XTERRA Has Been SoldWe at DirtTRI need to be more confident. Ten days ago we began looking into some rumors we had heard that key members of TEAM Unlimited, XTERRA’s former owners, may have sold their shares in the brand. We followed journalistic protocol, did our research, developed a story, and reached out for comment. Of course we received no response, not unusual when researching business topics which a group might not want made public knowledge.
We considered running a piece based on our research with no verification, but not wanting to risk damaging or embarassing the XTERRA brand we chose not to move forward with the post. Perhaps we should have…
Needless to say, we are following up with XTERRA’s new owners now.
Opportunity to build upon the XTERRA name and develop a sports lifestyle brand for the outdoor endurance community Brian Wei
XTERRA’s parent company, TEAM Unlimited LLC based out of Hawaii have been acquired by a Portland based entity called XTERRA Sports Unlimited LLC which also owns XTERRA Global LLC, an entity listed as an apparel and fashion brand. The acquisition as been touted as an “opportunity to build upon the XTERRA name and develop a sports lifestyle brand for the outdoor endurance community” said Brian Wei, XTERRA Global Vice President of Marketing.
Really this acquisition seems to be more of a merger with TEAM Unlimited. TEAM Unlimited staff will partner with XTERRA Sports Unlimited to continue operating the XTERRA World Tour events and media operations out of offices in Honolulu, Hawaii. Meanwhile, XTERRA Sports Unlimited will manage brand strategy and new product line extensions out of its global office in Portland, Oregon.
What Does This Mean?
That’s the million dollar question, and DirtTRI is looking into it. We have several questions.
- Will this mean expansion of the XTERRA Series both globally and regionally? In our market research DirtTRI has found the single greatest complaint about XTERRA to be the lack of opportunity to race. In many areas there is only one race a year and athletes are forced to have to find other competitive endeavors the rest of the season.
- What are the new product lines mentioned? Is this simply merchandising or are we talking about new event types?
- What does XTERRA Sports Unlimited bring to the table? Is this a capital influx, an altered business model, both?
- Why keep race operations based out of Hawaii…the most remote island chain in the world? Seems like setting up race operations in Portland with possibly another office in Europe would be more efficient?
- Is everyone from TEAM Unlimited still on board? Meaning, is event operation staying as it has been in the past or will there be changes.
- Does this mean finally seeing events back in key areas like the UK and British Columbia? As well as turning the tide of situations like South Africa losing 2/3 of their XTERRA events for 2018 or XTERRA Sweden and Wales being cancelled?
Surely there is still a lot to unpack from this announcement, we will continue to investigate. However, we will say DirtTRI sees this as a positive. TEAM Unlimited had remained essentially unchanged for 22 years while the XTERRA brand continued to grow. We hope XTERRA Sports Unlimited will create more opportunities for more XTERRA events in more areas.
Find the press release from XTERRA Sports Unlimited below.
Portland, Oregon (November 9, 2017) – XTERRA Sports Unlimited, LLC (XSU) today announced the acquisition of TEAM Unlimited, LLC, the Hawaii-based television, events, and marketing company that brought off-road triathlon and trail running to the world under the brand name XTERRA.
The transaction represents a strategic decision to extend the brand into performance and lifestyle product categories while building upon and improving the XTERRA race experience.
XSU, which also owns XTERRA Global, LLC was formed by a group of private investors in 2017. It will complete the acquisition on December 31, 2017, managing brand strategy and new product line extensions out of its global office in Portland, Oregon.
“We are honored to have the opportunity to build upon the XTERRA name and develop a sports lifestyle brand for the outdoor endurance community,” said Brian Wei, XTERRA Global Vice President of Marketing. “The passion for the brand after 22 years of XTERRA racing is immense. We see the opportunity to serve the outdoor sports community wherever they go, from rest day to training day to race day.”
The TEAM Unlimited staff will partner with XSU and operate the XTERRA World Tour events and media operations out of offices in Honolulu, Hawaii.
“We’re one team now, and thrilled to have such highly-qualified and passionate owners leading the way for this brand,” said Janet Clark, who will continue to serve as the president of the XTERRA racing division. “Throughout our history we’ve created and produced some of the best, most compelling, and iconic off-road racing and adventure experiences in the world. That, in turn, became a real, authentic lifestyle brand.”
About XTERRA Sports Unlimited, LLC
XTERRA Sports Unlimited, LLC, founded in 2017, is a Delaware entity that owns XTERRA Global, LLC, a Portland, Oregon based company established to advance the XTERRA business model and platform with its partners globally. In December 2017, it will acquire TEAM Unlimited, LLC, the Hawaii-based television, events, and marketing company that brought off-road triathlon and trail running to the world under the brand name XTERRA. From a one-off race held on the most remote island chain in the world, XTERRA evolved into an endurance sports lifestyle with worldwide appeal. In 2017, XTERRA offered more than 300 off-road triathlons and trail running events in 30+ countries worldwide and produced 10 adventure television shows for international distribution. Learn more at xterraplanet.com.