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The founders of Strider Miles (Striders), a running club headquartered in Mumbai, India, faced a dilemma. Over 14 years, they had built a business based on their love for sport and their own entrepreneurial inclination. The growth of Striders was an outcome of both a growing interest in running for fitness as well as the promoters’ efforts. The founders had, thus far, made minimal investments in fixed assets and marketing and promotion. Going forward, however, they were not sure about how to grow the business nor the implications of their current business model.

The founders of Strider Miles (Striders), a running club headquartered in Mumbai, India, faced a dilemma. Over 14 years, they had built a business based on their love for sport and their own entrepreneurial inclination. The growth of Striders was an outcome of both a growing interest in running for fitness as well as the promoters' efforts. The founders had, thus far, made minimal investments in fixed assets and marketing and promotion. Going forward, however, they were not sure about how to grow the business nor the implications of their current business model.