The Next Evolution of Supertri Begins Now - By Michael D’Hulst, Supertri CEO

A Bold Step Forward

The launch of By Supertri marks the next major phase of our rebrand to Supertri and the beginning of our expansion into mass participation. With the acquisitions of the Ascension Seton Austin CapTex and Kerrville Triathlons, we are laying the foundation for a connected short-course triathlon ecosystem. This move makes triathlon more accessible, more exciting, and more inclusive than ever before.

Redefining Professional Racing

Supertri began as a pioneering force in professional short-course racing, completely rethinking the format to put the audience first. It wasn’t just about changing the distance—it was about making triathlon more thrilling, engaging, and entertaining. The success of this approach speaks for itself: we’ve reached over 40 million people via broadcast, grown our social footprint to 1.4 million followers, and accumulated 1.2 million hours watched on YouTube. Supertri has redefined professional triathlon, making it faster, more dynamic, and more engaging for a modern audience.

Bringing Triathlon to More People

Now, we’re taking the next big step—bringing triathlon to the masses. Our vision is clear: Inspire the competitor in everyone and do that by breaking boundaries to create moments that fuel ambition and enrich communities while committing to excellence in delivery.

With our rebrand from Super League Triathlon to Supertri, we are moving beyond professional racing to build an entire short-course ecosystem. Under the newly launched By Supertri umbrella, we are integrating mass participation events, connecting the world’s best athletes with everyday competitors. The synergy is clear—our content inspires participation, and participation fuels the platform for more compelling content. This flywheel effect makes short-course triathlon more relevant, visible, and engaging than ever before.

Scaling a Global Triathlon Movement

Expanding into mass participation is the key to unlocking Supertri's next level of growth. The additions of Austin and Kerrville join a portfolio that already includes the Long Beach Legacy Triathlon, the Chicago Triathlon (the world’s fourth-largest), and Toulouse Triathlon. Together, these events form the foundation of a thriving global triathlon movement. Supertri is committed to building high-profile, short-course, urban mass participation events that leave lasting legacy impacts. We focus on depth over breadth, ensuring key regional markets have multiple touchpoints. Integrating Supertri League events per key region creates aspirational pathways for athletes and ensures mass participation thrives alongside elite competition.

A Connected Community

Supertri is more than just race events—it’s an ecosystem designed to inspire, support, and engage athletes at every level. Our approach fosters local impact by partnering with charities, launching First-Timers Programs, and engaging with local triathlon clubs to encourage broader participation. We drive regional growth by fostering competition within the age group community through structured leaderboards, regional championship races, and gamification to enhance engagement. On a global scale, we standardise race formats, introduce loyalty programs, and create exclusive experiences for repeat participants, ensuring a seamless and aspirational journey for every athlete.

Why Now?

The opportunity is clear. Triathlon has been dominated by long-distance events requiring extreme time and financial commitments for too long. While inspiring, these races leave many on the sidelines. The future is short-course racing—fast, accessible, and achievable for anyone. We are here to bridge that gap. With the Los Angeles Olympics on the horizon and a growing demand for frequent, meaningful racing experiences, the timing couldn’t be better. Again, we are here to make short-course triathlon great, bringing a scalable and sustainable format to a new generation of competitors.

A World-Class Experience Built for Everyone

Leveraging our expertise in professional racing and event organisation, we deliver a world-class experience with a local touch, ensuring that every athlete—from first-timers to pros—gets the best possible race experience. Our events are hosted in urban and iconic venues, providing seamless race registration, onboarding, and event-day logistics. Every event is designed to be an experience with experiential zones, unique finish-line moments, and VIP spectator experiences, all while promoting sustainability through eco-friendly initiatives and purpose-driven partnerships.

Be Part of the Movement

Supertri is creating something bigger than just races. We are building a movement. Whether you’re an elite competitor, a weekend warrior, or someone looking for your next fitness challenge, this is your chance to be part of something game-changing.

This is triathlon, redefined. This is Supertri. And this is just the beginning.