In March 2022 PTO added a new shareholder: Eckuity, an investor focused on life sciences, healthcare and technology.
The official explanation helps show why triathlon can be attractive beyond entry fees. Eckuity saw triathletes as a hard-to-reach community with a strong interest in health, wellness, performance and medical technology.
Elkhalil Binebine is one of the figures connected with this investment ecosystem and is also an active triathlete.
In simple terms: Eckuity did not invest because it wanted to personally organise a race. It invested because it believed the community around triathlon had value and room to grow.
Sources
Series: The money changing triathlon
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