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Chief Legal Officer and Senior Vice President appointments at IRONMAN


The IRONMAN Group, a Wanda Sports Group company, has announced senior level promotions within the company including the appointment of Brooks Cowan to Chief Legal Officer. Additionally, Dave Beeche, who leads the Oceania Region, has been promoted to Senior Vice President.

Meanwhile, Chris Carter and Ashley Reynolds have earned Vice President titles. In a release, IRONMAN noted that ‘All four individuals have made significant impact for The IRONMAN Group during their tenures and will extend their mark on the company with the announced promotions.’

“We are pleased to recognize the contributions these individuals have made in growing the success of The IRONMAN Group,” said Andrew Messick, President and Chief Executive Officer for The IRONMAN Group. “We value the leadership and achievements Brooks, Dave, Chris and Ashley have had with the company and look forward to the continued development of each in their respective new roles.”

Brooks Cowan has been promoted to global Chief Legal Officer. Since joining The IRONMAN Group in 2011, Cowan has worked on strategic partnerships, acquisitions of new races and companies, resolving disputes and litigation, and protecting and strengthening IRONMAN’s intellectual property portfolio (currently almost 1,200 trademark registrations, across 70 countries).

Brooks is supported by IRONMAN’s team of staff attorneys and paralegals globally, all of whom report to Brooks. During the past few years, Brooks was lead lawyer on IRONMAN’s acquisitions of Fairfax Events/City2Surf, Cape Epic, Wines2Whales, Swiss Epic, Across the Bay 10K, and Titan Experience events.

He is heavily involved in Wanda Sports Group’s multi-faceted alliance with World Marathon Majors, and contributed significantly to work on the Wanda Sports Group IPO in 2019. Brooks will report to Andrew Messick, President and Chief Executive Officer of The IRONMAN Group.

Dave Beeche has been promoted to Senior Vice President & Managing Director – Oceania. He joined The IRONMAN Group in 2016 through the Lagardère Sports Endurance Division acquisition and assumed the role of Managing Director – Oceania as part of the reorganization of the Asia-Pacific region.

IRONMAN adds that ‘Dave has displayed great leadership in growing the Oceania Region from 20 events in 2015 to hosting 34 events in 2020.’ This accomplishment also included doubling the profitability of the region since he joined the company.

The Oceania Region has set a high standard of event production, delivering top overall athlete satisfaction scores in 2018. The region has also led the way with acquisitions across multiple product lines (triathlon, running, mountain biking and trail running) and will host the 2020 IRONMAN 70.3 World Championship event in Taupō, New Zealand in November.

‘Dave is also a key contributor in paving the way for The IRONMAN Group’s efforts around trail running globally. Partnering with the Executive Leadership Team, Dave plays a key role in developing a long-term vision and strategy as this product line is developed in the future.’

Chris Carter has been promoted to Vice President & Head of Finance – Oceania. Chris joined The IRONMAN Group in 2012 during the acquisition of USM Events in Australia. Since joining the company, IRONMAN adds that ‘Chris has worked to build a solid finance function in both Oceania and Asia and has been instrumental in several acquisitions and related integration efforts.’

Ashley Reynolds has been promoted to Vice President of Global Merchandise. Ashley joined The IRONMAN Group in 2010 and has most recently led the merchandise division to plan and purchase products for over 100 events globally. Under her leadership, the merchandise business has ‘grown exponentially including record setting World Championship stores.’

‘While she will continue to focus on merchandise planning, Ashley will now add product development, eCommerce and store management to her portfolio of responsibilities.’




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