Triathlete Magazine has announced a US$100,000 donation of advertising space to the Time to Tri initiative, the new, industry-wide campaign to introduce 100,000 Americans to triathlon by the end of 2020. Pocket Outdoor Media, the publisher of Triathlete Magazine, will donate print, digital and social advertising space across all its leading endurance sports brands, including Triathlete, Women’s Running, Competitor.com and VeloNews, in an effort to bring runners and cyclists into the sport of triathlon.
Time to Tri is a new, industry-wide campaign launched by USA Triathlon and IRONMAN to grow American participation in the sport of triathlon. The campaign will recruit and support athletes as they pursue their first triathlon, billed as ‘one of the most transformative experiences in endurance sports’. Time to Tri will provide training and racing advice including a free training plan, motivational tools, and other resources through mytimetotri.com.
The site offers editorial content as well as free, customized sprint-distance training plans to athletes who sign up with their email address. Each plan’s workouts were developed by USA Triathlon Certified and IRONMAN U Certified Coaches and are based on the athlete’s self-selected skill level in swim, bik, and run. In addition to the digital platform at mytimetotri.com, USA Triathlon and IRONMAN will also engage in proactive outreach to identify new and aspiring triathletes including single-sport swimmers, cyclists, and runners.
“Triathlete’s huge commitment is exactly what we had in mind when we introduced Time to Tri to key industry stakeholders,” said Rocky Harris, USA Triathlon CEO. “Our goal is to bring the sport together to grow triathlon, and nothing says that louder than the industry’s leading media brand stepping up to the plate with US$100,000 in advertising.”
“As the world’s most read triathlon magazine, Triathlete is uniquely positioned to aid the Time to Tri effort,” said Pocket Outdoor Media CEO Felix Magowan. “Yet it’s the exposure to non-triathletes through Competitor.com, Women’s Running magazine and VeloNews that offers the biggest opportunity to grow the sport. We are delighted to partner with USA Triathlon and IRONMAN in this effort.”
“We are excited about growing participation in the sport of triathlon,” added Chris Stadler, Chief Marketing Officer for IRONMAN. “Our goal is to help potential first-time triathletes overcome their barriers through proper education and this generous donation provides the perfect platform.”