20 Aug 2018 | Digital editions, magazines, websites, e-zines, handbooks and contract publishing for the leisure industry

Leisure Opportunities issue 742, 2018 is now out!

Blogs:

Read blogs by writer:

Liz Terry
CEO,
Leisure Media

Kate Cracknell
editor-at-large,
Health Club Management

Tom Walker
Journalist,
Leisure Media

Our guest writers:

Aleatha Ezra
Director of park member development,
World Waterpark Association

Jennifer Fields
Communications Coordinator,
Association of Zoos and Aquariums

Brad Irwin
Partnerships development manager,
Natural History Museum

Michel Buchel
President of Ecsite and CEO of NEMO, Amsetrdan,
NEMO

Julie Becker
Communications and Events Manager,
Ecsite

Eva McDiarmid
Chief Executive,
ASVA

Kurt Janson
Policy Director,
Tourism Alliance

Peter Ducker
Chief executive,
Institute of Hospitality

Maria Zolotonosa
Project Manager,
Ecsite

Ian Taylor
CEO,
SkillsActive

Ufi Ibrahim
Chief Executive,
British Hospitality Association

John Goodbody
Sports Journalist

Sam Coulstock
Customer Relationship Director,
Springboard

Lucy Schweingruber
Fundraising and Events Manager,
Ecsite

View all guest writers

Active every day

17 Sep 2015
by Liz Terry, CEO, Leisure Media
The government has handed us a priceless gift – if we use it well, we can propel the health and fitness industry to another level.

Sometimes in the history of an industry, there comes a tipping point which propels it into the stratosphere. It can be anything from the advent of a new technology, to the launch of a new company or the arrival of a groundbreaking piece of legislation.

The future is defined by how industries respond to these transformational moments when they occur.

In January this year, we had the huge privilege of reporting on a once in a lifetime story which had huge implications for both the wellbeing of the nation and the future of the UK’s health, fitness and sports industries.

That news was the publication of a report from Public Health England (PHE) called Everybody Active, Every Day.

In it, PHE presented a new national framework which was designed to combat obesity, advising that people should be active every day – the first time a government agency had ever made this recommendation.

This was a gift for the industry to rival the food industry’s ‘Five a Day’ mantra – something to grab with both hands and use energetically to raise awareness of the vital role exercise and activity play in good health.

But while every food supplier involved with the sale of fruit and vegetables jumped on the Five a Day recommendation, plastered it all over packaging and marketing materials and embedded it into the nation’s consciousness, we’ve just left ours on the shelf to rot.

Imagine that - the government recommends we eat five pieces of fruit and veg a day and soon, pretty much the entire nation is aware and is changing its eating habits.

But when the government tells us we need to be active every day, the activity industry simply can’t be bothered to take it and run with it. Nothing changes. It would be amusing if it wasn’t so tragic. No wonder we can’t get the government to take us seriously.

I believe it’s the greatest opportunity the health and fitness industry has ever had to enter the mainstream and we’re in danger of simply forgetting it ever happened. No-one’s talking about it, no-one’s doing anything about it and it’s in danger of being lost in the mists of time.

But it’s not too late. We need all industry bodies who have influence to make the promotion of this message a top priority – not just this week or this month, but for the years to come and in a powerful and effective way.

It needs to be part of the bedrock of what we do.

We need a campaign, a name – how about ‘Active Every Day’? – a brand and robust, sustainable routes to market to get this message across and bring it alive for people, so they’re motivated to do something about it.

The health club industry has never organised itself to build a direct relationship with the consumer, which is perhaps why this report has been overlooked, but we must do that now and find ways to permeate people’s lives, so in years to come, there are two powerful health mantras to live by – Five a Day and Active Every Day.



Tags: Leisure Management  health & fitness  sport & recreation 

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