Early Season Growth at the Early Bird

On May 18, 2019 over 600 participants took the start line at the Somersault Events Early Bird Triathlon, Duathlon and Run Events. The Early Bird is a favourite for new-comers and a popular early season event for multi sport participants from across Ontario. 

The Early Bird Triathlon, Duathlon & Run saw a 12.4% increase in participation over the 2018 following a general year-over-year increase in participation at all its events. 2019 is shaping up to be one of Somersault’s biggest years in terms of both revenue and participation in the past 4 years despite a general industry decline in the same time period. 

Bucking the Trend

While larger event series have struggled to retain participants year-to-year, Somersault has been able to not only weather the storm but thrive due in large part to its accessibility for participants. 

Somersault’s events are typically much shorter with average finish times in the 60-120min range depending on the length of the event. This significantly reduces the time commitment required to train for and complete these events while still providing a sporting and competitive atmosphere. 

Somersault is attractive for new-comers to the sport and those who prefer to engage with the sport on a more frequent basis. Many of our participants complete two to three of our events per season. 

The Early Bird, in particular, allows participants to start their reason season in late spring, a rarity in the triathlon world. Leveraging the large 50m pool at Carleton University, Somersault offers a controlled environment in temperate calm water. 

Sponsorship Opportunities

As Somersault continues to grow, our partners grow with us. Somersault has a long history of partnering with small to mid-sized businesses  for promotional opportunities and ventures. 

Somersault has an active reach of over 25,000 from a geographic region that spans from Ottawa to Toronto along the 401 corridor. This provides an instant highly engaged audience to our event partners. 

Over 600 participants pass through our finish chute at the Early Bird in front of early as many spectators composed of family members, supporters, and fans of the sport. Because of this many of our partners prefer to have an onsite presence to engage directly with clients and participants. 

Moving Toward the Future

Somersault recognizes the importance of adapting to the current trends in marketing and advertising which is why we have gone to great lengths to improve our online presence. With a recently redesigned website and a modern social media marketing strategy, Somersault has grown its audience outside the classic marketing avenues and connects with its participants and potential participants in a more meaningful way than ever before. 

Through a blending of traditional signage marketing via finish barriers (seen above), promotional materials in event kits, as well as active engagement with the triathlon community through our social media channels, Somersault is in a position to offer its strategic partners a wide array of marketing opportunities that positively impact branding and revenue generation. 


The Somersault Event Series is the pre-eminent event series in Eastern Canada consisting of triathlon, duathlon, and running events for all ages and abilities.



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