Our Company


blueseventy is a New Zealand based company, with offices in Napier, New Zealand, Seattle, WA, USA, and Bath UK. We are proud of our history as an industry leader in technical performance products.

We take our name from the simple fact that 70% of the world is covered in water. It’s our mission to make products that enhance the experience of swimming for everyone who wears blueseventy.


1993: Direct innovations is founded and among initial products, produces and sells neoprene bike seat covers, until an epiphany leads to the development of one of the world’s original triathlon wetsuits.

1993: Direct Innovations becomes the official wetsuit of the Ironman triathlon, and changes it’s name to Ironman Wetsuits.

1998: V02 stealth wetsuits developed using clinical studies to improve V02 performance are released onto the market.

1999 Sales double year on year.

2002: Subsidiary office in Seattle, WA, USA, is opened.

2005: blueseventy brand is created, (70% of the world is covered in water). blueseventy releases an open water accessory line, the first Helix wetsuit, and our first goggles. Wetsuit sales hit a new high.

2006: pointzero3 swimskin released at Hawaii Ironman World championships by 18 pro athletes, and winner Normann Stadler.

2007: pointzero3 swimskins worn by almost half the field at Kona. ¾ of the athletes who chose to wear a swimskin chose blueseventy, including mens and womens champions. The womens winner, and Hawaii first –timer, Chrissie Wellington also wears a pointzero3 during her 2008 victory. The pointzero3 suit is FINA approved. blueseventy become official partner of FINA for the FINA marathon 10km series.

2008: Nero Comp swimskin is released in May and is worn in Beijing by hundreds of swimmers including inaugural 10Km gold medalist, leukemia survivor, and all around good guy Martin van der Weijden.  
Athletes set several world records in the pool using nero comp swimskins.  
Helix TST suit is released, voted best triathlon wetsuit in the world. 
blueseventy opens Derby office in the UK.

2009: thewaterisopen.com founded by blueseventy. Nero comp range is banned, then reinstated by FINA, who release new rules for 2010.

2010: blueseventy releases new neroTX line for competition swimming. blueseventy achieve a world first, releasing a Carbon fibre goggle, the Carbon Race.  
Our landmark balanced buoyancy wetsuit range is released.
Helix 2010 is first out of the water in it’s first US domestic race. 
blueseventy’s swimwear and triathlon apparel is released mid year,  and is an immediate success.