Exactly one week ago, the PTO and World Triathlon announced a new – or rather renewed – partnership. With the introduction of the Triathlon World Tour, which will encompass not only the T100 series but also a T50 series (formerly the WTCS) and a Challenger Series (formerly the World Triathlon Cups), it immediately became clear that the balance of power within the sport is shifting, at the very least. Time for a first assessment.
That assessment is, of course, based largely on feelings and assumptions. How the Triathlon World Tour will ultimately play out remains to be seen, especially since the system will only be fully implemented from 2027 onward. Still, there are already clear pros and cons to be identified.
Positive
The sport is becoming more structured and understandable.
In recent years, triathlon has not become any clearer – especially not for outsiders. Almost every month, athletes race for a world title, a European title, or another major championship. This has resulted in multiple champions, some more appealing than others, and for casual fans, the situation has become virtually incomprehensible. With the introduction of a Triathlon World Tour, the number of championships is reduced, while the overall structure becomes more recognizable and easier to explain. That alone is a significant gain.
Negative
Fewer opportunities for lesser-known athletes.
With the disappearance of various championship races, it becomes harder for athletes outside the absolute world elite to race themselves into the spotlight. Most attention will inevitably go to the T100 and T50, while the Challenger Series is likely to receive far less coverage. As a result, breaking through to the highest level as a potential top athlete may become more difficult.
Positive
A more attractive media product.
Over the past few years, the PTO has invested heavily in broadcasting rights for the T100, aiming to market its product internationally – but that has proven far from easy. It is no coincidence that from 2026 onward, men’s and women’s T100 races will be held separately, resulting in shorter broadcasts that are presumed to be more appealing to the average viewer. With the massive expansion of its race portfolio – around one hundred events when all series are combined in 2027 – the media product becomes significantly more attractive. Add to that the fact that most races will be shorter than the T100 format, further enhancing viewer appeal.
Negative
Is the PTO gaining too much power?
Whether the PTO is becoming a monopolistic force is a question everyone must answer for themselves. What is undeniable, however, is that the organization claims a much larger share of the proverbial triathlon pie with the Triathlon World Tour. At the same time, World Triathlon effectively agrees to the commercial exploitation of what has historically been its most valuable assets: the WTCS and, to a lesser extent, the World Triathlon Cups. On one hand, this brings financial stability and a more institutional role for World Triathlon; on the other, it also means reduced – if not eliminated – power and influence.
Positive
A clearer separation between governance and commerce.
This shift also means that organizational governance and commercial exploitation are becoming more clearly separated. In recent years, it has become evident that taking major business risks, making large investments in broadcasting rights, and similar ventures do not align well with World Triathlon’s nature or decision-making structures. From that perspective, World Triathlon’s operational effectiveness and focus could actually improve.
Negative
Concerns over governance and integrity.
World Triathlon has recently been in the news for the wrong reasons, with allegations of corruption playing a significant role in the elections earlier this year. The question remains whether the organization can function properly in an environment where tens of millions of euros are being invested and circulated. Will that money truly go toward the development of the sport, or does it open the door to potential self-enrichment?
Positive
A potential Olympic future for T100.
While the PTO has openly flirted in the past with the idea of making the T100 distance Olympic, the arrival of a Triathlon World Tour suddenly makes that prospect far more realistic. Los Angeles may come too soon, but it is not unthinkable that we could eventually see three Olympic triathlon events: alongside the T50 (Olympic Distance) and the Mixed Team Relay, also a T100 race. Few would object to a bit more Olympic spectacle, right?
Negative
What happened to athlete ownership and influence?
Who still remembers the PTO’s promise that it would effectively function as a kind of union for triathletes, with professional athletes even securing a 50 percent ownership stake? Very little of that seems to remain. In fact, several professional athletes sounded the alarm over the past year about tens of thousands of dollars in unpaid prize money – let alone any meaningful influence within the organization. With large-scale takeovers and new partnerships like this one, athlete power is likely to diminish even further.
Balance
The balance is both clear and complex. Very positive developments are taking place within the PTO, but they are accompanied by disappointing and questionable elements. That triathlon is evolving is beyond doubt – and evolution is necessary. Standing still benefits no one, and meaningful growth often requires bold and disruptive steps. In that regard, the PTO is undeniably pushing the sport forward.
How all of this will ultimately play out in practice is something only time will tell.