iWorld
Stepathlon appoints sports industry veteran Nick Rusling as MD
Mumbai: Technology-driven fan engagement company, Stepathlon has appointed Nick Rusling, a veteran of the sports industry, as managing director. Rusling will be based in London and will report to CEO & chairman Ravi Krishnan.
Rusling has been associated with the sports industry for over 25 years. After working with the sports behemoth, IMG, Rusling turned entrepreneur and started Human Race Events in 2010. Human Race acquired 10 other businesses during its growth phase, created many events from scratch, and in 2016, was acquired by ASO, the owners of the Tour de France, Dakar Rally, and Paris Marathon.
Krishnan said, “I have known Nick for over 15 years. He’s not only a great professional from the sports industry but also has relevant commercial, digital, and leadership skills to complement the Stepathlon team. He brings with him many important and relevant relationships in the UK and European market in multiple areas that are relevant for the growth of the company.”
Since 2001, Rusling has been primarily focused on the mass participation industries – running, marathons, cycling, and triathlon – delivering hundreds of events for millions of participants all around the world, including the UK, Abu Dhabi, Stockholm, and Barcelona. Prior to mass participation events, Rusling worked as a sports agent, representing Ian Botham, Pat Cash, and Damon Hill.
Krishnan added, ” Nick has been building some of the most successful events in the market in some of the greatest cities in the world, pioneering digital progress to enhance the customer experience beyond event day.”
Rusling commented, “I am driven, both personally and in business, by getting the world fit and active. The genius of Stepathlon is that we harness the power of fan communities in the world of sport, music and beyond, to inspire and motivate millions of people to get fit and healthy together—all by taking part in our virtual races, unrestricted by the capacity of roads. The opportunity is limitless as everyone is a fan of something.”
Rusling has also been heavily involved in the charity sector, helping raise over £150 million for multiple causes, and has worked as a trustee for sports-based charities, Herne Hill Velodrome Trust and Women in Sport.
The appointment follows a new global round of investment that Stepathlon has raised from a pre-eminent mix of individuals from the world of sports, entertainment, media and lifestyle, and prominent investors from private equity, technology, ESG and family offices. Demonstrating confidence in the technology-driven fan engagement business of Stepathlon, existing and new investors participated in this fresh round of capital raise by the company.
e-commerce
ITC Sunfeast, Zepto host mango-themed experiential ‘Paglu Party’
Event blends Alphonso desserts, DIY sessions and interactive formats
MUMBAI: When mango season peaks, some savour it others go full ‘paglu’. ITC Sunfeast Baked Creations, in collaboration with Zepto, turned summer indulgence into an immersive brand experience with its ‘Mango Paglu Party’, a high-energy, mango-themed event designed to blur the line between dessert and discovery. Built around the brand’s ‘Mad Over Mangoes’ universe, the space leaned into a sensory overload bright, playful and unapologetically mango-drenched. From curated installations to social-first corners, every element was designed to be as shareable as it was experiential.
At the centre of the celebration was the fruit itself, elevated into a menu crafted using fresh, carbide-free Alphonso mangoes sourced by Zepto. The spread ranged from a flaky Mango Pista Kouign Aman to Mango Coconut Serradura Pudding and a Mango Mascarpone Cake, balancing indulgence with seasonal freshness.
But this was not a passive tasting affair. Guests were drawn into the experience through interactive formats, including a DIY dessert session led by the brand’s chef, where attendees created classics like Mango Tres Leches. Zepto chief business officer Chandan Mehndiratta also joined the session, adding a touch of brand personality to the proceedings.
A quirky highlight came in the form of the ‘Aam Paglu Prescription’, a playful, doctor-themed concept that positioned mango indulgence as the only “treatment” worth taking, turning a simple insight into a memorable activation.
The event built up to a theatrical finale, with the crowning of the ‘Aam Paglu of the Day’ followed by the cutting of an oversized mango-shaped Mango Mascarpone Cake, closing the experience on a high note.
More than just a seasonal showcase, the Mango Paglu Party reflects a broader shift in brand storytelling, where products are no longer just consumed, but experienced. For ITC Sunfeast Baked Creations and Zepto, mango season was not just about flavour, it was about creating a moment that audiences could step into, engage with and, quite literally, devour.
