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Background: With over 28 years in the business, Triathlete has a proven track record. Although the mag launched in the early '80s, it was purchased in 2010 by the Competitor Group. Since then, "we've focused on improving the quality and editorial integrity of the magazine," said managing editor Adam Elder. "We aim to be a leading chronicler of the sport."
Generally speaking, Triathlete seeks to inform and inspire athletes of all abilities to achieve their goals within the sport. "We do a special beginner's issue each year, and we focus on those tips a lot, trying to shepherd people into the sport," said Elder. "But, we also have Ironman World Champions reading us, too." Traditionally, the mag has had a predominantly male readership, but Elder said that they're now reaching out more and more to females.