Search
shop

Triathlon rival accepts superstar Kristian Blummenfelt’s challenge with cheeky Insta message

Superstar 'Big Blu' put on the spot by rival and fans as he promotes a next-gen AI coaching tool called Max
Last updated -
Get the ultimate guide to destination racing

Kristian Blummenfelt threw down the gauntlet online – and Cameron Wurf couldn’t resist picking it up!

The pair are numbers one and two in the current standings for the IRONMAN Pro Series heading into 70.3 Swansea this weekend, with Big Blu leading the way.

And when the Norwegian took to Instagram this week to promote a next-gen AI coaching tool called Max, it prompted a tongue-in-cheek response from his Aussie rival.

Advertisement

“True potential”

Blu posted: “I believe that it hurts more to lose. To me, it means never quitting on your true potential. So today, I’m going all in – and I invite you to join me. The Champion’s Challenge starts now!

“I set my goal to win The Ironman World Championships in Nice – and I’m challenging YOU to set your biggest goal for 2025.

“Whether you’re aiming for a podium, a personal best, or just becoming your healthiest self—this is your moment.”

Kristian Blummenfelt wins IRONMAN Frankfurt 2025
Kristian Blummenfelt wins IRONMAN Frankfurt 2025 [Photo credit: IRONMAN]

In a video accompanying the post he asked viewers what their big goal for the year was – and quick as a flash, Wurf responded: “Win the Ironman World Championship in Nice😎”

Wurf is unlikely to be Blummenfelt’s biggest challenger for that title as the former World Tour INEOS Grenadiers cyclist has yet to get on the podium this season, though he did qualify for the IRONMAN World Championships last time out.

Pay the price

And when the two raced each other at IRONMAN Texas in April, Wurf put in the fastest bike split EVER, only to pay the price by finishing 15 minutes behind eventual winner Blu in eighth.

Challenge Barcelona 2023 - Photo Credit: Jose Luis Hourcade
Cameron Wurf [Photo credit: Jose Luis Horcade]

But Wurf has the chance to leapfrog the Norwegian in the Pro Series standings this weekend as he is competing in Swansea while Blu is only just back in training after his epic win last week at IRONMAN Frankfurt, where Wurf came ninth.

Advertisement

“Sell-out”

Blummenfelt also got himself in hot water with some fans for his post, with one accusing him of being a “sell-out” for his support for AI, claiming such tools could put real coaches out of work.

That got short shrift from the @gomaxiom Insta account Blu was promoting, which responded with a post saying: “We really do understand the concern – and we want to be crystal clear: we’re not out to replace human coaches. In fact, we employ them.

Kristian Blummenfelt IRONMAN Texas Fans 2025
Kristian Blummenfelt wins IRONMAN Texas 2025 in spectacular fashion (Photo – Getty Images for IRONMAN).

“Real people are training our next-gen AI, and Max is designed to complement human insight, never to replace it. Humans are irreplaceable.

“We work to empower coaches to use another great tool to help their athletes feel and perform better – because AI can sometimes see things a human cannot and that helps the coach do better work. We believe the future is human and AI – together.”

Paul Brown
Written by
Paul Brown
Discover more
Challenge Sardinia location
Let’s race… Challenge Forte Village Sardinia
Are calf sleeves actually worth it for triathletes? How many watts aero calf compression sleeves could save you
Laura Siddall Patagonman Xtreme Triathlon 2023
PremiumAre we in a triathlon boom, or hurtling towards burnout? Laura Siddall on the growth of the sport
Is sports nutrition bad for you? Ultra-processed foods are under siege, and athletes are caught in the cross fire – but should we be worried?
Challenge Barcelona 2023 - Photo Credit: Jose Luis Hourcade
The ultimate city break triathlon race-cations: from Challenge Barcelona to Singapore T100 these are the best city centre races to combine multisport with sightseeing
latest News
Podium Racing Team Supertri 2025
No ‘i’ in teamwork – Podium Racing set to be rewarded in near-$1million dollar Supertri shootout
Cherie Gruenfeld IRONMAN Hall of Fame
Incredible 81-year-old 18-time age-group world champion inducted into IRONMAN Hall of Fame
Casper Stornes Kristian Blummenfelt Gustav Iden IRONMAN World Championship in Nice 2025
Deep dive into the gear Casper Stornes used to become the IRONMAN World Champion
Taylor Knibb 2024 IRONMAN 70.3 World Championship Taupo New Zealand
Kona is ‘a chance to go all in’ for Knibb – as IRONMAN legend Allen says she will ‘define an era’
Alistair Brownlee Nathan Edmondson Oxenhope Straw Race 2025
Alistair Brownlee in a New York State of Mind for his next challenge
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...