Srinivas founded Joy of Running three years ago to promote long distance running and community health in Bangalore. The group grew to 200 members but faced challenges finding routes due to traffic. While multiple groups formed to meet demand, they prioritized profits over fitness. Expansion risks losing the community feel, but not expanding limits Joy of Running's impact. Careful expansion by appointing coaches from existing members, splitting into zones, and maintaining Srinivas's vision of health over wealth could allow more people to benefit while preserving quality.

1. JOY OF RUNNING
Case Summary
Three years ago, Srinivas founded Joy of Running with the intention of coaching people for long
distance running. He was a passionate runner and had a strong urge to promote awareness about
health and fitness. Since Bangalore had a lot of young people with significant income, they often
join gyms with intension of becoming fit, but it found difficult to sustain their efforts. Rather than
concentrating on wealth maximization, Srinivas concentrated on maximizing the health of the
people. According to him, it was necessary to build a community of runners and thus create an
opportunity for socialization and mutual support.
Initially he started coaching his few close friends, all of them enjoyed the experience and felt that
the fees they paid was worth the benefit. Soon Joy of Running started to attract more people and
the group grew up to about 50. But he was not in favor of appointing full time coaches because
Joy of Running only coached recreational runners who had day jobs. During the next three years,
it grew up to 200 in size and so he appointed 10 coaches from the runners. He also tied up with
few doctors and physiotherapist who advised runners when needed.
The demand to get enrolled in Joy of Running grew rapidly. But along with the growth in size, the
challenge of finding running routes also was difficult. Since there were traffic congestions,
travelling was different and hence there was a demand that the group split geographically. This
would enable the runners from far off places to join the group. But Srinivas was not happy with
that as he felt it will disrupt the community feeling that existed in the group. Multiple suggestions
like creating similar groups in other Indian cities, recruiting other full time coaches, running
multiple shifts and organizing running events were raised. Since Joy of Running was unable to
meet the demand, many other coaching groups sprouted. But all the new groups focused on
commercial opportunity rather than promoting fitness as the primary goal. These groups did not
follow a “high touch” model like Joy of Running and therefore offered services at half the price
that Srini charged his runners.

2. Pros and cons if Srini expand ‘Joy of Running’
Pros Cons
The intention of ‘joy of running’ will
covered by more people.
Newly appointed coaches may not
share the same vision as Srinivas.
More people in the area will be aware
about being healthy.
With the expansion, there is a chance
of shifting from health to wealth
maximization.
Expansion is possible. Srini can’t monitor all the people and
wouldn’t be able to give advices for
each of them.
Chance for wealth maximization. Chances of people moving to other
groups are high if enough care is not
provided.
If the organization expand, then there
arise employment opportunity for new
coaches.
Pros and cons if Srini doesn’t expand ‘Joy of Running’
Pros Cons
Not expanding will be a good decision
because all the hired coaches might not
have same vision as Srinivas, some will
just work for salaries.
There won’t be any wealth
maximization and expansion.
Srini would be able to personally
monitor all the clients
No new employment opportunities are
generated.
Joy of running will be able to stick on
to the vision put forward by Mr.
Srinivas
Only few clients will be able to enjoy
the advantage of ‘joy of running’.
Need not sacrifice the quality promised
to the members who had joined
initially.
The Joy of Running will only remain a
small circle.

3. Decision
Joy of Running is an organization founded by Srinivas with intention of coaching people for long
distance running. He focused more on people’s health rather than their wealth. The Joy of Running
involves physical activity which needs proper running locations without traffic congestions. Since
the demand of the organization is increasing very rapidly, the organization should move to the next
level of expansion.
Some suggestions for the expansion are:
o He should appoint more coaches from the runners who stood with him from the starting.
They should be trained so that they also share the same vision as Srinivas.
o Since the demand is rising, he should split the organization into zones based on the
geographical areas and appoint the selected coaches in each zones.
o Routes can be decided in such a way that two groups can share the same way, hence traffic
can be avoided to an extent.
o Multiple batches should be allocated with available coaches.
o Even though coaches are appointed to each groups, Srinivas should not forget to collect
proper feedback from the people regarding their experience.
o By organizing a meet up of whole members of Joy of Running monthly or quarterly, Srini’s
fear of community getting disrupted can be avoided.
o While expanding the coaches should never forget to follow “high touch” model which Joy
of Running follows and should always focus on the health maximization rather than wealth.