Triathlon, once considered a fringe sport, has been rapidly gaining in popularity in recent years. The availability of short course races improves every year. Long course events, including "branded" IM races, are also being added on a regular basis. People around the country and around the world are gaining a better understanding that "triathlon" entails much more than just the Ironman World Championships in Hawaii.
Another sign of the growing popularity of triathlon is the speed in which Ford (Subaru in Canada) Ironman events sell out. Subaru Ironman Canada typically sells out before on-line registration even opens. Ironman Wisconsin is a close second, selling out in under an hour every year. Other events are rapidly joining that trend.
In October, NA Sports issued a press release detailing changes to the registration process. In the past, all registration began the morning after race day. After a two-hour on-site registration time, on-line registration opened. Moving forward, there will be a three stage process. The day before the race, that year's participants will have the opportunity to register for the next year. The day after the race, on-site registration will open to the general public. Finally, at 12 noon local time, on-line registration will open through Active.com.
Many have questioned this change. They find it remarkable that NA Sports would make a change that is quite likely to ensure that registration closes before on-line registration even opens, limiting participation to those who travel to the race venue to sign up. Some have even cried, "Foul," claiming the whole process is "unfair."
Though it creates some interesting challenges, this change makes perfect sense. The use of on-line "sales" makes sense when a supplier is unable to match the product with the consumer. In the case of Ironman triahtlons, that simply isn't the case. For many events, the producer (NA Sports) can sell it's entire stock (total allowable entries) without leaving the "store." In other words, the demand for their product far exceeds the supply.
The demand for entries to these events is so high many people are willing to travel both long and short distances to register in person. Many of those people fill vital support roles by volunteering, since they are already going to be at the race. And a great many of those on-site to register contribute to the economy of the sponsor community. So both NA Sports and the host city benefit from this new process.
One potential outcome of this change is the addition of new IM branded events. As races continue to sell out in record time, both NA Sports and the World Triathlon Corporation will be forced to acknowledge increasing demand for events. That will motivate them to continue the search for host cities, safe in the assumption any new event will also sell out quickly.
There is, however, another option. Though many will gasp at the suggestion, there are other events available. Though they lack the "IM" trademark, these races offer the same opportunity to test our limits as any branded event. The only real difference NA Sports and WTC events offer is the opportunity to qualify for Kona. And let's face it, most of us aren't aiming that high.
The recently announced Beach 2 Battleship Iron Distance Triathlon is a perfect example. This race will be held the same day as Ironman Florida. Like Florida, it will have a 2.4 mile ocean swim. Like Florida, it will have a 112 mile bike. And like Florida, it will finish with a 26. 2 mile run. And Florida doesn't have a battleship at the finish line.
The other benefits? The cost is only $250 and it is less likely to sell out in 30-60 minutes. On-line registration is a reality. Though many will argue the point, this is a perfect alternative to IMFL. And no, they didn't pay me to say that.
Until we begin to support alternatives to the branded IM events, NA Sports and the WTC hold all the cards. We have little bargaining power. If they suddenly see thousands of triathletes opting for other races, their tune might change. And the price to hear it might, as well.
1 Comment
Amen, brother. WTC's definitely not the only game in town - they're just the big bully. That NC event looks great. Here on the left coast, the Vineman race has been tremendously successful for over 20 years, before NA Sports even existed. It's about the distance, not the logo.
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