KEEPING FITNESS LIGHT

Written on the 15 May 2015 by Laura Daquino

KEEPING FITNESS LIGHT

AUSTRALIANS have a lot to learn about 'fun runs' according to this Asian superbrand, who this weekend will be showing Brisbane residents just what they have been missing.

Infinitus Productions, known for the Illumi Run brand in Malaysia, China and Singapore, has set up base in Australia, choosing Brisbane as its national head office.

The company will roll out eight events across the country this year, kicking off with Brisbane on the weekend. Brisbane's recent events track record, and the efforts of Brisbane Marketing, were said to have sold the brand on launching in the city.

Australia's Infinitus Productions general manager, Andrew Laing (pictured), says the Infinitus brand has been challenged by Australian attitudes to health and fitness.

However, with more than 6000 participants and 200 volunteers already having signed up for the Brisbane event, this is more a case study in successfully crossing cultural barriers.

"We are definitely dealing with a different market," says Laing.

"It's quite an unusual concept to be hosting a running event that has absolutely no emphasis on competitiveness or timing.

"For us, Illumi Run represents a change in mindset and is about being your own person and running your own race."

The company will be bringing in custom-built cannons which shoot illuminated paint into the sky, a first of its kind in Australia, meshing well with the UV dance environment.

The budget is "a significant six figures" but Laing says much of the equipment will be reused at later events.

Laing, whose background is in private equity and professional sports including V8s and NBL, believes sporting events are increasingly losing that competitive and combative nature in Australia and focusing more on the fun factor.

This lines up well with the Illumi Run brand.

"My background is in sports and entertainment and I know that everyone is trying to bring these events back to being about fun and engagement with the fans," says Laing.

One thing the brand will retain is a charitable aspect, which Australians are accustomed to, with $5 being donated to the McGrath Foundation for every registered runner.

 


Author: Laura Daquino Connect via: Twitter LinkedIn

Latest News

VITA GROUP POSTS STEADY RESULTS DESPITE ROUGH YEAR

IT'S no secret Vita Group (ASX: VTG) has had a testing year, however the company has still managed to deliver ...

KOGAN BREAKS FORECASTS IN ITS FIRST YEAR OF PUBLICLY LISTED TRADE

RAISING the bar high in its first year as a publicly listed company, Kogan.com (ASX: KGN) has smashed its forecast...

CAMPLIFY MOTORS INTO THE UK MARKET

CARAVAN hire and RV sharing community Camplify has made its move in the European market, establishing its first op...

COCHLEAR R&D INVESTMENT DRIVES NEW PRODUCTS AND BOOSTS PROFIT AND REVENUE

COCHLEAR (ASX: COH) has boosted its 2017 full year net profit by 18 percent to $223.6 million and has forecast furthe...

Related News

WESFARMERS BOOKS BUMPER PROFIT BUT SUPERMARKET WAR HITS COLES' BOTTOM LINE

SUPERMARKET giant Coles has posted its biggest slide in earnings since it was acquired by Wesfarmers (ASX: WES) 10 ye...

ANALYSTS PREDICT WHAT AUSSIE LIVING IS LIKELY TO BECOME IN THE NEXT CENTURY

AS THE Australian population continues to grow, analysts are predicting what the country is likely to look like wi...

SEVEN WEST REPORTS MASSIVE LOSS AND CUTS CEO TIM WORNER'S PAY PACKET BY $450K

SEVEN West Media (ASX: SWM) has posted a full-year loss of $744.3 million and cut CEO Tim Worner's pay packet by ...

HOW MAKING MISTAKES AND PASSION SCORED WEIGHT LOSS PARTNERS A DEAL WITH SHARK TANK'S JANINE ALLIS

THEY partnered up to provide a scientific and targeted approach to dieting, and Kate Save and Geoff Draper cut Sha...

BOOK YOUR FUNCTION SPACE HERE

 

 

 

Contact us

Email News Update Sign Up Contact Details
Subscriptions

PO Box 2087
Brisbane QLD 4001

LoginTell a FriendSign Up to Newsletter