Ironman Spins Off Lava Magazine

By Pete Williams

Lava’s June issue

World Triathlon Corp. continues to focus on its core business. The Tampa-based parent company of Ironman today announced that it has sold its two-year-old Lava Magazine to “a group of private investors with a long-term tie to the triathlon community.”

The new group will be known as LAVA Media, LLC and retain its current staff with Heather Gordon as publisher. WTC CEO Andrew Messick said in a statement that “Ironman is in the business of creating extraordinary races and event experiences, not publishing.”

The sale is the latest move by Messick to focus Ironman on its primary business of long-distance triathlons. Messick was installed as CEO last May by the Providence Equity Partners’ Group that purchased WTC from the Gills family in September of 2008.

Since taking over, Messick has scrapped Ironman’s plans to launch an obstacle mud race series called Primal Challenge, sold off a timing business, scaled back WTC’s one-year-old 5150 Olympic-distance triathlon series, and reevaluated every aspect of the company beyond the signature Ironman-distance races and the 70.3 (half Ironman) events.

In an interview with EnduranceSportsFlorida last month, Messick said: “I think that we may have lost sight a little bit of what we do and what we’re uniquely good at. We’re uniquely good at long distance triathlon, creating these very hard, very important, life-changing events for our athletes and I worry that by focusing on other stuff, we run the risk of not being as good as we need to at our bread and butter, the core of our business. We don’t have as many 5150s this year. We don’t have Primal Challenge. We don’t have our own timing business anymore. There’s a whole series of things we were getting into that in my mind took our eye off achieving real excellence at the things we need to be excellent at and that’s creating these extraordinary athlete experiences.”

Lava, a reference to Ironman’s world championship in Hawaii, seemed like an attempt by WTC to take on Competitor Group, which publishes endurance books and magazines in addition to organizing the Rock ‘n’ Roll marathon series, Muddy Buddy races, and shorter triathlons.

Lava is produced in California, far from WTC’s headquarters in Tampa, and comes across as a more upscale version of Triathlete magazine, which though owned by Competitor also tends to focus on Ironman events and professional triathletes.

LAVA Media, LLC, will own and operate the magazine’s print, online and digital properties. Ironman and Lava will continue a partnership, with Lava designated as the official magazine of Ironman.

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One response to “Ironman Spins Off Lava Magazine

  1. Pingback: Competitor Buys Stone’s Women’s Running Empire | Endurance Sports Florida

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