Our Mission

Your Cause Sports is dedicated to the promotion of charitable giving through the production of superior endurance events. By allowing athletes the unique opportunity to benefit the cause of their choice, they are empowered to make a difference and motivated with a reason to race. All while bringing both funding and awareness to a diverse group of 501(c)3 nonprofit organizations.

"Our nonprofit mission is to provide funding and awareness to a diverse group of nonprofits. We encourage all levels of ability to train, race and fundraise for the nonprofit of their choice. We can provide this unique opportunitiy with the support and involvement of so many nonprofits. These races create an atmosphere of empowerment and motivation you won't find anyhwere else." - Founder, Brent Herron

About Us

Established in 2007, as the only nonprofit multisport event organization in the area, Your Cause Sports is proud to support over 400 charities worldwide. With our unique commitment to fundraising, we have experienced significant growth in our events and a tremendous increase in community support over the years. Our ability to provide quality events while delivering 100% of donations to nonprofits is centered on the structure of the company.


Your Cause Sports is jointly managed by the same people that bring you the high quality events of BBSC Endurance Sports. In fact, Your Cause Sports doesn’t have any employees or any other kind of overhead. This allows Your Cause Sports to give 100% of your donations to the nonprofit of your choice. (See Fundraising for more information.) Therefore, the only expenses include a below market value production fee paid to Flatirons Event Specialists (a subsidiary of BBSC Endurance Sports) and all the race day expenses like permits, t-shirts, race bibs, etc.


What allows Your Cause Sports to continue providing its exceptional services is the generous contribution of BBSC and staff, in combination with Your Cause Sports’ amazing partners and sponsors. Your Cause Sports will never be about making money. We are a group of friends that love putting on endurance events and decided Your Cause Sports would be a great way for us to give back. Please let us know how we’re doing by Contacting Us.

The Your Cause Sports Family

Brent Herron
Finish Line Announcer

Brent’s triathlon interest started in 2005 with the completion of three IRONMAN triathlons. In 2007, Brent founded Your Cause Sports, a nonprofit triathlon production company. In 2008, Brent started timing triathlon events and fell in love with BBSC Endurance Sports in 2009 and became the owner in 2010. Along the way it has been a journey in triathlon production that Brent is constantly trying to improve on as he provides the direction of our operation. Brent is also a medical student at Drexel College of Medicine and plans to graduate in 2015. Almost never missing an event, you will find Brent at packet pickup, announcing on race day, and doing labor.

David Herron
Brent's Dad
Your Cause Sports Inspiration

David was diagnosed with Multiple Sclerosis several years ago. Brent was inspired by his dad and decided to start an organization that helped athletes raised money for the cause that “hit home” for each athlete racing. David’s condition hasn’t stopped him from volunteering at every race since the conception of Your Cause Sports. David is truly an incredible and inspiring person. With his smile and words of encouragement, he is sure to make your race experience better- make sure to say hi to him at packet pick up!

Cassie Herron
Brent's Mom
Post Race Meal Coordinator

Your Cause Sports’ motherly support comes from Brent’s mom. She volunteers her time to help in anyway she can. From bringing staff and volunteer lunches during set-up day to sewing ribbons on medals, she does it all. She is the coordinator of the post race meal at YCS events and has sacrificed her basement and living room for goodie bag stuffing sessions! Her contribution to YCS has made it what it is today! Brent's aunts; Diana Herron, Scott Herron and Louise Kiss also volunteer for events regularly.

Cedric Keppler
Race Director

Cedric was introduced to the world of triathlon when he and Brent became best friends at University of Colorado in 2004. Cedric never hesitated to support BBSC as a volunteer at the events while maintaining his full time job. Cedric's passion for endurance sports quickly led to a business partnership with Brent in 2012, when Cedric left the corporate world of inside sales to dedicate his life to triathlon production. After endless training, coaching, and certification courses, Cedric became race director so that Brent could focus on his medical career.


Cedric provides direction for the nonprofit, while performing the duties of a race director. On race day, Cedric ensures that all the pieces of the puzzle come together.  You’ll find him setting up barricades, answering athlete emails, securing vendors, marking the course, directing paramedics, police officers, volunteers, and most importantly, making sure that everyone is SAFE!

Michelle Lund
Director of Graphic & Web Design Awards Announcer

Michelle is the creative of the bunch. She helps direct everything from the marketing & graphics to the volunteers & sponsors. Michelle grew up playing and coaching basketball in Iowa. She accepted a full-ride scholarship to play Women’s Basketball at Bradley University. Shortly after, her love of the outdoors led her to Colorado. After working as a marketing research specialist for Reebok, she scooped up an internship with BBSC that led to her current position. She dedicates her time to learning more about the sport of triathlon by competing herself. Her main training style is CrossFit. On race day, she is directing volunteers, coordinating the finish, and you will find her on stage during the awards.

Alex Herron
Timing Specialist
Event Coordinator


Alex has been with BBSC from the start, as the brother of Brent. He is currently a senior at CU Boulder graduating with a degree in Molecular, Cellular, and Developmental Biology. Alex is interested in teaching science at a higher level. Since he ran Track & Field and Cross Country in high school, he naturally fit in with the BBSC. He is in charge of all things timing; from putting down and connecting every timing mat, box and wire to uploading the data to print results-- Thanks to him, you'll know how fast you finished after the race!

Craig Towler
Bike Course Coordinator

Craig was born and raised in Boulder. He is passionate about the outdoors, fitness and health,  having competed in baseball, basketball, and track & field growing up. As a close college friend of the staff, Craig volunteered at various races. He quickly fell in love with the high-level stress of race-day execution, and became the official bike course coordinator in 2013. Craig is an avid weightlifter and carries his competitive attitude to race week, fitting perfectly into the tradition of BBSC & YCS. As the ‘muscle’ behind event set-up, you will find Craig helping the crew stage all of the heavy equipment. Craig’s goal as a bike course coordinator is to ensure the course is well marked, the aid stations are staffed, the turnarounds are safe, and that the course is clean so that you have a smooth and safe ride!   

Patrick Dean
Run Course Coordinator


Patrick was born and raised in Louisiana, where he grew up with Cedric. After experiencing a race with Cedric and the crew in 2012, he was hooked and continued to return to support BBSC and YCS events. In 2014 Patrick became the run course coordinator for YCS and continues superiorly perform on race day. Whether it’s marking the course or filling up Gatorade coolers, Patrick has got your back when it comes to the run course!