Interview with Lance Panigutti of Without Limits Productions

Lance Panigutti is the co-owner of Without Limit Productions with his brother Tony. Without Limits Productions is an event company based in Boulder, CO, putting on triathlons, road races, cyclo-cross and more.
Tell us about Without Limits and how the business got started?

It all got started during a rainy day at Water World 4 years ago with Tony and our sister Candy. I had just earned my professional triathlon license and my brother, Tony, had just moved back to Colorado after the economy tanked and his industry went under. Since our first triathlon in 1996 we always talked about putting on our own race, but it was always talk. We’d chat about why this race in Idaho or Hawaii did well, or how cool this race was in Santo Domingo or Australia. After 12 years in the sport, with over a hundred races completed around the globe, we felt we finally had the athlete experience it took to deliver something new, something fresh, to the market place. Water World simply happened to be our “Eureka” moment, and the next day Without Limits Productions was born!

You and your brother are from the East Coast, so how did the two of you end up in Colorado? Also how is working with your brother, does it make it easier or harder to own a business with another family member?

We grew up in a very traditional Italian family, where family came first, no matter what. Even though there’s a 7 year age gap between us it never felt like that growing up. While he’s still my big brother, when it comes to Without Limits we’re equals. I also think it helps that we’re guys, especially when it comes to arguments. It wouldn’t be a healthy business if we didn’t disagree more than we agreed. But being guys, and more importantly family, at the end of the day we’re able to do what’s best for the company. Having that family bond means that we’re willing to kill ourselves working for the other, and in the event world that drive and passion is everything. I can’t tell you how many sleepless nights are made all the easier knowing my brother and business partner is willing to do the same for me. It’s more than just Tony and I though, without our sister Candy we’d never been where we are today. She’s the glue that fills in the cracks on race day and keeps us from throwing a shovel at the other brother when times are tense. The AQUAMAN Series was her creation and we couldn’t be more excited that she wanted to produce it under the Without Limits fold.

You guys are involved in everything from triathlons, cyclocross and road races. What are the challenges with putting on such a wide variety of events? Any plans to get into adventure races?

There’s a saying that goes “an event is an event.” In a lot of ways that statement is very true and very false. The foundation to a successful event is always the same; safety, a smooth flowing (well-marked) course, and customer service that is above and beyond. On top of that foundation, is what we call the “WOW” factor, what sets your race apart, what makes it special? It doesn’t have to be expensive; you don’t need blow up arches on every corner, but it has to show the participant how much you care, how much you love this event. For us in 2008 the mission was affordable races and creating more racing opportunities in the early and late part of the season. We focused on the little things like stocked goodie bags and stylish t-shirts. Then we built upon the past year with great expos, more raffles, really unique awards, and the slip n’ slide finish line. For 2010 it’s “your choice t-shirts” (cotton or tech, men’s or women’s cut) and the Colorado Tri Tour! Some people like cotton, some like tech, and half our racers are women so why shouldn’t everyone get a choice, it’s your race!

So explain how you work with the clients that you have? Are they essentially outsourcing the race management to Without Limits?

Right now 95% of the without Limits Events on our calendar are Without Limits, owned and operated. There’s something very special about working on your own event where work never feels like work. While managing a race it’s very easy to lose that passion and simply view it as a job. With that said any event we manage for another party has to be a perfect fit, the owner has to exhibit that same passion and energy that we thrive on. In 2011 we’ll manage two non Without Limits Events, each being owned by very professional organizations that we’ve developed very close relationships with.

Your background is as a triathlete, do you still race and train?

If we didn’t still actively train and race then we wouldn’t be doing our job as Race Directors. It kills me when I find out a race director has never done a triathlon before or doesn’t take part in other cyclocross or running events. Part of being passionate about your own events is being passionate about your sport in general, which means living it. I look at the best coaches around the state or the best race directors and they all have one thing in common, they love waking up at 4am to either take the pool covers off for practice or put up some finish line fencing. Continuing to train or race also allows us to keep learning, it’s an advanced degree to directing. There’s always something to learn; whether it’s from other events who are good friends like Racing Underground or even competing events. While I don’t compete professionally anymore neither of us will ever lose that competitive fire.

What are your favorite ways to market a race and what have you found to be the most effective?

From day one we started with no budget. I was a pro triathlete and my brother had been out of work for over 8 months, so all we had was our creativity. We made photo copies of flyers at various locations and folded hundreds of them every night. If there was a car to flyer chances are we got there! While we don’t condone fleering cars, in 2008 we didn’t have a choice. Our greatest resource was having a lot of friends with in the community. Fast Forward Sports, Racing Underground as our timing crew, and Colorado Multisport were simply amazing partners. The best advertising we could hope for was word of mouth within that community and after our first triathlon event of 180 people our name really started to get out there.



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Ok, you’ve got Without Limits Productions and Master P has No Limit Records. Master P then branched outside of rap and appeared in the World Championship Wrestling match where his No Limit Soldiers took on the West Texas Rednecks. How would the Without Limits staff do in a wrestling match against No Limit Productions? I’m thinking it would be you and your brother versus Master P and Lil Romeo?

Master P better check himself, cuz we’re scrappy! After years of lacrosse and water polo in both our backgrounds, and as brothers, if there’s one thing we know how to do its fight. Here’s a great pic from our 2nd ever race in 1996, I think it’s pretty clear that even today it’s Tony on Master P and me on Lil Romeo.

Without Limits Productions recently purchased the Steamboat Triathlon. Was this a race that you guys had your eyes on or just felt it was a good opportunity when it became available?

I blame Tony using “The Secret”! He raced it in 2008 and when I asked how it went the first thing he said was, “that’s one race I’d love to produce one day.” We’ve been working on several Olympic distance events for the past 2 years, but everything felt forced. There are only so many great venues in Colorado and if we were going to add a new race to a saturated market it had to be perfect. When the managers of the Steamboat Triathlon Club approached us we simply hit it off from day one and out of that the Colorado Triathlon Tour was born!

The Colorado Triathlon Tour was recently launched, can you tell us about it?

It’s something that’s been in the works since day 1, but so many different pieces all needed to fall into place over the years. It’s what we grew up with in New England. Each month there’s was a different New England Tri Tour race, in a different state, and on a different course. Sometimes the championship was a half and sometimes a sprint. To us that sends the right message that doing a sprint doesn’t make you any lesser of a triathlete than someone who does a half. Some of the most painful races I’ve done have been sprints. As we moved around over the years, Florida or Colorado, it seems a lot of Race Directors set up a series at the same venue. There’s nothing wrong with that, but to us a series needs variety, it needs to challenge the athlete in different ways over the summer months.

With so many races in the tour it was important for us to keep each event affordable. All the sprints start at $65, the Olympic at $90, and Half at $135. We also keep the race cap at 600 athletes. Why the low cap? Wouldn’t it be great to see a race hit 1,700 or 2,000? The goal has never been numbers, it’s been experience. So many large scale events have a “farm” like feel where the athlete is herded more like cattle. Everyone paid the same fee, so beginners to veterans to pro’s should all have a unique and amazing experience. Whether it's the First Timer striving to complete their very first triathlon, or the seasoned pro looking for stiff competition, it all can be found on any course at the Colorado Tri Tour.

What does the future have in store for Without Limits?

Fun, affordability, and first class! We’ll never get away from our initial mission and what is still very much needed today. Our goal in every race and venture is to always put the local community first and be there for our fellow athletes. While we can always improve the “WOW” factor it still comes down to a solid foundation of; safety, a smooth flowing course, and customer service. If an athlete has a question the day before the event I want them to know that they can call me on my cell phone and here’s the number. Send an e-mail and it’s going right to me, not India or an assistant.

However, you know there’s more than that, you saw the finish line slip n’ slide! So what’s the future? Mud Run, Half Marathon, Full Distance, adventure race? Let’s just say if Walt Disney was a Without Limits race director he’d be looking at land and investors for Disney World right now!