Triathlon is a niche sport. But the creation of the Professional Triathletes Organisation’s ground-breaking global race series in January 2024 has started to turn the tide and take the sport mainstream. The inaugural 7-stop T100 Triathlon World Tour was a huge success and is addressing the sport’s central challenges of: inferior broadcast; no season-long narrative; the best athletes not competing head-to-head regularly; and a hugely valuable, but fragmented audience.
