Protima Tiwary meets Adnan Adeeb, co-founder, MD and the Devil Slayer, the man behind the toughest obstacle course, the Devils Circuit.
As India’s toughest obstacle race makes its way across the country, we caught up with the man spearheading the entire movement as he motivates every participant across India. Finisher Magazine in conversation with Adnan Adeeb, founder of Maruti Suzuki Arena Devils Circuit, India.
What do you prefer- life before or after Devils Circuit?
I spent 19 years in the corporate world, travelling the world as the head of sales for a global IT firm. I enjoyed the security. Today, life is different. I absolutely love the fact that we are able to provide an experience of a lifetime to thousands of runners. Our emotional investment in what we do today is helping us grow our tribe. Regular folks from across fitness spectrums walk over to us after the event to simply express their appreciation and to say ‘thank you’ for giving them the best Sunday of their lives, and it feels amazing to be able to create that kind of impact, and is worth all the effort we put into building each season. Yes, life is definitely more exciting now.
What inspired you to conceptualise Devils Circuit?
In 2011, we saw a huge potential in the space of amateur sports. We also noticed the audience shift from “I will just watch this” to “Let’s try this, let’s be a part of this!”
At Volano Entertainment, we wanted to be at the forefront of this revolution and felt that it was the right time, in 2011, to create India’s coolest, toughest, and largest participative disruptive sports property. With that thought, we introduced Obstacle Running to India in the Devils Circuit. Our first mover’s advantage, combined with constant ongoing innovation, has helped us reach out to millions of people across 8 cities and we continue to harbour thoughts of expanding to more.
What do you aim to achieve with Devil’s Circuit?
I simply want to inspire people. I think there is a huge disservice we do to ourselves and our loved ones when we take our health and fitness lightly. With Devils Circuit, I want participants and spectators alike, to think about life choices, their fitness quotient and give them a benchmark that helps measure their ongoing progress. We want people to understand that formats such as the Devils Circuit give you an idea of how much fun you can have through sports, by being active and being outdoors- it also allows for individuals to set their own goals on how to get stronger, fitter or simply more active through a unique running format.
What keeps you motivated to continue building this community around Devil’s Circuit every year?
Each member of the tribe of DevilSlayers motivates me to keep making the property bigger and better. The individuals who combat their own issues and come to Devils Circuit are incredible. We have had participation from specially abled people, aged people, grandparents, people from the armed forces, people who have painstakingly fought their weight-related issues to transform themselves, and a lot many more who all have their own stories. All of these motivate me to continue serving this community and looking for ways to make the experience of every single participant exceptional.
What are your thoughts about the fitness industry in India?
The fitness industry in India is on a huge growth trajectory. I feel the potential of expansion is massive, there is a definite drive both at an individual as well as a corporate level towards a healthier lifestyle that is unprecedented. This is a very exciting time to be a part of this industry and in the coming years, we will see a lot of innovation. If I look at the western world, the kind of gyms, studios, fitness centres that exist is incredible. It is up to us to constantly bring these avenues to our shores. With this in mind, we are in the process of launching our own studios in the coming months.
Do you try all the obstacles? What’s your favourite one? Least favourite?
Yes, absolutely! I am on my own fitness journey too and I am the fittest I have ever been in my life. My favourite obstacle is the Brain Freeze. This is the last obstacle on the course where we have participants come down a wet slide into 15 tonnes of ice cubes. It’s a fantastic way to end the race, gives your muscles a great cooling and gives you an organic high which we have also translated into our war cry #Booyah!