Athletes First, Apostrophes Second?

Sharp-eyed Julie V. sends this in from the Web site of a fitness company:

In keeping with our “Athlete’s First” pledge, the organizers of the Triathlon One O One series announced today a new entry fee schedule for all of its events.

We know exercise is supposed to be good for you, but this gives us a heart attack, as does the name of the company, One O One (except the second one is written in backward-facing type). Dyslexics, untie!

An "athlete's first" is, well, the first person a jock crossed home plate with, metaphorically speaking. We believe they meant athletes first.