Over my 15+ years of coaching and competing, I’ve witnessed firsthand how sponsorships have evolved. In the early days of my triathlon journey, the process was very different compared to today. Social media has dramatically changed how brands interact with athletes, coaches, and teams. But one thing remains constant: success in sponsorships is built on relationships.
When I started my triathlon career in 2001, securing sponsorships meant putting together a race résumé, complete with photos, and presenting it in person or sending it directly to companies. Back then, the personal touch made all the difference. For example, I built lasting relationships with TYR representatives Wendy Ingraham and Ryan Dolan at Interbike, a convention in Las Vegas. Those face-to-face interactions laid the foundation for meaningful collaborations.
Fast forward to today, social media has completely transformed sponsorships. It’s not just about race results anymore—it’s about authenticity, influence, and connection. Brands now work with athletes, coaches, and even influencers in ways that go beyond performance metrics.
When I work with my business clients, I emphasize one critical piece of advice: “Build a genuine relationship with the brands you want to work with.”
In December 2017, I attended The Running Event in Austin, Texas. While exploring, I discovered Stretch Athleisure Wash, a laundry detergent with sleek, minimalist branding. As a triathlete, I was immediately intrigued—it promised to remove odor without damaging fabrics, perfect for my Lululemon and race gear.
I hit it off with Emma Struwe from Stretch Athleisure Wash. We stayed in touch after the event, and I started organically sharing their products on social media. Over time, I proposed an influencer partnership, which Emma enthusiastically supported.
Why was this collaboration successful?
Back in 2002, after completing my first Ironman in Wisconsin with a time of 12:59, I was proud to have sponsors like TYR, Rudy Project, and PowerBar. At a coaching clinic in Boulder, a prominent coach told me I was “too slow to have sponsors.” That comment stung, but I quickly realized sponsorships aren’t about speed—they’re about being authentic, relatable, and building trust.
Athletes like me prove you don’t need to be the fastest—you just need to be the realest. Brands are drawn to athletes who share their story, believe in their products, and can connect with their audience.
Over the years, I’ve partnered with amazing brands, both as a triathlete and as a coach. These collaborations were built on shared values and mutual respect. Some of my sponsors include:
Sponsorships aren’t just about products or performances—they’re about relationships. Whether you’re an athlete, coach, or team leader, focus on building genuine connections with brands you believe in. That’s the secret to a lasting and meaningful partnership.
If you have any questions about working with sponsors, drop them in the comments below—I’d love to help!
