IRONMAN CEO wants to turn the race organiser into a lifestyle brand

September 9, 2025

Since its first 15-person event in Waikiki, in Honolulu, in 1978, Ironman has grown into a globally recognised brand. In 2024, 200,000-plus brave souls registered to compete in an Ironman race – either the full Ironman or half Ironman – with double-digit growth recorded in several participant groups.

The United States had the most participants, followed by the United Kingdom, France, Germany and Australia.

“In our minds, we’re not just putting on events,” DeRue, 48, said during a recent hike outside Park City, Utah, where he keeps a home with his wife, two cats and two dogs, in addition to his main residence in Tampa, Florida, where the company is headquartered.

“We’re creating experiences for people that espouse a certain set of values.”

Like a triathlon race itself, Ironman Group LP is multi-faceted. The company boasts a sweat-drenched and ballooning portfolio. In addition to the Ironman triathlons, it owns the Rock ’n’ Roll Running Series; City2Surf; the Epic Series mountain bike races; and numerous events that are part of the Ultra-Trail du Mont-Blanc, considered the World Series of trail running.

In total, it organises more than 220 events annually in over 55 countries. The group aims to have “a million people a year crossing finish lines, which we’re pretty close to,” DeRue said.

One of the top goals for DeRue is transforming Ironman Group from a race organiser to more of a lifestyle brand. “You may only race with us once or twice a year, but you’re probably training year-round,” he said.

“We’re looking at how we can be a part of your life to help you along that journey.”

Take hospitality, for example. Ironman athletes often travel for races. What if Ironman Group ran a digital portal, kind of like Airbnb Experiences, where participants and their loved ones could sign up for local travel events before and after the big race?

“We don’t have to own all parts of the ecosystem,” he said. “But we can partner with others to enrich the athlete and fan experience and enrich the local community.”

Some of that push beyond races has already begun. Ironman Group sells clothes and other products, and it has inked splashy partnerships with the likes of sneaker maker Hoka, non-alcoholic beverage company Athletic Brewing and Swiss watchmaker Breitling.

And though DeRue is keen to expand the possibilities of the brand, he is also laser-focused on perfecting the fundamentals – the racers’ experience. To get a fix on details, he conducts what he calls “market research” by attending races. Often he participates, running, cycling or swimming in portions, peppering competitors with questions. Straits Times