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Other bike companies appear to be pulling back from triathlon, but one is doubling down

Canyon signs Ironman world champion Chelsea Sodaro

Photo by: Canyon

There’s been lots of buzz of late around bike companies dialling down their sponsorships and laying off employees, but German-based Canyon appears to be investing big in the triathlon world these days – announcing today that it’s signed Ironman world champion Chelsea Sodaro.

Photo: Canyon

Last month we learned the company had signed men’s Kona runner-up, Sam Laidlow, too. The two join an impressive list of the sport’s top athletes including Jan Frodeno, Lionel Sanders, Patrick Lange, Laura Philipp and Daniela Bleymehl, with “sponsorship of younger athletes” in the cards for this year as well.

Sodaro had been part of the BMC Pro Triathlon Team for four years, but has moved on in 2023 and is no-doubt enjoying some financial gains thanks to her Kona win. Last week we reported that the American had signed with On running shoes (along with Kristian Blummenfelt and Paula Findlay.)

Related: Chelsea Sodaro calls for greater equality in sport

Sodaro might have won big in Kona last year, but her inspiring story, her impressive comeback to racing after the birth of her first child, and willingness to speak out on women’s issues only make her more appealing to potential sponsors.

“I’m so determined to show women how it’s possible to be world-class at what you do whilst being a mum at the same time,” Sodaro said in a press release about the new sponsorship. “I don’t know how far I can push my body and mind but I do know that I’ve got one of the best performance brands behind me this year.”

Sodaro will be racing on the Canyon Speedmax CFR.

“Chelsea’s story is a true inspiration,” said Canyon brand manager Markus Fachbach.“From her background as a runner and being new to cycling, to lifting the trophy in Kona, it’s such an inspiring example of how it’s possible to combine being a parent and a world-class athlete. We’re honoured to be supporting her and we hope she continues to inspire triathletes, whether they have families, are thinking of starting families, or are simply motivated to combine swimming and running with cycling.”