Athletics Ireland has unveiled a new National Sponsor for its popular Fit4Life programme. Limerick based Ishka Spring Water, one of Ireland’s leading independent branded and own label bottled spring water producers is also to be the Official Hydration Partner to Athletics Ireland.

Under the new partnership, ISHKA Irish Spring Water will provide hydration to the thousands of recreational and club runners around the country at Athletics Ireland managed events and support the Fit4Life programme promotion of health and fitness to the population as a whole.

The Fit4life programme is run through the network of Athletics Clubs around the country and is tailored to suit all from beginners to regular runners.

It is billed as helping participants to achieve improved levels of fitness and wellness within the club structure in a fun, sociable environment.

A qualified Fit4Life leader, 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.

“The Fit4life programme allows people to improve their fitness by increasing their level of physical activity and fitness in a fun and social setting,” said Irish 1500m Athlete Amy O’Donoghue helping to launch the partnership.

“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 by what you can achieve.”

“One of the key objectives of the Athletics Ireland Strategic Plan is to promote health and fitness to the population as a whole,” added Hamish Adams, CEO of Athletics Ireland.

“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.”

“With a heritage that extends for over four decades, ISHKA is an Irish brand rooted in quality and innovation that has an excellent track record of supporting health and fitness. 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.”

“We are delighted to partner our Guaranteed Irish ISHKA brand with Athletics Ireland and the Fit4Life programme,” said ISHKA Director Mike Sutton.

“This collaboration aligns with our own approach to encouraging people to live healthier lives by drinking natural spring water, enriched with a natural taste.”

“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, plus help runners of all abilities stay refreshed and hydrated this year.”

“For over 10 years, we have been the Official Hydration Partner of the Great Limerick Run, so a partnership between Athletics Ireland and ISHKA was a natural fit for us.”

ISHKA Spring Water and Athletics Ireland are working to promote sustainability and recycling and will use the partnership to promote Ishka Irish Spring Water bottles being made using BPA-free plastics and fully recyclable. ISHKA are also the only water company in Ireland to use EcoFilm, made from recycled plastics, for their outer packaging.