With this year’s celebration of physical activity fast approaching, ukactive CEO Steven Ward outlines how the day will build on the success of 2016

When looking at opportunities for growth, our sector often likes to talk about the ‘inactive majority’. There is widespread recognition that we reach only 14 per cent of the population with our services, and that we need to focus our attentions on engaging the other 86 per cent.

But how do we do that? If it was simple, everyone in the sector would be doing it. However, in terms of getting more people, more active (if only just for a day) – National Fitness Day is an effective solution.

Opportunity to engage
Taking place on 27 September, National Fitness Day sees the nation celebrate the fun of physical activity. Last year’s event was extremely successful, getting over a million people moving at more than 18,000 events – the most active day of the year. It proved that there is a genuine interest in the services our sector provides and that we can reach inactive communities by coming together.

We should look to harness the momentum from 2016 to deliver an even bigger event this year, reaching the full breadth of Britain. National Fitness Day gives us a fantastic and rare opportunity to engage with those who don’t traditionally interact with the physical activity sector – an opportunity we should grab with both hands.

This year’s event will certainly be the most wide-ranging in terms of reaching different segments of UK society. Alongside the myriad of activities that will be provided in schools across the country, partners AXA PPP and Argos will be taking the event into workplaces and high streets respectively. AXA PPP’s ‘Flying Start’ campaign will see employees across the country encouraged to kick-start their working day with an early morning workout or active commute. Meanwhile, Argos will build on last year’s success, offering free activities in their high street stores.

New converts
Despite strong support from these partners, our sector has been the driving force behind National Fitness Day in past years, and I’m certain the same will be true in 2017. So let’s take this opportunity to shine the light on the fantastic work our sector does in getting communities moving, providing both mental and physical health benefits, while offering people new to our sector a taste of the fun of fitness.

If we can do this successfully, and use National Fitness Day to build relationships and embed positive experiences in participants, then perhaps we can turn the most active day of the year into a catalyst for a raft of new converts to physical activity. That will undoubtedly go a long way to reaching the inactive majority and attracting new members.

For information on National Fitness Day, or to register your event, visit: www.nationalfitnessday.com