Triple Performance Sports

What Triple Performance Sports does

Triple Performance is a privately held Dutch management and consultancy firm founded in 2013 by Jort Vlam, operating across the culture, media, and sports sectors through two wholly owned subsidiaries: Triple Performance Sports UA (formed December 2015) and Triple Performance Cultuur (formed 2013). The company is headquartered in Almere, Netherlands, and operates without external institutional capital under founder control, with a small named team of approximately eight professionals.

The sports subsidiary, Triple Performance Sports UA, is a full-service endurance-sports event organization and consultancy. Its flagship is Challenge Almere-Amsterdam, Europe's oldest long-distance triathlon (since 1983) and the second oldest in the world after Hawaii, attracting roughly 2,500-3,000 athletes annually and generating over €1.5 million in regional economic impact per edition. The portfolio has expanded to include the TRI HARD SERIES (a seven-race Dutch triathlon circuit), Challenge Daytona (USA, 2018), Challenge Geraardsbergen (Belgium), Challenge Aruba (Caribbean), The Championship (Slovakia), and various national and European championships. The firm holds an advisory role within the Challenge Family network of 40+ global long-distance triathlons and has secured ETU and ITU championship designations. Supporting technology is limited to a Live Tracking mobile application co-developed with Rabobank Almere and MyLaps, which provides real-time athlete position, ranking, and biometric data for spectators.

The cultural subsidiary, Triple Performance Cultuur, provides management and consultancy for the Dutch theater sector, including serving as managing director of the Vereniging Vrije Theater Producenten (VVTP), whose members represent approximately 70% of professional theater performances in the Netherlands, and acting as interim managing director of the Nationaal Theater Fonds. Revenue is generated through professional services fees from event organization, corporate sponsorships, and managing-directorship mandates; pricing is not publicly disclosed and is tailored per client. The business model is primarily event-driven, with participants registering directly for races and the firm securing clients through reputation, referrals, and direct industry relationships.

Name

Triple Performance Sports

Legal name

Triple Performance

Website

https://triple-performance.nl

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Triple Performance is a Dutch management and consultancy firm founded in 2013 that organizes endurance-sports events (notably Challenge Almere-Amsterdam) and provides managing-directorship services to Dutch theater producers and the Nationaal Theater Fonds.

Ownership category

akta.pro rank

Product category

Sports Event Management Services

NAICS

Spectator Sports (7112), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

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

Keywords

• Endurance sports events
• Triathlon organization
• Sports event management
• Cultural sector consultancy
• Theater producer services

Headquarters

HQ city

Almere

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Event Organization Services: Full-service sports events organization for endurance sports events including triathlons, managing races for international clients and organizing flagship events like Challenge Almere-Amsterdam.
2. Management and Consultancy: Management and consultancy services for culture, media, and sports sectors. Includes managing the Nationaal Theater Fonds and representing commercial theater producers through VVTP.

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Triple Performance Sports is a full-service sports event organization and consultancy that organizes and advises on endurance sports events (primarily long-distance triathlons and related championships) for international clients, with Challenge Almere-Amsterdam — Europe's oldest long-distance triathlon — as its flagship. Through its parent Triple Performance Cultuur, it also provides management, organization, and consultancy for the cultural sector, including representing Dutch commercial theater producers and managing the Nationaal Theater Fonds.

Product overview

Triple Performance Sports is a sub-brand of Triple Performance, a management and consultancy firm founded in 2013 by Jort Vlam. The sports division operates as a full-service sports events organization and consultancy specializing in endurance sports events. The portfolio includes Challenge Almere-Amsterdam (Europe's oldest long-distance triathlon), the TRI HARD SERIES (a Dutch triathlon circuit of seven races), various Challenge Family events (Challenge Daytona, Challenge Geraardsbergen, Challenge Aruba, The Championship), national and European championships, and the WTC Trappenloop towerrunning event. The company also developed a Live Tracking mobile application for real-time athlete tracking. Cultural services are provided through Triple Performance Cultuur, which manages the VVTP Theater Convention, VVTP Theater of the Year Award, and National Theaterweekend.

Differentiator

Problem solved

Functional benefit

Brands

• TRI HARD SERIES: A Dutch triathlon circuit consisting of seven races in North-Holland, South-Holland and Gelderland, including TRI AMSTERDAM, TRI BOSBAAN, TRI HLMRMEER, TRI GRAND PRIX ZANDVOORT, TRI OUDERKERK, TRI ROTTERDAM, and TRI NIJMEGEN.
• Challenge Almere-Amsterdam

Products and services

• Triple Performance Sports UA — Event Organization & Consultancy Full-service sports event organization and consultancy combining experience in sport, organizing, and consumer experience for international endurance-sports clients.
• Challenge Almere-Amsterdam Annual long-distance triathlon event in Almere — a 3.8 km swim, 180 km bike, and 42.2 km run. Open to endurance triathletes seeking Europe's oldest long-distance triathlon experience.
• TRI HARD SERIES Dutch triathlon circuit of seven races — TRI AMSTERDAM, TRI BOSBAAN, TRI HLMRMEER, TRI GRAND PRIX ZANDVOORT, TRI OUDERKERK, TRI ROTTERDAM, and TRI NIJMEGEN — with rankings maintained by athlete results.
• Live Tracking Challenge Almere-Amsterdam mobile app Mobile application co-developed with Rabobank Almere and MyLaps that allows supporters to track athletes in real time during Challenge Almere-Amsterdam, providing bib-number entry, ranking updates, position, average speed, and live streaming for spectator engagement.
• WTC Trappenloop (towerrunning) Annual towerrunning event at the Carlton Tower (World Trade Center Almere). Athletes climb 600 steps (33 floors), with Kids Tower Challenge, WTC Businessrun, and firemen-series sub-events.
• Halloween Run Halloween-themed running event in Almere featuring zombies, scary clowns, and horror scenes along the course.
• Triple Performance Cultuur — Cultural Sector Consultancy Management, organization, and consultancy services for the cultural sector, including promoting the interests of commercial Dutch theater producers and managing the Nationaal Theater Fonds.
• VVTP Theater Convention Annual event at which theater directors and programmers meet VVTP members, preview upcoming season productions, attend lectures, and announce the Theater of the Year award.
• VVTP Theater of the Year Award Annual award since 2010 recognizing the Dutch theater scoring best on criteria including marketing, finances, hospitality, and professionalism.
• National Theaterweekend Annual theater-celebration initiative organized by Prins Bernhard Cultuurfonds and Nationaal Theater Fonds in cooperation with BankGiro Loterij, offering theater performances for approximately 10 euros; attracted 135,000 visitors with 50% first-time attendees.

Quantifiable outcome

• Over €1.5 million economic impact in Flevoland province per event edition
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• Challenge FamilycoreStrategic or Co-development PartnerChallenge Family is a global series of long distance triathlons changing the face of iron distance racing worldwide. Triple Performance Sports has an advisory role within Challenge Family and organizes their events including Challenge Almere-Amsterdam. Features 40 long distance triathlons in stunning locations globally.
• Stichting Start2FinishcoreStrategic or Co-development PartnerFoundation Start2Finish has been involved in organization of races in Almere's Triathlon Circuit since 2008, including KidneyRun Almere and Ten Miles. Triple Performance team members have been involved in this organization. Triathlon is part of 1st Division Triathlon since 2013.
• Stichting Holland TriathlonminorStrategic or Co-development PartnerPredecessor organization that evolved into Challenge Almere-Amsterdam in 2013. Richard Belderok and Jefry Visser joined Stichting Holland Triathlon in 2010 for organizing Almere ETU Premium Cup.
• Rabobank AlmereminorGTM or Marketing PartnerCo-developed the live tracking app for Challenge Almere-Amsterdam together with MyLaps. Major sponsor of the event.
• Daytona International SpeedwayminorStrategic or Co-development PartnerPartnered with Triple Performance Sports in 2018 for Challenge Daytona, the first half-distance triathlon at the speedway.
• We Inspire UminorStrategic or Co-development PartnerEvent agency partnered with Triple Performance Sports for Challenge Aruba (2016-2017 editions).
• ETU (European Triathlon Union)coreStrategic or Co-development PartnerETU designated Challenge Almere-Amsterdam as European Championship 2017 and 2019. ETU President Renato Bertrandi praised the event as the oldest triathlon of Europe.
• ITU (International Triathlon Union)coreStrategic or Co-development PartnerOrganizing 2020 ITU Multisport World Championships in Almere - six world championships over one week including Long Distance Triathlon World Championship.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• HITS Endurance: US-based endurance triathlon event series with multiple distance formats. Comparable as a regional multi-event organizer with similar distance offerings and grassroots race series model.
• IRONMAN: The global leader in long-distance triathlon events, operating the IRONMAN and 70.3 series worldwide. Directly comparable as a scaled triathlon event organizer with international athlete participation.
• Challenge Family: Global series of 40+ long-distance triathlons and Triple Performance's strategic partner. Directly comparable as a multi-event long-distance triathlon organizer competing with IRONMAN.

Broad incumbents

• IMG (Endurance): Global sports and events agency operating major endurance and lifestyle properties. Comparable as an event management and rights agency in the broader endurance and lifestyle sports market.
• A.S.O. (Amaury Sport Organisation): Organizer of the Tour de France, Paris Marathon, and various international mass-participation sporting events. Comparable as a large-scale international sports event operator with diversified endurance portfolio.
• World Triathlon: The international governing body for triathlon and the body that sanctions world championship events like the 2020 Multisport Worlds hosted by Triple Performance. Comparable as the federation counterpart and standards-setter in the same sport.
• Tough Mudder: Global mass-participation obstacle/endurance event brand. Comparable as a scaled operator of mass-participation endurance experiences competing for the same amateur athlete and corporate sponsor budget.
• Competitor Group / Rock 'n' Roll Running Series: Mass-participation running event series with global destinations. Comparable as a scaled mass-participation event brand targeting similar amateur endurance consumer demographics.

Emerging players

• Super League Triathlon: A newer, venture-backed short-format triathlon series targeting younger and more urban audiences. Comparable as a competing endurance event format pulling sponsor and athlete attention from traditional long-distance organizers like Triple Performance.

Others

• Wasserman: Global sports marketing and talent management agency with endurance and action sports clients. Comparable as a sports-focused consultancy providing commercial, sponsorship, and event support services to similar client segments.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/triple-performance

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Subsidiaries2 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 Triple Performance Sports