World Triathlon today unveiled the much-anticipated “Future of World Triathlon” report—developed in partnership with Deloitte—which lays out a potential strategic vision to unlock triathlon’s untapped commercial and global opportunities. The report was presented during the Events Summit in Hamburg, marking a pivotal moment for the future of the sport.
Speaking at the summit, World Triathlon President Antonio Fernández Arimany emphasised the importance of the findings of the Study: “This is more than a report—it is a guide for transformation. Triathlon must evolve to thrive. We will embrace the future with purpose, clarity, and renewed ambition to make our sport stronger, more visible, and more inclusive.”
The Deloitte-authored report highlights key challenges in triathlon’s current model, from fragmented governance and limited digital presence to underleveraged mass participation events. Drawing from global stakeholder insights, financial analysis, and market benchmarking, it provides key suggestions to implement a new strategic vision.
Some key elements of the Study are:
* Creating a unified commercial ecosystem, with a new entity to drive partnerships, revenue, and innovation
* Elevating event experience with festival-style formats and immersive digital touchpoints
* Expanding fan and athlete engagement beyond elite performance, leveraging content, data, and storytelling
* Investing in mass participation and emerging formats to build long-term sustainability
Bernard Sinnaeve, Director at Deloitte Sports, added: “Triathlon is a sport with global relevance and deep cultural value. But to meet the expectations of today’s athletes, fans, and partners, it must become more agile, collaborative, and commercially smart. This report lays the foundation to do exactly that.”
The Hamburg Summit gathered stakeholders including National Federation Executives, private event organisers, broadcasters, athletes and sponsors. The conversation underscored the shared need for a coordinated, professionalised triathlon ecosystem that serves elite sport, mass engagement, and commercial success.
For local organisers and political stakeholders, the Report signals stronger federation support, increased local economic impact through improved event design, and clearer global visibility.
Following the presentation of 'The Future of World Triathlon,' a dynamic panel discussion explored actionable strategies to enhance the triathlon experience and unlock new revenue streams.
The Olympic potential of the Professional Triathlete Organisation's (PTO) new T100 triathlon distance of 100km was one of the topics discussed at the summit.
Sam Renouf, CEO of PTO, remarked, 'The potential inclusion of the T100 distance in the Olympic program is exciting and could significantly enhance the sport's global appeal, offering a more accessible and spectator-friendly format. We are eager to explore how we can work with World Triathlon to make this a reality.'
Kris Gemmell, Head of Marketing & Commercial at World Triathlon, expanded the concept saying that 'collaboration and a clear brand vision are essential for driving sustainable growth in triathlon. By working together and creating a compelling narrative, we can unlock the sport's full commercial potential.'
Oliver Schiek, Events Director of the German Triathlon Federation (DTU), emphasized, 'We need to embrace innovation and new formats to create events that resonate with both athletes and fans, ensuring we are offering a product that is both exciting and accessible.'
Christian Toetzke, Co-Founder and CEO of HYROX, stated, 'Cross-disciplinary events that combine endurance and functional fitness have proven successful in attracting a broader audience and generating new revenue opportunities. We must consider how triathlon can incorporate these trends.'
The full Deloitte report, “From Global Connector to Commercial Catalyst: The Future of World Triathlon,” is now publicly available on triathlon.org and marks a decisive turning point in the federation’s commitment to sustainable growth. World Triathlon’s Executive Board will meet next week in Budapest to work on the new Strategic Plan for 2026-2029 which will consider the key findings of the Study.
The full Deloitte report, “From Global Connector to Commercial Catalyst: The Future of World Triathlon,” is now publicly available on triathlon.org and marks a decisive turning point in the federation’s commitment to sustainable growth. World Triathlon’s Executive Board will meet next week in Budapest to work on the new Strategic Plan for 2026-2029 which will consider the key findings of the Study.
