The Australian IM Landscape

This is an article for www.firstoffthebike.com that will appear there soon.

They say that nothing is more constant than change...not even 12 months ago there were two IM's in Australia...and this week there are four.

Back then we had the 'main' IM at Port Macquarie that has been trying so hard to carry on the history sustained for so long at Forster, and the 'other' IM over in Bussleton which has grown in popularity to be an established event on the calendar.

Now we can add to this list the newcomer and debut IM in Melbourne later this month, plus the (surprise) transformation of the previous Challenge Cairns into IM Cairns, with these races bringing 75 and 40 Kona slots (respectively) to the field for Australian triathletes.

Even with the appetite for IM events amongst Australian triathletes, surely four of them in a country this size is reaching saturation point...can they all survive? If it weren't for IM being a monopoly brand you would say no, but WTC have proven smart at developing the spread of the IM around the world and maybe their business people know more than we do.

But let's have a quick look at each event on the calendar, in chronological order:

IM Melbourne
Currently it has no history, but after years of red hot rumours it sold out 1600 spots in 5mins, helped by being a tier-2 IM and the Asia Pacific Championship - not to mention 75 Kona slots - it is destined to be a success. The course has capacity to support a large field and Melbourne has a history of supporting big sporting events. Many people are eagerly awaiting Sunday 25th March to see how it actually unfolds.

IM Australia, Port Macquarie
Originally established at Forster, the Australian IM has a long history from the 1980's which has been continued at Port Macquarie since 2006. Port Macquarie is a beautiful spot (especially if you're retired), has hosted some great triathlons over the last decade - including IM and 70.3 simultaneously in 2011 - and has sold out in quick time in recent years. However many people say it just isn't the same as Forster, locals are not really in favour of it, and that its success has only been because of lack of choice...we wonder how many entrants switched to IM Melbourne once it was announced last year? But an IM is an IM in any location and this is still IM Australia.

IM Cairns
The other new entrant to the IM list in Australia, this race had its first appearance in 2011 under the banner of Challenge Cairns, continuing the growing world wide spread of Challenge events. By all reports it was a fantastic race, albeit with smallish numbers (compared to IM) but Challenge were committed to its future. However everything changed when event organisers USM Events were taken over by WTC, and now IM has replaced Challenge as the branding for the race, with the addition of 40 Kona slots and 100,000 Euro pro prize purse. Far north QLD is a great location for an IM, and makes for an iconic course.

IM WA, Bussleton
This event has been on since 2004 and has established its own appeal and history, attracting athletes from Australia and around the world. The fields have grown each year, as has the strength of the pro field, and it represents the great combination of unique location and fast course...not to mention being separated by a number of months from the other three IM races.

So what is there to make of this situation this year, also considering NZ IM across the ditch? Well, I think it’s a safe bet that Challenge won’t be in a hurry to set foot in Australia soon. People will still go to Busso for a fast IM time. Cairns will be a postcard event with the spectacular setting. Melbourne will rock the IM world. Port Mac will still be IM Australia, although it’s prestige has lost some shine. And NZ will always have appeal, but perhaps less so for Aussies and Kiwis alike when there is so much choice in Australia.

But what about next year? One would think the IM landscape in Australia may be changing by then. Melbourne will be huge feature on the calendar. Busso will retain its appeal. Cairns will appeal as an iconic location...now with Kona slots. But what for Port Mac? Has it’s time come? Geographically it is stuck in the middle, and same for the event date. The course is challenging with great, but short, sections along the coast. Can the sentimentality carried over from Forster prop it up? Will the Sydneysiders and Brisbanites who are used to being able to drive to an IM support a race they must fly to?

I’m not privy to any information, just speculation. But one would think that a long-term future with four IM events in a small country like Australia – plus NZ nearby – is either not sustainable, or that at least one event will suffer a dwindling fate. I’ve suggested what I think might happen...time will tell.