The triathlon — once viewed as an extreme sport reserved for elite athletes — is now booming in Belgium, attracting an ambitious wave of educated, middle-class participants.
With its grueling mix of swimming, cycling, and running, the triathlon is emerging as a new cultural symbol for personal discipline, social prestige, and digital-era fitness obsession.
This surge in popularity is most visible in the rising number of Belgian participants in Ironman events, the globally recognised brand for long-distance triathlons.
According to Ironman organisers, a record 1,687 Belgians have signed up for long-distance races this year — a 68% increase from two years ago, and more than double the figures from a decade ago.
For 44-year-old Thomas De Jonghe, who has completed three full-distance triathlons, including one in Copenhagen, the challenge is both physical and existential.
“It gives me a lot of satisfaction to train and work towards something,” he says. “You want to be the best version of yourself.” Despite the toll on his family and work balance — training up to 20 hours a week before competitions — De Jonghe says he’s continually driven to push his limits.
Influencers and Digital Tracking Fuel Growth
The phenomenon isn’t occurring in isolation. According to Simon Plasschaert, general manager of Triatlon Vlaanderen, the sport’s rise is being powered in part by the influence of social media and public figures.
Belgian YouTubers Average Rob and Arno The Kid recently completed the Klagenfurt triathlon, garnering widespread media attention and inspiring many young Belgians to follow suit.
“They inspire people,” Plasschaert explains. “Triathlons appeal to the imagination of many. There is an ambitious generation of Belgian amateur athletes who are motivated to raise the bar higher and higher.”
Online platforms like Strava also play a critical role. Athletes log their training, track progress, and — crucially — showcase it to followers.
In a digital age where fitness has become a form of self-branding, endurance sports offer compelling content. As one viral quote from Ironman puts it: “Swim 3.8 kilometres, cycle 180 kilometres, run 42 kilometres and brag for the rest of your life.”
Sociological Shift Toward Extremes
Sports sociologist Jeroen Scheerder, who has studied the profile of triathletes with colleague Jef Huyghe, identifies a clear social trend behind the numbers. “Excess is becoming normalised,” he says. “Running a marathon has become almost ordinary. Now we go even further.”
Their research shows the sport is particularly popular among millennials and Gen Z — often highly educated and career-focused. “They see sport as an extension of their performance-oriented daily lives. An Ironman is something to tick off their bucket list.”
For Scheerder, the fascination is partly cultural. “People claim they have little time, and yet they train 15–20 hours a week. That contradiction says something about modern values and ambition.”
Symbol of Success and Status
Beyond physical accomplishment, the triathlon is becoming a lifestyle emblem. De Jonghe recalls a revealing image from a business newspaper: “There was an interview with a CEO, and in his office was a triathlon bike. I found that so typical. It’s become a status symbol.”
This association between triathlons and professional prestige isn’t accidental. The sport demands significant investment — in time, money, and mental endurance. A high-quality time trial bike can cost upwards of €10,000. Add in travel, equipment, and race fees, and the financial barrier becomes clear.
Dr. Roel Parys, a sports physician, agrees that the triathlon is not for everyone — but insists it can be safe for many with the right training plan. “Apps like Strava motivate people, which is great. But without structured guidance, many get injured because they start too enthusiastically,” he warns.
From Niche to Industry
With growing popularity comes commercialisation. Triathlon is no longer a small, intimate event but part of a larger sports industry. “There are two big names: Ironman and Challenge,” Scheerder says. “Ironman has a tough, macho image. Challenge is more about family values. But make no mistake — they are both big business.”
Qualifying for prestigious events like Ironman Hawaii isn’t just a test of endurance — it’s an economic decision. “You can be asked to pay the moment you qualify,” Scheerder adds. “It’s a well-oiled machine.”
Despite Belgium’s active participation in international events, the country lacks a full-distance Ironman of its own. That may change as local demand increases and the commercial appeal continues to grow.
Abolition of Medical Screening Raises Eyebrows
As participation grows, concerns about safety have emerged. Until recently, Belgium required triathletes to undergo a general medical screening every four years. That mandate was abolished last year, sparking debate within the sports community.
“Together with general practitioners and specialists, we concluded that a four-year screening doesn’t tell you if someone is fit at the time of a race,” says Plasschaert. Instead, Triatlon Vlaanderen is focusing on awareness campaigns, encouraging athletes to self-assess their readiness.
Dr. Parys supports the move. “Mandatory testing can be a barrier,” he explains. “Sport has so many health benefits. We don’t want to discourage people, but we do need better education and personalised advice.”
A Movement That’s Here to Stay
Triathlon’s popularity in Belgium reflects a broader shift toward extreme fitness as a form of identity, status, and self-expression. What was once a test of physical limits is now also a cultural statement — one that combines discipline, digital exhibition, and middle-class aspiration.
Though questions remain about sustainability, inclusiveness, and injury risks, one thing is clear: Belgium’s triathlon boom isn’t just a passing trend — it’s a transformation of how sport fits into modern life.
