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The World Triathlon Corporation (WTC), owner of the Ironman brand, chose to pull a new program called Ironman Access just 24 hours after launching due to outrage from Ironman zealots. Now they are getting flack for the launch of their new 5150 program, a series of Olympic distance races, for diluting the brand and trouncing other local races. Gosh, it sure is hard to build an empire with all these die-hard fans! But it does show an interesting view into the frustrations on both sides of endurance events whose popularity has expanded widely past the supply, and the deep suspicions of any profit motive.

The Ironman Access program was going to allow participants to pay $1000 to get early access to register for Ironman events (that often sell out the day of availability at $500/pop and require on-site registration). Part of the stated purpose of this was to address the "2500-3000 Ironman slots that are not raced each year from people who register for multiple events but only race one". Personally it looked to me like seizing an opportunity to make more $$$ from an audience rumored to spend $22,000 annually on their hobby. Soon after, the Ironman Facebook page lit up with discontent and prompted Ben Fertic, President of WTC, to post a video apology that announced the Ironman Access program would be rescinded. The Ironman Facebook page continues to pile up heat faster than a Sierra Nevada forest fire with comments like:

"Although they have now back tracked, this for me was the final nail in the coffin of the sport I once loved. In my opion 'Unbranded' long distance events are the future of this sport. The M dot has become nothing more than a... Nike Swoosh or a McDonalds golden arch." - Dave Mccavoy


"WTC just committed suicide with this crap....after I'm done completing IM Texas I'm done with you suckers!!" - Ernesto Villarroel

"I know it's cliche, but it's the thought that counts, they still made Ironman Access, they still tried to rip people off. They found out it didn't work and they got rid of it. It's insulting that some of you are going back and going to do more mdot ...branded races." - Nick Jantz

There are also a lot of comments commending Mr. Fertic for having the guts to say they were wrong and acting quickly. His video says quite bluntly, "if you say we were wrong, then we were wrong".



I find the whole thing a fascinating study in how easy it is for a profit motive to create a wedge between a brand once built by athletes and now controlled by a corporation (and owned by a private equity firm) and the painful seperation that ensues. Be sure to check out that Facebook page to get a front row seat!

- SD