Trojan ushers in new Coast to Coast era
In its first year under a new threeyear sponsorship the Kathmandu Coast to Coast is attracting more entrants and a younger age group.
Race organiser Richard Ussher has a lot riding on its fortunes because three years ago, when he was a contestant, he said it needed a fresh approach after 35 years.
The number of entrants this year is close to 700, in comparison with 600 last year and 500 the year before, each paying about $900 depending on their category.
Trojan Holdings bought the race from founder Robin Judkins and supported it last year in the absence of a sponsor. Trojan is owned by Queenstown’s Davies family, who ranked at 125th place on last year’s NBR Rich List.
‘‘[The race] won’t be paying Trojan millions of dollars but gives it a cross-branding opportunity with its guided walks and other attractions,’’ Ussher said.
Securing Kathmandu sponsorship had been a ‘‘massive’’ learning curve for Ussher and his threeperson team, which swells to more than 300 on the race weekend on February 11.
It was a case of making the event relevant for today’s market and lifting participation.
‘‘Because Kathmandu is not an alcohol brand like the former Speights sponsorship we can now target schools and we have close to 60 students this year.
‘‘If your headline sponsor is an alcohol brand you can’t go into schools. It just doesn’t work.’’
New initiatives included embracing digital technology and social media to allow spectators to see videos of the race as it happens rather than watching a group of people disappear off into the bush and reappear hours later.
There’s also the safety factor for competitors and the several hundred people who volunteer to help.
Under modern occupational health and safety rules they all sign contracts to ensure they understand requirements and when to take breaks. They are partnered with new volunteers so knowledge is passed on.
The number of race categories has been increased to entice more competitors.
‘‘We want to be more inclusive. Not everyone has to be a super hardcore mountain man, although you couldn’t do the main three-day course without the necessary training,’’ Ussher said.
New recreational tandem categories, often comprising family groups, can choose two- and one-day races, and whether to do the biking and kayaking as well as running.
It’s a far cry from 1982, when Judkins and 11 mates pioneered the same 243-kilometre course used today, attracting 79 entrants.