Mumbai: The Maruti Suzuki Arena Devils Circuit (DC) is set to roll out across 10 cities this season, with Ahmedabad and Indore joining the lineup for the first time. Proclaimed as Asia’s toughest race, it has attracted a diverse range of winners over the years, including army personnel, fitness trainers and fitness enthusiasts from various professions. Participants come from all walks of life, with a demographic that spans elite athletes, members of the Indian armed forces, and dedicated gym-goers, as well as college students, homemakers, corporate professionals and even retired senior citizens.
For those unfamiliar with obstacle course racing (OCR), it is a sport that challenges competitors to navigate a series of physical obstacles while travelling on foot. Courses can range from short, tightly-packed obstacle sections to races that cover several kilometres, incorporating elements of track, road, or cross-country running. Obstacles may include wall climbs, rope ascents, monkey bars, carrying heavy objects, traversing mud or water, crawling under barbed wire, and even leaping through fire.
This season’s course features 15 military-style obstacles: “Commando Crawl, Height of Hell, The Summit, Step Up, Slip Down, Round Wooden Pole, Rope Climb, Monkey Bar, Door Walk, Wall Climb, Roller Cross, Murder by Mud, Monkey Crawl, Back Stack, Brain Freeze” etc. The event has seen participation from prominent companies such as Infosys, MakeMyTrip, Adobe, Global Logic, GALE, Heubach, Nagarro and Cholamandalam.
Indiantelevision.com’s Rohin Ramesh caught up with Devils Circuit’s co-founder Adnan Adeeb, where he delved into the inception of DC, partnership with Maruti Suzuki, intricacies of obstacle racing and a lot more.
Edited excerpts
On the story behind inception of Devils Circuit and your motivation to start this obstacle race
So back in 2011 when the idea of DC was germinated, we were looking at an India completely disconnected with physical activity, especially the working population. The idea was to create a “brand” and not an event, that would allow people to find fun in fitness.
With DC I wanted to create something disruptive that went beyond the standard marathons and fitness events, aimed at providing a more engaging experience for athletes and fitness enthusiasts. The idea was to offer a format that tests endurance and problem-solving under physically demanding conditions. The race also promotes inclusivity, with participants ranging in age from 16 to 70, and it attracts corporate teams for its strong focus on team-building.
On the partnership with Maruti Suzuki Arena and the development of DC
This partnership has been very significant for us and our growth. MSIL is a very progressive company that understood experiential marketing much before it became a buzzword. Through their association with us, they have continuously built on a fantastic touchpoint with young potential customers. As the brand grew, so did this affinity and I think they have done a great job at looking beyond traditional marketing channels like most big brands get stuck with.
On elaborating some initiatives to engage corporate entities and their employees
Absolutely! Before launching DC, I spent more than a decade in a thriving career and saw first hand that lack of camaraderie, and fitness both in this landscape. I have very consciously built corporate inclusion within this race because it allows corporate participants to connect in a way that is very unique. When you are overcoming obstacles together. Literally and figuratively both in this case, the shared bond with your teammates is very deep. Additionally progressive firms have started to prioritise employee health and wellness like never before, so a DC becomes a perfect platform that offers them physical activity, opportunity to collaborate & create shared experiences, as well as take home memories for a lifetime!
And this is perhaps the reason why we get almost 90 per cent repeat participation from corporate organisations- big and small; and these participants form over 70 per cent of our consumer base.
On the main categories
There are four main categories of participation: Competitive, Master, Non-Competitive, and Junior. The Competitive category is further divided into “Wave A” and “Wave B”. Wave A is limited to 100 participants, offering them the first opportunity to tackle the course, with minimal crowding and a fresh track to aim for personal bests. Wave B still provides a chance for participants to secure a podium finish and claim prizes.
The Master category is reserved for participants aged 40 and above, designed to honor their strength, resilience, and life experience. Whether a seasoned runner or a fitness enthusiast, this category offers an opportunity to challenge yourself, enjoy camaraderie, and cross the finish line to claim your medal, proving that age is no barrier to achievement. Next is the non-competetive category where a large section of the devilslayer community participates. Built as a section where the race is not timed and scaling all obstacles is not mandatory, The junior division includes running 3 kms and overcoming 10 bespoke obstacles- complete with mud, water and ice.
On the prizes
The prizes for this season are substantial, with the top male finisher receiving a Maruti Suzuki Swift along with a cash prize of Rs 200000. The top female finisher will also win a Maruti Suzuki Swift, accompanied by Rs 100000. To be eligible for these season-long prizes, participants must compete in at least six competitive races, although they can choose to participate in more races to earn additional points. Points are awarded to the top 10 finishers in both the male and female categories after each race, and the season’s winners are determined by the final tally of these points at the end of the season.
On obstacle sports being included in the LA Olympics 2028
I think it’s a great recognition of this amazing racing format. The world is evolving and so are our sports choices. As the only obstacle race in the country, we are delighted and honoured at the prospect of having a devil slayer represent India at this sport.
On envisioning the integration of obstacle racing into the Olympic framework and the impact you anticipate on the sport globally
So obstacle racing to my knowledge is going to a part of the modern pentathlon and not as a stand alone event. However, it is definitely a move in the right direction and I think it signifies a future where niche sports also have the opportunity of becoming mainstream
On providing insights into what participants can expect from the 12th season, especially with the addition of Indore and Ahmedabad
We are super stoked to be bringing this season, cannot believe it’s the 12th! For someone who has never participated before, it will be a memory of a lifetime- they will experience the thrill of crawling in mud, walking through 15 tons of ice cubes, climbing high net walls and so much more. Add to that the amazing camaraderie that is on full display followed by the expo area with a concert sized stage, engagement zones and food stall…..all of this in one pace is what gives all participants and spectators an organic high! In fact whilst we are a sports race, we end up acting like a concert where people don’t want to leave and keep requesting for the music to continue!!
For those returning, there is a lot that is new every season – partners (Red Bull, Bisleri, Jockey, apart from of course the Maruti Suzuki Swift) who will create fresh engagement, tweaked and brand new obstacles, but the same high energy and thrill.
On catering to different age groups and fitness levels in your events
This is a great question and something we always set out to do. We wanted to democratise the sport of obstacle racing and to a large extent we have done it. Our participants range from 16 to late 70s!
The way we design obstacles ensures that everyone can do at least some. So if you are a couch potato, you will still feel a sense of accomplishment, and on the other hand if you are a fitness enthusiast, there are at least 3-4 hardcore obstacles that will test you. However I think the real reason why everyone enjoys their experience at the Devils Circuit is because of how well connected the community of devilslayers is!
Everyone helps everyone in the true spirit of leaving no man behind, and you get caught up in the euphoria no matter who you are, and what age you are at.
On some of the biggest challenges in organising and scaling such racing events over the years, and how have you overcome them
When you do large scale events where tens of thousands of people participate, there are always issues to deal with. Permissions, coordination amongst more than 300 support staff on event day, and now lately the unpredictability of the weather are some of the challenges.
But hey, what’s the point of asking people to run an obstacle race, when the organisers themselves cant overcome challenges, right? So we do it the same way our participants do- with courage, optimism, a sense of purpose, and to reach an end goal.
On the future of obstacle racing
I think its early years for obstacle racing and its future is super bright. India as a country is getting younger and DC appeals increasingly to the younger generation because they are all about experiences. We have built a community that is super engaged and within the country DC is to obstacle racing what whatsapp is to messaging. We are on a high growth trajectory and will do more in the next three years than we have done in the last 10.
