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Les Mills
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Les Mills
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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

News

FIA reveals MoreActive4Life results

New statistics from the Fitness Industry Association (FIA) have revealed that more than 200,000 people across the UK participated in the inaugural MoreActive4Life campaign during the summer.

The three-month initiative, which was launched by the FIA as part of the government's Change4Life programme in June 2009, saw more than 1,200 health clubs and leisure centres participate in a bid to increase levels of physical activity throughout Britain. FIA chief operating officer Dave Stalker announced results from the first year of the three-year campaign at Leisure Industry Week (LIW) on 22 September, which revealed that participating health and fitness facilities reported an average of 200 referrals through MoreActive4Life.

According to the statistics, the most popular element of the consumer offer was a six-week gym programme, which attracted 80 per cent of participants and contributed to an average 44.7 per cent of people converting to full memberships as a result of the campaign. Nirvana Spa near Wokingham, Berkshire, converted more than 50 per cent of its 1,500 referrals into full members , while health club operator Curves has also reported an average conversion rate of 70 per cent with more details yet to be announced.

Around 80 per cent of participants were listed as either average or below according to the Healthy Living Index (HLI), with 85 per cent not meeting daily targets for physical activity. However, the campaign saw nearly all of those improve their score from below to above average and 10 per cent break into the optimum range. Speaking to delegates at LIW, Stalker said that the level of statistics reported back from the campaign had been encouraging and will allow the sector to show the Department of Health (DH) that it can be a key delivery partner in addressing the nation's health.

Stalker said: "This is the biggest opportunity for our industry to be recognised for what it is - one of the key delivery partners in changing the health of the nation, and moved from just a fitness agenda to health, lifestyle, and everything else. "This is the most successful consumer engagement programme our industry has ever undertaken, in terms of stimulating consumer interest, tracking their performance, winning DH's confidence and providing enterprising FIA members with a platform and an excuse to get closer to local retailers, business and other wellbeing partners."

The FIA's plans for the 2010 and 2011 MoreActive4Life is to increase the number of clubs taking part in the initiative, establishing links with Business4Life to increase the levels of funding available and working with Walk England to boost the number of walking groups offered.

New statistics from the Fitness Industry Association (FIA) have revealed that more than 200,000 people across the UK participated in the inaugural MoreActive4Life campaign during the summer.
HAF,LCT
120608-wild-fitness
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News

FIA reveals MoreActive4Life results

New statistics from the Fitness Industry Association (FIA) have revealed that more than 200,000 people across the UK participated in the inaugural MoreActive4Life campaign during the summer.

The three-month initiative, which was launched by the FIA as part of the government's Change4Life programme in June 2009, saw more than 1,200 health clubs and leisure centres participate in a bid to increase levels of physical activity throughout Britain. FIA chief operating officer Dave Stalker announced results from the first year of the three-year campaign at Leisure Industry Week (LIW) on 22 September, which revealed that participating health and fitness facilities reported an average of 200 referrals through MoreActive4Life.

According to the statistics, the most popular element of the consumer offer was a six-week gym programme, which attracted 80 per cent of participants and contributed to an average 44.7 per cent of people converting to full memberships as a result of the campaign. Nirvana Spa near Wokingham, Berkshire, converted more than 50 per cent of its 1,500 referrals into full members , while health club operator Curves has also reported an average conversion rate of 70 per cent with more details yet to be announced.

Around 80 per cent of participants were listed as either average or below according to the Healthy Living Index (HLI), with 85 per cent not meeting daily targets for physical activity. However, the campaign saw nearly all of those improve their score from below to above average and 10 per cent break into the optimum range. Speaking to delegates at LIW, Stalker said that the level of statistics reported back from the campaign had been encouraging and will allow the sector to show the Department of Health (DH) that it can be a key delivery partner in addressing the nation's health.

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New statistics from the Fitness Industry Association (FIA) have revealed that more than 200,000 people across the UK participated in the inaugural MoreActive4Life campaign during the summer.
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Les Mills
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