Mackatak offers innovative strategic communication services to businesses that are interested in building powerful brands in the endurance sport arena.
Mackatak, through owner and president Kevin Mackinnon, helps companies build brand equity in the endurance community. Media outlets, some of the world’s largest event series and a variety of lifestyle brands have used Mackinnon’s expertise to launch their companies and become mainstays in the world of triathlon, cycling and running. Unrivalled Experience With over 30 years spent in the international endurance world as a professional athlete, coach and world-renowned journalist, Mackinnon has an intimate knowledge of the endurance sports world, which continues to grow at record-setting levels. Over the last decade the number of international Ironman qualifying events has more than doubled, while the number of half-Ironman qualifying events has more than quadrupled around the world. We’ve all heard the term “cycling is the new golf” as so many executives have traded their clubs in for lightweight carbon fiber machines with wheels, while Grand Fondo and other charity-oriented cycling events see thousands of participants take to the roads. Continuing the boom that began in the 80s, almost 20 million people finished a running event in the United States last year.
Mackinnon is all too familiar with those numbers because he’s been immersed in that world for so long. The former editor in chief at Ironman has been to more Ironman events (over 200) than anyone else on the planet. He’s announced at 1,000s of triathlon, cycling, running and other events. He’s written two books and countless articles for a variety of publications both online and in print, and was the founding editor of Triathlon Magazine Canada, the most read multisport publication in that country.
Brand success stories: Ironman North America In 1995 when Mackinnon became the communications director for Ironman Canada, triathlon was a virtually unknown niche sport. Within two years he’d accumulated binders full of clippings, thousands of hours of television coverage and was heading up the communications strategy for a new company, Ironman North America, which inspired the endurance triathlon boom here in North America. Ironman Believe it or not, there was a time when Ironman races didn’t fill. In 2005, the first year that Ironman Austria reached capacity, Ironman CEO Ben Fertic credited Mackinnon’s innovative work on Ironmanlive.com as one of the driving forces for Ironman’s participation success. Triathlon Magazine Canada Founded 10 years ago, Triathlon Magazine Canada is the number one read multisport magazine in the Canadian market. The magazine was a huge success from day one – subscription expectations were exceeded by a factor of two within the first year. Each issue is typically read by about 50,000 triathletes, more than half of total number of triathletes in the country. Opportunities There’s been lots of change in the endurance world over the last few years. It’s no coincidence that both Competitor Group and Ironman have recently had ownership changes. While there is a recognition that there has never been more opportunity within this industry, the competition to earn a piece of it has increased incrementally, too. A focused marketing and communications strategy is the only way to achieve your brand development goals. Maximize current assets Are you getting the most out of your current promotions? Through our extensive resources we can develop and implement a multi-media platform to ensure that the endurance community is aware of your company’s place in their world. We’re experts in using event coverage, profiles, videos and other social media to get your message out. Mackatak Fitness and Communications This new business, started under an old name (Mackatak is the name of Mackinnon's triathlon and running club) to help companies and media outlets to build their brands. Using a variety of media platforms, Mackatak can help you carve out your own niche in the endurance sports world. We can help with everything from developing a new communications strategy to maximizing the benefits of your existing promotional plans.
Resources With an extensive global resource base, Mackatak has the connections, experience, access and resources to provide expert support for any strategic communications plan.