Virat Kohli has started a fitness venture, Stepathlon Kids, in a joint venture with Stepathlon Lifestyle, a global wellness company.\r\n\r\nStepathlon Lifestyle is founded by Ravi Krishnan and Shane Bilsborough. Its initiative creates an ecosystem that promotes employee health, fitness and productivity. It is a pedometer-based, mass participation event for organisations of all sizes across all industries and countries. It provides access to a fun, engaging and interactive online race that encourages participants to be more active everyday. It also provides motivation and information to create relevant awareness through expert resources, interesting apps and much more.\r\n\r\nStepathlon Kids is for the younger generation to create awareness among them. It aims to deal with \u00a0fitness issues affecting kids by taking them through a 30-day pedometer-based virtual race that will help increase awareness on health issues.\r\n\r\nRavi Krishnan, CEO of Stepathlon Lifestyle, said, \u201cThe new venture looks to reach 50,000 children in the first year of operation. We will generate revenues from a combination of sponsorships, partnerships, licensing, and merchandising for the medium to long term.\u201d\r\n\r\nPrior to this, Virat Kohli had invested around (INR 90 Cr) in a Bangalore-based fitness centre, Chisel Fitness and an undisclosed amount in London-based social media startup Sport Convo.\r\n\r\nThe fitness space has attracted a number of startups along with celebrities funding them. Actress Gul Panag joined hands with startup incubator Prototyze to start a startup focused on health and fitness mobile apps, MobieFit. While, Madhuri Dixit invested in fitness startup Goqii. Also, earlier this year, former Myntra co-founder and Head of Flipkart Commerce platform, Mukesh Bansal, invested in a fitness startup Cult, which focusses on training programmes without using traditional gym equipment. Besides, there are other cricketers who have invested in various startups like Robin Uthappa invested in HealthEminds and Yuvraj Singh has invested in number of startups with his venture fund YouWeCan.\r\n\r\n\r\n\r\nWelcome to Flash Feed, your\u00a0essential source for breaking news and innovation from around the web - bite-sized and updated all day.