Meet Fitletic's Newest Part Owner: IRONMAN Champion Matt Hanson

Big news from Fitletic

We've been keeping a secret, and we can finally share it. Professional triathleteMatt Hanson is joining Fitletic not only as a brand ambassador but as a minority owner of the company.

Matt is a multi-time IRONMAN champion and one of the fastest runners the sport has ever seen. He didn't just love our gear. He chose to invest in it, and now he's helping us build what comes next.

Who is Matt Hanson?

Matt's story starts with a used bike he bought on eBay at age 25. At 16, a mentor had asked him to write down 50 goals for the next ten years. Finishing an IRONMAN was one of them.

He kept that promise, and then some. Matt earned his pro card at IRONMAN Texas in 2013 while working full time as a professor of exercise science. Two years later he won that same race as a professional, and soon after he left the classroom to race full time.

Today his record includes:

• 12 Professional IRONMAN titles, including four IRONMAN North American Championships in Texas

• Multiple IRONMAN 70.3 victories

• The marathon record at Challenge Roth: 2:28:03, set in 2025

• 4 out of 10 

Matt is also a coach. Through Matt Hanson Racing, he helps triathletes and runners of every level reach their goals. His science background shapes how he trains, how he coaches, and now how he'll help us test our gear.

Why an owner, not just a sponsor

Most pro athletes sign sponsorship deals. They wear the logo, post a few photos, and move on when the contract ends. Matt wanted something different.

"As a coach, I tell my athletes to trust gear they've actually tested. I've raced with Fitletic, and I believe in it. Owning part of the company means I get to make it even better." — Matt Hanson[draft quote for Matt's approval]

As a part owner, Matt has a real stake in every product we make. If a belt bounces, if a bottle leaks, if a pocket is in the wrong place, he'll know during testing and we’ll redesign and re-test until it’s perfected for our customers. 

What this means for you

Gear tested at the highest level. Matt will train and race in new Fitletic products before they reach you. If it works for a top pro athlete, it will work for your Sunday long runs.

Products shaped by science. Matt's background in exercise science brings a new lens to how we design fit, weight, and hydration.

The same Miami roots. Fitletic has built race-day gear since 2008, tested in some of the hottest, most humid training conditions in the country. That doesn't change. It just gets a champion's input now.

What are Matt’s Favorite Fitletic Gear 

We asked Matt what he never races without. Here's his Fitletic setup:

• Hydra16 Hydration Belt — “I used it to run a 2:30:59 at IRONMAN Kalmar 2026”Shop now

• Fully Loaded Belt — “Amazing for my short training runs off the bike”Shop now

• 360 Plus — “I use it for training days, especially when I go on Trail Runs because it holds my gels, keys and phone without bouncing around and I can even add the soft flask for hydration when I need it” Shop now 

Matt will break down his full kit next week, so stay tuned.

Welcome to the family, Matt

This is the start of a new chapter for Fitletic. We can't wait to show you what we create together.

Follow Matt on Instagram at@matthansontri to see his training, racing, and behind-the-scenes gear testing. Want first access to new products and more from Matt? Join the Fitletic newsletter.

See you at the finish line.