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This release was published back in 2001. Fuel Belt is no longer an official sponsor of Ironman, but is a sponsor of Ironman North America.

Fuel Belt Named "Official Hydration Belt of Ironman" According to the American College of Sports Medicine, staying hydrated during the course of exercise is crucial for optimal health and performance.

This theory is especially true when talking about the Ironman Triathlon World Championship. The world's premier endurance event, the Ironman Triathlon is comprised of a 2.4-mile swim in the Pacific Ocean, a 112-mile bike and a 26.2-mile run through the scorching lava fields of Kailua-Kona, Hawaii. To complete the 140.6-mile odyssey, athletes must be physically fit, mentally strong, and hydration and nutrition-conscious. Recognizing this, World Triathlon Corporation, owner of the Ironman Triathlon, has inked a multi-year deal with Fuel Belt, Inc., now the "Official Hydration Belt of Ironman."

The Fuel Belt is an innovative hydration system that replaces traditional water bottle carriers, providing athletes with a more technical and streamlined product. The Fuel Belt is made of a special knit elastic that flexes with the athlete's every movement, while the Velcro fastener allows for a customized fit. Each Fuel Belt holds four 6-ounce flasks that are strategically positioned around the waist. Each flask is flat and curved to follow the natural shape of the body.

"Hydration and nutrition are very critical when competing at the Ironman level. It made sense for us to partner with someone like Fuel Belt because they have superior products which are used by athletes at our event and other ultra-distance events around the world," said Ken Strominger, executive vice president of marketing/licensing for WTC. According to Vinu P. Malik, CEO & founder of the Massachusetts-based company, more than 160,000 runners currently use Fuel Belts worldwide.

Until now, sales of the hydration system have been largely web-based, and Malik says the company hopes to open new distribution channels through the partnership with Ironman. Four new Ironman-branded styles, including ergonomic flasks, will hit more than 1,500 retail outlets nationwide in early March.

Fuel Belt is currently available at Fuelbelt.com, IronmanStore.com, Road Runner Sports, Fogdog.com and MVP.com. "Our leadership position in the hydration market originated at the Ironman Triathlon World Championship in 1997. It made perfect sense for us to align ourselves with the most recognized brand in endurance sports. Fuel Belts have been used at virtually all the major endurance events around the world, including the Ironman Triathlon in Hawaii. It's hard to find a better endorsement than that," said Malik.

Fuel Belt will support the launch of the new Ironman Fuel Belt products with a complementary online and offline strategy through media outlets such as Inside Triathlon, Triathlete Magazine, Runners World Magazine, Ironmanlive.com and Xtri.com. Distribution to retailers will grow from 300 to more than 1,500 by December 2001. International distribution channels are already in place in Australia, Canada, New Zealand and South Africa.

Future partnerships are expected this year with other industry leaders in the running and triathlon markets. The 2001 Ironman Triathlon World Championship will take place on October 6 in Kailua-Kona, Hawaii. Each year, more than 150,000 athletes worldwide vie for one of 1,500 coveted starting slots at Ironman qualifying races around the world. For more than 20 years, the Ironman Triathlon has come to symbolize performance, quality, excellence and durability.

These are the same traits that have been used to describe many of the finest products on the market today. Licensing partners such as Timex, Isuzu, Huffy, Twinlab and Foster Grant have proven the Ironman name delivers a strong incentive for consumers to purchase Ironman-branded products.

Fuel Belt, Inc., once a kitchen table start up based in Cambridge, MA, has quickly grown to become the leader in the hydration space through the sale of it's widely used hydration belts. Used to carry fluids and gels, Fuel Belts are the first and only hydration belts designed specifically for runners. They are comfortable, easy to use, reduce bottle bounce and have been proven at premier events such as Ironman races, marathons, and adventure races around the world. All belt designs have been patented with the USPTO.  

Copyright 2000 World Triathlon Corporation, Inc.
Yahoo! Site - 9 Mar 2001 11:06:37 Copyright © 2000 Yahoo! Inc., Santa Clara, CA. Patents pending.