Super League Triathlon expands North America operations

Nov 2, 2023 | supertri

Scott Nilson has been appointed as Super League Triathlon’s first US General Manager to lead its American expansion.

Scott joins Super League as it prepares to launch its first full US mass participation Series in 2024 after adding the prestigious Chicago and New York Triathlons to its portfolio which also includes the Malibu Triathlon.

Super League will recruit a full-time team based in the US to help grow and develop both the mass participation and pro side of the business as it aims to bring short-course triathlon racing back to the public consciousness in North America and rapidly expand its soon to be updated brand.

Scott will lead the team and joins after spending the last eight years at Spartan, where he most recently served as General Manager of North America, overseeing delivery of 100 event weekends across multiple brands and disciplines. Prior to that he helped Spartan build their mass participation events across 40 countries, integrating the Tough Mudder brand and managing the launch of the global Trail running series.

Before joining Spartan, Scott, who is based in Boston, had a varied career working for several public companies and even spent a year abroad working on the Middle East peace process.

Also joining the US team at its launch as VP of Marketing NAM is Allie Bradford. Allie most recently worked for Spartan for five years as VP of Event Sales and Marketing NAM, leading the marketing and sales teams.

Michael D’hulst, Super League Triathlon CEO and Co-Founder, said: “Scott is perfectly placed to help spearhead our growth in North America at this hugely exciting time for Super League Triathlon. In 2024 we will run three of the most prestigious mass participation triathlon events in the world under a new brand and for the first time and have a true focus on the US.

“Building a US team is critical to our success and the ability to not only produce high quality events, but also to grow our brand and offer to partners a truly global proposition.”

Scott Nilson said: “It is a fantastic opportunity to join Super League Triathlon and to be able to lead its US development and strategy. I think the mix of a strong brand and knowledge of how to stage world-class events will deliver a proposition that is unrivalled for athletes while at the same time growing the sport in the US. A mix of mass participation and professional racing is a very compelling proposition and one that I believe can bring success for Super League and our partners.”

Related posts