We are proud to sponsor triathlete Allan Hovda, a true inspiration. Winner of Norseman Xtreme Triathlon 2014 and 2015, and Swissman 2016, among others. We decided to sit with him and talk about his inspiration, goals, challenges, and relationship with UBQ.

Name: Allan Hovda
Age: 30
Sport: Triathlon
What got you started: The dream of doing the “impossible” challenge, which was finishing the worlds hardest triathlon.


What is your biggest accomplishment?

In the world of triathlon, it must be winning Norseman Xtreme Triathlon 2 years in a row. That is the obvious accomplishment. With that said, on the road from beginning with triathlon with no endurance background or a great talent, to where I am now it have been such an amazing personal journey on so many levels.


How do you set your goals?

I set my goals high, but reachable. And it always has to be motivated by my personal wish to actually do it, and not what I think others expect me to do.


What is your biggest challenge, and how do you manage this challenge?

My biggest challenge is saying no to things that sounds fun, but I actually do not have time to do. Being a professional triathlete (and blogging about it), working full time, husband and now a father makes free time a scarce commodity. Therefore, I always have to remind myself that if I prioritize something, something else looses my prioritization. Would it be fun to start a new project? Yes, but on the cost of time with my wife and kid? Not so much.


What was the best advice you were ever given?

I have gotten so many good advices, but an old and wise man ones said to me; “Life is uncertain, eat dessert first.”


Do you have a saying or motto that you live your life by?

I am not afraid of dying, I am afraid of not living.


What do you think about our motto? Meet everybody with a positive attitude.

I love your motto! Together with curiosity of each other, it is the key to success in this ever changing times were innovation is so important.


What do you do in your training that is key to your success?

I think my love for the actual training is my biggest key to success. I love what I do and that is what keeps me doing it again. Consistency is a crucial success factor in training, and so many other things in life.


How do you incorporate UBQ’s values in your trainings/competition?

  • Respect for people
  • High business ethics
  • Team culture
  • High performance culture
  • Integrity

Sportmanship is something I always put high. I really like my competitiors even if they may beat me. I treat them with the respect they deserve. Even if they make my life hard at times, they are making me better! Doing triathlon may look like a solo effort, since there is not allowed to have a team in competition helping each other out. However, it is very much a team effort of competition, and a lot of people have helped me very much so I could be where I am right now. My sponsors like UBQ is invaluable, and also my friends and family who are very supportive, and especially my wife who is my “sports director” and biggest fan. I owe everything to you guys!


If you want to read more about Allan Hovda, his journey and get some tips, you can check