Today we’d like to introduce you to Natalie Barrad.
Hi Natalie, can you start by introducing yourself? We’d love to learn more about how you got to where you are today?
I studied broadcasting in college and I thought I’d be a sports broadcaster given my love for sports; however, I quickly found out I didn’t like public speaking or being on camera (which I’m sure comes as a complete shock to those who know me). Nonetheless, I knew I would find a link to sports during my career, I just didn’t know exactly when and how.
After working in TV and Film production early on, I moved to marketing and advertising. With over 20 years of marketing experience, my entrepreneurial spirit was piqued (Both of my parents were accomplished & passionate entrepreneurs). I took my passion for sports and knowledge of marketing and launched Active Reach Marketing where I partnered with local businesses in the active lifestyle space to connect, build and grow their brands. Over the years, I’ve been so fortunate to work with forward-thinking businesses including physical therapy practices, bike shops, law firms, triathlon teams, running stores and race organizations.
In 2012, I was hired by the Crystal Cove Jr Lifeguards to market a new Swim + Run Race series at Crystal Cove State Beach called Coveathlon. I partnered with founder Skyler Kirby and within a few years, my role expanded from marketing to co-race directing. Fast forward several years, I had the opportunity to take the reins as Coveathlon owner and race director. I formed a race & event company called Catalyst Racing & Events which now produces and markets Coveathlon Summer Race Series. We celebrated our 10th year this summer and we’ll be back for our 11th season starting July 2023.
I am blown away that I find myself living my childhood dream job of working in sports for a living. Coveathlon has given me a vehicle to motivate and inspire others. In return, FILLS MY SOUL with purpose on so many levels and I love seeing people achieve success in sport.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
After 3 years of holding Coveathlon at Crystal Cove, our permit wasn’t renewed and we were faced with finding a new venue. Thankfully, we found a perfect location at Newport Dunes/Back Bay and have been racing there for 7 years.
Other challenges include rising race expenses (permit fees, insurance, awards, swag, etc.). To help offset the growing costs, I rolled out a sponsorship program which provides our sponsors a open platform to connect and build relationships with the Coveathlon race community. It’s been a win-win for the sponsors and athletes.
Another challenge is maintaining our locally-grown, grassroots culture and not merging with larger organizations. For instance, I’ve been asked to sanction Coveathlon with the triathlon national governing body, USA Triathlon. While it looks appealing as it helps reduce some expenses, we would lose our grassroots vibe and creative flare and therefore we will continue to remain small, nimble and independent which our racers love and SO DO I!
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I am the owner, marketer and race director for Coveathlon Summer Race Series, consisting of 4 Thursday Night Races. Coveathlon is a community-spirited race perfect for new to seasoned athletes of any age looking for a welcoming race environment packed with camaraderie, competition and FUN!!
Participants can choose from any race option:
1K Swim + 5K Run
1K Swim only
5K Run only
Relays
I am most proud of creating a welcoming and positive race environment where all levels and ages feel supported and inspired. Whether an athlete is a top age grouper or a back of the packer – EVERY athlete is celebrated, We also pride ourselves on creating a lively finish line with dance music pumping and a post-race PARTY!
When I first stated in Triathlon over 30 years ago, it was intimidating with lots of egos. We’ve broken down those barriers by creating an atmosphere and race culture where everyone is cheered & celebrated. The welcoming atmosphere all starts with the Cove Crew. They are my race crew and share the same passion and commitment to Coveathlon as I do. I am so lucky to have them work their magic every summer!
I also love to heckle our racers with my megaphone! It’s kinda addicting!
We love seeing new athletes join our Thursday Night Race Party. Take a look at our 2023 race schedule:
July 13
July 20
August 3
August 10 + Awards Party!
Where do you see things going in the next 5-10 years?
I’m seeing big growth areas in a variety of race formats such as SwimRun, Gravel Triathlons, super short course racing and mixed relay formats, plus a stronger collegiate presence.
The appeal of trail and off-road racing will continue to thrive. There are too many car/bike accidents causing athletes to head indoors for Zwift racing, or train at the gym or hit the trails.
The pandemic put many of our loved race organizations out of business which left a big hole in the local racing scene. Over the next few years, I anticipate seeing a new crop of race organizations fueling the sport along with the continued support from local teams and coaches.
Pricing:
- Series Pass Registration – includes all 4 races $200
- Single Race Registration – 1K Swim + 5K Run $55
- Single Race Registration – 1K Swim only $30
- Single Race Registration – 5K Run only $30
- Relays – $65
Contact Info:
- Email: [email protected]
- Website: www.coveathlon.com
- Instagram: Coveathlon
- Facebook: Coveathlon
- Other: areachmarketing.com
Image Credits
WildGlass Photo AJ Sura
