Hits Triathlon Series Kicks Off As Company Looks To Broaden Endurance Sports Appeal

Organizers behind the Hits Triathlon Series, which kicks off this weekend, are "hoping to tap into the ever-growing appetite for endurance sports," according to Sam Mamudi of MARKETWATCH. The series, "designed for all athletic levels," will hold races "at five different lengths -- unique among triathlon series." The inaugural race "will begin on Saturday in Palm Springs, Calif." About 1,000 people have signed up for the races, but Hits Triathlon Series Founder Tom Struzzieri said that he "hopes to get to about 1,500 competitors per event in 2012." Hits signed up Chicago-based financial services firm HighTower "to be its main sponsor." The deal is HighTower's "first national sponsorship, and will last at least through all 12 of next year's Hits events." HighTower Exec VP Mike Papedis said, "We are not just sponsors of this triathlon series, we are also participants ... it's in line with our core values." HighTower will be a "prominent part of Hits' promotional and advertising campaign." The sponsorship deal was "brokered by New York-based sports marketer Leverage Agency." Another way Struzzieri "hopes to draw competitors to the Hits series is that it’ll be holding races through the year, even in mid-winter." He said, "There’s a lack of triathlon events in December, January and February." Races will be held "in states that Struzzieri said have the highest density of triathlon participants." The Hits schedule will "see two events each in California, New York and Florida, as well as races in Texas, Colorado, Wisconsin, Michigan and Arizona." The Hits Triathlon Series is backed by private equity firm Leonard Green & Partners. The investment in Hits "isn't Leonard Green's only sports-business holding -- the firm owns retailer The Sports Authority Inc. and has a holding in fitness club operator Equinox Fitness." Hits has a "seven-figure advertising campaign to promote the triathlon series, including print, internet and social media advertising" (MARKETWATCH.com, 12/1).