Based in Boulder, Colorado, CEO Challenges, the leading player in organising multisport competitions for CEOs, has been acquired by Life Time Fitness Inc, ‘the Healthy Way of Life Company’. Terms of the deal, understood to have been completed on 23 April, were not disclosed.
CEO Challenge events planned for 2012 include the Race Across America, YPO Triathlon Challenge, Leadville 100, George Hincapie CEO Cycling Challenge, and the inaugural CEO Endurance World Championship that will be made into ‘The Fittest CEO’ TV show.
The advertising and media opportunities presented by this new TV show would be particularly attractive to Life Time Fitness, as would CEO Challenges’ link with a range of other active lifestyle pursuits.
There also appear to be solid synergies between the newly acquired CEO Challenges and Life Time’s other properties, such as the Life Time Tri Series, notably the Race to the Toyota Cup, and the Life Time Foundation Corporate Charity Challenge, which is now in its seventh year.
International expansion presents another opportunity. Working with Sports Tours International as a partner in Europe and South Africa, CEO Challenges has already tapped into a number of iconic events. These include the Comrades Marathon CEO Challenge in South Africa, the Etape du Tour CEO Challenge and the Alpe d’Huez Triathlon, amongst others.
“The acquisition of CEO Challenges enhances Life Time’s focus on providing the highest calibre participation experience for all of our event attendees from the C-suite and beyond,” said Thomas Link, Vice President of Life Time Media. “With the reach and reputation Ted Kennedy and his team have built throughout the industry, the inclusion of his company – and the events he partners with – is a great addition to the Life Time Athletic Events family.”
“The knowledge, support, and resources available to CEO Challenges from this new association with Life Time Fitness will result in a better experience for our CEO Challenge competitors,” added Ted Kennedy, President of CEO Challenges. “Our plans for the future include an expansion of the CEO Challenge concept to a number of new sports, and enhancements and upgrades to our current roster of world class events.”