remark May 2017 | Page 7

2 PACESETTERS Mass participation for mass benefit PARALLELS FOR LIFE RUNNING REWARDS Mass participation events such as cycling, running, triathlon etc. have modernised and become more diverse to include exciting new challenges: e.g. rolling around in the mud or tackling obstacles. Having a points system to unlock rewards such as drinks or cinema tickets is nothing new. However, getting these reward points for running at an event, all for free… now that’s not your everyday rewards programme. However, only one has truly pushed the “mass” to the masses, combining activity with sociability and inclusivity. Parallel London is a mass participation event with a twist, and whilst not as crazy or daring as other events may seem, it is set to probably be the most challenging of them all for some participants. Whether it’s wheelchair-bound competitors or parents with buggies, Parallel London takes on the challenge of providing everyone with an opportunity to be healthy and active. The addition of the “Super Sensory 1km” helps individuals with profound learning disabilities, autism, or late-stage dementia to also participate. It is primarily a sensory-stimulating 1km full of visual, auditory, and even olfactory (smells) stimuli. Barclay’s and Toyota are a few of the first, high-profile sponsors of this event, helping to show that sport isn’t just for the sporty, but for everyone. And, with its unprecedented inclusivity, more brands will soon be queuing at the door to get involved. That’s what Vitality are offering by becoming Park Run UK’s headline sponsor this year, as the health and life insurer pushes to get more people involved in local running events. With hundreds of runs all around the UK on a weekly basis, the points are tallying up quick, and people are becoming healthier and happier as a result. Vitality are showing how sponsorship can be a huge benefit to companies; select the event carefully and it can have a direct benefit to your business (what health insurer wouldn’t want you to get healthier?). This sponsorship deal has promised to deliver more events around the country, as well as developing a junior iteration of the event. An estimated 200,000 Vitality members have already joined Park Run UK, and with the promise of free, organised exercise, rewards points, and discounts, you would be hard- pressed to find a deal this good anywhere else.