26 Sep 2017 | Digital editions, magazines, websites, e-zines, handbooks and contract publishing for the leisure industry

Sports Management issue 133, 2017 is now out!

Blogs:

Sports Management bloggers:

Liz Terry
CEO,
Leisure Media

Kate Cracknell
editor-at-large,
Health Club Management

Eva McDiarmid
Chief Executive,
ASVA

Kurt Janson
Policy Director,
Tourism Alliance

Philippe Rossiter
Chief Executive,
Institute of Hospitality

Aleatha Ezra
Director of park member development,
World Waterpark Association

Ian Taylor
CEO,
SkillsActive

Gareth Edwards
Director of Education,
Springboard

John Goodbody
Sports Journalist

Suki Kalirai
Interim CEO,
SkillsActive

Sam Coulstock
Customer Relationship Director,
Springboard

Stephen Studd
CEO,
SkillsActive

Edwina Hart
Minister for Business,
Welsh Assembly Government

Leah De Silva
Business development director,
Springboard

David Grevemberg
CEO,
Glasgow 2014 Commonwealth Games

Simon Johnson
CEO,
Business in Sport and Leisure

David Kerr
Principal,
David Kerr Associates

Nick King
Director,
Sports Think Tank

Fredrik Lindahl
Treasurer & Administrator,
Finnish Cricket Association

Chris Marriott
Capita Symonds

Rhona Mennie
Business relations manager,
Springboard UK

Matt Partridge
Executive board member,
CLOA

Tom Pinnington
Associate director,
Capita Symonds

Hugh Robertson
Minister for Sport

David Stalker
CEO,
ukactive

Chris Trickey
Chief Executive,
SAPCA

Phillip Villars
Managing Director,
Indigo Planning

Tom Walker
Journalist,
Leisure Media

Duncan Wood-Allum
Director,
Sport, Leisure and Culture Consultancy

A new call to action

05 Jan 2015
by Kate Cracknell, editor-at-large, Health Club Management
It’s about changing attitudes so physical activity becomes the expectation, the new social norm – professor Kevin Fenton

Young or old, disabled or able-bodied, fit or unfit, the brief is clear: we should all be active on a daily basis. This is the unambiguous and very welcome message from Public Health England (PHE) in Everybody Active, Every Day – its recently published national framework designed to combat inactivity. Hear, hear PHE. In their bold simplicity, the four words ‘everybody active, every day’ become more than just the name of the framework – they become a rallying cry for the fitness sector as a whole.

“This is the largest and most significant piece of work on physical activity done by PHE since its inception in 2013. It’s a great indication that physical activity is starting to climb its way to becoming a top tier public health issue,” comments ukactive CEO David Stalker.

It’s the simplicity of the message that’s particularly refreshing: activity has to happen every day. That’s infinitely easier to grasp than x number of minutes on y number of days a week. It’s also more compelling – less about guilt-tripping people if they’re not doing the minimum, more about inspiring them to do something, and to do it today rather than putting it off until tomorrow.

As PHE’s Kevin Fenton explained at the recent ukactive Summit, it’s about changing attitudes so physical activity becomes the expectation – the new social norm. That means implementing ‘active design’ principles in places where people live, so activity options are embedded into everyday lives. It means setting up exercise initiatives in the workplace, as The Huffington Post founder Arianna Huffington urges on Health Club Management 2015 issue 1 page 32. And it means rolling out well-evidenced physical activity interventions on a national scale. All these are key prongs of the framework, which can be found at www.health-club.co.uk/phe

There’s huge scope for the fitness sector to play a role in all of this, but club operators need to recognise the important shift that ‘everybody active, every day’ represents. It can’t be just about gyms any more, as ukactive CEO Dave Stalker explains on Health Club Management 2015 issue 1 page 24: “As a sector, we’ll see an ongoing redefinition of who we are and what we stand for, driven by an understanding that physical health clubs, leisure centres and activity providers are now part of a wider ecosystem working to get the world fit and healthy.”

Other organisations have already embraced this ‘all activity is good’ agenda: Sport England’s ‘Get Healthy, Get Into Sport’ campaign has been rebranded ‘Get Healthy, Get Active’ and backed by £5m of funding.

Fitness must do the same. There are clear opportunities for fitness providers to latch on to the PHE agenda, including embracing partnership work in the community, developing links with corporates, and providing better evidence of the effectiveness of activity interventions.

If the sector is willing and able to embrace ‘everybody active, every day’ – focusing on getting people moving wherever they are, rather than concentrating exclusively on its own bricks and mortar facilities – it can play a huge role in turning the tide of inactivity.



Tags: Health Club Management  health & fitness  sport & recreation 

Share this story
Connect with Health Club Management
Follow us:
Magazine:
Download PDF
View Turning Pages
 
Sign up:
Instant Alerts
Ezine
Print edition

Comments (0) Be the first to comment!

You must be logged in to comment.   Login | Register


Not registered? Click here to register

Recent posts by Kate Cracknell


View more posts by Kate Cracknell

Connect with sportsmanagement.co.uk

       

Latest tweets from sportsmanagement.co.uk

Latest jobs from sportsmanagement.co.uk

Swimming Instructors

Company: Swimming Nature, Salary: Competitive, Location: Hatfield, United Kingdom

Duty Manager

Company: Parkwood Leisure, Salary: £18,000 - £20,000, Location: Bexleyheath, United Kingdom

Grounds and Greens Keeper x 3

Company: City of London, Salary: £22,100 to £25,130 per annum inclusive of London Weighting, Location: Epping Forest, United Kingdom

Recreation Assistant Apprentice

Company: GLL, Salary: Competitive, Location: Streatham, London, United Kingdom

Recreation Apprentice

Company: GLL, Salary: Up to £18,782 per annum (40 hours a week pro rata , Location: Hackney, London, United Kingdom

Recreation (Lifeguard) Apprentice

Company: GLL, Salary: 017125, Location: Hackney, London, United Kingdom

Recreation Assistant (Multi Skilled) Apprentice

Company: GLL, Salary: Up to £17,177 per annum , Location: Beaconsfield, United Kingdom

Lifeguard

Company: University of London, Salary: £24,812 pa, Location: London, United Kingdom

Recreation Assistant

Company: Parkwood Leisure, Salary: £4.30 - £7.50 per hour, Location: Barnstaple, United Kingdom

Pool Lifeguard

Company: Wiltshire Council, Salary: Competitive, Location: Marlborough, United Kingdom

Commercial Manager (Young People and Families)

Company: Active Tameside, Salary: £22,309.58, Location: Tameside District, United Kingdom

Trampoline Coach

Company: Everyone Active, Salary: Competitive, Location: Fareham, United Kingdom

Personal Trainers

Company: The Gym Group, Salary: 100% of your PT earnings, Location: Oldham, United Kingdom

Personal Trainers

Company: The Gym Group, Salary: 100% of your PT earnings, Location: High Wycombe, United Kingdom

Temporary Membership Sales Advisor

Company: energie group, Salary: Competitive, Location: Bow, East London, United Kingdom

Duty Manager

Company: Legacy Leisure, Salary: £18,000 Grade JM, Location: Newbury, United Kingdom

Food and Beverage Assistant

Company: Legacy Leisure, Salary: Competitive, Location: Windsor, United Kingdom

Part time Administrator / Sales Advisor

Company: Parkwood Leisure, Salary: Competitive, Location: Cowes, United Kingdom

Recreation Assistant Apprentice

Company: Everyone Active, Salary: Competitive, Location: Carshalton, United Kingdom

Lifeguards

Company: Everyone Active, Salary: Competitive salary, Location: Carshalton, United Kingdom

The Leisure Media Company, Portmill House, Portmill Lane, Hitchin, Herts SG5 1DJ.
Tel: +44 (0)1462 431385 Fax: +44 (0)1462 433909 |
About us | © Cybertrek Ltd