Short, Fast, and Thrilling: How SuperTri is Changing the Game with Michael Dhulst
11/23/24 • 45 min
Markus and Ned sit down with Michael Dhulst, co-founder and CEO of SuperTri, to talk about shaking up the triathlon world.
Michael shares his journey from working at Volkswagen in China to launching SuperTri, a short-course triathlon league that’s built for athletes and spectators. Compact courses, thrilling formats, and team-based racing are changing the game—and pulling in new fans.
He also dives into the business side: how to connect with participants on an emotional level, the growth of SuperTri E (their e-sports triathlon platform), and the challenges of scaling globally.
With a focus on the U.S., Europe, and the Middle East, Michael explains how SuperTri is bringing triathlon to new heights, all while keeping the drama and grit of racing alive.
Packed with insights and fresh ideas, this episode is a must-listen for endurance sports fans and innovators alike
Timestamps:
(00:25) Intro Michael Dhulst
(01:25) From Volkswagen China to doing triathlons
(05:30) Why starting Super League Triathlon in the world of triathlon
(14:00) The format of Supertri racing
(16:50) The business behind Supertri & building teams
(23:20) Focusing on the customer in triathlons
(30:40) The power of storytelling
(35:00) Expanding Supertri into different markets
(39:25) The vision for Supertri
(41:55) Ned’s Drop
https://www.linkedin.com/in/mdhulst/
–
Brought to you by Lecka Nutrition (www.getlecka.com)
Follow Us On Twitter: @OneMoreK_
Follow Us On Instagram: https://www.instagram.com/onemorek_
Subscribe To Our Newsletter: www.onemorek.com
Reach Out: [email protected]
Watch On Youtube: https://www.youtube.com/@OneMoreK_
Available on Apple Podcast, Spotify and other major platforms.
Hit the review button, subscribe and be part of our community. Thanks, Ned & Markus
Markus and Ned sit down with Michael Dhulst, co-founder and CEO of SuperTri, to talk about shaking up the triathlon world.
Michael shares his journey from working at Volkswagen in China to launching SuperTri, a short-course triathlon league that’s built for athletes and spectators. Compact courses, thrilling formats, and team-based racing are changing the game—and pulling in new fans.
He also dives into the business side: how to connect with participants on an emotional level, the growth of SuperTri E (their e-sports triathlon platform), and the challenges of scaling globally.
With a focus on the U.S., Europe, and the Middle East, Michael explains how SuperTri is bringing triathlon to new heights, all while keeping the drama and grit of racing alive.
Packed with insights and fresh ideas, this episode is a must-listen for endurance sports fans and innovators alike
Timestamps:
(00:25) Intro Michael Dhulst
(01:25) From Volkswagen China to doing triathlons
(05:30) Why starting Super League Triathlon in the world of triathlon
(14:00) The format of Supertri racing
(16:50) The business behind Supertri & building teams
(23:20) Focusing on the customer in triathlons
(30:40) The power of storytelling
(35:00) Expanding Supertri into different markets
(39:25) The vision for Supertri
(41:55) Ned’s Drop
https://www.linkedin.com/in/mdhulst/
–
Brought to you by Lecka Nutrition (www.getlecka.com)
Follow Us On Twitter: @OneMoreK_
Follow Us On Instagram: https://www.instagram.com/onemorek_
Subscribe To Our Newsletter: www.onemorek.com
Reach Out: [email protected]
Watch On Youtube: https://www.youtube.com/@OneMoreK_
Available on Apple Podcast, Spotify and other major platforms.
Hit the review button, subscribe and be part of our community. Thanks, Ned & Markus
Previous Episode
Building Asia's most successful trail racing team, with Ryan Blair
Ryan Blair, one of the OGs of trail running in Asia, takes us on a wild ride through his journey. From organizing adventure races in the 90s to building Asia’s first professional trail running team, Ryan shares how he turned passion into purpose. Whether it’s pulling off events against all odds or fighting for better opportunities for Asian athletes, Ryan’s been at the heart of it all. He talks about Sunmaya Buddha, his star runner from Nepal, whose story is as gritty as her racing. Ryan doesn’t hold back on the challenges—like the lack of prize money and global recognition for athletes from the region—but he’s all about creating change. This episode is packed with honesty, history, and a whole lot of heart, straight from someone who’s been in the trenches (and on the trails) for decades. Timestamps: (00:30) Intro Ryan (01:00) Why One More K? (03:05) Ryan’s story coming to Asia from the US (08:30) Building the Action Asia Race Series (18:00) Comparing trail running now to 30 years ago (26:40) The North Face Racing team, including Sunmaya Budha (39:00) Sunmaya is an outstanding athlete (43:30) How to improve the trail industry (50:50) Ned’s drop Show Notes: www.AsiaPacificAdventure.com www.PCI-Asia.com www.HotReels.tv www.apa.co – Brought to you by Lecka Nutrition (www.getlecka.com) Follow Us On Twitter: @OneMoreK_ Follow Us On Instagram: https://www.instagram.com/onemorek_ Subscribe To Our Newsletter: www.onemorek.com Reach Out: [email protected] Watch On Youtube: https://www.youtube.com/@OneMoreK_ Available on Apple Podcast, Spotify and other major platforms. Hit the review button, subscribe and be part of our community. Thanks, Ned & Markus
Next Episode
Foam, Fuel, and Fashion: Jonas Jacquet on the Future of Running
In this One More K episode, Jonas Jacquet, co-founder of Sporthunger.de, shares his journey from finance in Asia to building a top German endurance nutrition platform. He dives into why he returned to Germany, the gap he saw in high-quality sports nutrition, and how Sporthunger bridges that gap with curated products athletes love.
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This episode offers insight into running industry dynamics, Sporthunger’s curated approach to nutrition, and Jonas’s passion for blending community, quality, and performance. Whether you're a runner, entrepreneur, or gear geek, it’s a must-listen!
Timestamps:
(00:25) Intro Jonas Jacquet
(01:30) From Hong Kong to Germany founding sporthunger.de
(07:30) Impressions from The Running Event in Austin, TX
(14:45) More shoe brands are joining the market
(23:50) Are we entering a running boom cycle now?
(30:00) Nutrition trends at The Running Event
(39:40) Brands with great story telling
(46:20) How to grow sporthunger.de
(57:04) Ned’s drop
Show Notes:
https://www.linkedin.com/in/jonas-jacquet-109164116/
–
Brought to you by Lecka Nutrition (www.getlecka.com)
Follow Us On Twitter: @OneMoreK_
Follow Us On Instagram: https://www.instagram.com/onemorek_
Subscribe To Our Newsletter: www.onemorek.com
Reach Out: [email protected]
Watch On Youtube: https://www.youtube.com/@OneMoreK_
Available on Apple Podcast, Spotify and other major platforms.
Hit the review button, subscribe and be part of our community. Thanks, Ned & Markus
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