This page contains a Flash digital edition of a book.
fi a update
news
public call for prevention tactics
Most consumers believe that the
healthcare sector undervalues
the importance of exercise in the
treatment of lifestyle diseases such as
obesity and asthma.
In a survey among 2,072 people,
conducted by YouGov on behalf of
the FIA, 75 per cent of respondents
said they believed that healthcare
practitioners do not take the role
of exercise seriously enough in the
prevention of lifestyle diseases.
More than half (60 per cent)
believed the NHS isn’t focused enough
on prevention, and 66 per cent felt
practitioners are more likely to
PICTURE:
prescribe medicine than exercise.
Andrée Deane, CEO of the FIA,

says: “The survey’s fi ndings send a very
WWW
clear message to every doctor, health
.IST
visitor, PCT offi cial and healthcare OCK.COM/STEVE COLE
strategist in this country. The British
public thinks that there is an over-
reliance on pills and the knife at the
expense of exercise and prevention.
“Common sense tells us that
balancing ‘calories-in’ and ‘calories-out’ is
probably the most cost-effective solution YouGov survey results: The British public says there’s an over-reliance on pills
to the nation’s obesity time bomb. Yet
expenditure on pharmaceutical products, “Why the preoccupation with drugs, compete for the hearts and minds of
surgery and the treatment of diseases treatment and surgery? Perhaps the doctors and other prescribers, so we
continues to outstrip any investment in sad truth is that, as an industry, we have to rely on logic, reason – and,
exercise and prevention. do not have the fi nancial muscle to now, the wishes of the general public.”
sweat in the city results revealed new expert
Women aged 16 to 24 are only half
©IST
guide available
as active as males of the same age,
OCKPHO
according to the results of the Sweat
in the City pilot scheme. T
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Managed by The Women’s Sport and
.COM/D
T
he FIA has published its
latest business handbook.
Entitled an Expert Guide to
Fitness Foundation, in collaboration with Understanding Consumer Behaviour,
the FIA, the activity scheme was designed
AMIR SP
the handbook is designed to help
to monitor changing attitudes towards operators wishing to improve
fi tness during a 12-week exercise
ANIC
their acquisition and retention
programme completed by female strategies by gaining a better
Londoners who did little-to-no exercise. insight into their customers.
The initiative offered free access to Subjects addressed in the book
more than 100 London clubs, providing Sweat in the City: Engaging 16- to include the application of the Kano
the opportunity to try traditional gym 24-year-old women in physical activity model and the thinking behind a
activities as well as the less conventional consumer’s decision when selecting
fencing, boxing and rowing. The proportion of the women who a particular club to join.
Of the 2,000 women who participated, said they enjoyed sport and exercise The new handbook joins two
30 per cent have gone on to secure also rose from 5 to 30 per cent, with 90 existing volumes in the series: an
memberships at the gym they used, per cent of participants pledging to stay Expert Guide to Marketing and the
and 20 per cent have developed a more active in one way or another now that Expert Guide to Retention and Attrition.
positive opinion about their bodies. the programme has ended.
18 Read Health Club Management online july 2009 © cybertrek 2009
healthclubmanagement.co.uk/digital
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