EuropeActive plans to grow usage of fitness centres to 80 million people across Europe by 2025. But how? Otilia Vlasov reports

EuropeActive (formerly EHFA – European Health and Fitness Association) has embarked on an ambitious plan to reach 80 million fitness centre users across Europe by 1 January 2025 – a goal that will require an average annual growth rate of approximately 5 per cent.

The rationale behind the adoption of this target is based on evidence presented at the inaugural EHFF – the European Health and Fitness Forum held in Cologne, Germany, on 2 April – of the alarming rates of obesity, high levels of physical inactivity, endemic growth in lifestyle-related conditions and an ageing demographic profile of citizens.

All of these factors will combine to bring devastating consequences if they are not addressed as a matter of urgency – hence EuropeActive’s goal of 80 million users. It’s an ambitious target – the European fitness sector currently represents 46,500 facilities, which help more than 46 million people reach their fitness goals – but if the sector wants to contribute actively to overcoming the crisis in physical inactivity, it’s a vital one.

Policy-makers and industry leaders will be expected to play an increasingly important role in tackling the challenges to curb high rates of inactivity, and focus on how exercise, fitness and activity can help to control chronic diseases.

Tapping new markets
The Future of Health & Fitness – A plan for getting Europe Active by 2025 is a seminal book written by 13 leading academics and experts from seven European countries, which provides EuropeActive with the evidence and challenges it must consider if the fitness sector is to serve as a driving force in the promotion of health enhancing physical activity (HEPA) across Europe.

The recommendations put forward in the book emphasise that the reasons behind physical inactivity are too complex to be solved by a simple ‘one size fits all’ solution. It stresses the need for sensible, targeted promotions; for an acknowledgement of the barriers to physical activity; and for the sector to work with a range of partners to overcome these barriers.

In order to realise its full potential and positively contribute to HEPA, the fitness sector will have to build new partnerships in different areas, working towards better professionalising the sector to be able to work with more diverse population groups.

However, although these actions will take the fitness sector into new areas, success will not be achieved without making use of new innovations and digital technologies. A detailed analysis by PricewaterhouseCoopers from May 2013 shows that 141 million Europeans could improve their lifestyles with the full integration of mobile technology into the European healthcare system.

Many obstacles will need to be overcome for this to happen, however, as there remains inconsistency in mobile app certification, in personal data protection across EU countries, and in the (often inadequate) level of involvement of healthcare providers in the integration of digital in the sector.

And different target groups require adapted digital strategies. While the younger generation is more ready to embrace the applications and gadgets designed to quantify their physical achievements, the mobile technologies that are available today – such as social media, gamification, apps and augmented reality – do not typically overlap with the age group that needs them the most. People affected by chronic diseases account for 30–40 per cent of EU healthcare expenses, but according to the EU Economic Policy Committee, only 18 per cent of this population group are smartphone users. Finding a compromise between traditional and digital technologies for the 65+ age group will help improve tracking of their health indicators and medical routine. This will be key to promoting active ageing, better supporting older adults to live independently in their senior years.

Macro perspective
The Future of Health & Fitness also recommends a holistic approach among policy-makers, with targeted and integrated campaigns that involve local communities, media, transport and private companies, while also promoting nutrition and physical activity messages.

Governments are also encouraged to adopt a more tolerant taxation system towards health and fitness-related products and services, while investing more in health-enhancing educational programmes and Public Private Partnerships focused on stimulating physical activity and sport.

The book analyses successful collaborations between public bodies and the fitness sector in Spain (The Strategic Plan to Promote Physical Activity in Galicia), UK (Turning the Tide of Inactivity report) and EU in general (European Year for Active Ageing, launched in 2012 by the EC).

A clearer focus on physical activity guidelines – ie promoting and elaborating on these at a national level – is also recommended as a way of ensuring more clarity and precise targets for the population. The Future of Health & Fitness provides an analysis of selected EU State guidelines for physical activity, concluding they all share the recommendation of at least 30 minutes’ moderate intensity physical activity a day, at least five days a week, for adults.

Micro focus
At a micro level, fitness instructors will be expected to broaden and deepen their skills to work with varied population groups and with people presenting different conditions. Adapted strategies should be used for older members and newly active people, as studies show the development of self-management skills during the first few months is crucial for retention.
A higher level of co-operation with local medical communities and practitioners will also be needed if the sector is to embrace a more holistic approach, integrating medical care with higher levels of activity.

The sector’s suppliers should continue investing in R&D and co-operate with operators in developing new technologies, backed up by viable partnerships with universities and research institutes.

Education providers and research institutes are encouraged to develop more evidence into the reasons why people refrain from exercising and to co-operate closely with operators to develop appropriate educational programmes that will equip future generations of fitness professionals with the skills they will need.

Recommendations at a corporate level include in-house health schemes, financial incentives for physical activity, healthier canteen nutrition, smoking cessation programmes and so on. This is thanks to a WHO investigation into the benefits of physical activity plans at work, which were found to reduce staff turnover, raise productivity and reduce risk of litigation for companies, while boosting employees’ self-esteem and job satisfaction and reducing stress.

Meanwhile, national associations are seen as key actors for getting Europe active by 2025, as they are responsible for co-ordinating activities and campaigns, providing the sector with relevant market research and sharing best practice.