This post was originally written on May 12, 2015 and a lot of things have changed since then. As I started understand about branding, I realized that R2 would not be “understood” coming from Jen Rulon. So we went with Rulon Racing instead of R2. After chatting with a wonderful friend of mine, she gave me my clarity, which is what I needed at the time BUT here is the story about how the “owl” came about with Rulon Racing! 

Here is the story from May 12, 2015:

About 6 months ago, Chris and I were on our way back from Ironman Florida. We started talking about goals, dreams and what we wanted as individuals but also as a couple. Poor guy was in the driver seat and no where to go :) I pulled out the sticky notes, the markers and off I went…let me show you the sticky notes for Chris and I for the 1 year goals: Dreams do come true

I present to you our very own Triathlon Racing Team:

“R Squared Racing” or “R2 Racing”

Here is the story of how “R Squared Racing” (Now: Rulon Racing) came about, as I will give you the Reader’s Digest Version:

  • My brother, Chris and I were talking about my business, As an entrepreneur himself, he wasn’t a fan of using my name. So we started talking about Chris, my husband (I know confusing) and I wanted to start a racing team, which would be sponsored by We played around with names. My brother said…”What about “RuRu?” I laughed and said that is what people will call me at the gym. He said there are 2 Rulons’, why not have RuRu Racing. My brother and I looked up to see if “RuRu” meant anything…it does…it is the name of a Morepork Owl or a RuRu, that the Maori Mythology called a Morepork Owl.
  • My brother and I looked up to see if there was a meaning behind an owl:
    • “The owl spirit animal is emblematic of a deep connection with wisdom and intuitive knowledge. If you have the owl as totem or power animal, you’re likely to have the ability to see what’s usually hidden to most. When the spirit of this animal guides you, you can see the true reality, beyond illusion and deceit. The owl also offers for those who have it a personal totem the inspiration and guidance necessary to deeply explore the unknown and the magic of life.”  From This Website. 
  • Chris, my husband, and I chatted about “RuRu Racing” and he said he wasn’t a fan of “RuRu” but like the owl symbol.
  • I said to him, “What about R Squared Racing?” I looked up “R Squared,” to see if that had a meaning. It does…in statistic: “Coefficient of Determination.” WHAT? This is FREAKING AWESOME! BAM…we have our new name.

We spent some time on the logo…going back and forth with our designer but Chris and I are very simple, when it comes to what we want. We didn’t need anything too fancy with the lettering but we wanted a maori owl. And this is what we got:

Post from May 5th:

We have upgraded it to and very simple, as people will ask WHY for the “owl”:



AUTHOR: Jen Rulon

I am Jen Rulon, a Coach, Kona Finisher and a Public Speaker. I’ve been coaching triathletes for 18+ years and I received my Masters in Kinesiology with an emphasis in Exercise Science. I train triathletes to reach their potential and coach triathlon coaches to successfully grow their businesses using my own proven methods. I currently work with women on finding their own voice and journey to finding their "Champion Status" in their own eyes! My knowledge has been featured in Triathlete Magazine, Runners World, on the TEDx Stage, the Health and Wellness Expo in San Antonio, TX, Men’s Journal Online, and the New York Times. I also practice what I preach — I’m a 15x Ironman Triathlete who participated in the World Championship in Kona, Hawaii on October 14, 2017.

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