After launching his apparel line under the Wrogn brand name and investing in FC Goa in the (football) Indian Super League, Indian cricket Test captainhas now partnered with Stepathlon Lifestyle, a wellness-promoting entity, to launch Stepathlon Kids, 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 also 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. Stepathlon Kids will be focused on building children’s holistic health – encouraging of physical activity and educating them on nutrition, exercise, stress and more. Kohli will play a role in creating widespread awareness.