Land Rover North America Announced as Title Sponsor of the TriRock Triathlon Series

November 23rd, 2011

Brand signs multi-year deal as Official Automotive Partner; National series of entertainment themed triathlons expands to six markets in 2012

San Diego, Calif.  (November 23, 2011) – Competitor Group, Inc (CGI), the leading media and event resource in the active lifestyle industry, today announced that Land Rover North America will become the title sponsor of the TriRock Triathlon Series.  Land Rover Select Certified Pre-Owned will also become the official automotive partner of the rock-themed triathlon series, which will expand from four events to a national schedule of six Olympic and sprint distance triathlons in 2012.

“Land Rover is excited to begin our sponsorship of the TriRock Triathlon Series and believe it will be a great opportunity to showcase our new Land Rover Select Certified Pre-Owned (CPO) Warranty Program with a growing base of triathletes,” said Michael Ashton, National Remarketing Manager, Jaguar Land Rover North America, LLC.  “The sport of triathlon is a growing sport that we feel connects well with our Land Rover brand values.  We look forward to working with the Competitor Group to show current and new triathletes across the country how owning a Land Rover Select CPO fits perfectly with their adventurous lifestyle.”

Created by the organizers of the Rock ‘n’ Roll Marathon Series, the TriRock Series launched in San Diego on September 12, 2010 to a sold-out field of 1,200 triathletes. The series expanded to four markets in 2011, adding events in Annapolis, Seattle and New York. With 2,000 entrants, TriRock San Diego became the largest triathlon in the City of San Diego in its second year.

“We are delighted to partner with a premium brand such as Land Rover, who is excited to help us take the TriRock Series to even higher levels of popularity as we continue to expand,” said Scott Dickey, President of CGI. “The Land Rover brand has a real passion for triathlon and living the active lifestyle, which will benefit not only our participants, but the entire multisport industry.”

The sport of triathlon is one of the fastest growing in the U.S. with nearly 2.3 million participants completing an event last year, a 55% increase over the year before, according to the Sporting Goods Manufacturers Association. Almost 30% of TriRock participants were first time triathletes in 2010, with another 25% having only competed one or two previous triathlons. Half of the series participants travel to each event from outside the local market and more than two in five finishers are female.

Unlike any other triathlon experience that the industry has to offer, the events have a fun and entertaining atmosphere, which is ideal for the beginner triathlete looking to get more experience as well as the seasoned athlete looking to test their speed in a short course race. The unique format features a rocking competition, complete with live bands along the swim, bike and run courses, followed by a post-race party and concert.

Both Olympic and sprint distances are offered across the series. Each event features a consumer expo prior to and during the event, with unique divisions, including Military, Athena & Clydesdale and a Beach Cruiser competition in San Diego.  All participants will receive a finisher’s medal, technical t-shirt, red carpet finish, post-race breakfast and access to the post-race concert and beer garden. Participants just testing the waters of the triathlon experience can also sign up as a 3-person relay team, taking on either the swim, bike or run component. 

For more information about the Land Rover TriRock Triathlon Series, visit

About Land Rover

Land Rover, the British maker of Land Rover and Range Rover sport utility vehicles, is renowned for providing its’ clientele with the most luxurious and capable vehicles in the world. Every Land Rover and Range Rover is equally at home both on and off road, and in any setting; be it in the heart of the city, or traversing the countryside. Today’s Land Rover lineup includes the legendary Defender, LR2 (Freelander 2), LR4 (Discovery 4), Range Rover Sport, Range Rover and Range Rover Evoque.  Land Rover designs, engineers, and manufactures all their cars exclusively in the United Kingdom. Land Rover is fully engaged with sustainability initiatives and social concerns with continuous involvement in environmental and community programs.

About Jaguar Land Rover North America, LLC

Jaguar Land Rover is a business built around two great British car brands that are designed, engineered and manufactured in the United Kingdom. Jaguar Cars Limited, founded in 1922, is one of the world’s premier manufacturers of luxury sedans and sports cars. Since 1948, Land Rover has been manufacturing authentic 4x4s that define “breadth of capability” in their segments.

Jaguar manufactures all their cars exclusively in the United Kingdom, at the Castle Bromwich manufacturing plant in the British Midlands. Land Rover and Range Rover models are all built at the Solihull plant and Halewood plant in Liverpool. Land Rover exports to 169 countries and Jaguar exports to 63 countries, with global sales for both brands exceeding 240,000 vehicles annually. The Jaguar Land Rover business employs 16,000 people in United Kingdom, including 3,500 engineers at two product development centers.

Headquartered in Mahwah, New Jersey in the United States, Jaguar Land Rover North America, LLC has offices across the USA and Canada and is represented by more than 330 retail outlets.

About the Land Rover TriRock Triathlon Series

Organized by Competitor Group, the Land Rover TriRock Triathlon Series successfully debuted in San Diego on Sunday, September 12, 2010. Like no other series the industry has to offer, TriRock has put the rock in triathlon, taking the racing experience to the next level.  Race courses feature both Olympic and sprint distances with live bands positioned along the course. Each event features a finish line festival with a beer garden, free food, red carpet finish and a post race concert. For more information, please visit or follow @TriRockSeries on Twitter.

About Competitor Group 

Headquartered in San Diego, Calif., Competitor Group, Inc. (CGI) is the leading active lifestyle resource dedicated to promoting the sports of running, cycling and triathlon. CGI is a portfolio company of the investment firm Falconhead Capital, which specializes in growing companies in the consumer sector of the leisure and lifestyle space. CGI owns and operates more than 55 events around the world, including the Rock ‘n’ Roll Marathon Series, TriRock Triathlon Series and Columbia Muddy Buddy Series; which will deliver more than 600,000 professional and amateur participants in 2012. CGI publishes four magazine titles including Velo, Inside Triathlon, Triathlete and Competitor with a combined monthly circulation of 600,000. In addition, the company hosts a captive lifestyle community online at, delivering over 3 million monthly unique visitors and 25 million page views. CGI recently acquired and soft launched Race It Race Services, an online registration platform that provides marketing, product and other essential race services for endurance industry events of all sizes. Further information about CGI and its media properties can be found at

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Competitor Group

Land Rover North America Announced as Title Sponsor of the TriRock Triathlon Series

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Dan Cruz

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