Finisher at the Norseman Extreme Triahlon (Photo: Lars-Erik Blenne Lien)

The world’s toughest Triathlon series partner with

Erik Sjöbeck
3 min readNov 4, 2019

-- enters into a three-year agreement with the XTRI World tour, which is the world championship for extreme triathlon races over Ironman distance., which provides a digital platform for endurance races, will be used by the tour as the digital hub for both participants and organizers. Among the races are renowned races such as Celtman and Norseman who have been named the world’s toughest triathlon race.’s ambition is to become the leading community in the world for race participants. The focus during the first two operating years has however been to develop a comprehensive solution for race organizers with everything from registration to timekeeping. The goal is to start focusing on more functions for race participants during the fall and the agreement with XTRI World Tour is fully in line with these plans. According to the company’s CEO, it is the company’s long-term vision and the holistic view of linking the two target groups that are the main reasons why an actor like X-tri chooses the platform for all its races globally.

Xtri World Tour is the toughest Thriathlon series in the world (Photo: Kai-Otto Melau)

— With the XTRI World Tour we get a partner who believes in our vision and strategy to get more participants to discover the races. Pairing the platform’s participant profiles with the XTRI-concept we have been able to create a model that creates value for both participants and organizers. Through the platform, participants in their profiles will now be able to handle all their registrations and information related to the races. The race organizers will in turn receive new digital solutions that will largely automate and simplify for them, says CEO Johan Jakobsson. will now launch in no less than 10 countries during 2019–2020 where expansion to the other Nordic countries has already started. Among the other countries on the list to which the company is now expanding includes Canada, Morocco, Italy, Spain and the United Kingdom.

Race 2 Race Ab, which is the company behind, closed a first investment round before the summer with investors consisting of, among other things, experienced tech and e-commerce profiles. Since August, the customer base has more than doubled and the company wants to continue the strong growth through an aggressive growth plan which includes, among other things, launching innovative services for the participant during the race.

— We have really just begun to reshape this otherwise very analog industry. By working closely with our customers and at the same time harnessing the power of today’s digital opportunities, we create a whole new experience for participants and organizers both before, during and after the race, says Johan Jakobsson.

The endurance race industry is worth over 100 billion Euro globally when you include what is spent on travel and accommodation, related products and services. already has a market share of over 50% in certain sports in Sweden and the agreement with XTRI World Tour now means that the company has a much stronger position internationally. is run by the three founders Johan Jakobsson, Erik Sjöbeck and Nicklas Tingström. The company was founded in 2016 and has customers such as XTRI World Tour, Alliance Race Action Week, Åre Extreme Challenge, Ångaloppet and EcoTrail Stockholm.

Johan Jakobsson, CEO

XTRI World Tour: