MetaSport runs to success

Find out how MetaSport evolved from offering triathlon coaching services in Singapore to a full triathlon service provider in Asia.

Can you tell us how Tribob/ MetaSport started?

Tribob was founded by Bob Bowness in 2000 as a small pioneering entity offering the first professional triathlon coaching services in Singapore.

In 2004, the company expanded into event management, fully establishing Tribob as a leading triathlon service provider in Asia.

What motivated you to start a company focusing on long distance sports?

I am from a professional background that (surprisingly) has nothing to do with sport. I was in the luxury good industry (perfume, cosmetics, fashion) for 7 years working for multinationals knowing that at some point I wanted to pursue the entrepreneurship path. My story with Tribob started as an athlete. Having always had a passion for endurance sports, I took up the sport of triathlon and trained with Tribob.

Although in its very early years, the business model seemed to have some potential. I made the next step and quit the comfort and security of a well-paid job in a multinational to become one of the owners and managers of a very young company in 2003 with a focus on business development. In 2009, I acquired the majority of the business and rebranded the company, now known as MetaSport.

Why did you decide to set up MetaSport in Asia/ Singapore?

Keeping MetaSport in Singapore and focusing on the Asia market was an obvious choice: right place right time in the sport industry. In the past 10 years, sport has been growing fast in Singapore partly owing to the Singapore government drive and vision to make Singapore one of Asia’s sport hubs but also owing to very conducive natural environment and infrastructure.

Can you tell us about the recent MetaMan triathlon?

Absolutely! A huge success (and not just by my own admission). The MetaMan Triathlon was borne from the thought that there was a gap in the market in terms of long-distance triathlon.

With the Ironman brand pulling out of several Asian countries, Southeast Asia athletes had to travel to Australia or Europe to find quality long-distance events to compete in. Because of Singapore’s logistical limitations when it comes to organizing a race that involves a 3.8km swim, a 180km bike leg and a marathon, Bintan presented itself as the perfect host.

Not only it is on Singapore’s doorstep but the infrastructure is excellent and the level of support and commitment from our hotel partners like Nirwana Gardens and the Bintan government is outstanding.

46% of the participants travelled from around the world to join the event. The general feedback was that the event was world-class and had a huge growth potential. I could have not asked for more.

Are you planning for new events that we can look forward to?

We have a few potential new events in the pipeline. The main challenge is assessing the viability of a new concept or event format. The Singapore endurance sport scene has reached a mature stage.

As a consequence, a lot of events currently on the market are not commercially sustainable. They come and go. The right formula is a strong and differentiated concept, a high level of expertise, a committed headline sponsor, and good government support.

We are very pleased with our key Singapore event, the New Moon Khcycle MetaSprint Series, that involves three races combining cycling, running and swimming over the period February to April.

In its 6th year in 2013, it is still recording an outstanding growth rate (20% up year-onyear after 2 months of opening).

For the 5000 participants, adults and kids, it offers a fun, safe, and accessible entry to multi-sport and short distance triathlon.

What benefits can companies get from partnering with MetaSport?

The benefits for sponsors are significant. The main one being the emotional bond that such an event create between a brand and the athletes, their families and friends, the spectators, and general public.

There is not a single marketing platform that is as powerful. That is the reason for which sponsorship has been growing to the detriment of traditional advertising. The former is more targeted, more effective and can offer measurable sales leads. Event owners need to be dedicated and committed in guiding companies on how to optimize their return on investment through the event.