Vitalyte Named Official Beverage of Land Rover TriRock Series

April 11th, 2012

Series of Entertainment Themed Triathlons Kickoff in New York on Saturday, May 5

SAN DIEGO, Calif., – April 11, 2012 – Competitor Group, Inc. (CGI), the leading active lifestyle sports media and event entertainment company, today announced that Vitalyte will serve as the official beverage sponsor and official gel sponsor for the Land Rover TriRock Triathlon Series.

“We are thrilled to have established a partnership with CGI, to join forces with the Land Rover TriRock Series and help hydrate its athletes,” said Evan DeMarco, CEO of Vitalyte. “Triathlons are one of the country’s fastest growing sports and the series is the entry point for many first time triathletes. TriRock and Vitalyte pair together perfectly, as both brands share a passionate dedication to enhancing the quality and balance of people’s lives.”

Vitalyte will leverage its new partnership with CGI to garner exposure for the company’s Chia Surge Gel product. Additionally, Vitalyte will have a presence during the event’s Health & Fitness Expos where all participants pick up their race number the day before the race.

“It was a perfect match to bring in Vitalyte as a partner for the Land Rover TriRock Series,” said John Smith, Senior Vice President of CGI. “Their commitment to innovation and a growing list of products that provide the most functional electrolyte replacement solutions in the market is an ideal fit as we continue to grow our triathlon event series.”

Created by the organizers of the Rock ‘n’ Roll Marathon Series, the Land Rover TriRock Series features a rocking competition, complete with live bands along the swim, bike and run courses, followed by a post-race party and concert. The series has expanded into six cities in 2012, with events in New York, Annapolis, Seattle, Austin, San Diego and Clearwater.

Each event features a consumer expo prior to and during the event, with unique divisions, including Military and Athena & Clydesdale. 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 three-person relay team, taking on either the swim, bike or run component.

For more information about the Land Rover TriRock Triathlon Series or to register, please visit

About Vitalyte

Vitalyte Sports Nutrition, formerly Gookinaid ERG, was founded in the late 60’s by Bill Gookin, former marathon runner and biochemist. Vitalyte, then Gookinaid, was the first glucose based isotonic sports drink. Since that time, elite athletes from a cross section of sports have turned to Vitalyte’s Electrolyte Replacement Solution as their drink of choice. Vitalyte Sports Nutrition’s mission is to manufacture sports and lifestyle nutrition products that enhance the quality of people’s lives. Grounded in science, driven by nature, motivated by human potential, Vitalyte Sports Nutrition aspires to inspire a healthy active natural lifestyle where people from all ages and all walks of life can truly enjoy the enrichment that comes from realizing their potential. For more information, please visit

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, post-race breakfast, red carpet finish and a post-race concert. For more information, please visit or follow @TriRockSeries on Twitter.

Competitor Group

Vitalyte Named Official Beverage of Land Rover TriRock Series

Contact Info

Dan Cruz

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