About

Our Story:

DirtTRI launched in January of 2015. However, the idea for an off-road triathlon magazine was sparked from the first minute I learned of mountain bike triathlon through the original iteration of XTERRA, then called Aquaterra, back in 1996.
I launched DirtTRI in the form of a traditional magazine but presented on a digital platform. The concept was to give off-road triathlon and multisport a voice and advocate beyond XTERRA, the segment’s largest event producer. The idea was motivated by discussions with national and international governing bodies of triathlon and their motivation to get “cross triathlon” (the ITU off road triathlon branding) into the Olympics.
After 3+ years of growing DirtTRI from an idea into a reasonably well recognized brand, we faced massive changes in digital marketing and had 80+% of our revenues dry up. So, the brand has had to pivot.
As of October 2018 DirtTRI will take the form of an influencer platform. It will still offer training, product, and event information, but we will not focus as much on race reporting and competitive coverage. Rather the focus will be on community building, discussion, and advocacy for off-road endurance sport.
DirtTRI is not longer solely a business but rather a community organizer and thought leader. Which allows me as founder, publisher, editor more flexibility to write from a position of opinion rather than being limited by the formalities of a media outlet.
Thanks for your interest in DirtTRI and please, don’t hesitate to reach out with any questions you may have.
Jimmy Archer
DirtTRI Founder and Publisher

Thoughts From The Founder:

Jimmy Archer

I began my professional triathlon career in ’99 within the new and developing XTERRA tour. I enjoyed a degree of success but was quickly persuaded to move to the supposedly more lucrative road side of triathlon. This was a big mistake and one I will always regret. Stick to what you’re good at kids. 

Within that first season in XTERRA I had the idea for an XTERRA/Off-Road Triathlon focused publication, but didn’t have the means nor experience to make it happen. In the following  years I raced almost every major event within Triathlon, as well as having the privilege to work as an editor, staff writer, and freelance writer for nearly every Triathlon media outlet.

During that time I learned a lot, but I also saw first hand how poorly the off-road aspect of Triathlon is treated, which is second tier at best. This treatment is understandable, with various formats, organizations, and championships the road side of triathlon is quite busy, some may even say diluted.  Meanwhile the majority of multisport media, editors, and writers have little or no experience nor understanding of off-road Triathlon. However, while XTERRA/off-road is one of the oldest and best established formats of Triathlon, and has attracted many of the greatest Triathletes in history to its unique challenge, it is still viewed as ancillary to road Triathlon.

I started DirtTRI.com to address these issues and create an outlet dedicated solely to off-road multisport. I believe off-road Triathlon is the most pure and best format of Triathlon and I believe the time has come for a dedicated source to scream that fact from the mountain tops.

In off-road triathlon we don’t need the myriad of confusing and convoluted rules you find in road triathlon. We have an inherent technical aspect to our bike segment which all but eliminates the benefits of drafting and the ability to “buy speed” via a fancy wheel-set, or the newest aero helmet. Our brand of Triathlon offers terrain challenges, forested trails, and exciting obstacles, not a flat asphalt road. Off-road gives you competition and challenge in a beautiful and wild environment. And, lets be honest, it attracts a more adventurous, fun, friendly type of athlete rather than the über-agro tri-geek.

Honestly, off-road triathlon is what triathlon is meant to be.

DirtTRI.com is off-road multisport. Here you will find not only XTERRA, but also ITU Cross Triathlon, TNatura, Trex Cross TriathlonWinter Triathlon and any form of multisport that takes the challenge off the road and into the wild.

I’ve always felt off-road Triathlon was the truest and best test of the multisport athlete, I trust you feel the same. And, I hope you will enjoy DirtTRI.com.

– Jimmy Archer


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