IRONMAN's Pivot to Experiences

IRONMAN CEO's big bet, overheating from sunscreen, and why you're a salty sweater

Good morning everyone,

It was a very special day at Tempo HQ on Wednesday as my wife Kirsten got the call letting her know that she had been selected to the US Olympic Triathlon Team. I’m incredibly proud of her effort just to put herself in a position to make the team. Injuries, illness, and other setbacks. They all featured heavily in her qualification journey.

So now she’ll be training the house down getting ready for Paris, and I’ll be supporting her as much as I can.

  • But first, my own race this weekend at IRONMAN 70.3 Boulder. I’m looking forward to getting out on the course AND seeing a few subscribers in action!

In today’s edition:

  • 🎰 IRONMAN CEO bets big on experiences, but will it be enough?

  • 🧴 Will wearing sunscreen prevent you from sweating?

  • 😅 And are you a salty sweater? The answer might surprise you!

Thanks for being here.

-Matt Sharpe, newsletter editor

Headshot of Matt Sharpe

Have a triathlete in your life who can't stop swimming, biking, or running? Fire this off to them. Forwarded from a friend? Sign-up for free. 

ONE BIG THING

IRONMAN CEO’s Bets Big on Experiences, But Will it be Enough?

IRONMAN

What is it: In an interview with Triathlete Magazine, recently-hired IRONMAN CEO Scott Derue highlighted his initial impressions of the organization, the early changes he’s implemented, and what future changes athletes can expect to see.

Findings: In the interview, Derue mentioned a few interesting findings including how, for many athletes, the triathlon experience is a novel and solo endeavor.

  • According to Derue, he was surprised to learn that 40% of athletes who compete at IRONMAN events are new to the IRONMAN brand.

  • It was also eye-opening to learn that two-thirds of athletes who compete in IRONMAN events do not belong to a triathlon club and train mostly on their own.

He also discovered just how passionate triathletes are. Especially after speaking with many athletes, tri clubs, and revealing conversations when arrived undercover at the recent IRONMAN 70.3 St. George.

Journey to the finish line: Although Derue has competed in a relay (at this year’s IRONMAN New Zealand), he has yet to complete a full triathlon. However, in a bid to get to the finish line, and experience the sport like many other athletes, he has started following an online training program.

“I want to do this like a first-time age-grouper,” remarked Derue.

Derue makes his mark: After meeting with dozens of athletes, Derue determined that a key focus for the organization needs to be elevating the IRONMAN experience. And thus far they have made improvements to;

  • The race T-shirt,

  • The gear bag,

  • And the post-race food.

Another noticeable change will be in the finishers medal. After competing in the IRONMAN New Zealand relay, Derue was insistent on having a separate “relay medal” from the typical individual finishers medal.

Future changes: According to Derue, research will continue to guide changes to IRONMAN’s races and the organization as a whole. And that more meaningful changes would be on the way.

Already, signups for 2025 events have moved away from Active.com to IRONMAN’s own registration platform.

  • This subtle change is a part of IRONMAN’s overall drive to collect better data and create a “digital home” for its athletes.

Tempo’s take: Although Derue has only been in charge for a few months, it does feel like there’s been a bit of a vibe shift within the organization. The development of IRONMAN experiences like pre-race swims, welcoming ceremonies, and “dine around” voucher program all seem like positive enhancements to the race experience.

  • The organization’s response to the 70.3 Morro Bay swim disaster was a masterclass in how to navigate a difficult situation and provide value to affected athletes.

  • And at this weekend’s 70.3 Boulder, the awards ceremony will be held at a very popular local brewery! (I’ll be there, and very stoked for the post-race hydration! 🍻)

Of course, these kinds of moves might not be made with just the athletes’ best interest in mind. IRONMAN is under siege on various fronts as it faces competition for age group athletes from the upstart T100 Triathlon series. And changing consumer tastes with athletes choosing to compete in newer endurance disciplines like gravel racing and ultra trail runs.

  • These types of moves are Derue’s gamble to help keep more athletes returning to IRONMAN events and lessen the churn of one-and-done triathletes.

  • Soon enough, we’ll know whether his wager paid off.

Do you think IRONMAN's changes are good enough?

Is Derue doing a good job so far?

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FAVORITES

🌞 Sunscreen superstition: An enduring old wives tale of triathlon and endurance training is that wearing sunscreen will block your body’s ability to sweat. But is it actually true? According to the TriDoc, not exactly! And if you’re looking for some quality sunscreen, a nice list is here. [Triathlete]

😅 Salty sweater: You’ve seen it before. You or a friend finishes a hot bike ride absolutely caked in salt rings. So does that make you a salty sweater? Or do you just eat a lot of salt? This article explains if sweat sodium is truly a function of diet, or genetics! [My Sports Science]

🧼 Clean that chain: Cleaning your chain will help make it last longer and perform better, and this video shows you two ways to clean it. An easy way, and a more thorough method. So…how is your chain looking? 🧐 [GCN Tech]

👩‍⚖️Olympic selection drama: Intrigue, uncertainty, and incredibly important decisions. Selecting the USA Triathlon Olympic team was not without controversy. So how did the six selectors go about choosing the fate of 10 athletes? In a Zoom meeting, of course! [Triathlete]

REEL TIME

I mean T2 is usually where most people are…not wrong to flex a little!

RACE WEEKEND

T100 San Francisco

Ashleigh Gentle (AUS), Sam Long (USA), and Taylor Knibb (USA) all roll into San Fran for the combined T100/Escape From Alcatraz race weekend. So who will conquer the chilly waters of San Francisco Bay and claim victory? Probably someone very fast!

Watch live: Outside Watch, T100 Youtube, Eurosport, and the PTO+ app.

IRONMAN 70.3 Boulder

The next stop of the IRONMAN Pro Series sees IRONMAN Texas winner Tomas Rodriguez Hernandez (MEX) return to altitude. And Ellie Salthouse (AUS) takes on short course studs Valerie Barthelemy (BEL) and Erika Auckerlund (USA).

Other pro races

  • Challenge Wales

  • IRONMAN 70.3 Warsaw

QUICK NEWS

Seine poop: There are worries that the triathlon, and other Olympic events using Paris’ Seine river could be thwarted by poor water quality. These French protesters who are planning to poop in the river won’t help! [Buzzfeed]

Supertri team: The second team announced for Supertri’s upcoming season will be Stars and Stripes racing. It is American-based team built to help develop podium contenders for the 2028 Olympics. The team will also work with Supertri in its US expansion initiatives. [Supertri]

The champ returns: Lucy Charles-Barclay is the reigning IRONMAN World Champion. But after committing to the upstart T100 Triathlon Tour this winter it appeared as though she wouldn’t be defending her title. But a shock move will see her back on the World Championship start line this September! [TRI247]

Traverse city return: After a couple of years in Frankfort, the IRONMAN 70.3 Michigan race could be returning to Traverse City. If the traffic isn’t too bad. Traverse

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