World Triathlon Corporation, the owner of the Ironman events and trademark, has sold its two-year-old magazine to a group of investors that includes WTC executive and former Triathlete magazine owner John Duke.
Duke will remain with WTC. Other investors include Dave Alberga and Matt Landa, who are Active.com's CEO and president, respectively.
"Ironman is in the business of creating extraordinary races and event experiences, not publishing," said Andrew Messick, Ironman's chief executive, in a company statement. "We are delighted for Lava to thrive under new ownership and look forward to watching and helping the magazine grow."
LAVA will be designated as the Official Magazine of Iroman. The magazine will retain its current staff including Heather Gordon as publisher.
