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A RICH HISTORY
AND AN
AUTHENTIC BRAND
More than 26 years after the word "Ironman" first tumbled from the
lips of founders John and Judy Collins, athletes continue to be drawn
from around the world to the Hawaiian village of Kailua-Kona each
October. Athletes come to compete in the world's most challenging
endurance event, the Ironman Triathlon World Championship, and
hear their name followed by, "YOU ARE AN IRONMAN!"
The Ironman, which consists of a 2.4 mile swim, I 12 mile bike and a
26.2 mile run has become the international standard for athletic
excellence and performance. The lronman name is synonymous
with the qualities: best-in-c1ass, performance, passion and success.
Ironman has evolved from a one-day sporting event into an authentic
sports brand and a sought-after lifestyle.
Brand awareness for the lronman brand exceeds 80% and is the No.
I user-based sports brand in the world. Throughout the last two
decades, partners such as Timex, FosterGrant, Cannondale and Keys
Fitness have proven that the lronman partnership commands
attention and delivers results. The unparalleled event imagery of
courageous athletes crossing the finish line inspires people to
purchase Iron man-branded products and set goals for themselves.
PUBLIC RELATIONS
Ironman uses an aggressive, year-round media relations campaign in
an effort to share news about the lronman brand with as many as
possible. Iron man continues to seek out innovative ways to reach
consumers, through media outlets such as The Wheel of Fortune.
Some components of the PR program include the Hometown Hero
program, celebrity athletes and partner product news. A sampling of
national outlets where Ironman appeared in 2004 include:
. New York Times
. USA Today
. Sports Illustrated
. ABC's Good Morning America
. CNN
. ESPN
. TV Guide
. Sky Magazine
. People Magazine
. The Weather Channel
Ironman celebrated its 25th anniversary in 2003 with a highly visible
promotional campaign. For example, presence within major retail
outlets was heightened along with rebates, gift-with-purchase and
sweepstakes allowing partners to select a program that best
suited their needs. Additional campaign activities included a "25th
Anniversary" web site, a series of first-ever brand promotional
spots and advertisements promoting the brand and its partners in
USA Today.
.
IRONn-
TRIATHLON WORLD CHI
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TIMEX
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DRIVING THE IRONMAN BRAND
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"In addition to media relations, Ironman offers
its licensees unique tools for capitalizing on its
brand equity through television and the web."
- Blair LaHaye, Public Relations Director, Ironman
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Television - Sharing the experience with mainstream consumers and
broadening awareness of Ironman events and the brand are the primary
goals of the Ironman television component. Ironman gained exposure in
2004 through the following TV outlets:
. The 2004 Ironman Triathlon World Championship telecast aired on
December 6 in a two-hour format. The show will reair during the
2005 summer season.
. OLN showcased seven of the 2004 Ironman qualifying events this
year, airing between October and November. In 2005, Ironman and
OLN will join forces again to showcase seven of the qualifying events.
. In 2004, ESPN International aired
five of the qualifying events
reaching more than 10 million
people internationally.
The NBC broadcast has garnered
35 Emmy nominations and
captured 12 Emmy awards. In
addition, the show has won five
consecutive International
Monitor Awards for global
excellence and one CINE award.
Internet - Ironmanlive.com, the official Web site for the Ironman Triathlon
World Championship, continues to provide state-of-the-art race coverage through
live, streaming race day footage, along with unique features such as athlete splits,
pro field updates and in-depth articles. Ironmanlive.com page views increased to
more than 8,300,000 with over 650,000 unique visitors for the 2004 Ironman
Triathlon World Championship coverage. In 2005, Ironman New Zealand, Ironman
Australia, Ironman Germany, the Ironman Triathlon World Championship and many
more races will have live streaming video coverage via the site. The live feeds on
race day allow us the opportunity to share the Ironman experience with fans
around the world. Additional exposure for partners is only a click away
with Ironmanlive.com's banner advertising option or commercials during the live
race day broadcast. The new site, set to launch January I, 2005, will continue to
promote the Ironman
brand and message on a
year-round basis.
2005 e
IRa..... Events
Iron man Wisconsin Triathlon
Madison, Wisconsin
Honu Half Ironman Triathlon Hawaii
Kailua-Kona, Hawaii
Ironman Florida Triathlon
Panama City Beach, Florida
EagleMan Half Iron man Triathlon
Cambridge, Maryland
Dodo Ironman Western Australia Triathlon
Busselton, Australia
Ironman France Triathlon
Nice, France
Iron man New Zealand Triathlon
Taupo, New Zealand
Buffalo Springs Lake Half Ironman Triathlon
Lubbock, Texas
Ralphs California Half Ironman Triathlon
Oceanside, California
Ironman USA Coeur d'Alene Triathlon
Coeur d'Alene, Idaho
Spec-Savers Ironman South Africa Triathlon
Port Elizabeth, South Africa
Karnten Iron man Austria Triathlon
Klagenfurt, Austria
Snap Iron man Australia Triathlon
Forster-Tuncurry, N.S.W., Australia
Opel Iron man Germany Triathlon
Frankfurt, Germany
Ironman Arizona Triathlon
Tempe, Arizona
Iron man Switzerland Triathlon
Zurich, Switzerland
St. Croix Half Iron man Triathlon
St. Croix, U.S. Virgin Islands
Ironman USA Lake Placid Triathlon
Lake Placid, New York
Ironman Lanzarote Can arias Triathlon
Lanzarote, Canary Islands, Spain
Vineman Half Ironman Triathlon
Santa Rosa, California
Iron man Japan Triathlon
Goto, Nagasaki
Ironman U.K. Triathlon
Sherborne, Dorset, United Kingdom
Florida Half Ironman Triathlon
Walt Disney World Resort, Lake Buena Vista, FL
Subaru Ironman Canada Triathlon
Penticton, B.C. Canada
Brasil Telecom Ironman Triathlon Florianopolis
Florianopolis Island, Brazil
Iron man Korea Triathlon
Seogqipo, Jeju
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Company: Timex Corporation
Primary Trade Channels: Mass, Food/Drug, Catalog, Sporting Goods, Department
Stores, Military and Specialty Retailers
Brand Profile: The "original" licensee since 1986, Timex has always been known for
rugged, durable and dependable timepieces at an affordable price. The Ironman
Triathlon series was selected as the showcase vehicle to convey this message.
IRONMAN TRIATHLON SLEEK 7S LAP
THE PERFECT PARTNERSHIP:
Your Body and The Iron man Triathlon Sleek
The breakthrough design of the new Sleek - with
Advanced Viewing Angle - always puts the display
in your natural line of sight without breaking
form. In addition, the unique shape of the watch
makes the START/ LAP button easier to access.
The end result is you spend less effort trying to
see your time, allowing you to concentrate on
keeping a perfect stride.
"Meet Your
New Coach"
THE BODYLlNK SYSTEM
Offers the unprecedented ability to track, store and analyze
several key indicators of personal performance.
IRONMAN TRIATHLON 100 LAP FLlX
WHAT'S FLlX TECHNOLOGYf
Another innovation from TIMEX.
As your feet meet the asphalt on a pre-dawn run, a quick
flick of the wrist activates the Indiglo'M night-light on your
Ironman Triathlon 100 Lap FLlX watch. Now, without so
much as a push of a button, the watch display is brightly
illuminated for a clear view of your time. No hands,
no buttons and rhythm unbroken.
www.timex.com
Company: AAi.FosterGrant
Primary Trade Channels: Mass, Drug and
Sporting Goods
Brand Profile: One of America's most
famous makers of eyewear, FosterGrant
partnered with Ironman in 1998 for added
exposure and increased penetration into
the sports performance sunglass arena.
FosterGrant brings retailers a line of
Ironman-branded sunglasses at popular price
points, and leverages the relationship
through various promotions and in-store
merchandising. The company has seen
significant sales performance from its
Iron man relationship and continues to
expand its business to new accounts.
FosterGrant has successfully introduced
Ironman Triathlon Sports Performance
Sunglasses with interchangeable lenses at a
higher price point. Due to the success of this
new line, the company will be expanding its
range of styles.
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www.fostergrant.com
"We consider our
affiliation with
Ironman to be a
distinct competitive
advantage for
FosterGrant.
Customers
clearly value the
lronman brand,
allowing us to
secure additional
valuable retail
real estate, drive
incremental sales
and command
higher retail
prices than we
otherwise could,"
- John Agre,
Executive Vice President,
AAi.FosterGrant
TArMUTA
~onitoring Your Health ~
Company: Tanita
Primary Trade Channels: Specialty, Sporting Goods and Mass Outlets
Brand Profile: Tanita, the world's # I name in body fat monitors, has joined forces
with Iron man to provide a new level of detail to high-performance fitness
monitoring. The new co-branded line of monitors uses the most advanced
technology available to examine total body composition - Body Fat %, Body Water
%, Muscle Mass, Bone Mass, Basal Metabolic Rate, Metabolic Age, Visceral Fat
and Physique Rating. The new Ironman InnerScan monitors are designed for top-
notch athletes taking their fitness to the next level.
Features of the new models include: easy-to-read LCD displays, highly accurate
body composition monitors and lb. and kg weight increments.
www.tanita.com
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Company: Keys Fitness Products L.P.
Primary Trade Channels: Direct sales to a wide
variety of retailers including Sporting Goods Chains,
Specialty Fitness Stores, and select Independent
Merchants. Additional channels include Internet sales
through associated retailers and light commercial,
institutional sales.
Brand Profile: Keys Fitness is known as a leader in
the fitness industry in manufacturing treadmills and
distributing an entire range of products including
exercise bikes, ellipticals, home gyms and benches.
With over 16 years of experience, Keys is recog-
nized as one of the premier companies in the
industry. This award-winning company has continued
to deliver superior products at great value to
consumers through their distribution channels of
sporting goods and specialty fitness retailers.
"Ironman Fitness represents the
newest and most exciting
addition to the family of quality
equipment from Keys Fitness.
With the cutting edge product
designs, complemented by one
of the strongest names in
sporting goods, we are confident
Ironman Fitness is a true winner."
- Dave Williams,
Senior VP Sales and Marketing
Keys Fitness
strength · speed · stamina
INGINIIRID FOR INDURANCI
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Company: Wigwam Mills, Inc.
Primary Trade Channels: Sporting Goods Stores,
Specialty and Catalog
Brand Profile: Sales of Wigwam Ultimax socks have
soared since the partnership with Iron man began in
1994. Due to the success of the line in North America,
Wigwam expanded its Iron man offerings worldwide.
Wigwam celebrates its I OOth anniversary this year and
continues to be known as one of the most trusted and
recognized names in the industry for its standards of
excellence in comfort, quality and technically advanced
products. Additionally, Wigwam can still boast that
100% of the product line is proudly manufactured in
the United States.
"The I ronman brand seemed to be the perfect fit for
us. We were right and have enjoyed consistent growth
and enhanced recognition with the Ironman brand."
- Jim Einhauser, Executive Vice President Marketing & Sales, Wigwam Mills
www.wigwam.com
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SPENCO
Company: Spenco Medical Corporation
Primary Trade Channels: Food, Drug & Mass Merchandisers;
International Sporting Goods
Brand Profile: Spenco Medical Corporation is a worldwide
leader in performance footcare products. With nearly 40 years
of experience, Spenco is committed to advancing the science of
footcare. Domestically, 2004 has been a successful year for the
Iron man branded Spenco insole program, with key successes at
many of the major Food, Drug and Mass Merchandising
accounts. In addition', Spenco will expand its efforts worldwide in
2005 through its partnership with Intersocks, a global footwear
accessory sales and marketing company.
With continued innovation, cutting edge performance and the
strength of the Ironman brand, very bright things are in the
future for this program. An aggressive pricing strategy coupled
with precise product positioning will be the key factors for
helping drive market share growth in 2005.
Company: Fulcrum Health Products, LLC
Primary Trade Channels: Independent Bike Dealers and
Sports Specialty Stores
Brand Profile: Introduced in fall of 2004, Spenco""
IRON MAN oM gloves with Shock-Tek OM technology are the
only cycling gloves on the market with a patented Carpal
Tunnel Relief Zone oM - a channel in the palm padding that
directs pressure away from the median nerve to help reduce
hand numbness and fatigue caused by road shock and
vibration. For 2005, marketing plans include print
advertising, public relations and grass roots promotional
efforts directed at both the triathlete and cycling-enthusiast
markets. The cycling gloves are already being endorsed and
promoted as the "best cycling gloves on the market" by two
industry heavyweights: Tom Schuler, general manager of the
Timex multisport team and past Olympic cyclist; and,
Heather Gollnick, three-time Ironman champion and
member of the Timex multisport team.
www.spenco.com
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Company Bijoux International. Inc.
Primary Trade Channels: Mass. Sporting
Goods. Department Stores. Specialty
Stores and Internet
Brand Profile: The Ironman Sportbag line
is made from high-quality waterproof
materials including breathable neoprene.
heavy-duty brushed aluminum hardware
with signature Ironman logos. customized
contour handles and padded contour
shoulder straps for extra comfort. Several
of the styles contain hydration capabilities.
Additional features include water bottles
and zipped laundry bags. All of the products
have a lifetime guarantee.
Ironman Sportbags and Accessories has
recently introduced a line of travel bags that
exemplifies the feel and spirit that is
Iron man. Made of high-quality materials and
signature Ironman logos. each piece in the
line can satisfy the travel needs from the
everyday traveler to the most ardent of
athletes.
'!\fter considerable effort over the past couple
of years, our line has evolved into a fine
representation of what it means to be
an Ironman; strength, durability, and
uncompromising value. We will continue to
improve and expand our line and capitalize
on the Ironman brand name,"
- Dave Atlas, Marketing Manager
Ironman Sportbags & Accessories
Bijoux International, Inc.
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SPORTHAOS AND ACCESSORIES
www.ironmansportbags.com
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PERFORMANCE BASE LAYER
Company: London Fog Industries
Primary Trade Channels: Specialty Stores & Mid-Tier Department Stores
Brand Profile: A line of active wear created by athletes for athletes, using high performance hydrodynamic fabrications.
Apparel targeted for sports that require maximum performance, this line assures excellent results, easy care and the quality
standard of the Iron man name.
Ironwave'M is a fabrication used on our tri-suits and form fitting styles. A fine, light, compact and non-transparent fabrication
made of microfiber Polyamide and Lycra. Using the most recent textile technologies available today, this highly elastic fabric
combines water-resistant areas (treated with Teflon) with high absorbency areas. The combination allows the styles to be fast-
drying and more breathable, which enhances the comfort factor.
Ironair'M, the jacquard pattern used in looser-fitting garments, incorporates the Ironman logo tone-on-tone and offers a silky
touch. An exclusive fabric constructed of ultra fine polyester microfibers was developed to meet the highest demands of heat
dispersion and sweat absorption.
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AVAILABLE INTERNATIONALLY
The full line of Ironman Activewear and Base Layer products can
be seen at www.ironmanactivewear.com.
www.ironmanactivewear.com
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"Mass market opportunities have opened up due
to the wide consumer appeal of the Ironman name.
Overall licensee group strength and brand identity
provide significant, ongoing growth and recognition."
- Andrew Mundell, Co-Owner, Ironman Wetsuits
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Company: Iron man Wetsuits
Primary Trade Channels: Specialty Retailers,
Catalog and Sporting Goods
Brand Profile: Iron man Wetsuits is a world
leader in triathlon and multisports wetsuits, and
the number one wetsuit of choice for many of the
world's top triathletes. Since 1990, their design
team has pioneered almost every technological
enhancement in triathlon wetsuit design,
because, as athletes know, research and
development is at the very core of triathlon.
The latest innovations and operational structure
are ensuring that Ironman Wetsuits remains at
the forefront of wetsuit design and continues to
lead the way by delivering the best products to all
triathletes and swimmers, whatever the distance.
www.ironmanwetsuits.com
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Company: Cannondale
Primary Trade Channels: Specialty bicycle shops
Brand Profile: Cannondale's passion for performance
inspires cyclists around the world. Riders who
appreciate the lightweight. exhilarating ride and hand
craftsmanship of Cannon dale bicycles have made the
company a clear leader in the global cycling industry.
"We're driven to push the envelope in bicycle design. to
offer tangible advantages that triathletes and other
cyclists can feel and appreciate," said Matt Mannelly,
president of the Cannondale brand. "The Ironman name
symbolizes that same drive, that same constant quest for
excellence and improvement. Our affiliation with
Ironman links those same qualities back to Cannondale,
enhancing our brand image with triathletes and non-
triathletes alike."
www.cannondale.com
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Company: Profile Design, LLC
Primary Trade Channels: Specialty Retailers, Authorized
Dealers and International Distributors
Brand Profile: Profile Design re-joined the ranks of
Ironman licensees in September 2002 after a two-year
hiatus. According to Chris Travers, director of marketing for
Profile Design, the company's product has always been
dominant in the aerobar category. However, when the
company changed ownership, it felt it needed to re-establish
itself with its core customer base, and the most efficient way
to do this was by joining forces with Ironman. "We felt the
fastest way to reintroduce the Profile Design brand to our
core consumers was to align ourselves with an event that
was dominant in the minds of our core users, so Iron man
was a natural fit for us," said Travers. Many of the Iron man's
top contenders use the Profile system. Today, the company's
best-selling product bears the Iron man brand.
www.profile-design.com
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Profile Design CarbonStryke
Aerobars and ACD all carbon
forks are official products of
theIRa_'._ Triathlon World
Championship.
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www.michelin.com
"The synergy of combining two
highly recognized brands and
logos is a very powerful tool,"
- Steve White, Bicycle Marketing
and Sales Manager, Michelin
Company: Michelin
Primary Trade Channels: Specialty Retailers
Brand Profile: Michelin joined the Ironman ranks in 2002
when it was looking to expose its line of bicycle tires to the
growing triathlon market. While the Michelin brand was one of
the best-known names in automobile tires, the company had
not yet achieved that status with bicycle tires. The partnership
between the two strong co-brands has provided the ideal
vehicle for Michelin Ironman bicycle tires to gain market share
and heighten its visibility in the category.
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Company: LOOK Cycle International, SA
Primary Trade Channels: Specially-Authorized Distributors
Brand Profile: LOOK Cycle International, known for its technical
superiority and product innovations became an Ironman partner in 2002.
LOOK developed the first automatic pedal in 1984, winning the company
the Oscar de l'lnnovation. In 2000, the company developed the 100 percent
carbon pedal the CX?, which was named the "Product of the Year" by
"53x II" magazine and the Internet site journalducyclisme.com.
LOOK produces four pedals under the Iron man banner. The latest addition
to the group is the KEO, made of 100% long fiber carbon. A revolutionary
advancement in pedal construction, the KEO has 50% more platform
strength. yet only weighs in at 115 grams. Additionally, a surface between
the pedal and the cleat provides more stability and quicker responsiveness
to the rider.
"Our association with Ironman
has given us instant credibility among
triathletes, allowing LOOK to
provide high-tech, quality products
under the LOOK-Ironman co-brand,"
- Christophe Jouffret, Deputy Managing Director,
LOOK Cycle International, S.A.
www.lookcycle.com
^ Aqua Sphere" SERL
OFFICIRL PRODUCT OF THE IRONMRN TRIRTHLON
Company: Aqua Lung America
Primary Trade Channels: Sporting Goods and Internet
Brand Profile: Aqua Sphere products are the "Official Swim
Accessories of the Ironman Triathlon."
Aqua Sphere was already recognized within the triathlon community
when they came on board with Ironman in 200 I. At that time, roughly
30-40 percent of triathletes in the Iron man events used Aqua Sphere
products.
Through research, the company found that consumers
shopping in sporting goods stores recognized the Ironman
brand. The company wanted to create a two-tier product
line that would allow them to introduce a high-performance
product which could be sold at a premium.
As a relative newcomer in the market, the company
needed to quickly achieve recognition with the
general public in order to differentiate itself to
consumers. Ironman became one of the keys
in helping them do so.
www.aquasphereusa.com
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Today, the company continues to gain market
share with the triathlon community and also commands shelf
space at major retailers across the country.
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Company: BOB Trailers, Inc.
Primary Trade Channels: Sporting Goods,
Outdoor Gear; Specialty Bicycle, Running and
Juvenile Products
Brand Profile: BOB joined the world of
Ironman branded products in 2004 with the
launch of the Iron man Sport Utility Stroller.
Since 1998, BOB, a brand well known in the www.bobstrollers.com
bicycle industry, has manufactured the full
suspension Sport Utility Stroller, a product that
has quickly become one of the most popular and
coveted brands for active parents. The Ironman branded products feature enhancements to this successful design, creating the
very best jogging strollers for parents who are literally "on the run." The Ironman brand has enabled BOB to significantly
increase presence and business within the sporting goods and specialty running store distribution channels, while also benefiting
from exposure in less traditionallronman channels such as juvenile products and outdoor gear.
Recently, BOB released two additions to the Ironman Sport Utility Stroller Line - the Iron man Duallie and The Kona. Features
such as fashionable lightweight frames, parking brakes and adjustable alignment will appeal to active parents everywhere.
..........
A Healthy Guide to Sport
"The Ironman brand combines effort
and fun. Our series connects written tips
to active performance for everyone!"
- Hans JUrgen Meyer,
Managing Director, Meyer & Meyer Sport
Company: Meyer & Meyer Sport
Primary Trade Channels: Mass, Book Stores, Catalog, Specialty
Markets, Internet
Brand Profile: Founded in 1984, Meyer & Meyer has risen to the
elite of worldwide sport publishing houses. The many
collaborating companies throughout the world in Berlin, Vienna,
Stockholm, Budapest, New York, Auckland and Singapore form a
network for the international distribution of books and licenses.
More than 1,000 sports-related titles have been published with
more than 100 written in English. More than 1,200 known authors
and editors have written these titles, offering the customer a wide
variety of topics and points of view. Meyer & Meyer publications
are targeted to hobbyists, professional athletes, trainers,
instructors, sport teachers and sport scientists to help improve
their quality of life.
Through the Ironman editions, Meyer & Meyer will further
develop its program and strengthen its reputation as specialists in
endurance sports. This cooperation is a perfect match between
the professional know-how in sport publishing and Ironman's
renowned experience in triathlon.
MEYER
& MEYER
SPORT
www.meyer-meyer-sports.com
CaIDpuTrainer@
Official Bicycle Trainer of the Ironman Triathlon World Championship
Company: RacerMate
Primary Trade Channels: Factory Direct
Brand Profile: For years, top professional
athletes on the Ironman circuit have used
RacerMate's CompuTrainer software to
prepare for the challenging I 12-mile bike
course. CompuTrainer is an interactive, 3-D
cycling software package that simulates the
layout of some of the toughest courses
around the world.
The athletes found that using the soft-
ware significantly improved their race-day
performance because they were able to
experience every climb, curve and dip in the
various courses prior to being on location.
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RacerMate MultiRider software provides an exciting
group racing and training experience for up to eight
CompuTrainer riders at a time. Multi-Rider Centers are
being established throughout the world and are listed
on www.computrainer.com. Participants can check
their worldwide performance ranking on the website.
www.computrainer.com
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Company: SmartScience Laboratories, Inc.
Primary Trade Channels: Food/Drug and Discount
Brand Profile: Planning to carve out a niche with physically active consumers, SmartScience Laboratories, Inc., joined
the Iron man licensee roster in late 200 I to provide an Ironman-branded topical
analgesic rub. By signing with Iron man, the company planned to strengthen its
"Powerful Pain Relief for the Physically Active" pledge and capture a younger
demographic with its JointFlex('J Ironman@ Sports Pain Relief Gel, which is
specially formulated for use before, during and after exercise.
Since its introduction, the product has been well received by retailers. In its first
year, more than I 1,000 retail outlets stocked JointFlex@ Ironmance) Sports Gel.
"We believe the lronman brand symbolizes athletic
excellence, as well as athletic endurance and personal
achievement. The lronman brand has tremendous
brand awareness in the US, as well as worldwide,lI
- Gene Weitz, President, SmartScience Labs
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SPORTS NUTRITION SYSTEM
Company: Brand Group
Brand Profile: Specialty Retail, Catalog, Event Venues
Ironman Nutrition
Meal Replacement Drink
. An advanced meal replacement designed to
stimulate protein synthesis and fuel muscle cells*
. 40g of high quality protein and 30g of complex carbs,
combined with many important vitamins and minerals
. Available in Chocolate and Vanilla
Ironman Energy Booster™
. Prolongs the onset of fatigue*
. Contains Ironman Pro Energy Blend'M
. Provides long-acting release of energy-enhancing
ingredients to help support physical performance
and increase lean muscle
Ironman Post Workout
. Exclusive Ironman Pro Recover Blend'M
. Helps support protein metabolism, minimize muscle
tissue breakdown and supports muscle recovery by
restoring muscle glutamine levels
Ironman Joint RecoveryTM
. Glucosamine and Chondroitin revitalize the cellular
components within joints and provide lubrication.
. Improves flexibility and range of motion
,*- These statements have not been evaluated
by the Food and Drug Administration
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"The healthcare business is, first, about good treatment and,
second, about credibility. Ironman lends credibility in a big way."
- Mike Leahy, President, Active Release Techniques, LLC
Company: Active Release Techniques, LLC
Primary Trade Channels: Education and Healthcare Professionals
Brand Profile: ART is a progressive, patented soft tissue system that
produces dramatic results in treating injuries to muscles, tendons,
fascia, nerves and the surrounding tissues. The techniques have been
used to help speed the recovery of triathletes at the Ironman
Triathlon World Championship since 1988. ART is the creation of
Mike Leahy, board-certified chiropractic physician and veteran of 24
Ironman races. Leahy has been developing more than 500 treatment
protocols used in the process since 1984, and patented the techniques seven years ago.
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PERFORMANCE CARE
Leahy says the relationship with Iron man provides the perfect platform for making athletes and other physicians aware of
the latest developments in 'performance care,' and injury recovery. In addition to the event in Kona, Leahy and his team
have been on-site at the North American lronman events, including Ironman Florida, Ironman California and Ironman
Lake Placid, as well as Ironman Australia and lronman Canada.
What's next with Ironman? Working to provide the ART protocol to more Ironman races around the world.
www.activereleasetechniques.com
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"With the significant Increase In enthusiast and pmfesslonal partiCipation in
Ironman f< events, our opportunity to co-brand blends two organizations
committed to bnnglng high quality, performance and lasting value,"
_ Alan Romick, CEO, HEADSWEATS@ Inc.
Company: HEADSWEATS@ Inc.
Primary Trade Channels: All distribution channels in Sporting Goods categories,
Events, Construction, Power-sports, Pai ntball ,
Food and Restaurants.
Brand Profile: Recognition of out-
standing performance and quality
has positioned HEADSWEATS@
for continued growth in all
markets. HEADSWEATS@ is
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Company: Zefal SA
Primary Trade Channels:
Independent Bicycle Dealers,
Multi-Sports Chains
Brand Profile: A new partner in
2003, Zefal introduced a line of bicycle
accessories including
the biggest cycling
bottle on the market
(32 oz), as well as two
alloy floor pumps with
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products focus on the
everyday training needs of athletes
and the growing popularity of cycling.
www.zefal.com
"The initial reaction to team up
the I ronman brand with Zefal
products has been very positive. We
feel confident that our customers in
the U.S. and around the world will
make the lronman license a
company success story."
- Philippe Mergaux,
Vice President, Zefal SA
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Iron Girl believes, "When women get
moving, a movement is not far behind.™''
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Company: World Triathlon Corporation
Brand Profile: Iron Girl, a brand once known for its fashionable multisport
apparel line, has been repositioned as a new event-based brand to support
women's active lifestyles and address their ever-changing fitness needs.
With the event focus, Iron Girl is creating top notch women's-only events
from walking and running to duathlon and triathlon that create a memorable
experience for all participants, both beginners and veterans.
Judy Molnar, vice president for Iron Girl says, "Our goal
is to enhance the experience of healthy and active
women through events, quality products and services.
Iron Girl also hopes to empower those women who
aspire to make fitness a priority."
Iron Girl will launch the new spring/summer active
wear line in 2005 that is a balance of both comfortable
technical fabrics and fashionable designs for women
going to the gym or participating in an event.
www.irongirl.com
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IRBIIKIDS@
For the next generation
Ironkids is an authentic brand, representing a healthy, active lifestyle for
kids from five to 12 years old. It shares many of the same traits of its
parent brand - durability, quality and excellence. The Iron kids brand
was introduced in 1989 when the first shipment of Ironkids bread hit
store shelves. Today, more than 1.5 million loaves of Iron kids bread are
purchased each week.
To date, two of Ironman's key partners have expanded their product
lines to include the Ironkids brand. Timex, the same company that
initially capitalized on the Ironman brand in 1986, was the first to roll
out its line of Ironkids watches in November 2000. Currently, there are
six styles in the Iron kids line.
Features include:
. Shock resistance
. sOM water resistance
. Indiglo night-light
. Chronograph
. Alarm
. Timers
Two new styles will be launched this year utilizing the advanced glow-
in-the-dark materials.
FosterGrant, another leading licensee, built upon its substantiallronman
success by rolling out a line of Ironkids sunglasses in Spring 2002, which
includes nine trendy styles.
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Categories available for licensing:
· bikes
· bike accessories
· book bags
. bacl<packs
· school supplies
. shoes
· casual apparel
. hats
· video games
· swim goggles
· swim accessories
· fitness products
· athletic apparel
Additional Partners of Iron man
Carpet Fiber
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ENDLESS POOLS'"
SWIMMING MACHINES
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D&H
CONSULTING
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www.D-HConsulting.com
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Drivers wanted:
AMERICAN INTERBANC.COM
Mortgage Bankers
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LICENSING AND SPONSORSHIP:
IRON MAN
BILL POTTS
(727) 942-4767 EXT. 320
bill@ironmanlive.com
IRON GIRL
JUDY MOLNAR
(727) 942-4767 EXT. 204
judy@ironmanlive.com
PUBLIC RELATIONSjMEDIA:
BLAIR LAHAYE
(727) 942-4767 EXT. 207
blair@ironmanlive.com
TV PRODUCTION:
PETER HENNING
(727) 942-4767 EXT. 223
peter@ironmanlive.com
HEADQUARTERS:
IRONMAN
43309 U.S. HIGHWAY 19 N.
TARPON SPRINGS, FL 34689
(727) 942-4767 FAX: (727) 942-1987
IRON MAN, IRONM~ TRIATHLON,
IRON GIRL and the" are
registered trademarks of the
World Triathlon Corporation.
IRONKIDS is a trademark of
the Sara lee Bakery Group.
www.ironmanlive.com