The Ironman Group has named fitness technology company Wahoo its enterprise-wide connected training partner, putting athlete optimization in the spotlight.
Partners in Performance
In the endurance training world, where shaving off seconds is everything, both of these brands are well-known.
Who’s who. Ironman operates not only its namesake triathlon events but also Rock ’n’ Roll Running Series, Epic Series (mountain biking), UTMB (trail running), and more. In 2021, it acquired virtual cycling platform FulGaz.
Wahoo is best known for KICKR, its smart indoor bike trainer, but also its ELEMNT bike computers and its latest — a triathlon-focused GPS smartwatch.
Together. By adding Wahoo, Ironman is pushing its performance optimization-obsessed community toward the fitness technology company’s entire connected training ecosystem.
Big picture: Beyond Peloton, endurance tech upgrading training for cyclists, triathletes, and runners is on the rise. And, from performance to recovery, a deal with Ironman seems to be a golden ticket — the average annual household income for Ironman participants is $247K.
- In 2021, continuous glucose monitoring startup Supersapiens secured the title partnership for some of Ironman’s biggest global events.
- Also last year, The Vitamin Shoppe secured rights to become official supplement retailer of the US circuit.
- This January, performance recovery brand Hyperice became the official recovery partner.
Further reading: As the business of endurance booms, we cover the companies going the distance in Issue No. 146, The Endurance Economy.