Ironman Group Acquires Haute Route
The IRONMAN Group has announced the acquisition of premier multi-day cycling event series Haute Route®, as well as the Gravel Epic®, a soon-to-launch multi-day gravel race event series.
With the acquisition of these two brands and series, the world’s largest operator of mass participation sports events adds eight new cycling events to its portfolio of iconic brands and events that includes triathlon, road running, mountain biking, trail running, road cycling and gravel cycling.
As part of the acquisition, CEO for the Haute Route Group, Julie Royer, will also join the leadership team at The IRONMAN Group as Senior Director of Road Cycling, and along with her team will continue spearheading both series to carry forward and ensure the premium event experience amateur cyclists have grown to know and love.
“We are pleased to add Julie, her team, and the exceptional brand and series of events of Haute Route and Gravel Epic to The IRONMAN Group family as we further establish our position in cycling events globally,” said Andrew Messick, President and Chief Executive Officer for The IRONMAN Group. “These two premium cycling brands further enhance our events ecosystem, reaching new athletes in new geographies as we look to serve cycling enthusiasts with racing experiences that are challenging and fun with a full support network so they can focus on having their best race possible. We look forward to the continued leadership Julie will bring to ensure exceptional road cycling and gravel racing experiences in iconic locations where amateur cyclists feel like professionals.”
As a leading premium multi-day cycling series, Haute Route is well-positioned to develop The IRONMAN Group’s experience in the road cycling category. This epic collaboration is also set to bring thrilling new opportunities to both the Haute Route and its riders.
“Over the past 10 years, the Haute Route has become a ‘bucket list’ and an inspiration for riders across the globe,” said Julie Royer, CEO for Haute Route Group and new Senior Director of Road Cycling for The IRONMAN Group. “We are thrilled to be integrating into The IRONMAN Group and continuing to inspire generations of amateur athletes. We couldn’t dream of a better partner to support our vision and deploy the full potential of the Haute Route and Gravel Epic events as we share the same passion and dedication for supporting athletes through life-changing challenges and races. We are excited about the strong international position The IRONMAN Group brings to the table and the scope to take the Haute Route experience to the next level. Haute Route’s community of cyclists has always been at the centre of this experience and by joining forces with the talented team at The IRONMAN Group, we are going to be able to deliver an event series that is unprecedented in the cycling and gravel events industry.”
The announcement of the acquisition comes as Haute Route celebrates the 10th anniversary of its flagship race, Haute Route Alps, which has earned a reputation as the hardest and best organized multi-stage amateur road cycling event in the world. Since its beginning in 2011, the single event has expanded to a series of races across the world designed to give riders a challenging, immersive, and premium experience through the world’s most iconic cycling destinations. By participating in Haute Route events, cyclists can ride like a pro with premium level services while riding key stages of the Grand Tours. In 2021, events range from seven-day race (Haute Route Alps) to five-day events (Dolomites & Pyrenees) and three-day stage races (Ventoux, Crans-Montana and Brazil).
The Gravel Epic is a new multi-day gravel racing series set in premier destinations like the Atlas Mountains, Swiss Alps and other incredible gravel destinations. Created in 2019, Gravel Epic was acquired by Haute Route earlier in 2021 and currently has events scheduled for Switzerland and Morocco with plans to expand and meet the growing demand of cyclists globally. The series caters to both cyclists looking to embrace full race-mode all the way to those simply looking to try something new at their own pace off the beaten path.
The 10th edition of Haute Route Alps kicked off on Sunday, August 22, for the toughest week in cycling.