Across Western Canada, endurance racing is evolving beyond traditional competition and increasingly aligning with how new athletes approach sport, travel, and achievement. At the centre of this shift is Platinum Racing, a 15-event endurance series designed specifically with modern participation trends in mind.
Leading the organization is Tom Bamford, the company’s “Chief Sweat Officer.” A lifelong endurance athlete, Bamford has competed since 1989 and has raced at four world championships including the Ironman. His background informs a clear objective: make high-quality racing competitive, fun and offer a variety of race experiences.
Platinum Racing’s approach focuses on democratizing endurance sport for the next generation of athletes—particularly 25–29-year-olds who are driving the sport’s growth. They often enter in groups, train together, and seek meaningful, high-impact “big day” experiences rather than isolated race results, with finish-line environments designed for celebration and achievement.
This philosophy is reflected in flagship events like the Ironman 70.3 Calgary, which is structured to support relay teams, first-time half-Ironman participants and world championship qualifiers on the same course. “The new course hugs the Rockies with amazing views and the run along the Bow River brings the entire Cochrane, Alberta community out to cheer,” explains Bamford.
The event calendar spans from Victoria to Edmonton and includes running races, triathlons, cycling Gran Fondos, and multi-sport events that combine all three. It blends long-standing races that have operated since 1983 with newer, more experiential events designed to reflect evolving participant expectations. For new athletes, the series provides a clear pathway from entry-level fun runs through to destination endurance races and multi-sport challenges.
Signature events like the Banff Half Marathon deliver destination-level appeal in iconic settings, while creative formats such as Millarville’s “Run to the Market,” featuring cinnamon bun aid stations, add personality and memorable moments that resonate strongly with “experience-minded” participants. Beyond racing, Platinum generates over $100,000 annually for local charities and youth organizations.
Sustainability initiatives are showcased at the Banff Half Marathon, emphasizing responsible operations and reduced environmental impact. “The Banff Half Marathon sustainability program is built around becoming the ‘greenest running event on the planet,’ using comprehensive strategies like zero-waste initiatives, renewable energy, carbon offsetting, and sustainable transportation to minimize environmental impact”, says Bamford.
Platinum Racing delivers a curated endurance calendar built for variety, progression, performance, and the “big day” experiences that define a new generation of athletes. Explore the calendar at www.platinumracing.ca.
Photography: Tom Bamford, Platinum Racing
