Personal Record™ Collaboration Brew Returns to Celebrate Athletic Brewing Company’s Partnership with IRONMAN® Global Series

March 22, 2023

MILFORD, Conn. and SAN DIEGO, Calif. (March 22, 2023) /ENDURANCE SPORTSWIRE/ –  Athletic Brewing Company, America’s leading producer of non-alcoholic craft beer, and the title sponsor of two world-class IRONMAN® 70.3® events, is proud to announce the return of its limited-edition collaboration brew, Personal Record™.

First released in August 2022, the initial batch of Personal Record™ was a resounding success, helping inspire athletes and IRONMAN® participants everywhere to chase their goals and redefine what’s possible.

“We knew that Personal Record™ would be well received when it first launched in 2022, but we didn’t expect the overwhelmingly positive response to the sentiment behind this beer,” said Athletic Brewing co-founder and CEO Bill Shufelt. “IRONMAN racing and training is a lifestyle, and training routines are tough. Personal Record™ is a representation of the incredible community that IRONMAN triathlons foster.”

Inspired by IRONMAN and IRONMAN 70.3 athletes who prove that ANYTHING IS POSSIBLE® by crossing finish lines around the world, Personal Record™ is a tribute to staying the course, chasing goals, and knowing that a Personal Record is always within reach. Brewed with turmeric and boasting flavors of mango and tropical hops, Personal Record™ tastes like victory.

“The recipe development process included Athletic ambassadors, elite racers, our partners at IRONMAN, and members of our brewing team,” said Shufelt. “Personal Record™ is collaboration personified, and it truly celebrates the incredible athleticism and capabilities of the human body, mind, and spirit.”

For 2023, Athletic Brewing is thrilled to be the title sponsor of IRONMAN® 70.3® Oceanside and IRONMAN® Lake Placid. Athletic Brewing will have on-site presence at each event, providing its flagship brews as well as the limited-time Personal Record™ to athletes and spectators. At just 60 calories, this non-alcoholic IPA is the perfect complement to goal-chasing and striving for athletic excellence.

“Personal Record™ has been incredibly popular with our community and we are excited to bring back this year’s edition of the brew,” said Matt Wikstrom, Chief Partnerships Officer at The IRONMAN Group. “Our athletes will be able to celebrate their tremendous achievement with their friends and families by enjoying a pint of this great product.”

Athletic Brewing athletes Sam Long and Jackson Laundry will both be competing at the Athletic Brewing IRONMAN 70.3 Oceanside triathlon, the first race of the season on the IRONMAN 70.3 North America Series, and where the sport of triathlon originated in southern California. Long is coming into the season with two full-distance IRONMAN wins, in 2019 and 2021, under his belt, and Laundry is a four-time IRONMAN 70.3 champion, having won IRONMAN 70.3 Oceanside in 2022. Both have sights set on victory and starting the season off with a victory. Personal Record™ is not only the name of the Athletic Brewing beer they’ll be enjoying but a goal they strive for on race day.

Beginning today, consumers can purchase this limited-edition offering by visiting www.athleticbrewing.com while supplies last. Personal Record™ will also be available at select IRONMAN events.

Athletic Brewing’s award-winning non-alcoholic beers are distributed in all 50 U.S. states. To locate a retailer in your area, visit athleticbrewing.com/where-to-find-us, and make sure to follow Athletic Brewing on Facebook, Instagram, LinkedIn, TikTok, Twitter, and YouTube.

For more information on the IRONMAN brand and global event series please visit www.ironman.com.


Press Contact:

Jess Fiaschetti | Jess@outsidepr.com

Chris Furnari | press@athleticbrewing.com

About Athletic Brewing Company

Athletic Brewing, founded in 2017 by Bill Shufelt and John Walker, is America’s leading producer of non-alcoholic craft beer. The company’s brews are distributed in all 50 states and available at 50,000 retail stores nationwide. In 2022, Athletic was ranked as the 26th fastest-growing private company in America by Inc. Magazine, and named one of TIME’s “100 Most Influential Companies.” Athletic was also selected as one of Ad Age’s Top 20 Hottest Brands. The company has won over 70 prestigious brewing awards, including Gold & Silver for its Run Wild and Free Wave IPAs in the 2022 US Open of Beer Championship. It was also named the North American Brewer of the Year at the 2022 International Beer Challenge. Athletic has custom breweries in Milford, Connecticut, and San Diego, and donates up to $2 million of all sales to protecting and restoring outdoor spaces across the globe via its Two For The Trails program. Plus, as a part of its IMPACT Program, 1% of revenue goes to non-profit organizations that support positive impact and opportunity from the ground up. As of 2022, Athletic Brewing is proudly a Certified B Corporation™. Its full-flavored near beers and hop-infused sparkling waters are available on www.athleticbrewing.com.

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, 5150™ Triathlon Series, the Rock ‘n’ Roll® Running Series, IRONKIDS® Series, World Triathlon Championship Series, premier running events including the Standard Chartered Singapore Marathon™ and City2Surf®, UTMB® World Series events including the Canyons Endurance Runs™, 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.