Roadrunningspawnsmajorbusiness
THOROUGH FARE Marathons have become a major business in India with organisers and sports brands cashing in NEWDELHI: People are now talking about fitness. When I was a teenage athlete and wore track suit, people used to make fun saying a clown has come.
Despite the capital battlingairpollution,thousandswill ignore health warnings and line upfortheDelhiHalfMarathonon Sunday. Around 35,000 runners will be at the Jawaharlal Nehru Stadium before dawn for the start, 13,000 in the 21km race.
Organisers Procam International acknowledges concerns overpoorairquality,andthough theconditionhasimprovedabit, many runners will wear face masks.ButKenyanworldmarathon champion Geoffrey Kirui and Ethiopian distance running queen, Almaz Ayana, have kept their date with the Gold Label race of the world athletics body.
Evenwhendoubtswereraised whethertheracewillbecalledoff due to pollution, the organisers went about preparations, which includes closing down traffic for hours on the route.
BUSINESSMATTERS Callingofftheeventalsomadelittle business sense. In India, where competitive sports are nowhere near world standards, amateurrunnersgofromspectators to participants in winter months, testing fitness and achieving personal goals. While mostarehappy‘runningtolose’, it’s win-win for the industry.
Appetite for road running is growing. Recorded races alone number almost 900 in India. The Delhi organisers say 225 are in northern India with 120 in and around the capital.
In 2015, roadrunningwasestimatedtobea$1.4billionbusiness intheUS.Runningshoebusiness alone was said to be worth $3 billion. Noconsolidated figures are availableforIndiaandorganisers don’t give profit figures.
And unlike Running USA, a non-profit body run with US TrackandField,there is nocoordination agency in India.
But business is buzzing. This year’sentryfeefortheDelhihalfmarathonisaroundRs1900.That shouldnettheorganisersoverRs 2.3crorefromthemainrace.Add sponsorships and feeder races andit’sabonanza,though10%of the $275,000 prize money goes to the federation, AFI, and charity also benefits.
ENTERPRISING Procamarethepioneers,having staged the Mumbai Marathon since 2003 and the Delhi event from 2005. Their success has openedthefloodgates, providing a ready market.
Smaller organisers are more enterprising. Registering for a meet online means invitations flooding your inbox. Some even offer ‘early bird’ incentives! Procamsaysitmakeshealthyprofits.
Runners spend on branded shoes and apparel, and are loyal tobrands.ProcamCEOJayaram saidsponsorsweretoldtoberelevant “at point of sweat”. A nutrition company for instance must take the insulin-dependent runnerintoaccount.Drinkingwater provider can get the runners’ trust with advice on hydration.
The New Delhi Marathon in February is run by Bangalore’s NEBSports. It is anofficial qualifying meet for internationals.
Indian runners are evolving. “They are fitter, more knowledgeableanddisciplined(inpreparation) now,” said Jayaram.
Still, there are challenges in organising.OnSunday, effluenttreatedwatermixedwithsaltwill besprinkledonthecoursetocreateadust-freetunnelforrunners.
Nutrition packets past expiry date were found in the goodies given in Delhi four years ago. Goodiesarenolongergiven.Inaccuratecoursemeasurementand few timing mats are issues. Procam matches every bib number withthefacetocountercheating.
Former India marathoner, Sunita Godara, said organising races is profitable. “Road running sells like hot cake. If a promoter charges Rs 1000 as entry fee, only half the sum is spent.
“(But)thereisnothingwrongif someone is making money (30-35% profit) as the product is directly linked to health.
“The new breed of athlete is slow but takes pride in completing. There are some races for lifestylerunners;theydon’twant to pushhard, butenjoytheactivity,” she added.
Initially, AFI opposed its top athletescompetingonroad, fearing injuries and training disruption. Its stand has since eased.
AFIpresident, Adille Sumari- wala,said:“Theroadracecircuit helps promote awareness. More andmorepeoplearetalkingoffitnessanditprovides strongbase.”
Sumariwala feels Indian runnershavealottocatchup.“There areonly10-12goodmarathonsin India...Butthingsarechanging.”
The prizemoney helps poor athletes like Meenu Kumari, a 10,000m runner from Uttar Pradesh. “There was a time when I hadtodependonothersforshoes andrunningkit.(But)in2016and 2017, I earned over Rs 4 lakh.”
Asha Aggarwal, the first Indianwomantorunasubthreehourmarathon,said:“Runningis the cheapest form of exercise. You just need a pair of shoes.”
The lazy Sunday morning is fast becoming a thing of the past. A SUMARIWALA, AFI president
There is a new breed of athletes who are slow but takes pride in completing. There are some races for lifestyle runners.