Ironman v. Challenge Battle heats up with WTC acquiring Challenge Copenhagen Organiser

Aaron Farlow Celebrates a great win - (Photo by Chris Brunskill/Getty Images)

After WTC acquired Australia’s USM Events in February 2012 the fallout was immediate with Challenge Family withdrawing the license to produce Challenge Cairns from USM. The next major step in the battle front of iron distance triathlons was Challenge Family acquiring the rights to stage an iron distance triathlon in Pentictcon after the city awarded the ‘contract’ to Challenge Family and not renewing with WTC. Therefore Ironman Penticton became Challenge Penticton and Challenge is now in North America.

For Providence Equity Partners, the owners of World Triathlon Corporation (WTC), the global footprint is important as they move towards a public float or trade sale. With the acquisition of YWC Sports ApS WTC adds to their already strong suite of Ironman events in Europe.


Media Release on (

IRONMAN today announced the acquisition of YWC Sports ApS. The privately held company organizes several triathlons and endurance sport events throughout Denmark including the popular KMD Challenge Copenhagen and KMD Challenge Aarhus. YWC’s events are a strong addition to the global IRONMAN triathlon calendar. Details on the event schedule will be released over the next two weeks.Andrew Messick, CEO, IRONMAN: “IRONMAN is committed to growth in Europe as there is great passion for the sport of triathlon here. YWC has a strong line-up of triathlons and we are excited to help advance the sport in Denmark.”

Jeppe Rindom, Chairman of the Board, YWC Sports: “The two triathlon events in Copenhagen and Aarhus are both one of a kind with huge international potential. Our ambition has always been to create events of international and world-class scale. “We believe putting the IRONMAN brand to the two events will make them fulfill just that.”

Pia Allerslev, Mayor of Culture and Leisure City of Copenhagen: “Copenhagen is an excellent and progressive scene for major events and IRONMAN helps brand us as an active city with an international perspective.” We are looking forward to hosting and supporting all the international participants and sports fans.”

Karen Nielsen, Senior Vice President, Sales and Marketing, KMD: “It has been an absolute pleasure to support YWC Sports as title sponsor for the triathlon events since 2011. We have experienced a very positive development on both the professional and amateur triathlon scene in Denmark, and triathlon has been booming in Denmark since the first Challenge Copenhagen in 2010. We look forward to see what the future brings working with IRONMAN.”

Lars Bernhard Jørgensen, CEO, Wonderful Copenhagen: “Since day one, KMD Challenge Copenhagen, placed itself as a strong, well produced and unique sporting event, in the middle of Copenhagen. Todays news marks a significant accomplishment for the entire organization behind the event, the sponsors and the city of Copenhagen.”

Lars Lundov, CEO Sport Event Denmark: “We have been very pleased with the presence of the KMD Challenge events in Copenhagen and Aarhus since 2010. YWC Sports has worked hard to build successful triathlons in Denmark and we see this new collaboration with IRONMAN as a great way to further develop major sport events here in Copenhagen while attracting more international participants and bringing attention to our city.”



The iconic IRONMAN® Series of events is the largest participation sports platform in the world.  Since the inception of the IRONMAN® brand in 1978, athletes have proven that ANYTHING IS POSSIBLE® by crossing finish lines at the world’s most challenging endurance races. Recognized for excellence through distinguished events, world-class athletes and quality products, World Triathlon Corporation (d/b/a IRONMAN), owner and operator of the IRONMAN® Series, has grown from owner of a single race to a global sensation with nearly 190 events across five unique brands: IRONMAN®, IRONMAN 70.3®, 5150â„¢ Triathlon Series, Iron Girl® and IronKids®. For more information, visit


Karl Hayes

Karl is a keen age group triathlete who races more than he trains. Good life balance! Karl works in the media industry in Australia and is passionate about the sport of triathlon.