winter athletes. Less glossy promo reel, more peek through the curtains at how tech quietly underpins the grind, the graft and the family chaos behind Team GB’s big moments.
Real athletes, real sofas, real stakes
“In My Zone” is TCL’s first major athlete-led campaign in the UK, and it’s designed to get fans closer than a TV gantry camera ever could. Instead of shiny montages and orchestral crescendos, the series leans into short-form social content shot with the athletes themselves – the kind of clips you might scroll past on your lunch break and suddenly realise: oh, that’s what a world champion actually does on a Tuesday night.
We see TCL’s premium QD-Mini LED TVs, soundbars and home tech doing a lot more than gathering dust under the big-game flags. They’re there for:
- Track video analysis and self-coaching sessions
- Recovery routines and mobility work
- Gaming sessions to reset frazzled brains
- Family movie nights that keep everyone sane
Across it all, the athletes talk about what being “in the zone” actually means when you’re not standing on an Olympic podium, but on a rug with a TV remote in one hand and a foam roller in the other.
Adele Nicoll: bobsleigh pilot with a pause button
Bobsleigh pilot Adele Nicoll doesn’t romanticise the reality. For her, “being in the zone” isn’t about mystical flow states – it’s about preparation so detailed it could give an accountant a migraine.
In her clip, she explains: “Being In My Zone means I am 100% confident and focused on what I need to do. My TCL TV allows me to look over all of the track videos online so that I am really confident when I am standing on that block ready to compete what it is exactly that I need to be doing.”
It’s classic marginal-gains stuff. Each replay, each freeze-frame on a tricky corner, each late-night review of another run at 100km/h is part of that 1% edge every Team GB slider hunts. The TV isn’t background noise – it’s a video coach with a power button.
Bruce Mouat: world champion who knows when to switch off
On the ice, curler Bruce Mouat is the very definition of control – angles, weights, sweeping calls, all dialled in with frightening precision. Off it, he’s just as deliberate about getting out of the zone.
As he puts it: “Being In My Zone for me is controlling all the controllables, making sure that I have everything in place to make me be the best at performing when it comes to the crunch moments. TCL takes me out of the zone by letting me unwind in my own house, having the ability to watch movies, TV shows and blare the music as loud as possible. It helps me just unwind from a stressful day at training.”
If Adele’s TCL setup is a high-speed analytics lab, Mouat’s looks more like a pressure-release valve. Films, series, music at neighbour-complaint volume – it’s all part of the same performance picture. For a reigning world champion, switching off is every bit as strategic as a hammer shot in the tenth end.
Tech that powers performance and life
Of course, TCL would quite like you to know what’s doing the heavy lifting. The “In My Zone” campaign brings its most decorated screens to the fore, including:
- The premium QD-Mini LED 144Hz C7K series
- The QD-Mini LED C6K series
- A line-up of TCL soundbars
Rather than a dry spec sheet, though, the campaign breaks everything into themed content strands that show how tech feeds into both performance and everyday life. Among them:
- “Replay + React” – athletes critiquing their own competition footage
- “Game On” – how gaming sharpens mental agility and helps them cope with injury or downtime
- Wellness routines and recovery hacks that live in the home, not the lab
- Family time and those off-duty moments fans normally never see
It’s a full-spectrum look at what it really takes for Team GB athletes to find that elusive balance between being on it, and turning it off.
“Inspire Greatness” – on and off the podium
For TCL, this isn’t just about flogging a few more TVs to people who fancy better sports coverage. There’s a strategic, Olympic-sized play here.
Diana Fan, Marketing Manager at TCL UK, puts it plainly: “TCL, as a Worldwide Olympic Partner, is honoured to be working with Team GB, a symbol of sporting excellence and national pride. Our mission to ‘Inspire Greatness’ aligns perfectly with the values of Team GB.
Through ‘In My Zone,’ we’re going beyond traditional sponsorship to show how our industry-leading technology genuinely supports athletes in every aspect of their lives – from analysing the split-second decisions that win medals, to the downtime that protects their wellbeing.”
This is the brand trying to sit at the kitchen table with the athletes, not just slap a logo on their helmets. The message is simple: the same kit that powers those living-room marathons, late-night Netflix binges and gaming sessions is also helping some of Britain’s finest athletes chase medals in northern Italy.
Team GB and TCL: a partnership made for crunch time
From the British Olympic Association’s perspective, “In My Zone” lands at the perfect moment. With Milano Cortina 2026 on the horizon, they want the nation to lean in, not just tune in.
Tim Ellerton, Chief Commercial Officer at the British Olympic Association, said: “We’re delighted to see this campaign go live on the eve of Milano Cortina 2026 as we seek to encourage fans across the nation to get behind our athletes.
At Team GB we are committed to shining a light on every part of our athletes’ stories, and this campaign with TCL plays an important role in showcasing how meticulous preparation is just as important as rest and relaxation for any athlete on the road to an Olympic Games.”
In other words: yes, the medals matter. But so do the countless hours on the sofa, the replayed runs, the family nights, the music blasting after a grim training block. And if a few more fans feel that connection – see their own living room reflected in a world champion’s – then Team GB’s story is doing what it should.
Where and when to watch “In My Zone”
You won’t need a decoder or a late-night satellite package for this one. “In My Zone” content will roll out across:
- Athlete social media channels
- TCL UK’s digital platforms
- Official Team GB channels
The first wave lands from 6 February 2025, with new clips and stories dropping throughout the Olympic build-up and into early 2026, as those final preparations for the Olympic Winter Games Milano Cortina 2026 reach fever pitch.
A long game that runs past Milano Cortina
For TCL, Milano Cortina is just one stop on a much longer Olympic road trip. As a Worldwide Olympic Partner, its commitment stretches well beyond the icy hairpins and curling sheets of 2026.
The brand’s tie-in with the Olympic Movement will follow the flame through:
- The Los Angeles 2028 Summer Games
- The French Alps 2030 Winter Games
- The Brisbane 2032 Summer Games
In other words, if you’re planning a decade of late-night viewing, nail-biting finals and heroic near-misses, TCL is betting it’ll be in the room with you – and with the next generation of Team GB athletes replaying their own highlights, one frame at a time.
For now, though, “In My Zone” is where it all starts: real athletes, real homes, real pressure – and the quiet hum of a TV that just might be worth more than any gym membership.
