Indian cricketer Virat Kohli declared the launch of his fitness venture Stepathlon Kids on Tuesday, 28 June 2016. Aiming to tackle fitness related issues affecting children, Through its annual 30 day virtual race, the venture will need children to take 15,000 steps a day, helping them adopt a healthy lifestyle and increase awareness about health issues.
Stepathlon Kids is a joint project between Stepathlon Lifestyle and the cricketer. Targeting age groups from 8 to 12 years.
According to a study by World Health Organisation (WHO), as many as 22 percent of children in India are either huge or facing health issues. Further, using technology to reach out through a gamified environment, the firm is looking to target up to 50,000 children in the first year of actions.
As a part of the challenge, the children will be given pedometers to track their steps during the 30 day race. These steps when entered on the Stepathlon Kids website would get converted into distance. But still the company hasn’t announced the price points yet, it will seek its initial incomes from a combination of sponsorships, partnerships and participation fees.
Co-founder and CEO of Stepathlon Lifestyle, Ravi Krishnan, said, “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.”
On the other hand cricketer 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.”
Yet, this is not the first venture of the Indian Test captain Virat. Last year, Virat Kohli had invested around Rs 90 crore in Chisel Fitness, a Bengaluru-based fitness centre which recently declared plans to introduce technology-enabled, gamified workout routines and add 100 more centers in the next two years.
Virat kohli has his own apparel line named ‘Wrogn’ and has invested in Indian Super League football team FC Goa. Additional, Virat has also invested in London based tech startup Sports Convo, and is a co-owner of the Indian Premier Tennis League team, UAE Royals.
In the 2015 Forbes released India Celebrity 100 list, Kohli was ranked seventh based on his entertainment related earnings and fame with annual earnings of Rs 104.78 crore.
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