Around 300 runners from across the globe have taken the opportunity to pound the red dirt in front of Uluru and Kata Tjuta in this year's Outback Marathon.
The boutique race, held on Saturday and organised by Travelling Fit, is the only one run at Uluru.
The first Outback Marathon was held in 2010 when 187 runners took part.
It has now almost doubled in size in the last four years, attracting participants from all around the world.
Travelling Fit co-founder Michael Walton says the event was borne out of a love for running.
"You get to do what you love but you get this most incredible experience which is very Indigenous centred and it is very respectful of the local communities, and you get to do all of the touristy stuff as well," he told the ABC.
Runners themselves, Mr Walton and his wife Mari-Mar founded the business in 1998 after searching for a London Marathon Tour company, but to no avail.
They not only take runners to Uluru but London, New York, China and Chicago.
This weekend, adventurers from around 20 countries including Estonia, Mauritius, Japan, US and the Netherlands signed up to one of four events on offer - the marathon is a half marathon, an 11km and 6km race.
The oldest marathoner, Bill, turns 73 next month. Zachery is the youngest, at 22. Taking out the main event was Mr Baxter in 3 hours and seven minutes.
The event is not solely about time but also the experience.
"Running is one of those fabulous ways that not only can you get fit, it's ... not a very expensive way partly to see the world, but also to see Australia," Mr Walton said.
"You can almost enter any race and all you need is a pair of shorts and a decent pair of sneakers."
It is not just those participating that are praising the run, but the surrounding businesses are supportive too.
Ayers Rock Resort hosts the entrants.
Managing director Kloos Klein says events like this are important to the resort's marketing strategy.
"It encourages people with special interests to visit Uluru and experience the event against one of the most iconic backdrops in the world," he said.
"Some of these events, partly because of it taking place in Uluru, will gain global broadcast attention."
The resort is hoping other functions that over the next 12 months will draw in visitors, such as a performance by the Darwin Symphony Orchestra.
Also in the hotel's favour is the falling Australian dollar. It has lost about 13 per cent against the greenback in the last three months, to around 92 US cents.
Mr Klein says if it continues to fall it will start to boost inbound tourists.
"The drop is not yet sufficient to seriously impact overseas travel," he said.
"But if it continues to fall to around 85 US cents and similar falls against the British pound and euro, it will definitely start to have a positive effect both on international travel to Australia and domestic travel."
Running companies say there appears to have been a resurgence in the popularity of marathons and fun runs since the boom in the 1980s and 90s.
Travelling Fit is certainly seeing that translate into revenue growth.
The company currently turns over between $3 million and $4 million annually and is experiencing growth of between $500,000 and $1 million a year.
"We are taking on new events all the time, obviously, we are always looking for new employees which is a good thing we've got larger offices now so the outlook for our company is very bright, Mr Walton said.
The company is not alone.
Boston-based Marathon Tours was set up 34 years ago.
Founder and president Thom Gilligan says the growth in demand for marathon tours has been huge in recent years, with growth in turnover running at 15 per cent over the last six years.
But he says the travel business works off very tight margins.
"The key to success is volume. It is important to have solid relationships with vendors in order to have competitive pricing," Mr Gilligan said.
Run Fun Travel's Fran Seton believes the popularity of running holidays stems from people looking for new adventures after the upheaval caused by the global financial crisis.
"Holding a marathon in unique destinations fulfils the two ambitions of 'ticking off' another marathon and also going to a place they may otherwise not have travelled to," Ms Seton said.
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