Indian star cricketer Virat Kohli is in the news for the right reasons even when he isn’t playing cricket. After launching his apparel line under the Wrogn brand and partnering with FC Goa  (for football), he has now teamed up with Stepathlon Lifestyle for a fitness initiative for kids. The venture titled “Stepathlon Kids” aims as tackling fitness issues that are affecting the next generation.
Image source: PTI
The present generation of kids are already fed enough on gadgets and televisions and spend very little time sweating it out in the playgrounds and parks. Based on a report from WHO from 2014, it was noted that more than 22 percent of child population in India suffered from obesity and faced other health issues.  Exercise and a dedicated fitness regime becomes mandatory for children in this scenario. According to WHO recommendations, it is suggested that children aged between 5-17 years should accumulate atleast 60 minutes of moderate – to vigorous-intensity physical activity daily. In a survey conducted by EduSport in 2014  assessing Indian school children’s health and fitness, it was revealed that 40 % of children din’t have a healthy BMI and structured sports programmes in schools showed an encouraging rise in fitness levels.
 
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Stepathlon Kids announced their arrival into the market and said that they would soon launch a nation-wide 30-day mass participation virtual race where children who would want to participate will be given pedometers to track their steps during the 30-day period. These steps when entered on the Stepathlon Kids website get converted into distance and the team will move across a map of the world. The company plans to reach out to large section of children via technology and a gamified environment to drive home the fitness message.
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The ace cricketer who has joined hands with Stepathlon to promote the initiative further said to Business-Standard, “Stepathlon Kids is a first of its kind and much needed offering in our country, and I’m sure Stepathlon will replicate the success it has witnessed in the corporate space. I will be substantially involved in the development and promotion of Stepathlon Kids to achieve our goal to create a healthier nation through the future of India – our kids.” The cricketer also attributed his success in batting and fielding to his fitness levels.
 Image source: Yourstory.com
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