Barry Siff


Served as envoy

  • 2016  –  Benin
  • 2018  –  Panama

Barry Siff had a successful business career primarily in the food industry. He was a Vice President by the time he was 27, and eventually became Sr. Vice President of a multi-billion dollar company at the age of 40. However, after less than three years in that role, at the age of just 42, he and his entire executive team were removed, and Barry reinvented himself into the world of sports.

An avid marathoner and triathlete, having completed over 70 marathons, ultra-marathons, and Ironman competitions, Siff turned to the then exploding world of adventure racing. He helped start “MountainQuest Adventures,” which held 24-hour events and training camps in Colorado. At the same time, Siff became an elite adventure racing athlete, racing all over the world in multi-day expedition races from 1998 to 2003. These 5-10 day events took him to places like Tibet, Argentina, New Zealand, China, Fiji, and a dozen other exotic remote locations.

In 2004, Barry and his wife, Jodee, bought a small triathlon in Boulder, CO, and in five short years grew “5430 Sports” into one of America’s leading triathlon event companies, selling it to World Triathlon Corp. (“Ironman”) in 2009. Looking to give back to the sport he loved so much, Barry got involved with and ultimately was elected to the Board of Directors of USA Triathlon in 2012. In 2014, he was elected President of USA Triathlon, and served five years in this capacity.

Siff was asked to join the International Triathlon Union (ITU) Executive Board, also, in 2014, the governing body of the sport worldwide, and continues in that capacity today. In 2016, Siff was appointed a U.S. Department of State Sports Envoy, and has made sports diplomacy trips in that capacity to Benin (Africa), Panama, and Seoul, Korea.

Barry has served on the Boards of the Boulder Center for Sports Medicine, the Boulder Convention and Visitors Bureau, and has also co-authored two books: “Adventure Racing: The Ultimate Guide” and “Fit and Fun for Life.” He holds a BS in Civil Engineering from WPI, and an MA in Industrial Relations from Wayne State University. He continues to remain very active in triathlon, running, and other endurance events today.