MF 2024 V2

NEW APPROACH FRESH IDEAS STRONG PLAN

I’m here to improve the sport of Triathlon. Together with you

GET TO KNOW ME BETTER WHY AM I STANDING? I’m an athlete, certified coach, sports politician, entrepreneur and businessman. I enjoy the tradition of our sport – but I also seek to develop and improve it – constantly. To take part in development it sometimes takes knowledge of technology, it sometimes takes attention and insights in fair play and rules. And it sometimes takes openness to new trends and ideas. But it always takes commitment and hard work. That is something that I will guarantee you if elected.

Rather than making empty campaign promises or unrealistic predictions, I pledge to focus on dedicated efforts that are measurable and that will directly support our triathlon countries, create development initiatives that will enhance participation, and bridge the gap of influence throughout World Triathlon.

I will make sure that triathlon and the people in triathlon thrive. I will implement a new way of listening and talking to each other and integrate a new way of actively involving all stakeholders. I will develop the business-side of Triathlon and give live to new ideas and more and better media exposure around the world.

For those that know me, you know that I live and breathe triathlon. It’s my sport and it has brought me immense joy and meaning in life. That is why I am dedicated to building a better future for our great sport and why I have decided to run for World Triathlon President.

Thanks to our former leaders Les McDonald and Marisol Casado significant strides have been made in our sport.

On the global stage triathlon is thriving, with the 2024 Olympic Games now completed, we need to zoom in on our many potentials.

However, we are becoming a more mature organization and sport - and that means that we need to put a greater focus on supporting our members and developing the business side of World Triathlon to ensure that we continue to succeed.

My Commitment to Improvement Runs Deep

LET ME CONTINUE THE WORK FROM THE INSIDE Even though neither I nor Denmark have ever been elected to the World Triathlon boardroom, we have taken significant responsibility for driving development for World Triathlon. We have contributed to fair play, common goals, participation and good governance.

Denmark Stands Behind the Sustainability Commission Triathlon Denmark has always been a strong advocate for sustainability within World Triathlon. In 2019, we proudly fronted the creation of the Sustainability Commission, a proposal met with unanimous support.

Inspired by Denmark’s own successful green leaf rating system for events, World Triathlon then introduce a similar bronze, silver and gold system now currently used for WT events. I stand behind initiatives like this and will continue to do so in the future, however there is much more to do in the area of sustainability, and we must do better.

E forts for a new Name Change As part of the working group within World Triathlon, I helped lead and implement the brand change of ITU to World Triathlon. From guiding the process, to name selection, logo design, roll-out, etc. It was a successful implementation that was well received across the global triathlon community.

Introducing a Strategic Plan In 2020, part of my presidential platform was to implement a new strategic plan. There is now a plan in place that I find sensible in many ways. However, much more still needs to be done for developing countries and smaller triathlon nations. Moving from a one-size-fits all approach to one that fostered genuine dialogue with federations is essential.

More Collaboration with Commercial Players Denmark played a big role in setting up the signing of an MOU with Supertri — which was later followed by the collaboration with PTO. I believe that establishing better and more inclusive cooperation with major commercial players in Triathlon is essential and I will further strengthen this direction as president. We have a common goal with commercial players - we share a sport and we share a passion. Therefore, the cooperation with all commercial players must be prioritized.

Denmark Behind Election Rules Broad Support for Changes In 2020, I ran for the presidency to highlight that World Triathlon and our federation’s worldview also needed a redesign. Over 40 triathlon countries shared my vision of initiating improvements. We need this redesign now more than ever, things have not changed that much in four year – we continue to need a new and improved approach.

Following the 2020 election, it became clear that World Triathlon was in absolutely needs of election rules. Denmark was instrumental in advocating for these improvements, consistently raising this important issue. I’m pleased that our efforts led to the creation of a dedicated working group, which included Danish representation. Thanks to their hard work, we now have a set of fair election rules that will help ensure a more democratic and equitable process for everyone involved.

I will start with getting the basics right World Triathlon has a good setup across triathlon. But In order to succeed we need to run a reality check, to make sure that we are running on all cylinders.

When we look carefully, the progression pathway of our sport is not clear. What is clear is that our continents have limited resources, our smaller triathlon countries are not getting enough attention, our age group participants are not valued, and mediocracy has become acceptable.

No one makes better events than World Triathlon. But I will make our events more valued!

World Triathlon makes great events, as an age group athlete I have had the pleasure of taking part in several of them. But there is a clear gap - we do not threat the age groupers how we should. We are having a hard time keeping the numbers of participants interested in our events because we are not treating them as valued customers.

One of my first priorities will be to set clear goals and establish metrics to measure our state and progress. This will be shared with all of World Triathlon, I will be kept accountable. And you, the World Triathlon nations will help track our progress.

MY VISION FOR A STRONGER WORLD TRIATHLON As President of World Triathlon, I want to open the doors of our organization. As the world around us changes, we must be agile and adapt to new situations and new opportunities. My plan is to create a more involved and organic structure where more voices are heard, more ideas are shared, and we can react in the best way possible for our sport.

When elected as your President, I am committed to leading World Triathlon by focusing on:

Collaboration Bridging the gap between leadership and athletes by fostering open communication and actively listening to the needs of members.

Empowerment Providing increased support and resources to developing smaller triathlon nations, ensuring everyone has the opportunity to thrive.

Decentralization Granting greater autonomy to continentals and other groups, recognizing their unique strengths and expertise.

Olympic Legacy Maintaining our strong relationship with the IOC and upholding our membership within the Olympic movement.

Age Group Focus Delivering an exceptional experience for Age Group athletes through enhanced support, customer care, loyalty programs, and data-driven decision-making.

Sustainability: Making responsible environmental practices a core value of our organization.

NEW APPROACH FRESH IDEAS STRONG PLAN

NEW APPROACH FRESH IDEAS STRONG PLAN

NEW APPROACH FOR OUR FEDERATIONS I will drive tailormade support to our member federations World Triathlon requires a fresh approach to developing our sport, working together on every level, from grassroots age group participation to elite competition. With the priority being the needs of our member nations.

Our development strategy must aim to broaden participation and support national federations to ensure long-term, sustainable growth. At the same time, we need a leader who can make our development methods more inclusive, effective and open-minded. I want every triathlon federations to feel recognized and heard; and I want each of the Continental federations to lead their own areas.

To achieve this, I will focus on smaller nations, providing them with the essential support so they can be more successful and established. For years our smaller nations have been overlooked and underfunded. As President of World Triathlon, I will change this.

Together. Thriving. Triathlon Coming from a small triathlon nation myself, I know what it takes to build a successful triathlon federation from the ground up. As President of World Triathlon, I plan to establish a new financial policy and tailored programs based on the needs of each nation. I want to focus on increasing funding for our national federations so that our members have the flexibility and support they need to feel empowered and thrive in their regions.

NEW APPROACH FRESH IDEAS STRONG PLAN

STRONG PLAN FOR OUR BUSINESS-MODEL I will drive a market-orientated business model At World Triathlon, we are the governing body of our sport and

This approach will grow our business, enhance communication

as such must lead our sport in every way. Sometimes we seem

with our stakeholders, and make stronger engagement with

to forget this but rest assured that I will not let that happen. I

our athletes and global audience. It is also the way to

will ensure that we not only lead our sport but elevate it to new

accelerate the number of viewers on TriathlonLive and

levels so that World Triathlon becomes the driver of triathlon

reinforce the demand for our merchandise and event hosting.

always and in all ways.

The private players in the triathlon event market are currently To achieve this, we must transition from a traditional

driving business better than us. World Triathlon must improve

governance led organization to owning every aspect of triathlon

on that area. This is exactly in the realm of my expertise and a

— ranging from grassroots development, age-group and elite

challenge that I will enjoy taking up.

competition to innovative marketing strategies that appeal and deliver value to our community worldwide.

As your President, I will strengthen and hone our strategic position by using data to better negotiate and leverage

We have access to best practice. Let’s use it!

relationships with partners, sponsors, spectators and

As we look to the future of our sport, this means embracing

collaborate more with Ironman, Challenge, Supertri, PTO and

data and innovation to increase our systems, revenue and even

others to drive innovation and elevate triathlon’s global profile

formats. We must make our World and continental

and strengthen World Triathlons business.

Championships more desirable among Age Groupers. We must work hard to increase our market share and market demands and gain the reputation that our high-quality triathlon events deserve.

stakeholders across triathlon. We need to proactively

NEW APPROACH FRESH IDEAS STRONG PLAN

FRESH IDEAS FOR OUR LEADERSHIP I will drive an open-minded executive board that listens.

For World Triathlon to truly thrive, we need a new way of

The most successful sports organizations are those that

thinking. It starts with the leadership and trickles all the way

embrace entrepreneurial thinking, encourage open debate,

down throughout our organization.

prioritize the needs of their members and understand the value of the community. Let’s learn from that.

I want to further develop a long-term strategic plan, that prioritizes inclusive management practices and clearly focuses

It’s time for us to adopt an open and entrepreneurial mindset

on driving a positive impact for the whole triathlon family. We

to push our sport forward and at the same time sending strong

need to create a culture that fosters innovative and creative

signals of inclusiveness and easy entrance to new athletes

thinking, ensures clear and transparent communication, and

from new generations.

gives high flexibility to our regions to operate according to their unique needs.

Aiming for a renewed IOC relationship.

Among my first actions as World Triathlon President, I want to develop a long-term strategic plan, that prioritises inclusive management practices and clearly focuses on driving a positive impact for the whole triathlon family. We need to create a culture that fosters innovative and creative thinking, ensures clear and transparent communication, and gives high flexibility to our regions to operate according to their unique needs.

This is not just about managing our sport; it’s about transforming it and strengthening our position on the global stage. For this we need someone with new ideas and an entrepreneurial spirit, someone from outside the existing board who is not tied into the current ways of working and thinking.

My strategy as President will be to build on the positive relationships with the International Olympic Committee established by President Casado, ensuring that World Triathlon’s needs continue to be well-represented and supported in the IOC. We will foster a culture of entrepreneurial thinking within our organization, promoting open discussion and collaboration.

Most importantly, we will place the needs of our members at the center of our efforts ensuring they are professionally serviced and supported.

TOGETHER THRIVING TRIATHLON

LETS FIND A BRIGHT FUTURE FOR TRIATHLON TOGETHER

We have reached an exciting crossroads in our organization where fresh ideas and new way of leadership will help propel World Triathlon to even greater heights.

2024 offers a rare opportunity to build the future of triathlon. This October, we will have the opportunity to enter a new mature and confident phase of our federation’s lifecycle. We are aware of who we are, what we want and how we can achieve it. So, let’s be proud of our past and ambitious about our future, and choose a leader who will renew our culture and push our sport forward.

It is up to each and every one of us to think about what we want for our sport and what each of you want for your nations.

Triathlon has always been known for being an innovative sport and our community is modern and vibrant. Which is why we need a leadership with fresh ideas to bring to the table – one who is ready to inspire innovation in our sport and develop and understand our members.

When I ran for World Triathlon President in 2020, I ran on the platform for this change and gained a massive amount of support, 43 nations large supported my ideas and this time around I know we can be successful.

Now is the time to break free from the status quo and seize this opportunity for thrive. I encourage each and every federation to make your voice heard this October by voting at the World Triathlon Annual General Assembly in Spain either by attending on-site or virtually.

I am also happy to discuss my ideas on the future with each and every one of you and will be happy to receive your call on my private number any time: +45 40 51 00 40 or via email at president@triatlon.dk Thank you!

NEW APPROACH FRESH IDEAS STRONG PLAN

2024

VOTE FOR MADS FREUND