The problem
Women remain a small share of the triathlon field, roughly 20% of full-distance IRONMAN starters and 26 to 27% at half-distance events, and the sport was stuck in a circular problem. Sponsors and brands hesitated to invest in women's triathlon because participation was low, while participation stayed low without real investment to lower the barrier to entry. TriDot needed a way to open this underserved audience at scale, without relying on a traditional paid acquisition funnel to prove the demand existed.
My approach
I led go-to-market strategy and launch for Limitless, a free one-year TriDot access program built specifically for women new to or returning to triathlon. Rather than compete for a new audience through paid channels, I built the offer around removing the two real barriers, cost and credibility, by making the program free and anchoring it to a partner the endurance community already trusted: six-time IRONMAN World Champion Mark Allen, engaged as co-creator and spokesperson. The entire program, positioning, offer, and applicant landing page, went from concept to live launch in 15 days.
What I did
- Built and launched go-to-market strategy, positioning, and messaging for a net-new brand initiative in 15 days, zero to one
- Secured and activated Mark Allen as founder-partner and spokesperson, building a co-branded campaign around his credibility with the endurance community
- Built the applicant landing page and offer structure: a free one-year TriDot subscription, no credit card required, limited to women new to the platform
- Managed real-time capacity strategy, doubling available spots from 500 to 1,000 in response to day-one demand
- Built and launched an ongoing monthly content series, mentor program, and online community, featuring prominent women in triathlon, to support engagement and retention after enrollment
- Partnered cross-functionally with product and coaching teams to align onboarding, coaching capacity, and platform readiness with signup volume
Results
Beyond the launch numbers, Limitless opened a new, historically underserved audience segment for TriDot at scale, and generated ongoing earned media, brand recognition, and a library of participant testimonials and social content for TriDot beyond the program's own audience.
When positioning removes the real barrier, cost and credibility, rather than just adding more marketing spend behind the same message, demand doesn't need to be forced. Selling out twice in three days is what happens when the right partner, the right offer, and the right underserved audience come together, and building a program worth talking about turned a mission-driven initiative into an ongoing source of brand equity, not just a one-time push.