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Life Time founder Akradi (inset) hopes to build
the grueling sport’s profile. |
Health and fitness club chain Life Time Fitness is linking the biggest events in triathlon, looking to build the sport by combining America’s four largest competitions into the Life Time Fitness Series.
A July event in New York, an August competition in Chicago, a Los Angeles triathlon in September and a Minneapolis championship event planned next July are included in the series.
Life Time, which has had its name on a triathlon in Minneapolis near its Eden Prairie, Minn., headquarters since 2002, will attempt to build interest in the sport by offering a combined purse of $1,055,000 — including a $400,000 series championship bonus. The New York, Los Angeles and Chicago events also will serve as qualifying events for the 2007 Minneapolis event.
Life Time Fitness founder and CEO Bahram Akradi said there is an initial five-year commitment to the series. He would not reveal pricing on series sponsorships but said there have been some formative conversations with potential sponsors.
While Life Time Fitness’ eventual goal is to add more events and have a series that attracts sponsorship and television dollars, the short-term goal is simply adding some continuity and interest to the world of triathlons. Similarly, marathon organizers have made attempts to network their somewhat disparate competitions.
“There has really never been a reason for [triathlon] fans to follow athletes from competition to competition, like in other sports, so we’re adding continuity,” Akradi said. “Hopefully we’re adding continuity — TV and sponsorship will follow — but for now, we just want to do a great series and raise the sport’s visibility overall.”
