KEEPING FITNESS LIGHT

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.

 

Get our daily business news

Sign up to our free email news updates.

Please tick to verify that you are not a robot

 

Help us deliver quality journalism to you.
As a free and independent news site providing daily updates
during a period of unprecedented challenges for businesses everywhere
we call on your support

Australian Millennial managers look to offshoring to solve global talent shortage problem
Partner Content
New research reveals that more than half of Australia’s next-gen leaders are cons...
Cloudstaff
Advertisement

Related Stories

Fintech Paypa Plane to double team size after securing $10m in Series A backed by Mastercard

Fintech Paypa Plane to double team size after securing $10m in Series A backed by Mastercard

Brisbane-based cloud payments software provider Paypa Plane has rai...

What can we learn from the collapse of Porter Davis Homes Group?

What can we learn from the collapse of Porter Davis Homes Group?

Today was a dark day for the Australian construction industry with ...

Infrastructure builder Lloyd Group goes bust amidst "eroded project margins"

Infrastructure builder Lloyd Group goes bust amidst "eroded project margins"

After 44 years in business as a family company that started in Melb...

Another home builder collapses as Porter Davis calls in liquidators

Another home builder collapses as Porter Davis calls in liquidators

A home builder that was forecasting $555 million in revenue this fi...