Verona, Wis. (WMTV) – The Wisconsin Ironman Triathlon is back for its 20th year, bringing an economic boost to local businesses.
Jamie Patrick, vice president of the Madison Area Sports Commission, said the race will generate $3 million for Madison area youth sports, hotels and other businesses that benefit from swimming, cycling and running.
The Ironman Bike Room is located next to Jessica Laufenberg’s Rocket Bike Shop and N+1 Cafe.
Laufenberg says her business wouldn’t be successful without triathlon.
“It’s definitely given us the ability to grow, move and add a cafe,” she says. “And then it’s amazing to see what else comes out.”
She completed her first Ironman in 2002 and turned her passion into profit through the strong community surrounding the athletic event.
“A lot of people these days are doing Ironman for a purpose and a goal and it was great to have that community support,” Laufenberg said. “There was a group of 40 of us and we did a triathlon in the early 2000s and they went to Ironman and there were five people who did it in the area and now there are about 100.
“With this, we were able to build a marketing plan and a sales plan to bring other events so that our residents can have a higher quality of life,” he said. “Even though Ironman has led us to win events like the CrossFit Games, the USA Cross County National Championships, and more, it shows that our community is mature and ready to host sporting events.”
The Wisconsin Ironman begins at 6:45 p.m. with the swim class on Lake Monona.
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