Hy-Vee Triathlon in Iowa discontinued

Hy-Vee Triathlon in Iowa discontinued

Published Feb. 10, 2015 3:38 p.m. ET

DES MOINES, Iowa (AP) The Hy-Vee Triathlon in Iowa, once the world's richest such event, has been discontinued.

Hy-Vee, the Midwest-based grocery chain, announced the decision in a recent email to potential participants. The event had been held in either downtown Des Moines or neighboring West Des Moines since 2007.

The total purse for the triathlon reached as high as $1.1 million before being reduced to $500,000 in 2013.

Hy-Vee says it is exploring ''new avenues'' for health and wellness promotion, including an event for children and families. The company says more information on that proposed event will be released in March.