Jeff Tara’s journey into endurance sports is anything but ordinary — shaped by family, resilience, and a late-blooming passion that turned him into a marathoner, triathlete, and cherished member of the Athletic Brewing Ambassador community.

Jeff is a proud husband, father of three, and founder of his own brand development company based in Rochester, New York. 

When he isn’t training for an endurance race, Jeff pours his energy into coaching youth lacrosse and travel hockey, photographing his son’s hockey games, or writing  his book about overcoming obstacles and his journey to discovering triathlons. 

Jeff was a part of Team Athletic in 2025 for Athletic Brewing IRONMAN Lake Placid, where he raced alongside 11 ambassador teammates and completed the 140.6 race. A few months later, Jeff was able to serve on a guide team for athletes with intellectual disabilities competing at IRONMAN Florida. Guiding an athlete was a full circle moment for Jeff, and ranks as a personal top life experience. 

Continue reading to learn how Jeff discovered the sport of triathlon, his connection to Athletic Brewing Company, and what inspires him as we highlight Jeff Tara as our  December Ambassador Spotlight. 

How did your love for triathlons begin?

Prior to 2020, I had only participated in men’s league hockey as an adult and had no experience with running, swimming, or biking. One day early in the pandemic, my wife asked me to get our son off his video games. I grabbed my old $40 pair of sneakers and ran a mile while he biked beside me. We made a routine out of it, and that simple activity led to completing my first full marathon on October 18, 2020, then a second on November 28th. 

Later that year, I watched a documentary about a young man with Down Syndrome who completed IRONMAN Florida. That was my first exposure to triathlon and I thought to myself, “This is the most inspirational thing.” Six days later – despite not knowing how to swim or owning a bike - I signed up for IRONMAN 70.3 Ohio taking place in July 2021.

How did you discover Athletic Brewing Company? 

I first discovered Athletic Brewing Company at the athlete village of that first triathlon in Ohio. I hadn’t heard of the brand before, but I was intrigued because I hadn’t been drinking for a while. I asked the person working the tent why there was beer at the event, and they told me it was non-alcoholic before handing me a Run Wild IPA. I’ve been buying and drinking Athletic ever since! 

What made you want to be an ambassador and a part of Team Athletic?

At the athlete village at Athletic Brewing IRONMAN Lake Placid in 2023, I noticed a group of a dozen people taking pictures together at the Athletic Brewing booth. I immediately wanted to be part of that group. I walked up and asked, “How did this happen? Are these professionals?” The staff explained that they were ambassadors for Athletic — and that I could apply to be one. From that moment, it became my goal to join Team Athletic. After becoming an ambassador, I was fortunate to be selected to the team for Athletic Brewing IRONMAN Lake Placid in 2025.

What has been one of your most rewarding experiences?

Earlier this year, I had the honor of serving as a guide for a team of athletes with intellectual disabilities competing in an endurance triathlon in Florida. The athlete I got to guide for was the same one who helped me discover triathlon in the first place. Because triathlon has become such a big part of my life, guiding for a role model of mine was a deeply meaningful experience. I felt I was meant to be part of this race and guide team, and help these athletes work towards their goals. It was incredible to be part of the guide team and to learn about each athlete’s unique needs. Although my athlete and I had to cut the run course short, crossing the finish line together with him and the team was unforgettable.

Who inspires you to continue to show up and compete?

My son is my inspiration. He was diagnosed with an autoimmune disease in 2022 and fights an invisible battle every day. Despite his challenges, he runs track and pole vaults, and doesn’t let the challenges stop him from being a kid. All I want is for him to have a fair shot at life, and my participation in triathlon — and volunteering to guide athletes with intellectual disabilities — helps me extend that message of resilience and support to others.