Mark and Tonia Wilson

Residence: Cassadaga
Hometown: Mayville
Primary Sport: Triathlon
Occupation: Founders/Owners, Wilson Endurance Sports
Favorite Quote: “For the Lord has blessed greatly, and we are filled with Joy.” –Psalm 126:3 (Tonia). “Always be humble and kind.” (Mark)

By Tom Denham

When Tonia Wilson met a boy in kindergarten in rural western New York, she never imagined that the two of them would be running a successful triathlon business. “I met this boy in kindergarten. He was my first love, and I thought we’d be together forever. He moved away while in high school. When I graduated our family moved to Florida where I attended travel school,” she says. Thirty years later, after having a career, getting divorced and raising two sons, she found that boy again. Mark and Tonia are still madly in love and now run Wilson Endurance Sports. 

Mark grew up with a single mom and siblings. He states, “We didn’t have much, and so appreciated the little things. I am passionate about life. I love helping friends, family and the community. The natural world and sports have been my solace. I ran competitively for 25 years before becoming a triathlete, coach and race director. Now, 27 years later, I’m still having a blast.”

 Professionally, Tonia spent 12 years in front office management in a few resorts on the west coast of Florida. She left to become a stay-at-home mom. Tonia then opened a small family restaurant in western NY for 10 years. She said, “I was involved in many community organizations, served on the school board and as a deputy town clerk. For a few years, I helped to open and run a small inn. Once Mark and I reconnected, we operated a B&B in in the Hudson Valley before we moved back to western NY, and then created Wilson Endurance Sports.”

Since singing came naturally, Mark graduated from SUNY Fredonia with a degree in music education. Two weeks from graduation, he got a singing job in New York City with the Gregg Smith Singers and then traveled the country and the world. “It was an amazing experience,” he said with enthusiasm.

In 2012, after Tonia’s divorce, she found an indoor triathlon because she needed something to make her feel good. She said, “My 13-year-old son and I did the race together, and it was a lot of fun. I had no idea at the time that my life would now revolve around it.”

Mark moved from NYC to Woodstock, where he began to refocus on running and cycling. He learned about triathletes from magazines, and admired their fitness and strength. He recalls, “My first triathlon was in 1997 at the long course/half iron distance. I didn’t know how to swim, had no wetsuit, and survived by doing the side-stroke. I finished 310th overall out of about 320 athletes. I trained hard the next year and finished 76th. The following year, I was 10th.”

After that, Mark got serious about triathlons and improving his technique. “I became a coach after spending most of my workouts answering others’ questions about training at the local YMCA. For years, I studied with Terry Laughlin, creator of Total Immersion Swimming, and Dr. Nicholas Romanov, creator of Pose Running. I didn’t seek race directing, it found me,” he admitted. With the Hudson Valley Triathlon Club, they created a Summer Tri Series in 2000, and it drew some amazing athletes.

I was very interested to hear how he reconnected with Tonia. Sadly, in 2015, his first wife of 20 years died of cancer. Inside Mark kept hearing, “Go back to your roots.” Through a mutual friend from elementary school, Mark came across Tonia on social media, and they reconnected. 

Still making a living as a triathlon coach, Mark received requests to organize 5K races and triathlons in various communities. “In 2017, we created Wilson Endurance Sports with zero financial backing or loans,” he stated. They worked with some patient and amazing local vendors as they purchased the necessary equipment, giveaways, prizes and food. In the first two years, they ran 22 events.

 When I asked Tonia what are some of the challenges in being race directors, she was very emphatic. “Hands down, getting people to read the Athlete Guide! I know it is a lot, but it will really help racers prepare. I know that ‘life happens’ but more and more people are registering at the last minute, which makes it more difficult to manage. For example, it’s hard when someone comes to check-in and are upset that we don’t have a race shirt for them because they signed up late.”

Mark and Tonia plan and prepare for race season all year long. They collaborate with the DOT, law enforcement, communities and volunteers, to create courses that are safe and fun. Mark does the race logistics, which includes all set up and break down. Since they couldn’t afford to hire labor in the first few years, the staff was limited to Mark, Tonia, her younger son. Attracting and retaining volunteers is also challenging.

Tonia and Mark absolutely love where they live, in the very southwest corner of the state, just 12 miles from where they grew up in the small community of Cassadaga. Tonia said, “We live on beautiful Cassadaga Lake where we hold eight events each year.” They describe it as “quiet and woodsy.” It’s a place where they can go on gentle walks and enjoy the seasons. They also enjoy visiting historical sites, going to concerts, and riding bikes. They are huge Buffalo Bills fans and go to games whenever possible. Since they just love being together, they pretty much do everything together. Tonia says that one of her favorite things is listening to Mark play the guitar and sing for me. Most people may not know that Mark loves to split wood and sit by the campfire.

Tonia’s role in the business is handling the administrative side. “My background in front office management and service allows me to deliver an excellent experience. We emphasize the no cut-off times for our races, and so anyone who starts can finish. The triathlon community is like none other; encouraging, celebratory, generous and genuine. I’m a beginner triathlete. I enjoy swimming and biking, but not running,” she said. Most importantly, what drives her is getting new people involved, “I really want them to make triathlon a part of their life.”

For Mark, he recognizes that triathlon is a very social sport. He encourages people to meet other triathletes at their weekly training sessions in Cassadaga. He believes in welcoming everyone to their events. “When I was a kid, I was always inviting the not-so-talented kids to play sports, because I hated seeing people being left out,” he said.

They both have future goals. Tonia loves riding her e-bike with Mark. She’s done an 88-mile ride, but would like to do a century ride of 100 miles. However, she said their first priority is growing the business. “We are not seeking to have bigger crowds, since we like the 350-person capacity. Our goal is to grow the sport, be grassroots, and be so dialed-in to the athlete-centered, friendly racing experience that participants leave having a fabulous time – and a sense of accomplishment.” Mark added, “I’m not competing right now; however, I may get into shape for my 60th birthday in three years.”

Tonia is really good with people and customer service, but you may be surprised to learn is that she’s actually an introvert. She is also super sentimental and it’s hard for her let go of things, “However, after moving eight times in six years I learned to part with most of it.”

Mark is a lover of animals and trees. He is also a very emotional person and deeply grateful for his life and gifts. His best teacher and where he finds the most peace is in nature. “I’ll sit and look at our lake for hours just thinking about our life, and how to proceed into the future.” He added, “If I hadn’t discovered triathlon, I could have been a lumberjack. I love chain sawing, splitting, stacking, and burning wood in our campfires.”

Tonia’s father was ill or injured most of her life, and the family spent years with a hospital bed in their living room. “He never quit. During the last decade of his life, he gave back to others in a very small, meaningful way that touched thousands of lives around the world. Giving is powerful. Loving even more so,” she recalled. Tonia’s grandparents taught her what was important and gave her the courage to make the right decisions.

Mark recalled that he didn’t have an easy childhood. “I could have chosen other paths that would have been expected, but I found joy in life at every turn, and constantly learn from those around me,” he reflected.

They’re content and at peace with their lives. Tonia spent most of her youth and adult life wanting to change places with just about anyone. She now admits, “I would not change places with anyone. In 2015, my life changed completely when I reconnected with Mark. I love my life, my husband, my home and my sons. Each day, I tell myself how completely blessed I am.”

Mark said that he wouldn’t want to be anyone else either. “My life has been incredibly beautiful and challenging, and it’s not over. I have so many goals to accomplish; business, relationship, and personal,” he stated.

Having competed for years now, I can say that their races are truly athlete focused. If I do well in a triathlon, I always leap into Mark’s arms and give him a big hug before I step up on the podium. If it weren’t for Wilson Endurance Sports, I’d have to travel a lot farther to participate in triathlons. Many of us in the community are very grateful for their help in living our passion. Finally, Tonia and Mark, are two of the nicest people you’ll ever meet. They would give you the shirt off their back, even if you registered at the last minute, and they ran out of race shirts.

Dr. Tom Denham (careersintransition@yahoo.com) is a career counselor in private practice. He loves to share his enthusiasm for mountaineering, kayaking, curling, and ice/rock climbing, but only when he’s not trying to win his age group in running, duathlons and triathlons. He enjoys spend time with his fiancée Lisa, and their two dogs, living in their converted van down by the river.