National gym franchise Life Time Fitness is getting downright “dirty” with a new event acquisition.
According to VeloNews, Life Time has agreed to buy the Dirty Kanza, a prestigious gravel cycling event. Financial terms of the deal were not immediately available.
Life Time has a steadily growing portfolio of events to its name. The company already owns Colorado’s Leadville Trail 100 series, as well as the Chequamegon Fat Tire Festival in Wisconsin.
“Our main goal as a company is to help people live happy, healthy lives, and we can do that outside the walls of our clubs with great events like Leadville — those are core to our heart and soul as a business, and Dirty Kanza will fit right in with that as well,” said Kimo Seymour, senior vice president of Life Time Fitness.
Dirty Kanza co-founder Jim Cummins told VeloNews that his company was careful to choose a buyer that would preserve the race’s tradition. “That was the primary driver in this whole decision,” Cummins said. “We wanted to secure the future of this event for decades to come, and we felt an obligation to do that for Emporia and the greater cycling community.”
When the Dirty Kanza started in 2006 there was no registration fee and the race featured just 34 riders. However, the race proved so popular that riders now have to enter a lottery to participate, and the event is capped at 2,750 participants.