About Elevate 2028 #
A focused strategic plan is essential to shaping the future of triathlon and multisport. Elevate 2028: Focus Forward is USA Triathlon's roadmap to unite, inspire, and amplify our collective impact. Since its launch in 2021, we’ve made significant strides to grow the sport and adapt to challenges, including the complexities of the COVID-19 pandemic. As we reach the midpoint of our journey, sharpening our focus allows us to channel our energy and resources into opportunities that will drive transformative growth, innovation, and resilience across the entire multisport ecosystem.
With a clear and purposeful strategy, we will empower athletes, coaches, race directors, clubs, and stakeholders to achieve new heights. A focused plan ensures we leverage our strengths, build strong connections, and create a ripple effect of progress and inspiration. Together, we can grow participation, ignite a passion for multisport in communities nationwide, and build a stronger legacy for generations to come. The future of multisport is bright, and we plan to rise with purpose and unity.
Purpose, Mission, Vision#
Purpose
Give everyone a chance to tri.
Whether you’re a first-timer or an Olympian or Paralympian, we’ve got a spot for you. At our core, we focus on access - removing financial barriers and promoting inclusion so every athlete has the chance to race toward their personal best. Whether you’re aiming to finish or win, it’s the effort that counts in experiencing the benefits of multisport.
Mission
Drive success for multisport from the starting line to lifelong love.
We’re dedicated to growing triathlon nationwide, uniting athletes of all backgrounds through swimming, biking, and running. Everyone is welcome, with opportunities for all to enjoy the sport and our vibrant community, no matter where they are on their journey.
Vision
Bring triathlon to new places, people, and possibilities.
We aim to restore triathlon’s prominence in our athletic landscape by bringing more races to communities, energizing towns with pride and inspiration. By reaching untapped demographics and reducing access barriers, we’ll help everyone see themselves as triathletes, driving growth and innovation from the 2028 World Stage and beyond.
Elevate 2028: Focus Forward is more than a strategic plan — it’s our commitment to serving the athletes, race directors, coaches, clubs, and entire multisport community that make our sport thrive.
2028 Impact Outcomes #
USA Triathlon will deem our efforts successful if the following impacts are realized in 2028:
- Our industry is thriving with more businesses succeeding in the sport.
- Our sport is welcoming to all, easily accessible, and ready to support more athletes participating at all levels.
- Our Elite pipeline is robust and the Olympic and Paralympic Team is prepared to achieve historic success at LA2028 and beyond.
- Our community is continuously inspired by athlete stories, and everyone can see themselves as a multisport athlete.
- Our organization is the most valued partner in multisport and is primed to support the long-term growth of our community.
Generate measurable growth and meaningful value for race directors, coaches, clubs and strengthen connectivity within the USA Triathlon ecosystem.
We make it easier for businesses in our sport to succeed.
- Grow and Support Multisport Businesses
Increase the number of participants in events and athletes being coached and joining clubs to improve overall industry health. - Provide Education and Resources
Ensure USA Triathlon-affiliated multisport constituents are recognized as highly credible and competent, and that their certification is widely sought after. - Activate the Ecosystem
Foster meaningful connections between businesses within the multisport community and cultivate a culture centered on constituent success and support.
Serve as the connective tissue of the sport by creating emotional and tangible engagement that fosters athlete identity, builds affinity, and expands and diversifies the multisport athlete community.
We help athletes start racing, race more, and race better.
- Increase Participation
Increase participation in multisport. - Create and Nurture Identity
Ensure our sport is welcoming, accessible, and supportive forathletes of all levels. - Foster Engagement
Inspire our members to actively participate in, engage with,and contribute to the community.
Invest in sustainable programming that drives the pipeline of the sport from grassroots to Olympic and Paralympic performance.
We develop the pipeline of our sport and drive continuous Olympic and Paralympic success.
- Strengthen the Sport Pathway
Increase participation by creating a clear, sustainable pathway that encourages youth, high school, and collegiate involvement. - Advance Elite Performance and Pipeline
Drive improved elite performance, pipeline growth, and inspire new fans by preparing our team for historic success in the LA28 Games. - Foundation Development
Philanthropy funds the advancement and sustainability of the sport.
Create and share the authentic story of USA Triathlon to drive awareness, engagement, and loyalty to our organization, constituents and Olympic and Paralympic programs.
We are the storytellers of our sport.
- Elevate the Brand
Strengthen the USA Triathlon brand to be authentic,respected, and trusted, while clearly sharing the connectedstories of multisport, athletes, and the community. - Develop an Elite Sub-Brand
Transform the elite brand into a recognized elite sub-brandthat inspires fandom. - Leverage LA2028
Build sustained momentum and growth for the future of oursport.
Elevate organizational capabilities to successfully deliver on our strategic priorities and support a highly-skilled and engaged workforce.
We exemplify excellence.
- Grow People and Culture
Cultivate a culture of excellence, collaboration, service, andinclusion by investing in and growing a highly-skilled andengaged workforce. - Improve Performance
Increase operational effectiveness, build a strong financialfoundation, and proactively mitigate risks. - Leverage Technology
Drive digital transformation to streamline operations, reducecosts, and enhance efficiency while improving the delivery ofvalue to constituents.
Guiding Principles #
Service: We operate in a spirit of service and giving back, enabling the triathlon/multisport community to attain its goals and thrive. We offer best-in-class resources and support to engage and expand our community and are viewed as the expert for all those with a stake or interest in our sport.
Excellence: We embody the aspirational ideals set by our Olympic and Paralympic athletes, reaching the highest performance levels in everything we do and setting new standards through creativity and innovation. We foster a best-in-class culture, mindset, and environment that inspires our community to achieve personal bests every day, both in sport and in life.
Collaboration: We maximize reach and available resources through strategic partnerships. We actively seek opportunities to bring together members of our community to build relationships, share information and promote the benefits of cooperative goodwill.
Belonging: We aspire to ensure that the sport reflects the country we represent. We value and embrace diverse backgrounds, experiences, and perspectives. We recognize that our differences make us stronger. We strive to break down economic and social barriers to triathlon and multisport and provide increased access and representation to underserved and underrepresented communities.