The end of Ironman as we know it?
All stories must start somewhere….
Many of you just signed up for Ironman Wisconsin. The sign up closed in less than a few hours. Those that had technical problems could not even get registered. Not only did general admission sell out, but the community fund slots also were gone within 10 days.
This is typical for IMNA events. Lake Placid, Wisconsin, and Florida all sell out in hours. Canada is not even open to general admission. Arizona and CDA sell out at a slower rate, but do fill up once races like LP and Moo are filled. Thus, Ironman North America (IMNA) generates about six million dollars in revenue on just those events.
Meanwhile, in another office in Florida…..
The World Triathlon Corp. (WTC) announces Ironman Louisville. This is different in that the race will be run by the WTC and not IMNA. Interesting. Why would the WTC take on its first event other than Kona? Well its first IM anyway.
Some years ago…..
A few race production companies, Ultramax and HFP, came up with a great idea. They started the idea of hosting half-IM races throughout the country that culminated with a National Championship. It was easier than IM races. The distance was more manageable for athletes and IMNA and the WTC left a huge void in this area. The success was apparent. Races like Buckeye, Spirit of Racine, half Max, quickly grew in popularity and were convenient for racers all across the country.
Meanwhile back in a Florida office…..
The WTC saw the success of these half IM races and decided it was time to try its hand in reproducing its IM business model with half IM’s. The WTC introduces the 70.3 series in an attempt to get its piece of the pie with the popularity of half IM events. Something goes drastically wrong though. Unlike its ability to stamp out the competing IM-distance races, the WTC cannot extinguish the momentum of the popular half-IM’s throughout the country. After all, Ultramax and HFP put on great events that rival and exceed the quality of any IMNA event. Also, the 70.3 races are often at inconvenient place and locations in regards to the events put on by Ultramax and HFP. So, the 70.3 series does not gain the same momentum Ironman races throughout the country enjoy.
Back to Louisville…..
Why the departure from the norm? Why not have IMNA host this event? One could easily state that IMNA is too busy between Canada and Wisconsin to host another event. In fact, that is probably the standard reply from both WTC and IMNA. Another theory can also emerge. Maybe the WTC is going to start hosting all IMNA events. This could either mean the demise of IMNA or that the WTC will bring IMNA directly under its control as to make sure it get more of the revenue.
Taking it a step farther…..
The 70.3 series cannot be as popular as the WTC had hoped. Even with the offerings of qualifying for IMNA races, these still have not seemed to shake the momentum of the half IM’s put on by local directors. IMNA races are selling out at such unbelievable rates, there is no doubt they are popular and have some guessing there may have to be a lottery system just to get in. Maybe though there is another way… a more profitable way.
With IMNA events being popular, and the WTC now trying its hand in races other than Kona, how can they capitalize and maximize their profit? Maybe a qualifying system? Maybe you will no longer be able to just sign up for an IMNA event. Maybe every slot will have to be earned by going to a 70.3 series race first. Then if you finish high enough (I don’t see this as being as competitive as Kona slots, but you never know), you will be awarded the opportunity to buy a slot to an IMNA event. Depending on the structure, it could either be for one this year or next year. This would just depend on how the WTC wants to handle it. So, no longer can you just fork out your $450 for an IM. First you will have to fork out another $250 to participate in a 70.3 series event.
You may be skeptical, but think about it. Don’t think it is worth their time? Let’s say there are 2400 spots in each IMNA event. Let’s say they decide 2000 of those have to be qualified for by competing in the 70.3 series (200 for lottery, 100 for pros, 100 for community fund which would go up in price to like $2000). 2000 spots x $250 x 7 races (Canada, LP, Moo, CDA, Arizona, Louisville and Florida). That equals another $3.5 million dollars and that doesn’t even include the entrants in these races that don’t qualify. In essence, your cost to get into an IM goes from $450 to $700 as you have to qualify first and this doesn’t even include the profit they can make from merchandising at these races, nor the additional travel expenses to you.
Just think about it… is this how the story will end? Only time will tell.