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Ironman acquires Australia’s USM Events


Ironman brand owner World Triathlon Corporation (WTC) has acquired USM Events, Australia’s leading event management company and the owner of iconic premier multisport festivals at Noosa, Cairns, Mooloolaba and Geelong.

USM Events is also the operator of cycling’s Jayco Herald Sun Tour and the Sydney ITU World Championship Series triathlon event.

As part of the acquisition, WTC will integrate the management of its Ironman and Ironman 70.3 races into USM’s operational and management structure Down Under. Daryl Herbert, Owner and Managing Director of USM Events, will remain in a management role and WTC staff in the Asia-Pacific region will be integrated into USM Events.

“Besides bringing world-class events like Noosa, Mooloolaba, Geelong and the Cairns Adventure Festival into the WTC family of events, USM provides WTC with a robust operational platform in the Asia-Pacific region,” said Andrew Messick, CEO of WTC. “We hope to be able to use USM’s staff and know-how to help create compelling multisport festivals in Asia and around the world.”

USM’s Daryl Herbert said, “This is an outstanding opportunity for both parties, and our key event stakeholders, to significantly grow our iconic assets in the Australian and Asia-Pacific region.”

He continued, “USM Events will continue to deliver to our loyal customers and supporters the same successful format and culture that each of our events has developed over the years. We will also continue to deliver the events to the premier standard they are known for, but with the additional support and prestige that WTC brings.”

Peter Hedge, President of Triathlon Australia, added, “Triathlon Australia has development of the sport as one of its key objectives and recognizes the important role that all event organizers have to play in meeting this objective. We wish WTC and USM Events all the best in their future endeavours.”

USM Events develops and manages mass participation sporting, music and entertainment events to an international standard all around Australia. With over 50 events and more than 200,000 competitors and participants each year, USM is one of Australia’s largest and most experienced event management specialists.

The WTC portfolio includes Ironman, Ironman 70.3, 5150 Triathlon Series, Iron Girl and IronKids, which have a combined total of more than 180 events worldwide each year.



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