How Wollongong businesses can make the most of the city’s 2025 golden week of sport
Wollongong’s 2025 golden week of sport will bring 5,000 athletes and global visitors, offering local businesses major opportunities through tourism, hospitality, retail, and event partnerships.
Luke Palmer knows what it takes to deliver a world-class sporting spectacle.
Before taking the helm of the World Triathlon Finals 2025 in Wollongong, he oversaw some of the biggest endurance events on the calendar as Ironman Australia’s race director.
But this event, he says, is a different kind of challenge. “It’s a multi-day event with around 14 events operating in those four days of live action. It’s challenging like any event on a world-class scale. There’s a lot of boxes to tick, but we’ve got a big team that’s working around the clock.”
From October 15 to 19, the city will host the World Triathlon Finals 2025, drawing around 5,000 athletes for five days of world-class sport and a week-long festival atmosphere.
For local businesses, it’s an opportunity measured not just in visitors but in potential spending power and global exposure.
Read Also: Applying hard lessons from UCI 2022: Wollongong gears up for World Triathlon Championships
The program starts on Wednesday with a Parade of Nations and an opening ceremony, before rolling into four days of intense competition, including the T100 Pro race, a new triathlon format taking in a 2km swim, 80km cycle and 18km run.
“We have kind of a unique race this year where the T100 Pro race is also being held on Saturday afternoon. It’s going to add an extra element and ensure that the event is the biggest triathlon event in the world this year by far.”
Palmer’s focus isn’t only on the finish line.
“We really want to encourage everyone to come down and to get involved. We want to show the world that Wollongong is a major events community, and that takes everyone’s input, from us organising, to the community giving the athletes, spectators and visitors the best experience possible while they are in the area,” he said.
Part of that plan includes an athlete's voucher scheme, designed to ensure visitors spend locally.
“In partnership with Destination Wollongong, we've been reaching out to businesses within the community to offer discounts to athletes,” Palmer said.
“A big focus for us is really encouraging athletes and their spectators, family, friends to go out of the businesses and spend some money. But at the same time, we want to encourage businesses to get involved and back the event and get people through their front doors. “
Participating businesses will receive a welcome pack including flags, stickers, and signage to dress up their shopfronts, along with a listing on the event’s online map to make them easy for athletes to find.
Palmer said they are still working with local businesses to provide food and entertainment at the event village in Lang Park, which is expected to be the heart of the action.
Behind the scenes, Palmer is steering an operation of intricate complexity. “I think I’ve got about nine spreadsheets currently open on my desktop that I’ve pinned up to the top. It grows more and more by the day.”
Those spreadsheets cover everything from traffic management to volunteer rosters.
“Without them, these big events definitely don’t happen,” he says of the 1,000-strong volunteer team the event will need.”
Athletes will begin arriving from October 13, with most staying through to October 20.
Businesses interested in joining the rewards program can email info@wollongongtriathlon.com.
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