Event company

Ironman Group acquires the event company Haute Route

LAUSANNE, Switzerland (BRAIN) – The IRONMAN group has acquired the Haute Route multi-day cycling event series and the Gravel Epic series, which Haute Route acquired earlier this year.

Besides its triathlon events, the Ironman Group already owns a variety of marathons and other running and cycling events, including the Absa Cape Epic mountain bike stage race.

The acquisition of Haute Route adds eight new cycling events to Ironman’s portfolio.

As part of the acquisition, Haute Route Group CEO Julie Royer will join the Ironman Group management team as Senior Director of Road Cycling.

“We are delighted to add Julie, her team, the exceptional brand and the Haute Route and Gravel Epic event series to the Ironman Group family as we solidify our position in cycling events globally,” said Andrew Messick, President and CEO. Officer of the IRONMAN group. “These two premium cycling brands further enhance our event ecosystem, reaching new athletes in new geographies as we seek to provide cycling enthusiasts with challenging and fun racing experiences with a comprehensive support network to that they can focus on the best possible race. We look forward to the continued leadership Julie will bring to ensure exceptional road cycling and gravel racing experiences in iconic places where amateur cyclists feel like professionals. “

Royer said: “Over the past 10 years, the Haute Route has become a ‘to-do list’ and an inspiration for cyclists around the world.

“We are delighted to be part of the Ironman group and to continue to inspire generations of amateur athletes. We couldn’t ask for a better partner to support our vision and unleash the full potential of Haute Route and Gravel Epic events as we share the same passion and dedication to supporting athletes through challenges and races that change life. We are excited about the strong international position that the Ironman Group brings and the opportunity to take the Haute Route experience to the next level. The Haute Route cycling community has always been at the center of this experience and by joining forces with those of the talented team of the Ironman Group, we will be able to deliver a series of events unprecedented in the cycling industry. and gravel events. “

The Ironman Group is owned by Advance, a private family business that also owns Condé Nast, Advance Local, Stage Entertainment, American City Business Journals, Leaders Group, Turnitin, 1010data and Pop. Advance is also among the major shareholders of Charter Communications, Discovery and Reddit.