Retailer is new sponsor of HELL & BACK which sees record number of women signing up
Ireland International soccer star Stephanie Roche was on hand today to help Londis announce their sponsorship of HELL & BACK for 2017. HELL & BACK is Ireland’s toughest physical and mental endurance challenge, attracting more than 21,000 participants throughout a series of adventure events.
HELL & BACK is for everyone and the organisers are delighted to see more and more women getting involved in adventure races such as these. Last year almost 45% of the 21,000 participants were women and these figures are going to be even higher this year. In 2011, the first year of the event only 36% of the contestants were women.
Stephanie Roche knows all too well what it is like to push yourself to the limit physically and was delighted to learn that more and more women are signing up.
According to Stephanie, “I’m thrilled to be working with Londis on HELL & BACK. This challenge gives people the chance to push themselves mentally and physically as well as have a fantastic day out. There was a time when women would have shied away from such events but it’s great to see that it’s nearly a 50/50 split between men and women this year. Londis will be there at the end of the race to offer a little piece of heaven to all after going through Hell! Good luck to all.”
Aidan Walsh, Director of Operations, Alive Outside, the company who run HELL & BACK has found that many women, who may have been involved in road running (5km / 10kms / half marathons / marathons) in the past, are now looking for a new challenge and HELL & BACK is the perfect next step. “Even though it is a tough 12 km trail run, it can be done with friends or work colleagues in a fun, social environment. You will need the help of other Hell Raisers to make it around the course and it’s this sense of camaraderie and subsequent elation felt when crossing the finish line that most people speak most positively about,” he said.
The Hell & Back junior event will be held on Sunday 18th June also in Killruddery. There is a similar trend in Hell & Back Junior in that there is an equal sign up of boys and girls among for primary school kids aged 5-12. In 2016, 47% of the 3,500 children who took part, were girls.
HELL & BACK is a tough challenge and Londis want to reward participants at the finish line in their Little Piece of Heaven. In Heaven, participants will be given some TLC and lots of delicious refreshments to give them a much needed energy boost compliments of Londis.
According to Conor Hayes, Londis Sales Director, “We are really excited about being a sponsor for HELL & BACK for the first time. After going through hell on the course, Londis looks forward to welcoming all participants to our Little Piece of Heaven, where they can refuel and relax. This is a great day out for all and because Londis understands how important community spirit is, we will be cheering on all the Hell Raisers throughout the race”.
The events will take place in Killruddery Estate, Bray, Co Wicklow on Saturday June 17th, Sunday 18th June (Junior event) and on 9th September and participants will navigate the popular obstacle course challenges, specifically designed and created by award-winning outdoor specialists to push physical and mental boundaries to the limit. Participants must cross rivers and lakes, climb hills and mountains and crawl through bogs and swamps. This year, there will be a new Londis obstacle to be unveiled, which will not be for the faint hearted but will add another level of fun to the day.
