Challenge Series - The Background

The Challenge Series brand was created following extensive research and membership feedback, with over 70 percent of those surveyed listing the “challenge” as the trigger for participation. The Challenge Series brand identifies the trigger, sport, country and incorporates the TA logo.

A working group representing all facets of the triathlon community identified the strengths and weaknesses of the previous Australian Triathlon Series in its various formats over the last 10 years and worked towards combining the positive elements to produce a model moving forward. The group identified three key pillars in regard to a national series: race ownership; the participation pathway; and event locations.

Race ownership: The ATS was run by several independent race operators and this caused continuity problems and an undefined product. Triathlon Australia had struggled to control pricing, marketing, general event quality and the conversion of one-day member to full members. Another challenge was to attract a series sponsor that did not conflict with individual race sponsors.

Participation pathway: The ATS predominantly served the interests of Olympic Distance triathletes and this was identified as a weakness, as continuity of experience could only be gained through this product. This meant people coming into the sport were likely to experience vastly differing first impressions. The new pathway, boasting a variety of events and distances, makes participation more accessible to a wider target market. By providing various levels of challenge, this model is more likely to attract and engage participants in the sport for a longer period.

Event locations: A truly national series should ideally have a race in each capital city. This ideological approach provides opportunity for all triathletes to compete locally, race for series points and potentially qualify for world championship campaigns. Metropolitan venues are the preferred locations for the Challenge Series due to the large competitor pool that can be tapped into; the ability to engage sponsors, media and spectators; and the network of transport and accommodation services available. 

Every effort has been made to schedule the series races around existing races and also take into consideration the athletes wishing to qualify for the 2009 Gold Coast Olympic Distance team. The series races are predominantly post-new year as we strive to introduce an elite layer of racing over the age group products. Unfortunately, the Geelong Challenge is positioned on the same weekend as Ironman Australia for 2009. TA will make every effort to re-program the dates moving forward to avoid clashing with this iconic event.

Triathlon Australian has contracted t3 Events to run the operational arm of the series and work in conjunction with existing stakeholders in Canberra and Perth. TA will market the series nationally and work with state and territory associations at event level. All race entries are centralised through the TA online entry system. TA has been and continues to work with state tourism departments, local councils and sponsors to deliver a financially sustainable series.

We hope the broad Challenge Series format will cater for existing athletes and welcome many new people to the triathlon family.