USA Triathlon Unveils Elevate 2028: Focus Forward — the Organization’s Refreshed Strategic Plan Leading to LA 2028 Games

COLORADO SPRINGS, Colo. — USA Triathlon is thrilled to announce Elevate 2028: Focus Forward, an ambitious and visionary strategic plan that will shape the future of multisport as we approach the LA 2028 Olympic and Paralympic Games. This exciting new direction is designed to ignite passion, drive innovation, and inspire a nationwide movement that elevates triathlon to new heights. 

At the heart of Elevate 2028: Focus Forward is a commitment to building an inclusive, vibrant, and thriving multisport ecosystem, where athletes, coaches, race directors, and clubs all play a crucial role in shaping the sport’s future. This plan will guide USA Triathlon’s actions and inspire everyone to push boundaries and achieve greatness — from first-time participants to elite athletes aiming for Olympic and Paralympic glory. 

Our Purpose, Mission, and Vision remain the foundation of our work: 

Purpose: To give everyone a chance to tri

Mission: Drive success for multisport from the starting line to lifelong love 

Vision: Bring triathlon to new places, people, and possibilities 

“Elevate 2028: Focus Forward is more than just a strategic plan — it’s a call to action,” said Victoria Brumfield, USA Triathlon CEO. “It’s a shared vision that will unite and inspire our community, driving us toward a vibrant future for triathlon and multisport. Our goal is to be there for every athlete, whether they’re crossing the finish line for the first time or striving for Olympic and Paralympic greatness. As we look toward and beyond LA 2028, we have a once-in-a-lifetime opportunity to elevate the sport of triathlon in the U.S. like never before.” 

Elevate 2028: Focus Forward marks an elevated chapter for USA Triathlon, focusing on new priorities and innovative initiatives that will bring the sport to more people, spark greater participation, and leave a lasting legacy. The LA 2028 Games will be the first time Olympic triathlon and Paralympic triathlon will be contested in the U.S. — in Southern California, the birthplace of triathlon — offering the extraordinary opportunity to build a multisport legacy across the country.  

"Elevate 2028: Focus Forward sets an ambitious vision for triathlon in the U.S. — boosting participation, enhancing athlete experiences, and building a sustainable legacy. While the objectives are bold, the USA Triathlon Board has complete confidence in our talented team at USA Triathlon and the amazing multisport community to achieve these goals," said Henry Brandon, USA Triathlon Board Chair. "We're excited about this initiative and look forward to working together to overcome challenges and seize opportunities that will strengthen our sport and organization over the next four years.” 

USA Triathlon Elevate 2028: Focus Forward Key Pillars 

With Elevate 2028: Focus Forward, USA Triathlon will focus its energy, innovation, and resources on five key pillars, each designed to elevate the sport and drive meaningful change in the multisport community. These pillars set a bold course for the future of triathlon: 

Build a Thriving Multisport Industry: Empower and support race directors, coaches, and clubs, creating an ecosystem where all players in the sport thrive and succeed together.

Expand Multisport Participation: Engage new athletes, build stronger connections, and foster a community that welcomes all, making multisport an accessible and exciting opportunity for everyone. 

Invest in Sport Development and Elite Performance: Cultivate the next generation of champions, from grassroots athletes to Olympic and Paralympic hopefuls, through sustainable and impactful programs. 

Evolve the Brand: Share the inspiring, authentic story of USA Triathlon, raising awareness and building lasting engagement with athletes, fans, and the broader community. 

Achieve Operational Excellence: Strengthen our organization to ensure we meet our ambitious goals and continue delivering world-class experiences for athletes and supporters. 

A Call to Action: Join the Movement 

USA Triathlon is more than an organization — it’s a vibrant, community-driven movement. Every race, every coach, every club, and every athlete play a pivotal role in propelling the sport forward. The journey to LA 2028 is a powerful opportunity to showcase the strength, resilience, and spirit of the multisport community. Together, we’ll inspire the next generation of triathletes, build a lasting legacy, and push the boundaries of what’s possible — one swim, bike, and run at a time. 

Join us as we elevate triathlon, fuel the passion of athletes across the country, and create a movement that will inspire generations to come. 

Click here to explore Elevate 2028: Focus Forward in detail, including USA Triathlon’s Purpose, Mission, and Vision, key pillars, strategies, and target outcomes.