Here's a business with growth to die for, writes Fiona McAnena. What can marketers learn from it?
A dull autumn morning in a south-west London park, in 2004. Nine men and four women line up on an improvised start line. A lean South African called Paul Sinton-Hewitt takes a photo, calls 'Go!' and the first Bushy Park Time Trial is under way. He waits while they run out of sight, then clocks the first two finishers, who cross the line side by side in just under 19 minutes.
This was Paul's way to keep in touch with his running club...