“Triathlon America is the first and only industry organization dedicated to promoting the sport and business of triathlon,”  according to Jack Caress, President, Triathlon America.  The organization is a “who’s who” of people in the triathlon industry, including leading product manufacturers (bikes, wetsuits, apparel), retailers (TriSports, Nytro), race directors (Wildflower, LA Tri, Philly Tri), major event players (Ironman, Competitor Group, Lifetime), and other major players (Active, Slowtwitch) … just as some examples.

The second annual Triathlon America Conference took place on February 19-21 in San Diego, and I had the pleasure and opportunity to help moderate the conference along with “The Voice of Ironman,” Mike Reily.  By the way, that’s why I missed the final day of the Timex Multisport Team camp in The Meadowlands … my first assignment was at 3 PM that afternoon.

In this, the first of three parts, I thought I would highlight a few messages and learnings from the conference, thanks to the amazing panel of speakers who were there.  Remember the overall theme: “The Business of Triathlon.”

Marisol Casado (President, ITU)

The conference’s first keynote speaker was arguably the most “important” or highest level individual in our sport today, the President of the International Triathlon Union, Marisol Casado.  She was accompanied by three of her key staff people.  She spoke of the past tensions between ITU and the U.S.  She spoke of the emphasis and respect in the rest of the world on the Olympics and the Olympic distance in triathlon, versus the strength longer distances (Ironman) play in the States.  And, she further emphasized how important shorter distances are to increasing the size, scope, and opportunities in our sport worldwide.  Her very positive message of collaboration and all organizations working together for the betterment of our sport worldwide concluded with noting three key opportunities facing us:

1. Getting mixed relay triathlon into the 2016 Olympics
2. Increasing our work on ParaTriathlon
3. The May ITU World Triathlon Series event in San Diego

The latter – without a doubt – provides the U.S. an enormous opportunity to further the visibility, acceptance, and appreciation for Olympic distance racing.

Marisol Casado

Olympics, USAT, State of the Sport

Following Casado’s talk, an impressive panel that included Michellie Jones (2000 Olympics Silver Medlaist), Gale Bernhardt (US Triathlon Team Coach, 2004 Olympics), Steve Furniss (Founder, TYR Sports), Jimmy Riccitello (Head Referee, Ironman & Former Pro Triathlete), and Mike Buteau (Bloomberg News).  The subject for the panel was “Olympics and the Business of Triathlon.”  Talk ranged from the need to utilize sponsored athletes more effectively, making triathlons more media friendly, and the need for more stable, longer-term sponsorship agreements between athletes and companies.  Buteau made the observation that triathlon is so not in the mainstream media, with the example that the major debut of Lance Armstrong in Panama could only be followed internet written updates … no video or live coverage anywhere.  He said triathlon needs a “Tiger Woods.”  (me: could it be Lance?)

Olympics & The Business of Triathlon Panel

Competitor Group, and its President, Scott Dickey, hosted an evening “Welcome Reception,” which allowed attendees an opportunity to socialize, network, and relax after a great first day.

Day 2 began with a choice of a 5K run or an hour long “ActiveX” cross-fit workout (both at 6 AM).    Rob Urbach, USA Triathlon CEO, kicked off the formal sessions on Monday, and was both positive and, perhaps, a bit cautious in his remarks.  He talked about “fandom” in our sport – the need to create a sport where those watching are not simply other triathletes and their families and friends; but, rather, fans like NASCAR has.  He spoke of increased competition in the triathlon marketplace – whether among race organizations or other bodies seeking “power and/or influence” (my terms); and, he noted USAT’s growing membership, but its challenge of only sustaining a 56% retention rate among its members.  He emphasized the need for greater media coverage, so as to attract non-endemic sponsors … a common theme throughout the conference; and, quite honestly, heard routinely over the past many years.

Part 2 of my report from the Triathlon America Conference will look at triathlon clubs, an important triathlon market research survey, cycling advocacy, and an amazing awards celebration.

photos courtesy of Paul Phillips

Having just returned from the 2011 Timex Multisport Camp in The Meadowlands, my head is spinning with so, so many thoughts:

• the new Race Trainer Pro is a terrific new product
• I love the NY Giants!
• VO2 max tests serve a purpose, and can be a strong motivator
• protein’s a really good thing; but, good to know carbo loading’s still cool
• I can get goosebumps watching a beautiful runner at max speed on a treadmill (thanks, Kim & Gwen!)

But, the overriding thought, emotion – whatever you call it – is the love and respect of triathletes for each other, and those who pursue and achieve great challenges.  None are more pronounced than the wisdom and inspiration shared by Dick Hoyt during our very special dinner at The Meadowlands Stadium.  No words can describe the impact this individual had upon all those present, listening to the pure & unconditional love that drives him to achieve unbelievable feats with his incredible son, Rick.  I’m not sure there was a dry eye, nor an unmoved person, in the audience.

We all have our heros … people we admire, respect, and are motivated by their drive, accomplishments, or whatever.  Well, one of my heros is unequivocally Sister Madonna Buder.  At 80 years old, Sister is vibrant, still competing in triathlon (hoping to return to Kona this year), and has just published her first book, “The Grace to Race.”  It’s a wonderful read.

Well, this past Wednesday, we were blessed to host Sister for a book talk she was doing that evening in Boulder.  Spending just that afternoon and evening with her further inflated my admiration for this amazing lady.  Within 30 minutes of arriving at my home, a videographer was at the house, ready to spend the next 2 hours with Sister, filming for an upcoming running documentary.  After a 15 minute “break,” we needed to rush off to KGNU, Boulder’s public radio station, for a taping of “Book Talk.”  We left there immediately for dinner; and, then, her evening talk at the Boulder Book Store.

The pace left me tired; but, not Sister Madonna.  While many, many 80 year olds are in assisted living or even nursing home situations, this triathlete is as vibrant as, well, this 55 year-old!  She’s sharp, her hearing is perfect, and she operates at a feverish pitch … always.

The talk at the book store was standing room only.  The store said it was the best attendance for a book talk in quite a long while.  People loved it, and a great many stood in line to have Sister autograph her book, and just to meet her.

Sister Madonna Speaking at the Boulder Book Store

On a personal note, my latest venture is titled “Life Endurance.”  The genesis of it, and its meaning, is focusing upon those things that allow us to live long, joyful, happy & healthy lives.  Sister Madonna Buder may become the “poster person” for Life Endurance.

Introducing Sister to the Audience (Timex is in the house) - photo by Warren Schuckies

Many of us were thoroughly impressed and inspired by Amani Toomer, the former NY Giants all-world football star and Super Bowl Champion, completingthe New York City Marathon a few weeks ago.  What many did not know was that Amani started dead last in the field – behind over 40,000 other runners.  His incentive was to pass as many people as possible; and, for each one passed, Timex would donate money to a wonderful charity for kids.  He passed 25,817 people!  What a stud!

Well, with that as inspiration, I didn’t quite start at the very back of Ironman Arizona Sunday (November 21); but, did manage to begin the bike leg almost last.  Yes, in what I call “Amani Toomering,” I then proceeded to pass 1,173 other Ironman competitors – nearly half the field – on the bike alone.  I continued my passing frenzy in the first 3 miles of the run, only to succumb to the pain felt in my quads with every step, slowing down; and, ultimately, just passing 40 more people, for a total of 1,233 people passed in the Ironman.  Now, mind you, these are all Ironman finishers!  In addition, I went from 68th place in my age group after the swim to 16th at the finish.

Yes, Amani passed roughly 64.5% of the NYC competitors, and I only passed 55.5% of the Ironman field; but, hey, I didn’t have Timex Multisport Team stud and coach, Chris Thomas, coaching me.  Maybe next year.  The interesting things you see (and most of you miss) when you swim in the back of the pack is how many times these crazy backstrokers hit you in the head when they pass you; or, how those breast-strokers are constantly stopping in front of you, only to do that hard breast-stroke kick just when you are within range.

I will say it was really cool having 11 volunteers all to myself, taking off my wetsuit; and, finding my transition bag and bike was a breeze.  And, yes, it is motivating and somewhat fun to cruise past so many other cyclists; but, Jodee, my wife, had to wake me up last night, as I was shouting “on your left” over and over in my sleep.

One Moment Not Saying "On Your Left" (Credit: Paul Phillips, as seen on Triathlete Mag's Photo Gallery)

Just six weeks after doing Kona, I did make the trip to Tempe for IMAZ.  I did this race 2 years ago, and had a respectable 11:24.  This year, with my legs feeling a bit “lava-laden” after the bike, I finished an hour slower; but, hey … the season is over – yeah!

And, what a season it was.  We started with a 50K run way back in January, and completed two 70.3′s, another non-WTC half, a couple of half-marathons, a few other shorter run races, and two Ironmans.  And, now, just 48 hours later, I can’t help but think about next year.  Right now, I’m thinking of some different goals: NYC Marathon for one, maybe the Trans Rockies Run solo, and an ultra run or two.  Maybe focus on triathlon half the year, and run the second half.

And, yes, maybe a swim lesson or 2. 

Finally – in the spirit of Thanksgiving – the thanks that are so well deserved for all the support given in 2010 to enable me to do so much: first & foremost, Timex- it is such an honor and privilege to represent such a quality company, fully committed to its athletes and to the sport of triathlon; PowerBar – my first year on PowerBar’s Team Elite, and ever so thankful; K-Swiss for their awesome running shoes, for their friendship and support of triathlon; Sugoi, Orbea, and Shimano – you help make all of the Timex athletes faster and … better looking (which means a lot to triathletes!); Rudy Project - great eyewear and helmets; and, finally, my friends at Aqua Sphere – great stuff (it ain’t your fault … my swimming). 

Thanks to all of my friends in Boulder (and elsewhere) - amateurs like me, and all the pros – for your encouragement; Simon Lessing and Darren DeReuck (Boulder Coaching), who took me on in May, and got me as fit as I have been in many, many years; Brain & Elliot (my 2 sons) for their unconditional love and support, and leading their lives the right way; and, finally, the biggest thanks to Jodee and Jackpot for being there always, and allowing me to pursue my passion each and everyday … they put up with a lot!  Happy Thanksgiving everyone!

My first trip to the magical Island of Hawaii was in 1986.  I had gone to watch 2 good friends, and training partners, do the esteemed “Hawaii Ironman.”  I t grabbed me like no other experience to date; and, just two years later, I was able to experience Kona as a competitor.  Since that time, I have returned to Kona eight more times — racing in 1995, doing media (and spectating) five times, and racing again this year. 

This is not a race report.  My race?  Well, it was OK.  I went into it tired, not rested, and had a flat day from the get go.  But, hey, it’s Kona – the Hawaii Ironman – no way can you feel badly about the privilege of riding the Queen K, running Alii, and sharing the stage with the greatest triathletes in the world (along with the “other” greatest over at ITU).  It was, of course, awesome and, well, magical.

I’m currently working on a book that talks about “the other stuff” in being a successful triathlete: rest, recovery, nutrition, balance, etc … everything besides swim-bike-run.  Well, this brief blog is about “the other stuff” that I did – and loved – in Kona this year.

THE TEAM – And I thought it was cool being with 7 teammates in Lubbock in June – and it was.  But, 15+ in Kona … are you kidding me?  No question – that was the best part of my Kona experience in 2010.  From seeing Stu virtually every day at Dig Me Beach, on Alii, or on the Queen K (we were out there quite early, 2 weeks early for me); to the group of us walking beside the team car in the Ironman Parade, handing out and tossing all kinds of cool Timex schwag; to Doug being – well, Doug – in setting our bikes up perfectly; all being together at the finish line till midnight; and our special team brunch the day after the race … it was all incredibly special … and “family-like.”

Team ... Pre-Parade

MEDIA – I love writing, and I love being connected to the sport through writing.  So, despite trying to lay low and “just” be an athlete during race week, I still wrote two major pieces for ironman.com that week.  The most fun one was on Lava Java, and how Normann Stadler is largely credited with its amazing popularity.  Once he started hanging out there several years ago, before it was the place to be seen, people started flocking in, and the staff couldn’t keep up with the sudden crowds.  Normann actually went in back and helped wash dishes!  Legend, fairy tale?  I think not.

With Jeff Fischer, Lava Java Owner

PUBLIC SPEAKING – I am a true fan of the sport, and have enormous respect for those who commit their lives to being the best in triathlon (I also admire anyone who balances “life” with triathlon).  Therefore, it was my pleasure to be the Moderator for two pro panels, organized by K-Swiss (great shoes!).  Both were a blast.  From Mirinda (Rinny) Carfrae to Chris Lieto, Julie Dibens, Terenzo Bozzone, and about 10 others, each and every athlete were loose, engaged with the audience, and a delight to be with.

With Andreas Raelert & Dirk Boeckel at K-Swiss (Timex Hat)

FOOD & FUN – After so many trips to Kona, I really have this food & fun thing nailed, I think.  From “Macadamia-Crusted Mahi Mahi” at the Kona Inn, to the fresh fruit (almost) daily at the local farmers market and, ultimately, at the always wild industry party following the Awards Ceremony.  One added special feature for me this year was the PowerBar Breakfast for their Team Elite.  This was my first year on the team, and what a reward, sharing breakfast with what seemed like 100 other PB athletes and PB staff.  It was wonderful!

Man, I love Kona – the entire experience.  It is such an exhibition of the best of our sport, and the best of our lifestyle.  It always me proud to be part of that family of athletes and people; but, this year was extra special, being part of the incredible Timex Multisport Team.  Mucho thanks to Tristan, Keith, Doug, all the temmates in Kona and back at home cheering; my friends at K-Swiss and Powerbar; the folks at Orbea, whose Ordu rode beautifully; and WTC for providing such a magnificent stage to perform and play upon.

Still Feeling Good At This Point (photo credit: Warren Schuckies)

For another story and version of my Kona experience, please visit www.ironman.com, where the story should post on November 18.  Now … off to Tempe, to end the season.