Where does IRONMAN go from here? Tim Don on what needs to happen next

Tim Don has given his verdict on where IRONMAN needs to go from here after the news broke last week that CEO Andrew Messick is retiring from his role later this year.

The Brit, a world champion and Olympian before transitioning across to long-course racing, where he finished third at the IRONMAN 70.3 World Championship in 2014 and 2017, is now one of the sport’s most influential figures.

Assessing the situation IRONMAN finds itself in, Don gave us his thoughts on Messick’s tenure and detailed the challenges the board will now face, before providing advice on the search for a new CEO.

Grading Andrew Messick’s IM reign

When it comes to growing the business side of things, Don believes Messick has been incredibly successful in his role.

He told TRI247: “Being the CEO of a company that is worth almost $1 billion, a successful company, that is based on mass participation, from a business point of view, Messick has done a great job.

“Every week, there seems to be a new IRONMAN 70.3 or IRONMAN event popping up, so it is clear that the hunger and demand for these events is still there.

“Advance and Orkila Capital, who I think are the owners of the company, will see that he has increased the footprint of the company. Perhaps the participation numbers are not what they were, but I think that’s a global trend in sport, especially expensive ones like IRONMAN.”

Work needed on pro racing

When it comes to Messick and his work with the professional side of the sport, Don believes that there is room for improvements, which he hopes the new CEO will get on top of, but overall still thinks Messick did a good job.

“In terms of the professionals, sure, we always want things to be better, but as a whole he is a public figure CEO and I think he has done a solid job. I don’t think he helped himself the way the split of Kona was handled, as a member of the top management team as well they maybe could have done a better job communicating that to the people and handled that better.

“Obviously the Hamburg situation was appalling, in terms of the media and PR situation and he was top dog, so if he was asked to leave or pushed out I don’t know (Ed: Messick says this was not the case and his retirement was planned), but sometimes change is needed and he has been there for a long time.

“In terms of the professionals, I think there is a lot they need to do. Professionals are the face of IRONMAN, when there are pro races that is all anyone talks about and I think Messick doesn’t value the worth of the professionals as much as I would have liked to see him do.” 

The search for a new CEO

On the topic of the appointment of the next CEO, Don was adamant that the hire should be conducted externally, with a change needed within the company if they hope to continue to grow.

“I really hope the new CEO will not be internal, because I think IRONMAN needs to change direction a little, they need to build marquee events up and build up their brand.

“I want to see the professionals valued more and I want to see the core age-groupers at the big marquee events growing. Vision is definitely needed.

“In terms of challenges, some of the staple events we are losing, like Bolton (IRONMAN UK) that we have now lost and the numbers are down across the board, so I think getting the numbers back up is a problem. It is a massive logistical operation but I think they need to tighten the ship.

“The bottom line for the company is about making money, and is something that we as athletes unfortunately sometimes forget. For a company valued so highly, the group is focused on numbers and that’s the way it will be.”