New Delhi: Being the fitness freak that he is, it comes as no surprise that star Indian batsman Virat Kohli associates with an initiative that promotes fitness.
However, Virat has taken a step ahead and kicked off a new venture with Stepathlon to urge children to adopt 15,000 steps a day which, in turn, will help them adopt a healthy lifestyle and increase awareness on health issues.
Stepathlon Kids is a new joint venture between Stepathlon and the Indian team Test skipper that targets the age group from 8-12 years.
“We will generate revenues from a combination of sponsorships, partnerships, licensing and merchandising for the medium to long term," said Ravi Krishnan, CEO, Stepathlon Lifestyle, adding that the venture is aimed at reaching 50,000 children in the first year of operation.
“Stepathlon Kids is a first of its kind and much needed offering in our country, and I’m sure Stepathlon will replicate the success it has witnessed in the corporate space. I will be substantially involved in the development and promotion of Stepathlon Kids to achieve our goal to create a healthier nation through the future of India – our kids,” Virat said elaborating on his association with the venture.
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The children will be given a pedometer to track their steps during the 30-day race, then the steps would converted into distance at the time of landing on Stepathlon Kids website.
“Through Stepathlon Kids, we aim to ingrain health and wellness in them at an early stage, to build a foundation that will last them a lifetime. Virat has been through a personal fitness transformation and we are proud he’s chosen Stepathlon Kids to build a healthier nation…we can build on the phenomenal success Stepathlon has had in the corporate space,” said Krishnan.
As a part of the challenge the company will initially generate its revenue from the combination of sponsorships, partnerships and participation fees.
Earlier, Kohli invested in a Chisel Fitness, Bengaluru-based fitness centre which recently planned to expand its area by introducing technology-enabled, gamified workout routines and add 100 more centres in the next two years.
