Est. 2018
The Cupcake Cartel
From now until Sept 14th, you’ve got the chance to join one of the most supportive and stylish endurance communities out there. Whether you’re a triathlete, cyclist, runner, swimmer or simply someone who values an active, healthy lifestyle - you’ll thrive surrounded by a team like ours.
Founded by former pros Alise Selsmark and Callum Millward, the Cupcake Cartel brings together hand-picked athletes from across the globe. While triathlon may be individual, our team proves that training, racing, and living a healthy lifestyle is better when shared. No matter where you are, you’ll always be connected to teammates who inspire, support, and push you to be your best.
Find out why we’re one of the most popular triathlon teams in the world.
Team Applications
Batch of 2026 team applications open now. September 1st-14th. Race with us!
IRONMAN TRI CLUB GLOBAL TROPHIES
Authentic
In a sport where many athletes take themselves too seriously, we remember that we do this all for the love of it. We value those who are authentic with a zest for life. It’s the real, unpretentious people who make this journey special, reminding us of the joy and camaraderie that triathlon brings.
Camaraderie
The Cartel is about bringing people together and building a network where we lift each other up by sharing knowledge and experiences. This takes place daily online in our private team chat and overflows into designated team events throughout the year. We regularly have team meet ups pre or post race and make race weekend more than just the event. We want to share in your triathlon journey and adventures.
Female Participation
We want to encourage more women to dip their toes into our great sport. Lead by our former professional athlete Alise, we will ensure our ladies are nurtured and well looked after. In the buffet of life, women are the sweet dessert. We have an environment where all questions are answered no matter how basic or advanced.
Performance Athletes
The Cupcake Cartel is dedicated to supporting performance athletes who are striving to qualify for the Ironman and Ironman 70.3 World Championships. We offer special team benefits and resources tailored to help these athletes reach their peak potential. This includes limited edition team kits for World Championship events.
Beginners
The Cupcake Cartel is the perfect home for beginner triathletes, offering ongoing support and a welcoming environment where asking questions is always encouraged. As one of the most supportive communities, we ensure that new athletes feel guided and empowered throughout their journey. Whether online or on race day, the Cartel's camaraderie shines through, providing reassurance, motivation, and a sense of belonging that helps beginners confidently navigate the world of triathlon.