Because of its Elevation of about 2400 metres above sea level, it attracts many sports Champions due to the benefit of training at high altitude.

High altitude training center hosts most elite and recreational runners from around the world https://hatc-iten.com/St.

The coach of these athletes, Brother Colm O'Connell of Ireland, came to Iten in 1976 expecting to stay just three months.

O'Connell is credited in starting the influx of female athletes to Iten in the early 1990s when he trained and hosted World Champion Sally Barsosio, Rose Cheruiyot, and world junior champion Lydia Cheromei (all of whom lived in O'Connell's back garden houses).

[5] The town hosts the high altitude training centre, HATC, founded in 1999 by Lornah Kiplagat and Pieter Langerhorst.

In 2012, the World Record holder in marathon (second fastest at that time) Wilson Kipsang, opened the Keeluu Resort: a lodging, conference and dining center.