Mossel Bay, South Africa – ISUZU Motors South Africa (IMSAf) is set to once again champion the spirit of endurance at this year’s ISUZU IRONMAN 70.3 Mossel Bay, underscoring the brand’s commitment to resilience, performance, and community. At the forefront of this effort is endurance athlete, coach, and inspirational mentor Steve Atwell, who will lead a team of everyday South Africans transformed into Ironman competitors.
With steadfast support from ISUZU, Atwell has guided over 1,000 individuals—from first-time runners and working parents to corporate professionals and weekend warriors—toward achieving what once seemed impossible: crossing the Ironman finish line. His unique coaching approach has unlocked both physical and mental endurance, empowering people from all walks of life to redefine their limits.
This year, Atwell and his group of athletes—many embarking on their first 70.3 Ironman—will arrive in Mossel Bay in a convoy of ISUZU vehicles proudly sponsored by IMSAf. The partnership between Atwell and ISUZU embodies the brand’s philosophy of endurance, reliability, and pushing beyond boundaries.
“Ironman is all about community and mindset,” says Atwell. “It’s not just about crossing the finish line; it’s about the journey. That’s why the partnership with ISUZU makes sense. Their vehicles are built for endurance, and they share that same commitment to helping people go the distance.”
As the title sponsor and official vehicle partner, ISUZU Motors South Africa will support the race operations and logistics before, during, and after the event with a fleet of ISUZU bakkies and trucks, ensuring a seamless experience for athletes and organisers alike.
“Ironman is about more than competition; it’s about connection,” says Iviwe Poti, Marketing Manager at ISUZU Motors South Africa. “Every person who trains, volunteers, or cheers from the sidelines embodies the resilience we celebrate as a brand. ISUZU’s partnership with Ironman Mossel Bay feels natural—we are united by endurance and community.”
Among the event’s standout moments is the visible support from the ISUZU family itself. Employees, engineers, and dealers rally behind the athletes, volunteering at aid stations and cheering from the sidelines. For many, Ironman has become more than a race; it represents shared strength, perseverance, and a sense of unity that extends from the brand to the wider South African community.
Interview opportunities will be available with Iviwe Poti and Steve Atwell of Embark Triathlete. Media interested in attending or scheduling interviews are requested to RSVP to Melitta Ngalonkulu at [email protected] by Friday, 7 November 2025.
