Team GB’s Winter Game hopefuls have an unusual ally behind their backs as they prepare to do battle on the snow and ice in Milan Cortina. They’re partnering with TCL on a new social content series that aims to lift the lid on the real lives of Britain’s most exciting winter athletes.
The series is not your usual glossy promo reel, but rather a peek behind the curtains at how Team GB is using technology to assist with the graft, grind and chaos that underpins its biggest moments.
It’s called In My Zone, and TCL says it’s the first major athlete-led campaign in the U.K., with the goal of helping fans get to know their favourite Olympians -- such as the Scottish curling start Bruce Moust (pictured) on a much more personal basis. So instead of focusing on the athletes’ sporting highlights, it’s more about short-form social content featuring Team GB’s biggest stars – the kind of clips you might come across while scrolling through your TikTok or Facebook feed, designed to show you what they get up to on a Thursday night.
Of course, TCL uses the series to showcase its premium QD-Mini LED TVs, soundbars and other home entertainment tech. Team GB’s stars are using its tech in various ways, to help with video analysis, self-coaching sessions, recovery routines and mobility work.
When someone is “in the zone,” it’s usually understood to mean that they’re highly focused and performing well, but several of Britain's top winter athletes dig deeper into what that really means. For instance, bobsleigh pilot Adele Nicoll avoids romanticising the reality. She explains that being “in the zone” isn’t just about getting into mystical flow states – it’s about highly detailed preparation that could give hot-shot accountants a migraine.
In one 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 all about the marginal gains, she explains, with each replay and freeze-frame on a tricky corner while barreling along at 100 kilometres per hour helping to give her that 1% edge that every Olympian strives for. Her TV isn’t just about looking good, it’s a vital video coach with a pause and rewind button.
TCL makes clear that it’s doing the heavy lifting, highlighting premium screens such as its QD-Mini LED C7K series TVs with 144Hz refresh rates, the QD-Mini LED C6K series and various room-filling soundbars. But rather than just presenting us with a dry spec sheet, In My Zone illustrates how TCL’s tech enhances both the athletes’ performances and their everyday lives. There’s multiple Replay + React segments that show the Winter Olympians critiquing their competition footage, plus Game On clips that highlight how video games can help them to sharpen their mental agility and cope with injury-induced downtime. At the same time, it looks at their wellness routines mixed with family time and off-duty moments fans would never normally be able to see.
According to TCL UK Marketing Manager Diana Fan:, the series offers a fun, full-spectrum take on how Team GB’s stars struggle to achieve the balance between being “in the zone” and switching off to get some essential rest and recuperation:
“Our mission to ‘Inspire Greatness’ aligns perfectly with the values of Team GB,” she relates. “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.”
In My Zone is about TCL trying to do more than just slapping a logo on people’s helmets. The same kit that powers your late-night Netflix binges and gaming sessions is also helping some of Britain’s finest athletes chase medals during the Olympic Winter Games Milano Cortina 2026.
