In September 2008, the owners of the Ironman brand, World Triathlon Corporate (WTC), sold out to an investment firm called Providence Equity, based in Providence, Rhode Island. For a private investment firm to analyze the demographics of Ironman participants and believe there is benefit to owning the marketing rights of the M-Dot brand is a clear testament to the growing popularity and direction of the Ironman distance, as well as the sport of triathlon in general. Hopefully, the only noticeable change from this acquisition will be an enhanced experience for participants, volunteers, spectators, sponsors, onsite retail, the community, local businesses, and the tourism industry. The Ironman is a prosperous brand, with a finely tuned operating machine and growing appeal and availability to the masses.
Prior to the recent acquisition, the Ironman brand spent thirty years morphing into its current presence as the true test of endurance, determination, and perseverance. It first emerged in Waikiki, Hawaii, as an event that could settle the debate over who was the most fit athlete: biker, swimmer, or runner.
Growing intrigue and participation led to the formation of the WTC in 1990, when the Ironman brand was purchased from Valerie Silk, a Hawaiian-based health club owner. Today, there are 21 WTC-sanctioned Ironman-distance events, with qualifying spots to the coveted World Ironman Championships held on the Big Island of Hawaii in October. Adding to the exponential growth of the brand was the introduction of the 70.3 Ironman series, otherwise known as a Half Ironman. This shrewd business decision allowed thousands more athletes to participate in an Ironman-tagged event and potentially qualify for the World Ironman Championships or the newly launched World 70.3 Championships (held in Clearwater, Florida in November).
Regardless of the Ironman brand ownership or M-Dot symbolism, athlete participation should be the ultimate goal. Professionals and amateurs alike share an interest in fostering the development and continued legacy of triathlon, regardless of the IM logo now seen on clothing, athletic equipment, souvenirs, and Timex watches. If offering more accessible events in distance and location with World Champ qualifying slots means an increase in individuals willing to swim, bike and run, travel to beautiful places, spend hard-earned dollars on equipment, accommodations, nutrition and sign on for a new lease on life as a result of the Ironman experience, we should encourage what the savvy WTC and Providence Equity folks are doing.
The Hawaii Tourism Authority released a report in 2000 revealing that the Ironman and the NFL Pro-Bowl (Honolulu) achieve equal status when it comes to global recognition of sporting events held in Hawaii, a direct result of worldwide NBC television coverage viewed by millions of people multiple times a year. The economic impact for the town, city or state hosting an Ironman race could be stretched out to include the entire year. In Hawaii alone, a Department of Business Economic Development and Tourism study concluded that US$14.9 million is pumped in to the island economy over Ironman race dates. If athletes travel to the island in the months prior to the event to train, acclimate or combine some vacation time while learning the race route, this number will likely mushroom by a multiple of two or more. It’s a known fact that the majority of the athletes travel to the race site seven to fourteen days prior to race day to ensure a stress-free taper and mental preparation. And, after such a grueling day mixed with emotion and physical trauma, the local businesses can still reap more economic gains from the athlete-turned-tourist, probably in the mood to indulge!
Over the past thirty years, Ironman-branded events have proven that they represent much more than a 140.6-mile distance. At their heart are the athletes who proudly perform in order to hear the magic words “You Are An Ironman,” proclaimed by the renowned IM announcer Mike Reilly. They tested their human will and ability to endure, not to mention the patience of their families and employers. As the sport continues to grow in popularity, what was once thought to be the exclusive domain of the few exceptionally fit athletes is now becoming a more mainstream endeavour. This evolution of the IM brand is an exciting and natural progression, and encourages participation, longevity and shared experiences.
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