Search
shop

How does a triathlete make money? US pro Ben Kanute breaks it all down

A fascinating financial breakdown from the American star
Staff Reporter
Last updated -
Get the ultimate guide to destination racing

American long-course professional Ben Kanute has answered one of the most common questions in the sport these days – how does a pro triathlete make money?

As one of the most versatile athletes in the sport, the Olympian has enjoyed some great success over the past 12 months, with podiums at IRONMAN Arizona and Challenge Roth coming after he took second at the IRONMAN 70.3 World Championships last season.

Breaking his earnings down into three simple categories, the American star explains the main ways professionals make a living, adding in some specific details about his own arrangements and some of the best advice he got on the matter.

Advertisement

Winning is how you make money

Explaining that it was one of the questions he and his team are most frequently asked, Kanute comprehensively deconstructed the makeup of a professional triathletes ‘salary’ in his latest YouTube video.

Emphasising the importance of results, the American points out that whilst you can earn money and attract brands without winning, it is much more straightforward to negotiate sponsorships with some success to shout about.

“Winning is how you make money with the prize money aspect and how you gain some notoriety. Whilst you can get brands without winning, it’s a lot easier to negotiate and get sponsors when you’re winning or on the podium.

“Triathlon is very participation-based at the beginning and that participation base is also pretty high-earning and creates this cool little niche sports that creates a lot of opportunities for professionals.” 

Prize Money, Sponsors and Miscellaneous

Separating his three main revenue streams into prize money, sponsorship deals and miscellaneous income – such as the money generated through social media ads and YouTube videos – Kanute shared the best piece of advice he got on the matter.

Ben Kanute finish line at Challenge Roth 2023
Ben Kanute finish line at Challenge Roth 2023 [Photo credit: Challenge Roth]

“The way it’s structured usually with a sponsor is that it’s a contract that will have a base structure, with a mini salary which is then your guaranteed money throughout the year.

“I got some good advice early on, to take that money and to build up enough between sponsors to have a solid salary and be able to support yourself, then your prize money is extra money in the bank.

“That way, you’re not reliant on chasing races and that helps you get in the mindset of ‘I want to do well and I want to win’.” 

Transparency a good thing

Kanute added that negotiating sponsorships is a skill, and one which is particularly important for the top athletes, as they set the tone for what the rest of the industry can expect to earn. He pointed out that some top pros don’t discuss income, which in his opinion can hurt everyone in the pro ranks.

“It’s interesting because pros can’t talk about their contracts all the time, because sometimes there are NDA’s or clauses. However, it would be good if they did because you wouldn’t have high-value athletes underselling themselves and then pushing everyone else’s earnings down.” 

Tomos Land
Written by
Tomos Land
Tomos Land is a triathlon & running journalist whose expertise lies in the professional world of short course & long distance triathlon, though he also boasts an extensive knowledge of ultra-running.
Discover more
tri-fit vortex tri suit review
TRI-FIT VORTEX tri suit review – race day approved performance
Maja Stage Nielsen Kat Matthews Jocelyn McCauley IRONMAN Texas 2023 podium photo credit IRONMAN
PremiumRacing to keep up: Is social media making us train harder?
Cadomotus chronos aero triathlon cycling shoes
The triathlon cycling shoe that promises a 10-watt saving: Cadomotus Chronos Aero triathlon cycling shoes review
Wahoo ELEMNT RIVAL
PremiumTraining to heart rate vs power on the bike
Caroline Pohle Lena Meissner ironman 703 jonkoping sprint 2025
PremiumHow to pace a triathlon to leave it all out there WITHOUT blowing up
latest News
Patrick Lange IRONMAN World Championship Kona 2024 photo credit Getty Images for IRONMAN
IRONMAN World Championship Nice 2025: Men’s start list finalised
Tim Don Alex Yee joy Supertri Toronto 2025
‘Almost untouchable’ – Tim Don on ‘generational talent’ Alex Yee’s WTCS return
Sam Laidlow IRONMAN World Championship 2023 Nice finish line celebration
Title favourite Sam Laidlow focusing on the mind as well as the body ahead of Nice showdown
Kat Matthews wins IRONMAN 703 Swansea 2025 finish line
IRONMAN 70.3 Zell am See-Kaprun 2025: Date, start times and how to watch live
Chrissie Wellington 2023 photo credit: Challenge Roth
IRONMAN legend Chrissie Wellington shortlisted in BBC vote for ‘UK Sportswoman of the 21st Century’
triathlon on your terms
Never miss out with our triathlon alerts & digest. Get a dose of adventure & inspiration with Boundless.
The 247 Group

The home of endurance sports

TRI247-LOGO_Primary-Black_RGB-1

CHOOSE YOUR MEMBERSHIP TO BECOME PART OF SOMETHING EPIC

We’re on a mission to elevate the world of endurance sport, becoming your go-to resource for expert training tips and inspiration, unbiased reporting and creating a platform for grassroots voices. But we can’t do it without you on board! Choose a TRI247+ membership option below and become part of something epic.

All plans include a 7-day free trial

£7.95/month

Unlimited access. No ads. A whole library of tips, advice and inspiration at your finger tips, and the chance to shape the future of triathlon journalism.

100+ new articles/month

You’ll also gain access to our other premium websites:

Have an account? Sign in

All plans include a 7-day free trial

£47.95/year
£95.40/year

50% Discount

100+ new articles/month

Unlimited access. No ads. A whole library of tips, advice and inspiration at your finger tips, and the chance to shape the future of triathlon journalism.

You’ll also gain access to our other premium websites:

Have an account? Sign in

Share to...