IRONMAN was founded in Hawaii in 1978 and has now grown to be the world’s biggest mass-participation triathlon. With 10,000 athletes in the UK tackling this ultimate IRONMAN challenge.

The tour in the UK normally consisted of six events: Exmoor, Staffordshire, Bolton, Dublin, Weymouth & Wales. The events ranged from the 70.3 series to the full IRONMAN event. Often the events are back to back and the IRONMAN and Showcase teams tour from event to event across the UK and Ireland.


We have been working with IRONMAN for five years. Within this time we have been tasked to take complete control of the entire series of events, the main challenges being technical, creative and organisational – each event in the IRONMAN calendar wherever it is held must replicate the others.

Our remit was covering the starting line, finishing line, transition zone, race briefing venue and awards venue with sound systems, LED screens and cameras. We were also involved with sponsorship and promotional content. Throughout our brief from the client was to always bring a creative aspect to everything we do.

The client also called on our expertise with local councils to ensure all rules and regulations we adhered to.


The correct audio equipment consisting of point source speakers and also line array systems were chosen to ensure the audio coverage was inline with the event requirements. A long range antennae was utilised to ensure commentators could walk freely around the event site during the events and announce the athletes along the red carpet.

Video camera equipment was supplied to stream sponsorships and live transmission of the finish line to the large mobile LED screens.

Our creative approach to technology was demonstrated by the atmospheric lighting effects we employed at the awards ceremony.


“I am very satisfied with how Showcase has supported us on this year’s IRONMAN events. Their attention to detail, understanding and willingness to adapt and change plans last minute is so important to us. I am looking forward to working with Showcase in the future and would recommend them to other event organisers’ without hesitation.” IRONMAN Operations Executive.

With three days set up time we installed the necessary technical and creative equipment, all which adhered to the differing council’s requirements. We also had the added hurdle of each location having differing geographical landscapes to contend with.

H&S documents, process and accreditations were used as well as full operational management and logistics which were delivered and managed by the team.



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