One of Metro Augusta’s largest sporting events is offering local businesses an opportunity to welcome participants and volunteers.
The Augusta Sports Council is inviting businesses in Georgia and South Carolina to participate in this year’s IM Local program. It is connected to the annual IRONMAN 70.3 Augusta triathlon, set for Sept. 28 this year.
“We saw a need and an opportunity to promote what we have locally, to the athletes that were coming, the family and friends that they were bringing with them, but also for the volunteers that were helping with that event,” Michelle Naval Pippin, CEO of Augusta Sports Council, explained for ABD. “It was just another way that we would show how we do it here in the South, as far as hospitality.”
Although the triathlon itself is a one-day event, athletes and their families spend up to four days in Metro Augusta preparing for the competition. IM Local wants area businesses to tap into that by offering special incentives to draw visitors into their business.
More than a dozen businesses in Augusta and North Augusta have already signed up to participate.
“Athletes that are coming here, we want to expose them to as many local things, whether it’s restaurants, businesses, places to train as much as possible,” said Pippin. “We want them to have a great experience, whether it’s in North Augusta, S.C., or Augusta, Ga. We want them to remember that experience with their own personal race day experience, but also with their families, and we want to see them again for next year.”
Pippin said they generally have 1,000 to 1,200 volunteers working for the triathlon. The majority are local residents, and the discounts and special programs offered by IM Local businesses extend to them, as well.
“We let them know we appreciate you guys for volunteering. This perk is also for y’all.”
The Sports Council’s website has a page dedicated to IM Local, which includes a map showing the location of all the businesses that have registered so far. It will be updated as more sign up. The information will be pushed out to triathlon participants through various social media outlets.
“Probably within the next two to three weeks, at the latest, you’ll start seeing that more on both the IRONMAN 70.3 Augusta Facebook page, as well as the Sports Council’s page,” Pippin said. “Then communications are sent out to the athletes via email on destination, information on what to do while they’re here, where to train, where to get their gear, that kind of stuff, again, promoting all the local things.”
She added that the Sports Council is partnering with Destination Augusta to share the information.
“We’re compiling all the information. We’re kind of like the boots on the ground for that. But then once race weekend comes, our team is pretty scattered, so Destination Augusta is going to be promoting it at their table during the expo,” she said.
This year marks the return of IRONMAN 70.3 Augusta. It was cancelled in 2024 in the wake of Hurricane Helene.
Information provided by Destination Augusta shows the event pumps millions into the local economy. In 2023, it brought in more than four million dollars. The cancellation in 2024 meant a loss of nearly six million dollars.
Early estimates for this year’s event are for a $3.5 million bump. That will be updated with the final amount after the event.
“At Destination Augusta, we’re proud to champion the Augusta Sports Council in bringing the excitement of IRONMAN to athletes, their families, and our community,” said Karen Lee Davis, Chief Marketing Officer of Destination Augusta. “IRONMAN is more than just a race. It’s a powerful driver of sports tourism that energizes our local economy, fills our hotels, and supports the small businesses that make Augusta thrive.”
IM Local is free to join. A business wanting to participate can fill out a form located on the Sports Council’s website: www.augustasportscouncil.org/im-local
Businesses already participating are:
- Augusta & Co.
- Dahman’s Revenge Rage Room
- Laziza Mediterranean Grill – Augusta
- Sol Himalayan Salt Cave & Spa
- Tribeca Lounge
- Fleet Feet Augusta
- Fleet Feet North Augusta
- Buona Caffe – Reynolds St.
- Orange Otter Toy Store
- Three Crows Fiber
- Dave & Buster’s Augusta
- CYCLEBAR Evans
- My True Beauty
- SoSal Sandwich & Salad Bar
- Blue Alchemy IV Hydration+Wellness Infusions
- Gallivant with Amanda
- Wild Sugar
- Sport & Injury Bodyworks
- Columbia County Visitors Center
