A company dedicated to children's fitness programmes.
This venture will also mark Stepathlon’s entry into the business to consumer space. The company will receive operational support from Cornerstone Sports and Entertainment, a sports celebrity management company.
The new firm, through an annual ‘30 Day Race’ around a virtual world, will urge children to take 15,000 steps a day, in a bid to have a healthy lifestyle and to create long-term positive behaviour. According to a study commissioned by the World Health Organization in 2014, as many as 22 per cent of children in India are obese and facing health issues.
The company will begin with the launch of a nationwide, 30-day, pedometer-based, mass participation virtual race, built to promote fitness among children. Initially, targeting the 8 to 12 years age bracket through this campaign, Stepathlon Kids’ target for the first year is to reach 50,000 children, aiming to use technology positively in reaching out via a gamified environment.
Talking about the association and the need for creating larger awareness around children health in India, Virat Kohli said: "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."