Hy-Vee Inc. announced Feb. 10 it will be ending the annual Hy-Vee Triathlon in favor of a series of events designed to promote wellness and health in children.

“As our company’s health and wellness priorities continue to evolve, we are constantly evaluating our offerings to ensure that we are engaging customers of all interests, fitness levels and abilities,” Hy-Vee Inc. said in a statement letter to athletes.

The initial Hy-Vee Triathlon took place in 2007 and the $1 million winner’s purse was the largest in the world at the time. The event is estimated to have brought $4.5 million annually into Des Moines’ economy.

The letter stated the new events “will be aimed at engaging children of all fitness levels and abilities” and “will focus on participation and fundraising instead of competition.”

Hy-Vee Inc. said it will be announcing information about the new event series by mid-March.