隨著越來越多人注重生活和工作上的平衡，近幾年在台灣運動風氣開始快速蓬勃發展，從2008年全民瘋單車，隨之而來的是全台瘋路跑，估計2012年全台灣約有250場路跑活動，到了2013年則倍增到將近500場，平均每周就有7-8場路跑活動在舉辦。鐵人三項運動結合了游泳、自行車和跑步等三項運動，因為三項運動必須同時依序完成，要從事該項運動的難度更高，對於多數只是想運動的人而言，並非想參加就有能力可以參加，因此相較於自行車和路跑來說，自然無法快速累積運動人口。但是也正因為搭著這股運動風氣下的推波助瀾，越來越多人開始知道這項運動，並且積極想要挑戰這項運動，因此鐵人三項運動也在這幾年開始持續穩定成長。

台灣鐵人三項公司於2009年底成立，引進台灣第一場國際級鐵人三項賽事Ironman 70.3，也是台灣第一個以企業型態經營鐵人三項運動的公司。從一開始成立公司僅負責賽事的代理管理，賽事策畫相關工作是委託給活動公司執行。2011年決定成立自有的執行團隊，並且創立LAVA品牌。在公司發展的過程中面臨許多關鍵決策，包括執行工作委外和自辦的抉擇，公司業務僅負責自有賽事或是承接企業委託案，以及面對業務成長，是否應該展開多元化的發展，產業的前景為何等等。這些挑戰過去在台灣並沒有前例可以依循或學習，畢竟鐵人三項運動在台灣的發展只有大約20年左右的歷史。因此，本次藉由此個案的研究，希望提供給未來更多想要在運動產業發展的企業一個參考的依據。

With more and more people pay attention to balance work and life, sports culture began flourish in recent years. In 2008, all people in Taiwan were crazy for bicycling. Then, it is followed by all people in Taiwan being crazy for running race. In year 2012, there were 250 games estimated in Taiwan running race events, to year 2013 then doubled to nearly 500 games. Average 7-8 games were held per week.

Ironman Triathlon combines three kinds of sports which are included swimming, cycling and running. Because the three sports must be completed in sequence, the difficulty of race completion is obviously increased. For people who just ordinary love exercise, they may not be able to complete triathlon due to capacity constraints. Therefore, compare to cycling and running, the participate population of triathlon can not be quickly accumulated. Also along with the sport trend rising, more and more people begin to know the sport and actively want to challenge the sport, the participate population of triathlon therefore also began a steady growth in recent years.

Taiwan Triathlon Corporation was founded in late 2009, it is the introduction of Taiwan's first international triathlon race Ironman 70.3 and also is Taiwan's first enterprise-type operating company in triathlon.
From the beginning, the Company is only responsible for managing events as an agent and the performance of events is outsourced by event company. In 2011, the company decided to set up its own team to perform the events and founded its own brand ~“LAVA”. During the transformation, the company has experienced many challenges, including outsourcing and self-performance choices, restructuring and talent management within the organization, as well as business development direction and so on. Facing this challenges, there is no precedent in Taiwan to follow and learn in the past. After all, the development of triathlon in Taiwan is only about a period of 20-years history. Therefore, through this case study, we hope to provide a reference basis to the companies which are interested in joining the sports industry in the future.

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二、英文參考文獻
1.Andrew J. Martin、Andrea N. Eagleman、Petr Pancoska (2014), "A Case Study of Regional Sport Organization Development in Triathlon", Journal of Applied Sport Management, Vol. 6 (1), 72-94.
2.The New Zealand Tourism Research Institute (2006), "The Taupo Special K Women’s Triathlon Local Economic Impacts".
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7.Adrian Wood (1999), "Value Chains: a Economist's perspective", Institute of Development Studies.
8.Julian Birkinshaw (2014), "Be aware the next big thing", Harvard Business Review.
 
三、網路資源
1.跑者廣場 (http://www.taipeimarathon.org.tw)
2.運動筆記 (http://www.sportsnote.com.tw)
3.中華民國自行車騎士協會 (http://www.cyclist.org.tw)
4.中華民國鐵人三項協會 (http://www.ctta.org.tw)
5.Ironman Official Website (http://www.ironman.com)
6.MBA智庫百科 (http://wiki.mbalib.com/zh-tw/)
7.台灣鐵人三項公司 (http://www.taiwantriathlon.com)