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Ishka announced as official hydration partner to Athletics Ireland and title sponsor of Fit4Life

Limerick-based Ishka Spring Water, has been unveiled as official hydration partner to Athletics Ireland and title sponsor of Athletics Ireland’s Fit4Life Programme.
Under the new partnership, Ishka will provide hydration to the thousands of recreational and club runners around the country at Athletics Ireland-managed events, and will support the Fit4Life programme’s promotion of health and fitness to the population as a whole.
The Fit4life programme is suited to all runners whether a complete beginner or a regular jogging/runner. The programme helps participants to achieve improved levels of fitness and wellness within the club structure in a fun, sociable environment.
A qualified Fit4Life leader, who has been trained by Athletics Ireland’s coaching team, sets out the training schedules, aimed towards getting just about anyone off the couch and fit enough to take on their first 5km challenge. Fit4Life members then often push on to 10km or make the leap to a 10-mile run and beyond.
Irish 1,500m athlete, Amy O’Donoghue, who was on hand to help launch the partnership commented: “The Fit4life programme allows people to improve their fitness by increasing their level of physical activity and fitness in a fun and social setting. The great thing about running as part of a group is that there is a lot of energy in mass participation that drives the adrenalin in each person, and this allows us to run quicker and further than is normally possible on your day to day runs. You will push yourself more and be surprised with what you can achieve!”
Speaking about the new partnership with Athletics Ireland, Mike Sutton, director of Ishka said: “We are delighted to partner our Guaranteed Irish Ishka brand with Athletics Ireland and the Fit4Life programme. This collaboration aligns with our own approach to encourage people to live healthier lives. Collaborating with Athletics Ireland gives us a great platform to showcase our range of AA-certified spring water, which we have been proud to produce in Ireland since 1978. For over 10 years, we been the official hydration partner of the Great Limerick Run, so a partnership between Athletics Ireland and ISHKA was a natural fit for us.
Commenting on the sponsorship, Hamish Adams, CEO of Athletics Ireland said: “One of the key objectives of the Athletics Ireland Strategic Plan is to promote health and fitness to the population as a whole. By working with home-grown Irish brand, Ishka, we will continue to make an impact in encouraging people of all athletic ability to get active throughout the country via our Fit4Life programme. We are looking forward to building a long-standing relationship with ISHKA and I have no doubt our thousands of recreational and club runners around the country will get fully behind our new hydration partners Ishka.”


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