Chris Williams

What does it take to reinvent an entire sport? Today, I sit down with Chris Williams, the commercial leader behind Supertri, the revolutionary triathlon league shaking up endurance sports. From securing game-changing partnerships to creating a team franchise model that financially supports athletes, Supertri is on a mission to make triathlon faster, more exciting, and more sustainable for pros and fans alike.

But Chris’s journey goes far beyond boardrooms. He’s an endurance athlete himself, and in this episode, he shares the jaw-dropping story of his attempted Atlantic row—and the dramatic rescue that followed. We talk about resilience, risk, and bouncing back from failure, as well as what endurance sport can teach us about success in life and business.

If you want to know how sport is evolving, how to push your limits, and how to turn passion into opportunity, this is an episode you can’t afford to miss. Let’s dive in.

Highlights:

• Chris’ Unconventional Journey into Sports Business
• From Rowing the Atlantic to Finding Purpose
• The Role of Psychology in Leadership and Sales
• Lessons in Resilience from a Life-Threatening Capsize
• Anchoring Emotions with "Where Do I Need to Be?"
• Supertri’s Mission to Modernize Triathlon
• Creating High-Impact, Short-Course Triathlon Events
• The Power of Storytelling in Growing the Sport
• Supertri’s Mixed-Gender Team Franchise Model

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Connect with Chris Williams through LinkedIn.

This episode was sponsored by:

The Trusted Team

and 4th Discipline