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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

ukactive update: New identity

CEO David Stalker explains why the FIA has rebranded – to ukactive – and why everyone should be involved

By David Stalker, ukactive | Published in Health Club Management 2013 issue 1

W e have a new name – and with this comes a new logo, new colour palate and new vibrance. However, I will reiterate what I have always maintained: that it is not about our name but about our vision. I can promise that we will always live and breathe our longstanding and uncompromising focus of ‘more people, more active, more often’.

Rebranding process
The rebrand began with a stakeholder consultation, which questioned people on what they felt the organisation should focus on moving forward. Results were analysed and feedback collated to form our business strategy. An overriding theme was the broad scope of the organisations either directly or indirectly working with us – the feeling was that the name FIA (Fitness Industry Association) did not adequately describe this.

We then commissioned creative agency Mr B & Friends for the design of the brand, working with them to deliver a vibrant kitemark brand that works across the B2B market, to emphasise our trade body roots, but that can also be translated into a campaigning brand to get the nation active.

A broader base
ukactive doesn’t signal a massive change in direction for us, but more accurately reflects what we have been doing for some time – supporting the sector to get more people, more active, more often to improve the health of the nation.

However, by moving away from the perception of the traditional private fitness industry, we will be more welcoming to a broader market: we will work with anyone who has some form of stake, benefit to be gained, or role to play as part of the coalition to embed active lifestyles into the DNA of the nation. Also, we’ll promote all activity, whether in the gym, park, at home or at work; what matters is improving the nation’s health through activity.

As ukactive we will:
* Facilitate big impact partnerships and develop projects that increase physical activity
* Provide high quality services to our members and widen our base to welcome all those with a stake in the health and wellbeing of the nation
* Campaign for active lifestyles to be embedded into the DNA of the nation, working with strategic partners in the public, private and voluntary sectors
* Champion innovation in the sector and drive new research and insight to inform best practice – then share that with anyone who will listen
* Champion the use of digital technology to engage the population in physical activity and sport

Implementation
The new brand has been well received to date, with comments such as this from Martin Long, CEO of LA Fitness: “We have evolved as a sector, and we now have a national organisation dedicated to helping businesses to get ukactive.”

Following the launch of the new brand at the November Summit, we are now in full implementation stage. As many of you will know, it’s never easy to rebrand a whole organisation, especially an organisation such as ours with such a broad partner base. We never expected our new brand to be everywhere overnight, which is why our plan has always been a phased approach.

A key focus for the next three months will be to ensure all partners are aware of ukactive and our key messages, working with organisations to replace co-branded materials, making our website the hub of the sector and linking in with new projects and partnerships. Our aim is to be fully ukactive across all channels for the start of the new financial year, April 2013. If you require the new logo and brand guidelines, please do not hesitate to contact us: Web: www.ukactive.com Email: [email protected] Tel: +44 (0)20 7420 8560

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https://www.leisureopportunities.co.uk/images/HCM2013_1UKactive.gif
CEO Dave Stalker explains why the FIA has rebranded to ukactive, and what it means for the industry
CEO David Stalker, , FIA has rebranded to ukactive
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features

ukactive update: New identity

CEO David Stalker explains why the FIA has rebranded – to ukactive – and why everyone should be involved

By David Stalker, ukactive | Published in Health Club Management 2013 issue 1

W e have a new name – and with this comes a new logo, new colour palate and new vibrance. However, I will reiterate what I have always maintained: that it is not about our name but about our vision. I can promise that we will always live and breathe our longstanding and uncompromising focus of ‘more people, more active, more often’.

Rebranding process
The rebrand began with a stakeholder consultation, which questioned people on what they felt the organisation should focus on moving forward. Results were analysed and feedback collated to form our business strategy. An overriding theme was the broad scope of the organisations either directly or indirectly working with us – the feeling was that the name FIA (Fitness Industry Association) did not adequately describe this.

We then commissioned creative agency Mr B & Friends for the design of the brand, working with them to deliver a vibrant kitemark brand that works across the B2B market, to emphasise our trade body roots, but that can also be translated into a campaigning brand to get the nation active.

A broader base
ukactive doesn’t signal a massive change in direction for us, but more accurately reflects what we have been doing for some time – supporting the sector to get more people, more active, more often to improve the health of the nation.

However, by moving away from the perception of the traditional private fitness industry, we will be more welcoming to a broader market: we will work with anyone who has some form of stake, benefit to be gained, or role to play as part of the coalition to embed active lifestyles into the DNA of the nation. Also, we’ll promote all activity, whether in the gym, park, at home or at work; what matters is improving the nation’s health through activity.

As ukactive we will:
* Facilitate big impact partnerships and develop projects that increase physical activity
* Provide high quality services to our members and widen our base to welcome all those with a stake in the health and wellbeing of the nation
* Campaign for active lifestyles to be embedded into the DNA of the nation, working with strategic partners in the public, private and voluntary sectors
* Champion innovation in the sector and drive new research and insight to inform best practice – then share that with anyone who will listen
* Champion the use of digital technology to engage the population in physical activity and sport

Implementation
The new brand has been well received to date, with comments such as this from Martin Long, CEO of LA Fitness: “We have evolved as a sector, and we now have a national organisation dedicated to helping businesses to get ukactive.”

Following the launch of the new brand at the November Summit, we are now in full implementation stage. As many of you will know, it’s never easy to rebrand a whole organisation, especially an organisation such as ours with such a broad partner base. We never expected our new brand to be everywhere overnight, which is why our plan has always been a phased approach.

A key focus for the next three months will be to ensure all partners are aware of ukactive and our key messages, working with organisations to replace co-branded materials, making our website the hub of the sector and linking in with new projects and partnerships. Our aim is to be fully ukactive across all channels for the start of the new financial year, April 2013. If you require the new logo and brand guidelines, please do not hesitate to contact us: Web: www.ukactive.com Email: [email protected] Tel: +44 (0)20 7420 8560

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
https://www.leisureopportunities.co.uk/images/HCM2013_1UKactive.gif
CEO Dave Stalker explains why the FIA has rebranded to ukactive, and what it means for the industry
CEO David Stalker, , FIA has rebranded to ukactive
Latest News
US fitness industry revenue dropped 58 per cent during 2020 – from the US$35bn all-time ...
Latest News
The UK government is exploring whether incentivising people financially to take part in physical activity ...
Latest News
The Budget announcement has left the UK's physical activity sector with "unanswered questions" and vowing ...
Latest News
Chancellor Rishi Sunak has unveiled an additional £700m funding boost for sports and culture, as ...
Latest News
The merger of two tech firms will result in the creation of a business software ...
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3d Leisure has put the current lockdown to good use, by stepping in to help ...
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Gyms and leisure centres in Scotland are set to open on 26 April, provided that ...
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Heading into 2021, storytelling will be a key trend among fitness content creators and connected fitness providers, as the industry recognises its potential to unlock ultra- engaging experiences that boost retention.
Featured supplier news
Featured supplier: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Company profiles
Company profile: Myzone Group Ltd
At Myzone we reward Effort to solve the pervasive problem of ‘diminishing motivation within exercisers’ ...
Company profiles
Company profile: IONTO Health & Beauty GmbH
IONTO-COMED offers a wide range of treatment beds offering maximum flexibility and the symbiosis of ...
Catalogue Gallery
Click on a catalogue to view it online
Directory
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Spa software
SpaBooker: Spa software
Wearable technology solutions
MyZone: Wearable technology solutions
Fitness equipment
Octane Fitness: Fitness equipment
Flooring
REGUPOL/Berleburger Schaumstoffwerk (BSW): Flooring
Independent service & maintenance
Servicesport UK Limited: Independent service & maintenance
Exercise equipment
Matrix Fitness: Exercise equipment
Management software
Premier Software Solutions: Management software
Trade associations
International SPA Association - iSPA: Trade associations
Uniforms
Service Sport: Uniforms
Property & Tenders
Diary dates
03-06 Jun 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
16-17 Jun 2021
ExCeL London, London, United Kingdom
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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