The Ironman Group appointed Scott DeRue as CEO. He joins the company from Equinox where he was president. DeRue will also join The Ironman Group’s Board of Directors.

The company said DeRue’s career has been dedicated to creating life-changing experiences that help people discover and maximize their potential. At Equinox, DeRue reportedly oversaw a global lifestyle brand and health and wellness business that included 107 fitness clubs, a connected fitness platform, a large personal training and coaching practice, and digital commerce and media properties. Before he was appointed president, DeRue worked for three years as an independent director on the Equinox board.

Prior to joining Equinox, DeRue was the Dean of the Stephen M. Ross School of Business at the University of Michigan for five years. Before that, DeRue held various faculty and leadership positions at UM for over a decade, taught and advised companies on team performance and organizational transformation and was recognized as one of the 50 most influential business professors in the world.

DeRue began his career with the Monitor Group (now part of Deloitte) as an analyst for the company’s private equity business and subsequently worked as a management consultant and leader on corporate strategy and organizational transformation projects for companies in consumer retail, financial services, healthcare, and technology.

DeRue has long been a passionate member of the endurance community, having completed the 250km Gobi March ultramarathon, reached the summits of Everest, Denali, Elbrus, Vinson, and Aconcagua, and led teams to the highest point on Mt. Kilimanjaro.

In his role as The Ironman Group CEO, DeRue will lead the organizer of mass participation events with a portfolio of hundreds of events across over 50 countries in triathlon, running, trail running, road cycling, and mountain biking and a suite of digital training platforms and programs for athletes.

“We are thrilled to bring someone of Scott’s talent and experience to The Ironman Group. Scott is a dynamic leader with a unique track record of driving transformation and growth in different roles and environments,” said Janine Shelffo, group president and chief growth and strategy officer at Advance. “He deeply respects the passion of endurance athletes driven to do hard things and understands how that leads to personal transformation, having experienced it personally as an endurance runner and mountaineer.”

Jesse Du Bey, managing partner of Orkila Capital, added, “The Ironman Group leadership team is full of amazing people with decades of experience in endurance sports. Scott will bring a fresh perspective, which combined with respect for the legacy of The Ironman Group’s historic brands, an understanding of the importance of customer-centricity, and focus on innovation, will be a great thing for our sports, communities and company.”

“I am honored to join and lead this purpose-driven organization that for 45 years has consistently tested the boundaries of human achievement and underscored the belief that Anything is Possible,” said DeRue. “My life has been deeply enriched by being part of the global endurance community and I feel incredibly fortunate to lead The Ironman Group in its mission to inspire people to be the best version of themselves through testing the limits of their physical and mental strength.”

DeRue earned a BS with Honors in Business Administration from the University of North Carolina at Chapel Hill, Kenan-Flagler Business School and a Ph.D. in Business Administration from the Eli Broad Graduate School of Management at Michigan State University. DeRue is a board member of the University of North Carolina at Chapel Hill’s Kenan-Flagler Business School and a trustee of The Conference Board. DeRue will relocate to Tampa, FL where The Ironman Group is headquartered.

DeRue succeeds Andrew Messick, who announced his retirement in July 2023 after 12 years as CEO. Messick will remain a member of the Board of Directors for The Ironman Group and serve as an advisor to DeRue to ensure a smooth transition.

“I am delighted to pass the baton to a leader of Scott’s experience and capabilities,” said Messick. “His high energy and commitment level will inspire and motivate The Ironman Group’s employees, partners, and the triathlon, trail running, road running, and cycling communities,” said Messick. “The company is in very capable hands, and I look forward to supporting his leadership of this amazing organization.”

Image courtesy The Ironman Group