After a three-year stint racing triathlon professionally on the ITU circuit, it was time for a new challenge. Lance and his older brother Tony felt Colorado was missing affordable, beginner-friendly races, so their goal was to produce just one triathlon in 2008. That one race quickly snowballed into 65 different endurance-style events (triathlon, cycling, cyclocross, running, and aquabike) across four states by 2014. Without Limits Productions has always been at the creative edge of event design, branding, and marketing—choosing to always color outside the lines.