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Spartan Race acquires La Ruta stage race

Published December 6, 2019
Plans are to expand the mountain bike challenge to other regions around the world.

BOSTON (BRAIN) — Spartan Race will acquire the La Ruta De Los Conquistadores multi-day endurance mountain bike race and brand and expand the format to other regions.

Spartan Race will work with La Ruta founders Roman and Florencia Urbina to expand the race format. Roman and Florencia will continue to run the flagship three-day coast-to-coast event in Costa Rica. 

For Spartan Race, which organizes the world's largest obstacle course race, it's another expansion of the brand after beginning a trail running series this year that's expanding across the globe as well. Spartan Race grew from one event in Burlington, Vermont, in 2010 with 700 participants to 250 events on six continents and more than a million annual participants.

"From the day I set out to follow the steps of the Spanish Conquistadors — Juan de Cavallón, Perafán de Rivera and Juan Vásquez de Coronado more than 27 years ago — La Ruta has organically grown into the event it is today, and we're excited to work with Spartan to continue the tradition while taking the event to the next level," said Roman Urbina in a statement. "Similar to La Ruta, Spartan is an authentic brand that turned into a global movement, and we could not ask for a better partnership."

Future plans include turning the flagship La Ruta event into a gated championship, with a pre-qualification feeder system through brand's global events. The 2020 event will be the last with open registration.

"As we expand Spartan to all avenues of fitness and endurance sports, mountain biking is a natural fit, and beyond that, La Ruta has built an incredible event that shares our values for grit and determination," said Spartan founder and CEO Joe De Sena in a statement. "Roman and Florencia have created one of the toughest endurance events on the planet, and we can't wait to share their vision with the world. Much like we did with the introduction of Spartan Trail, we look forward to bring the Spartan community together with La Ruta's and the global mountain biking community to introduce and grow each through shared passion and experiences."

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The La Ruta De Los Conquistadores format will expand globally.
Topics associated with this article: Mergers & Acquisitions, Racing & Sponsorship

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