3 Disciplines

What 3 Disciplines does

3 Disciplines (also operating as 3 Disciplines Racing) is a US-based multisport event management firm founded in 1998 by Kenny Krell and Annmarie Krell, headquartered in Grand Blanc, Michigan. The company produces triathlons, duathlons, and endurance events ranging from Super Sprint to Ironman distances, operating a distributed event model that has hosted more than 1,400 events across 25 states and served over 320,000 athletes in 26+ years of operation. Beyond its own event production, the firm offers B2B event management and precision timing services to outside organizers including charities, schools, and municipalities, and runs a personalized coaching practice led by founder Kenny Krell.

The business is built on operational expertise rather than proprietary technology: registration, timing, and results run on RunSignup's third-party platform, while the company's differentiator is its people — a small 11-50 employee team executing events under demanding conditions and embedding a community giving-back program (Food and Shoes From Athletes) that has donated $900,000+ in cash and services. The technology stack is intentionally lean, with the website acting primarily as a marketing and event-calendar surface integrated with RunSignup.

Revenue is generated through three streams: per-athlete event registration fees (transaction-based), B2B event management and timing services (professional services, quote-based), and founder-led coaching (professional services). Pricing for individual events varies and is not publicly disclosed; B2B pricing is bespoke. Go-to-market combines a self-serve athlete registration funnel via RunSignup with direct outreach to event organizers for management and timing engagements, supplemented by community word-of-mouth and on-site event presence.

Name

3 Disciplines

Legal name

3 Disciplines

Website

https://3disciplines.com

Company type

Private

Founded year

1998

Operating status

Operating

Headcount range

11–50 employees

Short description

3 Disciplines is a US multisport event management firm that produces triathlons, duathlons, and endurance events across 25 states, serving individual athletes, outside race organizers, and coaching clients from its Grand Blanc, Michigan base.

Ownership category

akta.pro rank

Product category

Multi-Sport Event Management Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Racing, Including Track Operation (7948)

akta.pro primary industry

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

akta.pro secondary industry

Endurance Sports Coaching & Training Camps (Running, Cycling, Triathlon, Swimming) (MPAKAJAH)

Keywords

• Multi-sport event management
• Triathlon race production
• Race timing services
• Endurance event organization
• Duathlon race management

Headquarters

HQ city

Burton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Event Registration Fees: Revenue generated from athletes registering for triathlon, duathlon, and endurance events. Athletes pay registration fees to participate in events organized and managed by 3 Disciplines.
2. Event Management Services: B2B services where 3 Disciplines manages events for other organizers, including planning, execution, registration management, and timing. Provides full-service event management from concept to completion.
3. Event Timing Services: Professional timing services for races, utilizing top-tier timing technology to provide accurate results. Can handle events from small local races to large-scale events with thousands of participants.
4. Coaching Services: Personalized, hands-on coaching services from founder Kenny Krell. Includes tailored training plans, in-person guidance, and holistic approach to athlete development.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

3 Disciplines produces and manages triathlons, duathlons, and endurance events, offering full-service event management from planning to execution and precision race timing for both its own events and events operated by third-party organizers. The company also provides personalized one-on-one coaching from founder Kenny Krell and bundles a charitable giving program (Food and Shoes From Athletes) into every event it produces.

Product overview

3 Disciplines is a multi-sport racing event management company offering a unified suite of services centered on producing triathlons, duathlons, and endurance events. The core offering is Event Management & Timing services, which encompasses full-service event planning, execution, and precision timing powered by over 25 years of experience. Adjacent offerings include Coaching Services (personalized training by founder Kenny Krell), Volunteer Support Crew coordination, and the Food and Shoes From Athletes charitable program. The company serves athletes across 25 states with events ranging from Super Sprint to Ironman distances.

Differentiator

Problem solved

Functional benefit

Products and services

• Event Management & Timing Full-service production, planning, and execution for triathlons, duathlons, running races, and endurance events for both 3 Disciplines' own races and third-party organizers, supported by precision timing systems.
• Coaching Services Personalized, hands-on triathlon and multi-sport coaching delivered by founder Kenny Krell, including tailored training plans, in-person guidance, and a holistic approach to athletic development.

Quantifiable outcome

• Managed events that grew from 50 expected participants to 700 with successful execution
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators9 records

Recent moves6 records

Expansion highlights4 records

Others

• RunSignup: RunSignup is the registration and timing platform that powers 3 Disciplines' consumer event flow. It is an enabling platform/ecosystem partner — not a direct event competitor — but a strategic dependency for the company's registration, payment, and results infrastructure.

Direct peers

• Challenge Family: Challenge Family operates a global series of long-distance triathlon races (Challenge Roth, Challenge Daytona, etc.) and directly competes for athletes, sponsors, and host-city partnerships in the multisport endurance event space.
• USA Triathlon: USA Triathlon is the national governing body for triathlon in the United States and sanctions/sanctions-affiliated events nationwide. As the primary race-certification body in 3 Disciplines' core category, it shapes the competitive and operating landscape the company operates within.
• IRONMAN (World Triathlon Corporation): IRONMAN is the dominant global operator of triathlon and endurance events, owning the Ironman and Ironman 70.3 race series. It directly competes with 3 Disciplines for athletes and event organizer partnerships in the multisport endurance category.
• Destination Races: Destination Races produces destination-style running and multisport endurance events across the U.S. It competes with 3 Disciplines for athletes seeking organized, professionally produced endurance race experiences outside of major metropolitan series.
• Pacific Sports LLC: Pacific Sports produces triathlon and endurance events primarily in the western United States. It is a regional competitor comparable in scale and operating model to 3 Disciplines' Midwest-anchored multisport event portfolio.
• Rev3 Triathlon (IRONMAN-owned): Rev3 is a triathlon race series now owned by IRONMAN, offering full and half distance triathlons. It directly overlaps with 3 Disciplines' Olympic, Half-Ironman, and full-distance event formats.

Emerging players

• Race Roster: Race Roster is a registration and event management platform serving endurance races globally. It is an emerging alternative to RunSignup and represents both a potential partner option and a competitive threat to 3 Disciplines' current platform choice.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/3disciplines
• LinkedInlinkedin.com/company/3-disciplines-racing

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 3 Disciplines