From Atlantic Rescue to Transforming Endurance Sport: Chris Williams' Journey

What does it take to reinvent an entire sport? Well, today we sit down with Chris Williams, the commercial leader behind Supertri, the revolutionary triathlon league, shaking up endurance sport From securing game-changing partnerships to creating a team franchise model that financially supports athletes.

Supertri is on a mission to make triathlon faster, more exciting and more sustainable for pros and fans alike. But Chris's journey goes far beyond boardrooms. He's an endurance athlete himself, and in this episode he shares the jaw-dropping story of his attempted Atlantic row and the dramatic rescue that followed.

We talk about resilience, risk and bouncing back from failure, as well as what endurance sport can teach us about success in life and business. So if you want to know how the sport is evolving, how to push your limits and how to turn passion into opportunity, this is an episode you can't afford to miss.

Highlights:

Chris’ Unconventional Journey into Sports BusinessFrom Rowing the Atlantic to Finding PurposeThe Role of Psychology in Leadership and SalesLessons in Resilience from a Life-Threatening CapsizeAnchoring Emotions with "Where Do I Need to Be?"Supertri’s Mission to Modernize TriathlonCreating High-Impact, Short-Course Triathlon EventsThe Power of Storytelling in Growing the SportSupertri’s Mixed-Gender Team Franchise Model

Links:
Connect with Chris Williams through LinkedIn.

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This episode was sponsored by The Trusted Team and 4th Discipline

Previously called Tribeathlon, The Business of Endurance is a podcast aimed at connecting endurance sport with personal and business advancement.

Hosted by Charlie Reading and Claire Fudge, the show provides a comprehensive approach to success, drawing inspiration from athletes, coaches, and motivational figures in the endurance sport domain.

With a diverse range of subjects being covered – from fitness strategies to business advice and life lessons – the discussions are designed to inspire not only athletes or entrepreneurs, but anyone pursuing growth in their personal or professional life. 40-minutes every Wednesday is all that's required to gain insights into how the tenets of endurance sport can shepherd success in business and personal development.

• No. of episodes: 137
• Latest episode: 2025-05-22
• Health & Fitness Sports Fitness

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