What Not To do: Lessons from the
Corporate World of Ironman
First there was this…Presto,
Chango! Why?
WTC Announces Venue Change for
Ironman World Championship 70.3
World
Triathlon Corporation (WTC) announces a change in venue for the Ironman World Championship 70.3. Beginning in 2011, the race
will move to Lake Las Vegas in Henderson, Nev., located just minutes away from the Las Vegas Strip. Since
its inception in 2006, the championship race in the global Ironman 70.3 Series has been held in Clearwater, Fla.
“We’re
grateful to the city of Clearwater for being a fantastic host to the Ironman World Championship 70.3 over the past five years,”
said Steve Meckfessel, WTC’s chief operations officer. “Clearwater’s sports-minded spirit,
enthusiasm and dedication of resources have been critical to building the Ironman 70.3 Series. We are excited
to return to the community to introduce the inaugural 5150 Clearwater event taking place on Nov. 12.”
Slated
for Sept. 11, 2011, the race begins with a 1.2-mile swim in Lake Las Vegas at Lake Las Vegas Resort. Next, athletes will embark
on a challenging 56-mile bike through Lake Mead National Recreation Area that includes several steep climbs. Participants
will finish with a 13.1-mile run through Henderson’s scenic residential areas with views of the Las Vegas Strip.
“It is an honor to join an elite list of cities that have hosted an international
event of this caliber,” said Andy Hafen, mayor of Henderson. “We look forward to welcoming the thousands of athletes,
their families, friends and fans from around the world to our premier city.”
“It is a privilege to host the Ironman World Championship 70.3,” said Frank Lowery, race director.
“This course will be labeled as one of, if not the toughest, in the United States. The challenging race, coupled with
endless entertainment options and its proximity to the famous Las Vegas Strip, will provide the ultimate event experience
for athletes.”
In 2011, 60,000 athletes will participate
in the Ironman 70.3 Series, which consists of nearly 50 events in locations such as China, Germany, South Africa and Switzerland.
Participants in the World Championship will range in age from 18 to 70-plus and will represent all 50 states and nearly 50
countries. The Ironman World Championship 70.3 will offer a prize purse of $100,000 for distribution among the top professional
male and female finishers. More than 2,500 volunteers from the local community will support the event. To learn more about
the Ironman World Championship 70.3, visit www.ironman.com.
Then,
there was this…Devaluation of the Brand
World Triathlon Corporation (WTC), best known for its worldwide
Ironman and Ironman 70.3 races, announces the launch of a new global event series titled 5150. All events within the 5150
Triathlon Series include a 1.5K swim, 40K bike and 10K run. Event information, including online registration details, will
be available in the coming weeks on www.5150.com.
Starting in 2011, the 5150 Series will be the largest international distance triathlon
series in the world and will be the first non-drafting international race series of its kind, offering a competitive platform
for professional and age group athletes. The 2011 event schedule will offer 13 domestic events as well as a handful of international
races. The Hy-Vee Triathlon will host the 5150 U.S. Championship, offering professional athletes the opportunity to compete
for $1 million in prize money. Additional international race locations in Europe and Asia-Pacific will be announced soon.
And
then the spark that ignited the revolution, 90 RPMs and higher: Pushing Greed
Today World Triathlon Corporation
(WTC) launches an exclusive athlete membership program called Ironman Access. In addition to other member benefits, the program
will offer advance registration for Ironman events worldwide before entries open to the general public. Membership into Ironman
Access is on a first-come, first-served basis and will close once it reaches capacity.
Advance race registration for Ironman Access
members will open one week prior to the event’s general entry registration date. Athletes are required
to pay the general entry fee to the selected event. The annual membership fee is $1,000 USD.
Access Membership Program Benefits:
• Exclusive advance registration
to Ironman events
•
Two VIP passes per registered event
• One-year subscription to LAVA Magazine
• 2011 Ironman Lottery entry plus second chance in the Ironman Lottery program
•
2010 Ford Ironman World Championship NBC broadcast DVD
• 20 percent discounts on Ironman partner products at shopironman.com and on-site
event retail stores
•
Official membership ID card
The above benefits are valid for one year starting from activation date
IrongeezelleSays: These changes in totality,
coupled with aid stations that ran out of water at Ironman Kentucky, Miami 70.3 increasing prices, poor quality Ironman merchandise,
and a seeming disregard for the Everyman ironman, in these economic tough times in which corporations are anathema, the stage
was set for an age group revolt. The vociferous rebellion organized quickly via Facebook.
The access program was posted on the 27th
of October, and was allegedly sold out by early October 28th, which appeared to be a “spin,’ following
a social network chorus of disgust, dismay, and disappointment. Athletes from around the world called for the boycott of the
Ironman brand as a result of the perceived greed driving this access program. Athletes were ready to remove Ironman tattoos,
return Ironman memorabilia and medals to the WTC headquarters. Was this an ill-considered idea to churn more cash for this
ever-expanding franchise? Will the numbers of triathletes participating in the Ironman events now dwindle or not? Only time
will tell.
On a positive note, this upheaval in the Ironman world may a boon for local race directors, who while offering quality
events, have had to play ‘ugly’ duckling to the swan event, Ironman – maybe the ducklings, like the Vineman,
the Silverman, and all the other first class, athlete first events, will now turn into swans, with a stroke, not of a pen,
but a social media uprising.
This story continued to develop quickly; Fertic, the President of the WTC, rescinded
the program by the afternoon of the 28th, and apologized for the mistake that WTC made. “We are listening,”
he said. He also apologized, saying, “We’re sorry that we disappointed you.” Viva la revolution!
But, the
apology has opened another can of worms, namely that WTC admitted to having thousands of paid entries that are not used by
the athletes. Under current rules, there are no refunds, transfers, and no one else gets the entry either. Obviously, this
does not hurt WTC since they already have the money, but it does hurt the athlete who has paid but cannot race, and the athlete
who could not register because the race was ‘sold out.’ There is an easy solution to this problem: refund the
money minus an administration fee by a deadline, and resell the spot.
Judging from the continuing chatter, WTC will now hear from age group athletes, who are not only the customers, but
who are the lifeblood of the sport, and maybe they will even listen again.