CANADIAN RACE

Grass Roots Racing

ADECADE AGO, triathlon was booming in Canada. Then, for numerous reasons, participant numbers plateaued. Ontario, for example, experienced a five to 10 per cent annual decline in participation numbers between 2013 and 2016.

Since then, there has been a modest revival. From 2016, participant numbers have slowly increased across the country. (The Ontario market has witnessed an overall annual growth in participation of about one to five per cent, with even larger growth seen in 2019.) But the total number of triathlons has decreased, with some smaller, grassroots races unable to keep up in what has become a highly competitive, cut-throat industry.

Key triathlon brands, however, have continued to prosper and garner phenomenal athlete loyalty. These more mainstream events have attracted numbers for a reason: they’re usually in prime locations held on cherry-picked dates, with well-supported backing from municipalities and volunteers, and larger budgets to offer upscale trimmings.

But the sport is far deeper than a handful of well-liked destinations. Triathlon is a sport founded by grassroots initiatives, and many races across the country have held true to their spirit of humble beginnings despite falling numbers of athletes toeing the start line. Here are a couple that continue to stand the test of time that are worth a look next season.

Leamington

In Ontario, the Leamington Multisport Weekend is a prime case study. The race first started well over 30 years ago as a children’s event in a backyard pool. It remained like that for a few years until the event outgrew its backyard pool and moved to its new locations. The youth and beginner event takes place at the Leamington Kinsmen Recreation Centre on Saturday, while Sunday’s sprint-distance races take place at the Leamington Municipal Harbour.

The race typically attracts around 100 youth and beginners on Saturday and almost 200 on Sunday, with around 70 to 80 volunteers helping over the course of the weekend. Many of the volunteers have been with the race for over 10 years.

“Bigger brands have absolutely impacted our numbers,” says race director Ben Balkwill. “We have absolutely felt the decline in participation from the commercialization of the sport. In the past the race attracted athletes from well past Toronto, however, now we struggle to get racers from London to come down and visit. The market, we feel, is saturated, and getting athletes to travel down to us is a real struggle.”

The Leamington event typically took place on Father’s Day weekend, until one of the bigger brands moved their race weekend to that same day and numbers tanked.

“We were able to keep some of our locals, but, many of our local competitors decided to travel to the other race,” Balkwill says.

To attract more participants, race organizers added school challenges to engage the local elementary and high schools, offered unique swag, local produce, and highlighted some of their most loyal participants and volunteers. Additionally, over the last two years they’ve worked hard to up their social media presence, with mixed success.

Cowichan

In British Columbia, the Cowichan Challenge, put on by the Ceevacs Roadrunners Club, has been around for over 35 years. The event, which has kids, sprint and standard distances, used to sell out and have a waiting list.

“Less competition and Sugoi singlets were the big draw,” says former Race Director, Janine Frank.

But the race scene on Vancouver Island drastically changed once bigger brands set up alongside grassroots events, and many smaller events simply couldn’t survive. The Cowichan Challenge was forced to rethink its location and race distances in a bid to compete. It is now centred around Fuller Lake Park in the Cowichan Valley near Chemainus and includes kid’s events plus an aquabike for athletes not wishing to run.

The number of athletes over the years has ranged from 100 to 250, but the event hasn’t seen more than 140 athletes in the last few years. It takes between 40 and 50 volunteers to run smoothly.

“There is more competition in attracting athletes,” says 2020 race director Rob Grant. “Added to competing against other triathlons, there seem to be more road and trail running, mountain biking and cyclocross events, and adventure racing. For sure, the small, local events seem to be under pressure.”

The Cowichan Challenge, like many other small races, relies heavily on community spirit, passionate volunteers, excellent pre-race food and an abundance of support from local organizations who provide top quality prizes for both podium finishers and random athletes alike.

Both race directors agree on the importance of supporting grassroots races.

“Simply put, grassroots events are the best place for people to get introduced into the sport,” says Balkwill. “We are able to offer a ‘hometown’ feel to a race with competition appropriate for all levels. While the bulk of our participants are new to the event – your typical weekend warrior – we do attract some great racers. And it’s not only the race, for many it’s after the race when people just get to hang out with a relaxed, close-knit community feel.”

Grant adds, “Supporting grassroots events is important to attract new people to triathlon and give existing club members an opportunity to compete. Another aspect is the economic benefits of hosting an event with even 100 athletes plus their supporters. It definitely increases exposure to our community.”

There is no question the bigger races provide quality race experiences and there are valid reasons behind brand loyalty. But given the costs – often including race fees, travel, accommodation and other miscellaneous expenses – it may well be time to revisit local races that offer an abundance of homegrown community spirit, a tight-knit vibe, and a huge feelgood factor.

Simply put, grassroots events need your participation to survive. They offer many things that the bigger brands simply cannot replicate.

Kerry Hale is a regular contributor to Triathlon Magazine Canada. He lives in Comox Valley, B.C.