Alright – so today we’ve got the honor of introducing you to Jackie Karlberg. We think you’ll enjoy our conversation, we’ve shared it below.
Jackie, looking forward to hearing all of your stories today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?
Karlberg Racing started with a vision of creating shorter, more accessible triathlon races that the average Joe could finish and feel good about. Of course it’s still something that’s hard, but after finishing they can say, “I finished a triathlon!”
I grew up a competitive swimmer and was pretty good at distance. In 2004 I competed in my first triathlon ever in college. It was a sprint triathlon and I didn’t really know much about it. I used my Mongoose mountain bike to ride around the dry potato farms, run around campus, and swim in the campus pool. I didn’t really know what I was in for, but upon finishing, I. Was. Hooked. It was so fun – it pushed me to my limits and made me want do do another one – which I did triathlon after triathlon, eventually doing an Olympic distance or two, and finally an Ironman 70.3 8 months after giving birth to my second child.
After competing in 20+ triathlons myself, I really wanted to bring the sport to more people, and in 2018 I founded Payson Orchards Triathlon. I had tried to start triathlons prior, but the stars didn’t align until I met with Payson City and they thought my vision aligned with theirs.
Since our first race in 2018 we have held up to eight races in one year, but now we’re back to the comfortable number of three in 2024: Payson Orchards Triathlon (my favorite) in June in Payson, Utah; Splash Summit Triathlon in August in Provo , Utah (it finishes on a 300-foot waterslide!); and the Goldilocks Women’s Bike Ride in September.
More than 5,000 people have succeeded to finish our races over the past six years and earned the title of “triathlete”! It’s something that we feel honored to have been a small part of these athlete’s journey to better health.
This article explains more of the vision: https://www.heraldextra.com/sports/2021/jun/13/payson-orchards-triathlon-open-to-all-kinds-of-racers/
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I grew up in California and Arizona and was always playing sports. We had a pool in our backyard growing up, so my parents wanted to make sure we didn’t drown, so we learned how to swim well at a very early age. I was swimming competitively at four years old. I also enjoyed running and playing soccer and did that through high school.
As mentioned earlier, I did my first triathlon as a sophomore in college in 2004 and was hooked – it was so challenging and fun and I wanted to keep doing them!
When I moved to South Utah County, there weren’t ANY triathlons in the area, and so I decided to try and start one up! I wanted to provide a challenging, fun, beautiful course for the average Joe and Jane, and that they could feel like they accomplished a great feat! My 10-year-old son, Henrik, competed in Payson Orchards Triathlon in 2023 and right after he finished he said, “That was so hard, but so fun! But I never want to do that again!” And then two months later he did the Splash Summit Triathlon and plans to compete this year again.
Personally, when I sign up for a race, it helps me to focus on getting in shape! I think, “I spent this money, and now I’m going to work hard to make it matter!” So in starting this business, I love that I’m helping provide an outlet for people to get healthy, try something new, get more in shape, and have fun with family and friends. Our finish line is full of friends and family cheering on everyone – it’s such a positive, uplifting atmosphere.
The first year I did Payson Orchards Triathlon I had two women finish last – they walked the 5k and we had already taken down the majority of the course, but left up the finish line. They were the second and third place in their age group and earned medals – they were so surprised that when they crossed the finish line, they had actually placed in their age groups! They both were so excited and cheered each other on, and one said, “I can’t believe this! I am going to wear my medal to church tomorrow!” Helping people feel this great sense of accomplishment is why I do this.
I am most proud when I see people around town (or even in different states!) wearing my race t-shirts, and I say, “Hey, you did x race? Did you like it!?” And they always say they loved it. I always say that race day is my pay day. I work for weeks and months getting everything ready for race day, and then after they’ve finished I have dozens come up to me, thanking me for creating the race, and that they loved it! It makes it all worth it.
We want everyone to know that we accommodate ALL! If you have a physical disability, please sign up and help us accommodate you to finish the race in whatever capacity you can! One year I had a dad call me about his autistic daughter that wanted to complete the race, but that she needed to be in the pool by herself to be able to complete it safely. We let them start early to ensure they could be out of the pool before the chaos started. She and her dad finished the race and placed in their age groups and called and thanked me a week after for letting them do that. They did that for several more years!
Do you need to use a recumbent bike? Register! Do you need to swim with a lifejacket? Register! Do you need a guide while you race? Register! We are here for EVERYONE. We will find a way to accommodate you!
In 2024 we’re starting a kid’s triathlon for children 12 and under. It’s only 1/2 to 1/3 of the sprint race, but again, we’re trying to open the sport of triathlon to EVERYONE!
Can you tell us about a time you’ve had to pivot?
In college I studied Communications and worked in PR and journalism. Sometime in my adult life, I gained this entrepreneurial spirit. I had a desire to start different businesses, but didn’t really know how or where to start! I tried doing freelance work, but that never really went anywhere.
We moved our little family of three across the country from Utah to Florida for my husband to attend graduate school at Florida State University, and I was unable to land a job to help provide for our family. I was devastated, but also motivated to do something to help my family. That’s when I started Tallahassee Family Magazine. I wrote articles, did the photography, did the copy, layout, editing, ad sales, etc. – everything! I learned so much in that business, but in reality, I lost over $10k in trying to get that business off the ground – just to sell it for a meager price a couple years later as we moved back to Utah.
After moving back to Utah, I invested in LuLaRoe – being a fashion consultant and selling clothes. I didn’t really know much about fashion (nor did I really care about it), but LuLaRoe promised so much, so I jumped on board for a short six months, but eventually just sold everything.
I tried several times to start up an indoor triathlon (like one I had been a swim coach for back in 2008), but it never came to fruition.
I was hired by Brigham Young University-Idaho to teach an online class: Professional Presentations (COMM 273), and I think that even though my magazine venture tanked, I think it was because of that experience that I got the job at BYU-Idaho, and I have been there ever since – I will soon celebrate eight years with them! I do love teaching – it is my first love, so I am very happy to be there in addition to my role as race director.
Right after I started teaching with BYU-Idaho, I started up my racing business and became a race director! I had doubts that I could even create a successful business, after my magazine tanked, and my fashion consultant business was no more – but my MBA graduate sister told me that most businesses that are second or third businesses for entrepreneurs will finally be successful. She gave some statistic – like 80% are successful, but I can’t remember exactly what it was.
But she was right! I worked hard, was careful with my money and I have NEVER had a loss on Karlberg Racing since year one. I have learned everything from getting my hands dirty and relying on my own passion to work through the details and find the best options. I am always learning and always trying to improve which I think helps my business to remain successful.
Can you talk to us about your experience with buying businesses?
In 2021 I bought Goldilocks Events – a fully-supported women’s bike ride of 20, 40, 60, 80, or 100 miles – a distance “just right” for everyone. It was an event that aligned perfectly with Karlberg Racing’s vision and mission – that we can do hard things and there’s something for everyone! I also love that it was an all-women’s event – something that I’m also passionate about female athletes. Women showing that they can be strong and do hard things – and that they can support other women!
How it fell in my lap was a little unorthodox. My sister had done the event before, so she got the emails from them. One day she got an email saying that they were looking for a Race Director. Well, that is what I was! She said, “You may not have time for this, but thought I’d pass it along if you’re interested.” I thought that I really didn’t have the time for it, but decided to send in my resume regardless. In time I learned that they weren’t really looking for a Race Director, but actually they were looking for someone to buy the business. My initial reaction was, “Oh no, I don’t have the money for that.” And then after talking with them and learning more about the business, I ultimately decided to purchase it.
I was invited to all their weekly meetings and was given the roll of MC at the event to get my feet wet and to understand the ins and outs of the business. My husband followed around the boss to learn more about supporting hundreds of women on a 100-mile course. We had paid for half of the business before the race, and a week later we paid for the rest of it and they delivered all the equipment! It was exciting, and the next year it was ALL MINE. It was such a great move as it came with its own custom metal arch (which is ICONIC), and a huge 30-foot trailer full of branded water jugs, canopies, signage, and more! Most of which I could also use with my other events!
Goldilocks has been a very fun event – my largest of the year with up to 1,000 riders. It has such a feminine touch to it, and is a wonderful avenue for women to help women do hard things.
But as has been apparent my whole life, I don’t stay in one place for too long, and I am now looking to sell Goldilocks this year, as I plan to go back to being a full-time teacher in the fall. Doing Goldilocks (which is typically in September), and teaching as well will be a very difficult task, and so I am looking to sell Goldilocks. In the past the event has been in Provo, Utah, Boise, Idaho, and Las Vegas, Nevada – and has a following in each city – with hundreds of thousands of female riders ready to ride again! If you’re interested in purchasing Goldilocks, please contact Jackie at [email protected].
Contact Info:
- Website: https://goldilocks.events
- Instagram: @karlberg_racing @goldilocksevents
- Facebook: @goldilocksevents @karlberg_racing
- Linkedin: https://www.linkedin.com/in/jackie-karlberg-med-a4198229/
Image Credits
Jackie Karlberg