Sport festivals: The future of road racing… or just another fitness trend?

What would happen if your favourite road race and the summer’s most popular music festival had a love child? Well… you’d get a weekend that looks a lot like Virgin Group’s newest creation.

That’s right, the company which you may associate with your cell phone plan is getting into the running– and festival– scene. And they’re combining the two in fitness-filled weekends that now go under the new title Virgin Sport. What’s more, they’ve got former New York City Marathon race director on board. Mary Wittenberg’s latest foray is helping organize this endeavor.

RELATED: Mary Wittenberg leaves Virgin Sport

Wait, so… what is it?

Okay, so here’s the deal. Virgin Sport is a new series of fitness-focused weekends. While details and activities for every single event haven’t exactly been revealed in their entirety, it’s looking like these weekends will be a blend of long and shorter distance running races, fitness activities like boot-camp and yoga and water sports and perhaps even cycling and hiking as well. That makes up the sports aspect of the weekend. Add in the festival atmosphere with live music, local food trucks and art, and you’ve got yourself a fitness festival weekend. 

Those specifically keen on the running part can likely expect something like a half-marathon followed by a 5K. 

 

Our C.E.O. (chief exercise officer) in true form. ? @worthmag and all the great leaders in sport. #Repost @worthmag with @repostapp. ・・・ “Most people want to be fit and want to live a healthy and active life, but there are all kinds of hurdles that stop us. They just need the support. The special key in all this is bringing people together.” –Mary Wittenberg, former head of @nyrr, new CEO of @virginsport and one of Worth’s most powerful people in sports. For the full Q&A, visit worth.com. Photo by @jeremybales. #CEO #sports #running #business #happyThursday #hustle #thegrind #energy #dreambig #inspiration #leader #community #womenempowerment #run #workout #entrepreneurship #womenpower #leadership #entrepreneur #inspire #positivevibes #runner #femaleentrepreneur #motivation #womeninbusiness #womensfitness #change #progress #future

A photo posted by Virgin Sport (@virginsport) on Mar 3, 2016 at 2:11pm PST

This idea was cooked up by Virgin Group head Richard Branson and co-founder Freddie Andrewes. They say it came to them as they were cycling through South Africa.

“After miles of training, we are ready to go. For our team, sport is more than a hobby. It’s a calling. With our CEO Mary Wittenberg pacing the pack, we’re on a mission to move the world through sport,” says Virgin Sport’s website. 

Where are the first ones located?

For Canadians, it’s looking like participating in Virgin Sport’s new fitness festivals is going to require a passport right now. If you’re in the market for a new destination race, this may be your one. Travel-savvy distance junkies can head to San Francisco in October or they can load an aircraft to hop across the pond to Hackney or Westminster in the UK. Prices haven’t been listed for each event on the site yet, but getting a full ticket to the Hackney event will cost around $127 Canadian. 

For more details, check out the festival’s site here.