About Us
About Us
The product
SIRRA Surge 1
SIRRA began with a simple belief:
"Performance tools should be accessible to more athletes - not reserved for a few."
Sport has always been about more than results. It's about the early starts, the discipline, the quiet progress, and the people you share it with along the way. It's where confidence is built, friendships are formed, and something bigger starts to take shape.
That's what sits at the heart of SIRRA.
Founded by Peter Halliday in Perth, Western Australia, SIRRA was created from decades spent in and around sport - particularly rowing - and a genuine desire to make performance technology feel more useful, more intuitive, and more accessible for the athletes
who rely on it.
Built from lived
experience
Peter has spent more than 20 years immersed in rowing.
From early mornings on the Swan River to surfboat sessions in the ocean, rowing has been a constant part of life.
He has rowed competitively, coached athletes, served as President of his rowing club, and spent years alongside the people who make the sport what it is - the juniors showing up before school, the athletes fitting training around work and university, the masters balancing sport with family life, the coaches giving their time, and the volunteers working quietly behind the scenes.
Through all of it, one thing has remained constant:
"A genuine love for the sport and the community around it."
Rowing has given Peter discipline, lifelong friendships, perspective, and a strong sense of belonging.
It has also shown him where the sport can do better.
the begining
Why SIRRA started
Like many athletes, Peter experienced the frustration first-hand.
The performance tools available were often expensive, limited, and disconnected from the way athletes actually train.
And it wasn't just personal.
He saw juniors going without.
Athletes borrowing equipment.
Families stretching budgets to access technology that could genuinely improve training and confidence.
That never felt right.
Because performance should feel empowering - not exclusive.
Athletes should be able to understand their training clearly, trust the tools they use, and feel connected to their progress without barriers standing in the way.
That belief became SIRRA.
Designed with purpose
With a background in industrial design, Peter has always approached products through the lens of real-world use.
Not just what a product can measure.
But:
how it feels in the hand
how seamlessly it fits into training
how easy it is to trust in the middle of a session
and whether it genuinely improves the athlete's experience
That thinking shaped every part of SIRRA.
The goal wasn't simply to create another sports monitor.
It was to build performance tools that feel modern, intuitive and genuinely valuable for athletes.
The first step: Surge 1
Surge 1 is SIRRA's first product.
A modern performance monitor designed for rowing, cycling, and the way athletes train across more than one sport.
It brings together clearer performance insights, practical functionality, and a more connected training experience - while keeping accessibility front of mind.
Because athletes deserve tools that work hard with them. Not products that feel overpriced, overcomplicated, or out of reach.
