The Michelob Ultra Rock the Road Run, taking place this year on August 19th, is announcing 4 new events for 2013. They’ve had an overwhelming response from their participants and the demand for a Rock the Road series is clear.
Similar to the Rock ‘n’ Roll Series in the USA, Rock the Road has managed to gain support from mega sponsors, like Labatt, and other multi-national sponsors are already lining up. ”The model we’ve put together attracts the everyday runner, whereas some of the other races in town are focused on hardcore enthusiasts,” says Brandon Laan, a 2016 Olympic hopeful, native Londoner, and co-owner of the race. Brandon explains how the Rock the Road model, with bands and cheerleaders along the course, and a festival-like atmosphere at the finish line, is what casual runners want.
Back in the 70′s, London was touted as one of Canada’s major running hubs, with famous runners like Frank Shorter, Kenny Moore, Duncan McDonald, and the current Canadian marathon record holder, Jerome Drayton making annual appearances. Since then, London’s participation rates have been on a steady decline and the goal of the Rock the Road series is to restore London to it’s historical road race grandeur.
The series is set to launch a variety of 5K, 10K, and half Marathons throughout April, June, August, September and November. Brandon and his team are aware London already has a few races that they will have to compete with, but the support they’ve seen with the August race proves there’s an appetite for more races of it’s caliber. Cliff Cadogan, another one of the series’ owners is excited to bring new life to the London running scene with race themes that are gaining huge popularity in the US, and other parts of Canada. “We’ve got fresh ideas for races that I’m certain will draw new participants from London and surrounding areas” says Cliff. Every year, people from London travel to big races in Toronto and even the US, and the Rock the Road series is meant to deliver world class events that will keep Londoners running in their own town. “High caliber events, like the Rock the Road 10K, bring great economic activity to the city, and it gives us great pleasure knowing local businesses will benefit from it”. The group’s 3-year goal is to have over 15,000 participants compete in the series each year.
You can find more information by checking out the Rock the Road Series website at www.runrocktheroad.com.