Short, Fast, and Thrilling: How SuperTri is Changing the Game with Michael Dhulst

Markus and Ned sit down with Michael Dhulst, co-founder and CEO of SuperTri, to talk about shaking up the triathlon world.
Michael shares his journey from working at Volkswagen in China to launching SuperTri, a short-course triathlon league that’s built for athletes and spectators. Compact courses, thrilling formats, and team-based racing are changing the game-and pulling in new fans.
He also dives into the business side: how to connect with participants on an emotional level, the growth of SuperTri E (their e-sports triathlon platform), and the challenges of scaling globally.
With a focus on the U.S., Europe, and the Middle East, Michael explains how SuperTri is bringing triathlon to new heights, all while keeping the drama and grit of racing alive.
Packed with insights and fresh ideas, this episode is a must-listen for endurance sports fans and innovators alike
Timestamps:
(00:25) Intro Michael Dhulst
(01:25) From Volkswagen China to doing triathlons
(05:30) Why starting Super League Triathlon in the world of triathlon
(14:00) The format of Supertri racing
(16:50) The business behind Supertri & building teams
(23:20) Focusing on the customer in triathlons
(30:40) The power of storytelling
(35:00) Expanding Supertri into different markets
(39:25) The vision for Supertri
(41:55) Ned’s Drop
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