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  • Gary Roethenbaugh

London Triathlon joins Challenge Family as rebranded Challenge London

Updated: Jan 3


(Article originally published on our sister site endurance.biz in May 2023.) Billed as ‘the world’s biggest city centre triathlon’, the London Triathlon has become part of Challenge Family. The event, which takes place in the UK capital on August 6, 2023, will now have a new look as it becomes Challenge London.


The partnership between the London event’s organiser LimeLight Sports Club and Challenge Family will see the rebranded event become the first ever Challenge Family event to take place in London and will include a new distance. Challenge London will now host a middle distance race, in place of the previous Olympic Plus distance.


According to a release from Challenge Family… ‘The middle distance will provide the required competition for many high-level and elite triathletes as part of their competitive season, with many striving for qualification for The Championship or ranking points for professional athletes as a PTO Silver Tier event.’


The middle distance race will feature a 1.9km swim, 80km bike (with plans to increase to 90km in 2024) and finishes with a half marathon on the same London course already enjoyed by thousands of triathletes over the years.


The swim will take place in the sheltered Royal Victoria Dock while the three-lap bike will take athletes from the Docklands to Westminster and back, taking in some of London’s most memorable sights, while the multi-lap run will take place within Docklands.


‘Challenge London is the world’s biggest city centre triathlon open to all abilities, seeing participants ride by Big Ben, the London Eye and Houses of Parliament, setting off from the ExCeL Centre in East London, the heart of the Docklands.’


In total: the triathlon consists of six distances and challenges, including: Super Sprint, Sprint, Sprint Relay, Olympic, Olympic Relay and Middle.


Craig Dews, CEO at LimeLight Sports Group, said “The London Triathlon has found a new home, thanks to this brilliant partnership with Challenge Family.


“Challenge London will continue to be the world’s biggest city centre triathlon, seeing all of the famous sites the capital has to offer, but this year with a new element of our blue riband event, the mMiddle distance, which we hope will bring experienced triathletes from across the world.


“Challenge Family is a recognised brand with good, shared values to ours at LimeLight when it comes to growing the sport’s inclusivity, diversity and accessibility. To bring Challenge back to England is very exciting for the sport.


“We believe that the event now will have international appeal, bring some of the biggest names in the sport to London, whilst maintaining its place as a brilliant triathlon for all levels of experience.”


Challenge Family CEO, Jort Vlam, said “We are very excited to partner with the team at London Triathlon to bring middle distance racing to the heart of one of the world’s most historic cities and for London to join Challenge Wales on our UK race calendar.


“For athletes to be able to race past some of the most iconic buildings in the world is almost unheard of in long course racing – Challenge London will without doubt deliver an unforgettable triathlon experience in line with our commitment to ‘all about the athlete’.


“We very much look forward to working with the established Challenge London team to set a new standard in middle distance racing.”




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