Super League Triathlon

What Super League Triathlon does

Super League Triathlon, operating commercially as Supertri, is a privately held sports-event organization headquartered in Jersey (United Kingdom) that produces mass-participation triathlon and adjacent endurance events across North America and Europe. The company runs a fixed annual calendar of eight race events spanning the United States, Canada, France, and the United Kingdom, including Supertri Long Beach, New Jersey, Toronto, Chicago, Kerrville, Toulouse, Austin, and Blenheim Palace, plus a season-ending Pro Series Final in Jersey. Each event offers a tiered distance portfolio — SuperSprint, Sprint, Olympic, Half, 10K, Kids, Triple Challenge, Weekend Warrior, and Corporate Challenge — accommodating first-time entrants through competitive age-group athletes and elite professionals. The flagship 2026 corporate milestone is Supertri Chicago surpassing 6,000 registered participants, and the brand is associated with named athlete Jonny Brownlee, whose record-breaking 10-triathlon Weekend Warrior performance at Blenheim Palace generated significant earned media.

The underlying operational technology is a conventional race-event management platform: event pages hosted on supertri.com drive direct online registration, results.supertri.com provides post-race timing and results infrastructure, shop.supertri.com operates an e-commerce merchandise channel, and volunteer logistics are coordinated through VolunteerLocal. The proprietary differentiator identified in source data is a "Multi-Distance Race Format Architecture" that standardizes event operations across heterogeneous distances and city venues. Marketing and distribution are event-driven: the website, News & Stories editorial content, a structured Ambassador Program, and paid search (Google Ads with gclid tracking on registration pages) constitute the demand-generation stack, supplemented by partner referral channels (TriDot USA, MyWhoosh, Athletic Brewing Co).

The revenue model is anchored in participant registration fees for individual race entries (categorized by distance), with a one-time per-registration pricing structure. Pricing tiers are not publicly disclosed. The company monetizes additional revenue streams through Corporate Challenge team-event packages, official merchandise sales via the shop, and a multi-tier sponsor partnership stack ranging from minor (Uberlube Sport, Synergy Wetsuits, Varlo) to core (Athletic Brewing Co, MyWhoosh, TriDot USA) and flagship strategic (UBS Global Wealth Management, anchored to the Pro Series Final Jersey). Operations span two continents with a lean 11–50 employee base, reflecting a capital-efficient event-promoter model rather than a technology-platform business.

Name

Super League Triathlon

Legal name

Supertri

Website

https://superleaguetriathlon.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Supertri is a privately held triathlon and endurance-event organizer headquartered in Jersey, UK, operating 8 annual race events across North America and Europe with multiple distance formats and serving amateur athletes, endurance enthusiasts, and corporate team-building buyers.

Ownership category

akta.pro rank

Product category

Mass-Participation Triathlon Events

NAICS

Other Spectator Sports (711219)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

Triathlon & Multisport Events (Triathlon, Duathlon, Aquathlon) (MPAKAIAB)

akta.pro secondary industry

Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)

Keywords

• Triathlon event management
• Mass participation sports
• Endurance race operations
• Corporate team challenges
• Professional triathlon series

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Supply Chain, Technology or R&D, Others

Revenue model

1. Event Registration Fees: Supertri generates primary revenue through participant registration fees for its triathlon events across North America and Europe. The company hosts 8 events per season, offering multiple race distances and categories (SuperSprint, Sprint, Olympic, Half, 10K, Triple Challenge, Weekend Warrior, Kids, Corporate Challenge) with individual per-registration pricing.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Super League Triathlon (operating as Supertri) organizes and operates a portfolio of mass-participation triathlon events across North America and Europe, hosting 8 events per season in cities including Long Beach, Chicago, Toronto, Blenheim Palace, Austin, New Jersey, Kerrville, and Toulouse. The company offers multiple race formats — SuperSprint, Sprint, Olympic, Half, 10K, Triple Challenge, Weekend Warrior, and Corporate Challenge — supported by a Pro Series championship, online results platform, merchandise shop, and a community ambassador program.

Product overview

Super League Triathlon (Supertri) operates a portfolio of mass-participation triathlon events across North America and Europe, with 8 events scheduled in the 2026 race season. The company offers multiple event formats including SuperSprint, Sprint, Olympic, Half, and 10K distances, plus specialized formats like the Triple Challenge and Weekend Warrior (10 triathlons in one weekend). Key events include Supertri Long Beach, Supertri Chicago (surpassing 6,000 participants), Supertri Toronto, Supertri Kerrville, Supertri Toulouse, Ascension Seton Supertri Austin, Supertri Blenheim Palace, and the Supertri Pro Series Final Jersey. Beyond live events, Supertri provides a results platform, merchandise shop, corporate team racing programs, and a community ambassador program. The company maintains partnerships with sponsors including Uberlube Sport, Athletic Brewing Co, MyWhoosh, Synergy, Varlo, TriDot USA, and UBS Global Wealth Management.

Differentiator

Problem solved

Functional benefit

Products and services

• Supertri Long Beach Triathlon race event held in Long Beach featuring SuperSprint, Sprint, Olympic distances, Kids races, and Corporate Challenge categories for individual athletes and corporate teams.
• Supertri New Jersey Triathlon race event held in New Jersey featuring Sprint and Olympic distance categories for amateur and age-group athletes.
• Supertri 10KTO Standalone 10K running event held in Toronto, complementing the Supertri Toronto triathlon race weekend.
• Supertri Toronto Triathlon race event held in Toronto featuring Sprint, Olympic, and 10K distance categories for amateur athletes.
• Supertri Chicago Flagship Supertri race held in Chicago featuring Sprint, SuperSprint, Olympic distances, Kids races, and Triple Challenge categories; has surpassed 6,000 registered participants.
• Supertri Kerrville Triathlon race event held in Kerrville featuring Sprint, SuperSprint, Olympic, and Half distance categories for amateur athletes seeking longer-distance racing.
• Supertri Toulouse European triathlon race event held in Toulouse, France featuring the Olympic distance category.
• Ascension Seton Supertri Austin Triathlon race event scheduled in Austin featuring Sprint, Olympic, and SuperSprint distance categories, with Ascension Seton as title partner.
• Supertri Blenheim Palace Premium triathlon race event at Blenheim Palace featuring Sprint, SuperSprint, and the signature Weekend Warrior (10 triathlons in one weekend) format.
• Supertri Pro Series Final Jersey Season-final professional triathlon championship held in Jersey featuring elite athlete competition, anchored by the UBS Global Wealth Management partnership.
• Supertri Corporate Challenge Dedicated corporate team racing program where business teams compete in triathlon races for charitable causes, team-building, and employee wellness; embedded across multiple Supertri event cities with a 'Request Info' sales pathway.
• Supertri Weekend Warrior Distinctive multi-day endurance format in which participants complete 10 triathlons in a single weekend, headlined at Supertri Blenheim Palace where Olympic athlete Jonny Brownlee set the benchmark.
• Supertri Shop Official e-commerce merchandise store offering event apparel and gear for Supertri participants and fans.

Quantifiable outcome

• Supertri Chicago has surpassed 6,000 registered participants
• +1 more outcomes

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered minor and core.

• Uberlube SportminorGTM or Marketing PartnerUberlube Sport is listed as a partner on the Supertri website, appearing in the Partners section alongside other endurance sports brands. The nature of the partnership is promotional/sponsorship, with Uberlube providing lubricant products for triathlon participants.
• Athletic Brewing CocoreGTM or Marketing PartnerAthletic Brewing Co is featured as a key partner on the Supertri website. As a non-alcoholic beer and beverage brand targeting endurance athletes, Athletic Brewing Co provides co-marketing and product sampling opportunities at Supertri events, aligning with the health-conscious triathlon participant demographic.
• MyWhooshcoreGTM or Marketing PartnerMyWhoosh is a prominent partner listed on the Supertri website. MyWhoosh is a virtual cycling platform that complements Supertri's multi-sport endurance events, providing cross-promotional reach into the virtual and indoor cycling community.
• Synergy WetsuitsminorGTM or Marketing PartnerSynergy Wetsuits appears as a partner on the Supertri website. As a wetsuit manufacturer, Synergy provides product support for the swimming leg of triathlon events and benefits from brand exposure to Supertri participants.
• VarlominorGTM or Marketing PartnerVarlo is listed as a partner on the Supertri website. Varlo is an athletic apparel and gear brand that serves the triathlon participant community with race-day equipment and apparel.
• TriDot USAcoreGTM or Marketing PartnerTriDot USA is listed as a partner on the Supertri website under a referral tracking agreement (utm_medium=referral&utm_source=supertri). TriDot is a triathlon training platform, providing Supertri with referrals from its training-focused user base and benefiting from exposure at live events.
• UBS Global Wealth ManagementcoreStrategic or Co-development PartnerSupertri and UBS Global Wealth Management have strengthened their partnership to build on community impact in Jersey. This is a flagship multi-year partnership tied to the Pro Series Final Jersey event, with UBS leveraging the event for client engagement and community relations while Supertri benefits from the financial backing and prestige of a global wealth management brand. Announced June 2026.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Ironman: Ironman is the dominant mass-participation triathlon and endurance event operator worldwide, running Ironman-branded full and half distance races plus shorter formats. Supertri competes head-to-head for the same amateur triathlete participant pool and city-level sponsorship dollars, but with a much smaller portfolio.
• PTO (Professional Triathletes Organisation): The PTO operates the T100 Triathlon World Tour and the Collins Cup, professional-level triathlon events that compete directly with Supertri's Pro Series for elite triathletes (including Olympians like Jonny Brownlee) and sponsor mindshare in the premium-end of the sport.
• Challenge Family: Challenge Family runs a global portfolio of long and middle distance triathlon events (Challenge Roth, Challenge Daytona, etc.). It is a direct comparable for Supertri's mass-participation race model, particularly for the Half and Olympic distance formats.

Broad incumbents

• World Triathlon: World Triathlon (formerly the ITU) is the international governing body for the sport and runs the WTCS World Championship Series. It competes with Supertri's Pro Series for elite athlete participation, broadcast attention, and federation-sanctioned event prestige.
• UCI (Union Cycliste Internationale): UCI is the global cycling governing body and a peer through Supertri's MyWhoosh partnership and the cycling leg of its triathlon events. While not a direct triathlon competitor, it shapes the cycling ecosystem that Supertri's participants and partners operate within.

Emerging players

• XTERRA: XTERRA operates off-road triathlon and trail running events globally. It overlaps with Supertri on the triathlon mass-participation format and endurance athlete consumer base, but differentiates via off-road terrain rather than city-center venues.
• Spartan Race: Spartan operates a global mass-participation obstacle race and endurance event series. While not triathlon-specific, it competes for the same corporate wellness, team-building, and amateur endurance athlete discretionary spend that Supertri's Corporate Challenge targets.
• Tough Mudder: Tough Mudder runs mass-participation obstacle and endurance events with strong corporate team and charity fundraising components — directly comparable to Supertri's Corporate Challenge value proposition and amateur endurance participant profile.

Regional players

• USA Triathlon: USA Triathlon is the US national federation for the sport and sanctions age-group races across the country. While not a direct for-profit competitor, it sets the competitive landscape for amateur triathlon participation in Supertri's largest North American markets.
• British Triathlon: British Triathlon is the UK national federation and operates domestic race calendars including the major Age-Group Championships. It is comparable as a participant-base feeder and competitive landscape for Supertri's Blenheim Palace and Jersey events in the UK.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/SuperLeagueTri

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Super League Triathlon