TRI247
Search
shop

Super League Triathlon acquires New York and Chicago Triathlons

'Making short course racing cool again in the USA' - that's SLT's aim, via the acquisition of New York and Chicago Triathlons

Chief Correspondent
Last updated -
SHOP
T100 Triathlon World Tour
Redefining triathlon

You can rarely accuse Super League Triathlon of resting on their laurels and accepting the status quo.

More activity from triathlon’s short-course disrupters today with the news that they have added the New York and Chicago Triathlons to their portfolio of owned events, having previously purchased the Malibu Triathlon in 2020.

Mass participation growth

Primarily known for their made-for-television, fast-paced SLT Championship Series and Arena Games professional races, the focus of today’s news is to further develop their portfolio of mass participation events. While the terms of the deals were not disclosed, SLT take over New York and Chicago from Life Time, Inc – though the later will continue to produce both events this year.

‘Reviving short course racing in the USA’ is the ambition, so it will be interesting to see how that plays out over the next couple of years. It should also mean that Super League Triathlon are broadening their market and extending their brand.

Advertisement

‘Make short course racing cool again’

SLT CEO and Co-Founder, Michael D’hulst, said: “I am very excited to be able to announce the acquisition of two fantastic events with the New York and Chicago triathlons. These are races with a rich history in our sport and in prime locations in major cities. It is an honour to now be the custodian of these brands.

“This move underlines Super League’s transition as we grow from being more than a right’s holder in elite sport to also delivering mass participation events, and shows our commitment to make short course racing cool again in the US via a strategy that engages and excites participants.”

Michael D'Hulst / Super League Triathlon Malta 2019
SLT CEO and Co-Founder, Michael D’hulst [Photo by Tommy Zaferes / Super League Triathlon]

​​SLT Chairman and Co-Founder, Leonid Boguslavsky, added: “A platform that brings together these three huge events while growing the footprint of our professional events in the US and expanding our media presence is a truly unique proposition. We are formulating exciting plans for the future and look forward to being able to announce these in due course.”

In years past, the Chicago Triathlon was perhaps the largest triathlon in the world, and has also hosted some very high-profile professional races too. The World Triathlon Grand Final was hosted by the Windy City in 2015 also, so there is a long history to potentially build on in elite terms, alongside the mass participation side that a large cities such as Chicago and New York can offer.

Javier Gomez / World Triathlon Grand Final 2015

Don’t be surprised to see both venues makes moves in both professional and mass participation terms. If anyone has the marketing and promotional skills to deliver on the ‘cool again’ vibe, then you’d have to say Super League Triathlon has the best shot.

John Levison
Written by
John Levison
TRI247's Chief Correspondent, John has been involved in triathlon for well over 30 years, 15 of those writing on these pages, whilst he can also be found commentating for events across the UK.
Discover more
Kate Auld riding on an indoor trainer
Rouvy vs Zwift: our indoor cyclists put them to the test
Triathlete riding a time trial bike wearing a Ryzon tri suit
Tri suit buying guide: how to find your perfect tri suit
Cameron Brown signs off with seventh in his 25th and final appearance at IRONMAN New Zealand photo credit Graeme Murray
What is an average & good time for a triathlon?
Professional triathletes on the bike course at Challenge Almere-Amsterdam
Fastest triathlon courses: Best IRONMAN, long course and middle distance races for a sure-fire personal best
PTO European Open 2023 Ibiza - Ashleigh Gentle
Ashleigh Gentle on T100 racing: ‘The best battles are yet to come’
latest News
Sam Long Sam Laidlow Collins Cup press conference photo credit Darren Wheeler and PTO
The Best of Frenemies? Laidlow picks Long as one to watch in Miami
Pieter Heemeryck IRONMAN 70.3 European Championship Tallinn 2023.
PTO star looking to keep the ball rolling after career best season in 2023
Magnus Ditlev en route to another famous win at Challenge Roth 2023
Magnus Ditlev talks triathlon legends, T100 Tour calendar and who he can’t wait to race in 2024
Ben Kanute Escape from Alcatraz 2021
Latest T100 Triathlon World Tour stop announced after PTO unveil iconic location for California race
Mike Phillips IRONMAN New Zealand champion 2023 photo credit Graeme Murray
International stars announced for 40th anniversary of IRONMAN New Zealand
Story to tell?
Share interesting & inspirational stories with our news team
The SBRX Group

Proudly elevating endurance sports through content, products & services

SBRX
RUN247
Share to...