USA Triathlon Announces Elevate 2028: Focus Forward

USA Triathlon has announced a strategic plan that will shape the future of the national governing body ahead of the 2028 Olympic and Paralympic Games in Los Angeles.

The ‘Elevate 2028: Focus Forward ‘ campaign will focus on new priorities and initiatives to bring greater participation to the sport. The LA28 Games will be the first time Olympic triathlon and Paralympic triathlon will be contested in the United States.

“Elevate 2028: Focus Forward is more than just a strategic plan — it’s a call to action,” said Victoria Brumfield, USA Triathlon chief executive officer. “It’s a shared vision that will unite and inspire our community, driving us toward a vibrant future for triathlon and multisport. Our goal is to be there for every athlete, whether they’re crossing the finish line for the first time or striving for Olympic and Paralympic greatness. As we look toward and beyond LA 2028, we have a once-in-a-lifetime opportunity to elevate the sport of triathlon in the U.S. like never before.”

In addition to creating a multisport ecosystem and increasing participation, the campaign also focuses on investing in sport development and elite performance, evolving the USA Triathlon brand and strengthening the organization to meet goals and deliver world-class experiences for athletes and supporters.

USA Triathlon says its focus will be on five pillars: Build a thriving multisport industry, expanding multisport participation, investment in sport development and elite performance, evolving its brand and achieving operational excellence.

“While the objectives are bold, the USA Triathlon Board has complete confidence in our talented team at USA Triathlon and the amazing multisport community to achieve these goals,” said Henry Brandon, USA Triathlon Board chair. “We’re excited about this initiative and look forward to working together to overcome challenges and seize opportunities that will strengthen our sport and organization over the next four years.”