2024 Season A Sell Out For IRONMAN in Europe; The Numbers Behind The Participation

October 18, 2024

European triathlon sees promising growth as IRONMAN circuit sells out for 2024; sees strong start to 2025 season.

LONDON / UK (18 October 2024) /ENDURANCE SPORTSWIRE/ – The final race of the European IRONMAN^® season reached sell-out status in the beginning of October confirming that all IRONMAN races in Europe have sold out for the 2024 race season.

New data released by IRONMAN following the sell-out of IRONMAN Portugal-Cascais, indicates a growing popularity of the sport amongst younger athletes, with participation figures amongst 18-35 year-olds in Europe at an all-time high. This year marked a 24% increase in 18-35 year-olds registering for an IRONMAN, with IRONMAN Kärnten-Klagenfurt Austria seeing the biggest overall increase (91% YOY), and IRONMAN Copenhagen being most popular overall among under 35s.

While local participation has seen strong growth across the IRONMAN 70.3 series, international travel is also increasing, especially across the IRONMAN series in the region.

Following a decline in travel for races post-pandemic, IRONMAN data also indicates that the appetite for race travelling has returned, especially amongst the UK market. The UK, France and Germany made up the largest European travel contingent for European events, with an overall increase of 13% YOY in destination race traveling. Thanks to its a warm Mediterranean climate, late season date, and fast course, it is no surprise that IRONMAN Calella-Barcelona was the most popular destination race this year, with over 91 different countries represented.

Over 15,000 athletes crossed their very first IRONMAN triathlon finish line in Europe this year, which marked a 12% year-on-year increase. Belgium and the Netherlands saw the greatest overall growth in athletes, with 51% and 36% YOY increase respectively.

Thomas Veje Olsen, Managing Director of The IRONMAN Group in Europe, Middle East and Africa said; “As a team, our primary goal is to deliver life changing experiences for every athlete no matter where they choose to race, so to have all our European IRONMAN races sold out in 2024 is a big moment for our entire team. We feel proud and privileged that athletes trust us to be with them on such a momentous journey. It’s also encouraging to see more younger athletes and first timers coming into the sport, and we are grateful to be part of their first steps into the triathlon community.”

The rise in the sport’s mainstream popularity is highlighted by the increased participation of a host of well-known personalities across social media and reality TV such as Belgium’s Rob Van Impe, more commonly known as Average Rob, the UK’s Stephanie Joshi, more commonly known as Nutty Foodie Fitness, UK football YouTuber, Theo Baker, former Love Island UK stars Greg O’Shea and Adam Collard as well as high profile sports stars and household names such as former Wales rugby international, Shane Williams, and British racing driver Billy Monger, with their participation inspiring many to begin their first steps on various fitness journeys.

“We are proud to be able to offer such a variety of race experiences in exciting and bucket list destinations for our athletes across Europe, whether that is city centre courses in Hamburg, Frankfurt or Copenhagen, to those nestled under the gaze of the Alps, such as Thun in Switzerland or Klagenfurt in Austria, and coastal destinations such as Emilia-Romagna in Italy, Cascais in Portugal or Nice in France. Next year we also expand to two exciting new destinations; Leeds in the UK and Les Sables d’Olonne-Vendee on France’s Atlantic coast becoming an IRONMAN race for the first time.” Olsen added.

With the addition of IRONMAN Leeds and IRONMAN Les Sables d’Olonne-Vendee to the IRONMAN calendar, the 2025 season is already shaping up well. In 2024 IRONMAN Hamburg was the fastest IRONMAN race to be sold out and looks to repeat the feat for 2025 at already over 90% full while IRONMAN France Nice and IRONMAN Les Sables d’Olonne-Vendee both sit at over 80%. IRONMAN Copenhagen, IRONMAN Wales and IRONMAN Leeds are all hovering around 70% full having been open less than four weeks, while the popular IRONMAN Calella-Barcelona opened last week. With so many great destinations and race experiences, there has never been a better time to get into IRONMAN racing.

Top 3 Travel Markets*

1. UK
2. France
3. Germany

Top 3 Favourite travel races

1. IRONMAN Calella-Barcelona (91 countries represented)
2. IRONMAN Kärnten-Klagenfurt Austria (84 countries represented)
3. IRONMAN European Championship Hamburg (89 countries represented)

Top 3 Growth Markets*

1. Belgium – 51% YOY increase
2. Netherlands – 36% YOY increase
3. Poland – 31% YOY increase

Most popular races among 18–35 year-olds in 2024*

1. IRONMAN Kärnten-Klagenfurt Austria – (91% YOY increase)
2. IRONMAN Tallinn Estonia – (84% YOY increase)
3. IRONMAN Switzerland Thun – (72% YOY increase)

Athletes looking to fill out their race calendar for 2025 can check out the full schedule of events with availability at www.ironman.com/races.

For more information on the IRONMAN brand and global event series, visit www.ironman.com. For media-related inquiries may be directed to emeapress@ironman.com.

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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^®, World Triathlon Championship Series, premier running events including the Standard Chartered Singapore Marathon™ and City2Surf^®, UTMB^® World Series trail-running events including the Canyons Endurance Runs™ by UTMB^®, Tarawera Ultra-Trail™ by UTMB^® and Ultra-Trail Australia™ by UTMB^®, Epic Series™ mountain bike races including the Absa Cape Epic^®, road cycling events, and other multisport races. The IRONMAN Group is the largest operator of mass participation sports in the world, providing participants with 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, and Orkila Capital, a growth equity firm focused on building great brands. For more information, visit www.ironman.com/about-ironman-group.

About Advance         

Advance is a private, family-held business that owns and invests in companies across media, entertainment, technology, communications, education and other promising growth sectors. Our mission is to build the value of our companies over the long-term by fostering growth and innovation. Advance’s portfolio includes Condé Nast, Advance Local, Stage Entertainment, The IRONMAN Group, American City Business Journals, Leaders Group, Turnitin, and Pop. Together these operating companies employ more than 14,000 people in 29 countries. Advance is also among the largest shareholders in Charter Communications, Warner Bros. Discovery and Reddit. For more information visit www.advance.com.