When the starting horn sounds at this weekend’s IRONMAN 70.3 Mossel Bay, a group of first-time competitors will line up alongside seasoned triathletes to tackle one of the country’s toughest triathletic events — with the guidance of endurance coach and mentor Steve Atwell, whose mission is to help ordinary South Africans achieve extraordinary goals.
Atwell is a well-known figure in the triathlon community. His passion for all things triathlon was sparked while working in the UK as a product specialist for Nike, where he competed in a number of triathlon, duathlon and cycling events, with two London marathons under his belt, before deciding to pursue his love for the sport in Cape Town.
Since 2005, Atwell has competed across South Africa at all major races, finishing five full IRONMAN events and attending the IRONMAN 70.3 World Champs. He’s also eagerly shared his passion, training over a thousand participants over the years through his Embark programme, transforming first-time runners, parents, and professionals into confident IRONMAN finishers. His approach goes beyond fitness, focusing on mindset and mental resilience.
“Ironman is all about community and mindset, not just about crossing the finish line—it’s about the journey,” says Atwell. “The moment someone realises they’re capable of more than they imagined, that’s when the real transformation happens.”
This year, Atwell will once again lead a team of amateur athletes who have been training for months to take on the IRONMAN 70.3 challenge: a 1.9 km swim, 90 km cycle and 21.1 km run through Mossel Bay’s coastal routes. And many of his athletes will be tackling the demanding race for the first time.
Supporting the effort behind the scenes is Isuzu Motors South Africa, the event’s title sponsor and vehicle partner. The company will provide logistical assistance for the race and transport for Atwell’s team, volunteering at aid stations and supporting athletes along the route, and continuing its broader commitment to community sport and endurance events.
According to Iviwe Poti, Marketing Manager at ISUZU Motors South Africa, the partnership reflects shared values of perseverance and reliability.
“Ironman is about more than competition; it’s about connection,” he says. “Every person who trains, volunteers, or cheers from the sidelines embodies the same resilience we celebrate as a brand.”
But for Atwell, that connection isn’t just to other athletes – it’s to ourselves as well. And the rewards of participating will be felt long after the race itself is over.
“Crossing that finish line changes people,” he says. “It’s not just about endurance—it’s about discoverin who you really are when things get tough.”
The Isuzu IRONMAN 70.3 Mossel Bay takes place this weekend, bringing together professional triathletes, first-time participants, and a dedicated community of supporters who embody the event’s enduring spirit. Find out more here
