Think about accomplishing something that has been a dream; something that moved from being a dream to a goal with a plan; something that would require so much of you that the process itself would move you personally many miles ahead. This is what can be done when completing an Ironman distance triathlon. I have had the pleasure to enjoy that feeling and personal development twice, once at Challenge Copenhagen in 2011 and once at Challenge Penticton in 2013.

Me as winner of Age-Group 18-24 at Challenge Penticton 2013

I know your time is previous, so I will spare you from reading about how amazing Ironman distance racing is. If you are interested in learning more and seeing a truly inspiring video, watch the video “2010 Ford Ironman World Championship”. You can also see how triathlon relates to marketing here in this interesting blog post.

The incredible marketing perspective within the world of Ironman distance racing is between the two companies, Ironman and Challenge. You have probably heard about Ironman, but what you maybe don’t know, is that Ironman is a brand. If you are to keep an Ironman distance race, you are not allowed to call it an Ironman because of copyrights. For many years, Ironman has dominated the world of triathlon and still does. But a new player has emerged, namely Challenge. This development exemplifies the importance of marketing and what marketing is. What Ironman has done for many years, is to create a business. That means you cannot cross the finish line with those you love dear; the swim start is a massive chaos with approximately 2,500 athletes starting at the same time. What you get is that you can call yourself an Ironman and you have the opportunity to qualify for one of the world’s most legendary races, Ironman Hawaii. To exemplify its exclusivity, many athletes spend between 10-20 years trying to qualify for Ironman Hawaii. Challenge does not have these opportunities, but is has still managed to establish a high brand awareness and develop a product with high demand. The question is why? And the answer is provided by marketing. Customer service has become increasingly crucial and that relates to customer responsiveness. Ironman has a great product, no doubt about it. But Challenge provides a much more compelling race that focuses on the individual athlete and it’s needs and wants. Instead of being greeted with the words “You are an Ironman”, Challenge greets athletes with the words “Welcome to the Challenge Family” at the finish line.