If you’re an enthusiastic runner and want to take your passion to the next level (and even make a business out of it), you can organize running events and even start a running club.
More people in India are running than ever before; there are several running events where families, with kids, are participating. Fitness enthusiasts are spending on fancy kits, sports shoes, apparels, and more.
Many feel that running is the new Golf now, providing business opportunities for many!
Not just metros and mini-metros, even small towns and districts in India now want to host marathons for the locals.
The running craze in India started in 2004 with the Standard Chartered Mumbai Marathon (SCMM). Today, hundreds of running races take place in India round the year.
Mumbai Marathon is not only the most popular marathon destination in India but it is also among Asia’s largest annual sporting event in terms of number of participants.
Organising a Marathon
Organising a marathon is no less challenging than running one, at least in terms of preparation.
Organisers have to liaise with several government departments for approvals for the route, timers and traffic control, among other requirements.
The challenges peak on race day.
At the recent Mumbai marathon, more than 40,000 apples, an equal number of sandwiches, and nearly 40,000 litres of water were distributed.
The costs involved are barely covered by the registration fees, even after the yearly increases. But that is not dampening the spirit of organisers because runners are turning up in big numbers.
The Indian runner is certainly pampered!
Apart from the identification bib, every participant wants a medal, certificate, photographs, timing chip, water stations and a meal after the race.
International races are nothing like this and some even require runners to bring their own water.
From the list of races that crowd the weekend calendar round the year, shorter runs are the most popular and bring in the most money. Most of the corporate and other niche events are under 3-10 km.
Getting Sponsors
To cover additional costs, organisers depend heavily on sponsors.
As a marathon is very different from, say, cricket or football, as the participant is also a spectator here, the organisers are selling it differently.
“In a marathon, there is 2.5 lakh sq ft of branding possible. I ask companies to look at it from the point-of-sweat perspective,” says an organiser, referring to the running route.
For instance, at the Mumbai marathon, Nestlé was the ‘nutritional partner’ and positioned itself at the water stations along the running route. And pain relieving balm Volini was the ‘recovery partner’, so runners ended the race, in joy and some pain, surrounded by Volini posters.
The organisers even hard sell the bib distribution event, which can potentially attract thousands of footfalls as runners arrive to collect their kits. Ahead of the Chennai marathon, the bib distribution was timed together with a health and fitness expo.
“Marathons have become the largest single source for charity raising in the country.”
Great for Business?
It helps the running industry that marathon is the new golf, a networking opportunity that brings together the crème de la crème of customers — from Reliance honcho Anil Ambani and TCS chief N Chandrasekaran to Bollywood stars Katrina Kaif, John Abraham and Milind Soman.
Additionally the races also tug at your heartstrings, with their share of philanthropy.
Runners can top their registration fee with a donation to charity; some organisers set aside a part of the race proceeds for a cause.
“Once you are assured of a mega sponsor for, say, three or five years, it helps in building the run as a property and attract other sponsors,” explains a marathon organiser.
On the flip side, the marathon boom has serious runners worried about misplaced zeal and priorities — more than love for the sport, the focus seems increasingly on creating records. “Everyone is besotted by numbers, and everyone wants to create a record,” says another organiser.
Already Getting Crowded?
Although we are only seeing the tip of an iceberg in terms of the running industry, several marathons have sprung up in the country, and as competition becomes stiff, some of these events will eventually drop off.
Most running event organisers find it difficult to find sponsors initially and have to spend from their pockets. Once the word of mouth spreads and exposure is created through documentaries in various channels, one can expect to get the backing of sponsors.
Runners Can Aim Bigger
Mumbai marathon is accredited by the Association of International Marathons and Distance Races, and serves as qualifiers for the prestigious Boston Marathon.
A runner in the Mumbai Marathon who finishes under the fixed time can run in Boston. Accreditation has sparked off greater competitiveness among the organisers, as runners have become selective.
Spawning an Industry
Most organisers not only arrange runs for clients but also set up running groups, and conduct workshops for schools and corporate houses on leadership, health and productivity development.
“We hold a run on the Formula 1 track in Noida, and the winners get to test drive vehicles of brands sponsoring the race. It is a great marketing opportunity,” says an organiser in Noida.
Running is indeed spawning an industry and has gone beyond just being a cool sport. People now have four to five pairs of running shoes. They are concerned about issues such as hydration, or about recovery after a race. You may not know but a runner could easily be wearing gear worth Rs.50,000.
City administrators are slowly waking to the popularity of marathons and how they can benefit the local economy. Studies in the US have shown that when affluent participants converge to run, it can result in an estimated $200 million windfall for the host city. At nearly 40,000 participants, the SCMM certainly means business for its organiser — especially those in the hospitality and transport sectors.
India too is gearing up to capitalize on the running industry — a sector that many see as recession-proof too!
Start a Running or Walking Club
If you’re not ready yet to organise a marathon, perhaps you could consider starting or expand a running/walking club?
Here’s how to start a running or walking club.
- Make a list of people in your community who run or walk regularly. They care about running/walking, so they may be interested in helping start a group that makes it easier/more fun for others to join in. Bring them together to talk.
- Go beyond people you know. Advertise that you’re looking for interested folks. Put up a notice that says a new running/walking group is organizing. Tell where the meeting is.
- Schedule informal run/walks, some “let’s walk or run together” events. This is a good first step to a community group. Put notices in the newspaper and in social media. Get community leaders to join.
- Plan a monthly program, not just a couple of days a year. If there are events every month, people can build a running or walking habit. It provides the support needed.
- Put up a Facebook page that lets people know what’s happening, when the next 5K is, the routes and times of daily runs.
Guidelines for Walks
Set-up some simple guidelines for your walk, so everyone is on the same page. Ask your team members:
- Will you walk if it’s raining (or snowing)?
- Do you want to ban cell phones and headphones during walks?
- Do you want to have regular meetings?
- Will members call one another if someone can’t make it, should the group just walk with whoever turns up?
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