Following yesterday’s news that Ironman has been bought by a Chinese conglomerate, many commentators have predicted further price rises or worse for the iconic triathlon brand. 220 columnist Tim Heming mulls it over.


I suppose you can still include chasing a Double Gloucester down Cooper’s Hill, snorkelling a few bogs in Llanwrtyd Wells, and maybe even pulling on the oars in the lung-busting Varsity Boat Race, but to find a sport where the Corinthian ideals of amateurism still survive at the highest level is no easy task.

M-dot tattoos are just one example of the brand loyalty Ironman enjoys (image: iStockPhoto)