New CEO Working to Build Ironman Into a Lifestyle Brand

November 11, 2024

About 10 months ago, the Ironman Group, which is owned by Advance, the privately held family-owned company behind Condé Nast and American City Business Journals, poached Equinox president DeRue to become its CEO. Since taking on the role, DeRue has immersed himself in the world of Ironman, even partaking in a half-Ironman race, called an Ironman 70.3 to indicate the total distance traveled by the athletes, in Wilmington, N.C., last month. MSN