Athletic Brewing, the Leading Non-Alcoholic Brewery, to serve as Title Partner for Athletic Brewing IRONMAN Lake Placid Triathlon, Part of the VinFast IRONMAN North America Series

November 17, 2022

- Registration for the 2023 Athletic Brewing IRONMAN Lake Placid, part of the VinFast IRONMAN North America Series, taking place on July 23, 2023 is now open by visiting, www.ironman.com/im-lake-placid

LAKE PLACID, N.Y. / TAMPA, Fla. (November 17, 2022) /ENDURANCE SPORTSWIRE/ – IRONMAN today announced that Athletic Brewing Company, America’s leading non-alcoholic brewery and the Official Non-Alcoholic Beer Provider of the IRONMAN® Global Series, will serve as the title partner of Athletic Brewing IRONMAN Lake Placid, part of the VinFast IRONMAN North America Series on July 23, 2023. Registration for the 2023 Athletic Brewing IRONMAN Lake Placid, part of the VinFast IRONMAN North America Series is now open by visiting, www.ironman.com/im-lake-placid.

“Athletic Brewing has been a great partner of IRONMAN and we’re excited to bring them on board to serve as the title partner for one of the longest-standing and popular IRONMAN events in North America,” said Dave Christen, Sr. Regional Director for The IRONMAN Group. “We are thrilled to continue this partnership and believe there is no better race location than Lake Placid, with 23 years of racing history, to compliment Athletic Brewing’s non-alcoholic beers.”

“We are thrilled to continue evolving our partnership with the IRONMAN Series, particularly in the Lake Placid region which holds a special place in my heart,” said Bill Shufelt, Founder and CEO of Athletic Brewing. “I’ve handed out thousands of Athletic brews at this competition and have cheered for a number of friends and colleagues who have participated over the years. This heritage race offers an opportunity for Athletic Brewing to support all athletes in their quest to live without compromise, and it is an honor to serve as the title partner at such a tremendous event.”

Drawing triathletes from around the world, the IRONMAN Lake Placid event has become an iconic race that allows participants to test themselves on a legendary course. Racing in Lake Placid, New York is an opportunity to enjoy fresh, mountain air, and majestic views. Nature is never far from downtown. For everyone from families to couples and adventurers to those looking to relax, there are opportunities to spend time outside. Head out for a quiet hike, explore miles of mountain bike trails, or go for a paddle on one of the endless mountain lakes. Fuel up for any adventure at locally loved and locally owned restaurants and shops.

Details related to the 2023 course are still being finalized but the swim will take place in beautiful Mirror Lake, which serves as one of the best IRONMAN swim courses in the world. Once out of the water, athletes will transition over to the 112-mile bike portion. The iconic two-loop bike course will traverse through the surrounding hills of the Adirondacks. Athletes will be challenged with the 11-mile climb up the “notch” from Wilmington back to the transition area at Northwood School. Runners will take on a two-loop course that travels through the city center. The run begins in Lake Placid, which played host to the 1932 and 1980 Winter Olympic games, providing athletes with spectacular views of the famed Olympic ski jumps before heading down scenic River Road and ending on Main Street for the unforgettable finish line. The 2023 Athletic Brewing IRONMAN Lake Placid, part of the VinFast IRONMAN North America Series offers qualifying slots to 2023 VinFast IRONMAN World Championship taking place in Kailua-Kona Hawai`i.

Registration for the 2023 Athletic Brewing IRONMAN Lake Placid, part of the VinFast IRONMAN North America Series is now open by visiting, www.ironman.com/im-lake-placid.

For more information on the 2023 Athletic Brewing IRONMAN Lake Placid, part of the VinFast IRONMAN North America Series visit, www.ironman.com/im-lake-placid. For more information on the IRONMAN brand and global event series, visit www.ironman.com. Media may contact press@ironman.com.


About Athletic Brewing

Named as TIME’s “100 Most Influential Companies of 2022” as well as Fast Company’s “Brands That Matter” in 2021, Athletic Brewing Company is reimagining beer for the modern, active adult. Their great-tasting craft brews provide a refreshing taste of craft beer, without the alcohol or the hangover. With custom breweries on the east and west coasts, their lineup has earned accolades throughout the industry, even against full-strength beers, including the 2021 US Open Beer Awards Gold medal for Run Wild. Additionally, Athletic Brewing’s “Two for the Trails” initiative donates 2% of all sales to trail and park cleanups and maintenance. Plus, as a part of their IMPACT Program, 1% of revenue goes to non-profit organizations that support positive impact and opportunity from the ground up in their communities. As of 2022, Athletic Brewing is proudly a Certified B Corporation. Their full portfolio of flagships, seasonal, and specialty brews is available for purchase on the website, www.athleticbrewing.com, as well as the company’s hop-infused sparkling water, DayPack, and subscription offering – The Athletic Club.

About The IRONMAN Group

The IRONMAN Group operates a global portfolio of events that includes the IRONMAN® Triathlon Series, the IRONMAN® 70.3® Triathlon Series, the IRONMAN® Virtual Racing™ (VR™) Series, 5150™ Triathlon Series, the Rock ‘n’ Roll® Running Series, the Rock ‘n’ Roll Virtual Running™ Series, IRONKIDS®, World Triathlon Championship Series, premier running events including the Standard Chartered Singapore Marathon™ and City2Surf®, UTMB® World Series events including Tarawera Ultra and Ultra-Trail Australia™, Epic Series™ mountain bike races including the Absa Cape Epic®, road cycling events including Haute Route®, and other multisport races. The IRONMAN Group is the largest operator of mass participation sports in the world and provides more than a million participants annually the benefits of endurance sports through the company’s vast offerings. Catering to the full athlete experience, the company portfolio also includes FulGaz® virtual cycling, the most realistic indoor riding experience connected fitness application aimed at preparing athletes for real-world events. Since the inception of the iconic IRONMAN® brand and its first event in 1978, athletes have proven that ANYTHING IS POSSIBLE® by crossing finish lines around the world. Beginning as a single race, The IRONMAN Group has grown to become a global sensation with hundreds of events across 55+ countries. The IRONMAN Group is owned by Advance, a private, family-owned business. For more information, visit www.ironman.com/about-ironman-group.

About Advance

Advance is a private, family-held business that owns and invests in companies across media, entertainment, technology, communications, education and other promising growth sectors. Our mission is to build the value of our companies over the long-term by fostering growth and innovation. Advance’s portfolio includes Condé Nast, Advance Local, Stage Entertainment, The IRONMAN Group, American City Business Journals, Leaders Group, Turnitin, 1010data and Pop. Together these operating companies employ more than 17,000 people in 29 countries. Advance is also among the largest shareholders in Charter Communications, Warner Bros. Discovery and Reddit. For more information visit www.advance.com.