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TRIATHLON - Why "three" definitely means a crowd
All of a sudden there is a big new sporting buzz word.
Triathlon. Of course, the sport or rather, sports (for it combines running, open water swimming and cycling if you weren’t sure) hasn’t actually become popular overnight. For years participants and brands have been supporting Triathlon and recognising its superb sporting potential - one of the key attractions is the low boredom threshold, training across the three sports. It is also considered to be more injury free, with an all round physical work out of which running is only one third of the plane of operation.
What is for sure, is the fact that Triathlon is another sport that has been identified for its media attraction. Suddenly prime time television channels and even their presenters are talking triathlon and it the exposure has literally shot the sport right up into the spotlight. And at the heart of what is a huge global phenomenon, is one aspirational and very alluring word…Ironman. Not only is it the coveted prize, but it is a word that is instantly recognisable as describing an ultimate athlete, so revered this cult sporting title that there is even big business in inking Ironman tattoos!
Ironman has been a respected name in triathlon since its inception 28 years ago and is regarded as the world’s most challenging endurance event as well as the biggest user-based sports brand in the world. Each year, more than 40,000 athletes compete for slots in the Ford Ironman World Championship held every October in Kailua-Kona, Hawaii, and the Ford Ironman World Championship 70.3 held every November in Florida, where the World Triathlon Corporation, owners and organizers of Ironman is also based. With the addition of the Ironman 70.3 Series, Ironman now has more than 40 qualifying events worldwide and in the UK they are very big business indeed.
Over 10,000 spectators are expected at the Ironman UK 2006 this month in Dorset, which is an official qualifier for the Ford Ironman World Championship in Kona, Hawaii, October 21, 2006. Nearly 1500 entrants and more than 10,000 spectators are expected and the impact on the local economy is significant. In the past even half-Ironman events resulted in a £4m boost.
British Triathlon is the national governing body for the sport here, sanctioning over 400 events every year, with over 300 affiliated clubs and over 7000 members, a number that is increasing by more than 10% annually. Their remit is to increase participation to the highest levels, from grass roots to the 2012 Olympic arena and beyond, working with UK Sport and lottery funding to do so. A sponsorship deal with Corus, one of the world’s leading steel producers, was announced this month at a launch held in Hyde Park, the venue for triathlon at the 2012 Olympic Games. Corus’ commitment includes an initial sponsorship for two years, which will invest in medal winning success by Great Britain triathlon teams and, at grassroots level, support a number of community-based projects. This includes ‘Corus Kids of Steel’, a nationwide school programme and an initiative for athletes with a disability.
The recent Salford Triathlon was the first event for Corus and some 20,000 spectators proved that their brand marketing initiative was well placed. This was an increase on 5000 from last year, confirming triathlon’s appeal. Economic impact of £1.8million and media valuation of £14million in 2005 were exceeded too, giving Salford's bid to host the 2010 World Championships a superb boost ahead of the decision in Lausanne on 4th September.
As part of the sponsorship deal, British Triathlon will create a three race series of UK elite events in 2007 to be broadcast on terrestrial television, providing British triathletes with an opportunity to compete against some of the world's best competitors on home soil, and give the sport even greater exposure in the UK.
Originally known as Ironman Wetsuits, Blueseventy has enjoyed tremendous success for some 15 years, recently changing its name to reflect the growing interest in open water swimming as well as triathlon. What differentiates their triathlon specific wetsuits from the surfing version most of us are familiar with is the very specific design to maximise flexibility and swim position. Blueseventy suits are all about position in the water, buoyancy with streamlined efficiency and they can be quickly removed for vital racing seconds. The business is backed by an outstanding interactive website with visual imagery that captures the very spirit of the sport.
The Blueseventy triathlon wetsuits were seen at ispo this summer, where they attracted a great deal of interest in this superb and busy new sector of the show. In Germany, triathlon is the third biggest sport after football and basketball so ispo was the ideal platform to communicate triathlon product on a European basis.
New to Teva’s Terrain range is the X-1 Control which offers lightweight, secure and quick drying footwear, engineered for high performance action in wet environments. Medially posted with dual density EVA, the shoe offers superb motion control and a quick drying, breathable mesh upper and heel-to-toe protection web outsole technology to provide enhanced comfort and breathability.
Teva’s® Wraptor Lite™ support system secures the foot for added support, comfort and stability. In addition Teva’s own Spider XC™ Rubber outsole maximizes traction and durability and a Shoc Pad™ heel provides excellent shock absorption.
The distinctive citrus and barrier reef coloured ASICS GEL-Noosa Tri is packed with key features to enhance performance. Its lightweight air mesh upper, gusset tongue, and Comfortdry sockliner,keep the foot dry and comfortable throughout the race. Grip PU pieces in the heel and tongue prevent excessive movement of the foot within the shoe and so reduce friction and improve comfort. While on the road, the GEL-Noosa Tri’s SpEva midsole enhances bounce-back capabilities, and an extended ‘windlass’ trusstic provides better heel to toe transition. DuoMax serves smooth over-pronation control and there is rearfoot and forefoot GEL cushioning.
When Aqua Sphere’s Seal swimming mask was launched it delivered a completely new concept, combining the qualities of a swim goggle with the essential features of a diving mask. With virtually 180 degrees of panoramic underwater vision it is a perfect triathlon accessory. To complement their aquatic eyewear Aqua Sphere recently launched Tri-Wetsuits in versions for male and female triathletes The product is being worn by leading global triathletes including Faris Al Sultan, the 2005 Kona Ford Ironman and Christof Wandratsch, who recently achieved a new world record in Ironman Austria using the Seal mask and Tri Wetsuit - making both these products the fastest on the market!
Of the WXP women's version, 220 Triathlon wrote “This good-looking suit from swimming gurus Aqua Sphere has been designed to provide max buoyancy and flexibility for female customers.”
The growing focus on female participation in triathlon was showcased recently at the UK’s inaugural Timex Women Only Triathlon, which saw 700 athletes take part in the event, launched in direct response to women wanting to give triathlon a go in a fun and non-intimidating environment with over 50% of competitors first timers to the sport
