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
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