Lance Armstrong will be the opening speaker at the Triathlon Business International Conference in Dallas.
The former pro cyclist will be discussing the future of endurance sports and his initial love of triathlon with Quintana Roo founder Dan Empfield, and there'll also be a Q&A session where attendees can ask Armstrong – who had his seven Tour de France titles stripped in 2012 – questions.
"It's an exciting time to be in the triathlon and broader endurance space, dreaming up new ways to give athletes the experiences and information that celebrates the multisport lifestyle," says Armstrong. "I've been passionate about the endurance world since I was a kid growing up in Texas."
Before Armstrong became a professional cyclist in 1992 he competed in triathlons, securing the U.S. national sprint-course championship in 1989 and 1990.
Armstrong returned to triathlon in 2011 at Xterra Utah and then scored Ironman 70.3 success in early 2012 before he was barred from racing Ironman France days before the event in June that year amid the escalating allegations about his systematic doping.
But does the appearance indicate a return to triathlon now a ban has ended that allows him to enter age-group races? We've contacted him to ask so watch this space...
'Let Lance Armstrong race Kona', says Ironman legend Dave Scott
The theme of this year's conference is Profitability & Success in Triathlon - Sharing Solutions to Shape the Future of Multisport, and those attending will hear from key industry leaders including USA Triathlon CEO Rob Urbach and ACTIVE Network's Sam Renouf.
The Triathlon Business International conference, presented by Active Network®, runs from January 22 - 24 2017 at the Fairmont Hotel in Dallas, USA