Sir Richard Branson's Virgin Group empire recently began carving out a place for itself in the world of amateur sports with its new 'Virgin Sport' division. Instead of hosting events that will only attract top athletes, the division aims to create "festivals of sport" that will appeal to a wide range of consumers with varying athletic abilities.
With four events already scheduled for 2017, Virgin Sport is giving consumers a new option when it comes to amateur athletic events. The festivals build on the growing trend of race organizers offering half marathons or 5K runs to increase the number of participants. Similarly, Virgin Sport's festivals will combine short road races with group fitness activities such as yoga, bootcamp and pilates for a more inclusive fitness experience. Ultimately, the goal is to make sporting events more accessible for those with varying interests and abilities.
Amateur Athletic Festivals
'Virgin Sport' is Creating Events for a Wider Variety of Athletes
Trend Themes
1. Inclusive Fitness Experiences - Creating athletic events that combine short road races with group fitness activities like yoga and bootcamp to appeal to a wider range of consumers.
2. Amateur Sports Festivals - Hosting festivals of sport that attract consumers with varying athletic abilities, rather than just top athletes.
3. Expanding Participant Numbers - Increasing the number of participants in athletic events by offering options like half marathons or 5K runs.
Industry Implications
1. Sports and Fitness - Opportunities for fitness companies to create inclusive events that cater to consumers with varying interests and abilities.
2. Event Management - Providing services to organize and coordinate amateur athletic festivals that appeal to a wide range of consumers.
3. Wellness and Lifestyle - Creating experiences that promote wellness and an active lifestyle through inclusive athletic events and activities.