Orrick Advises The IRONMAN Group on Acquisition of Haute Route and Gravel Epic

August.31.2021

Orrick advised The IRONMAN Group, the global leader in endurance sports events, on the acquisition of premier multi-day cycling event series Haute Route® as well as the Gravel Epic®, a soon-to-launch multi-day gravel race event series.

With the acquisition of these two brands and series, the world's largest operator of mass participation sports events adds eight new cycling events to its portfolio of iconic brands and events that includes triathlon, road running, mountain biking, trail running, road cycling and gravel cycling.

Headquartered in Tampa, Florida, The IRONMAN Group is the largest operator of mass participation sports in the world and provides more than a million participants annually the benefits of endurance sports through the company's vast offerings. Beginning as a single race, The IRONMAN Group has grown to hundreds of events across 55+ countries.

Based in Lausanne, Switzerland, Haute Route is an organizer of challenging multi-day road cycling (Haute Route) and gravel cycling (Gravel Epic) events for amateur cyclists in iconic cycling destinations worldwide.

The transaction was handled by The IRONMAN Group's Chief Legal Officer Brooks Cowan with support by an Orrick team led by Munich-based partner Thomas Schmid. Thomas has already advised The IRONMAN Group on a number of transactions, including the acquisition of the endurance division of Lagardère Sports and on the acquisition of mountain bike races organizer Swiss Epic AG.

The Orrick team also included partners Christian Schröder, André Zimmermann and Lars Mesenbrink, senior associates Verena Schwarz and Christina Lorenz, managing associate Robert Weinhold as well as associates Stefan Riedl, Juliette Ritouret and Marianna Karapetyan from our Düsseldorf, Munich and Paris offices.