hafos
survey
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The eighth annual HAFOS survey provides data on consumer attitudes and
perceptions towards health, activity and the active leisure sector. Mike Hill
outlines the key findings and their implications for the health and fitness sector
nderstanding why people don’t take up their health, up 5 per cent from last year, overall less
Y B
‘‘U
regular physical activity is fundamental than half (45 per cent) say they exercise/undertake
to the growth of the health, fitness activity as much as they would like – 50 per cent of men
and active leisure sector,” says David and 42 per cent of women – while 52 per cent say they
Stalker, COO of the FIA. “Once we understand this, we do not. More concerning still, 20 per cent of the
can put strategies in place to attract them to use the population said they had not done any 30-minute
R
wealth of quality facilities now available, whether they are sessions of moderate exercise recently – although this
delivered by public, trust or private sector operators.” is down from 30 per cent last year.
This year’s HAFOS10 survey – conducted among a However, 60 per cent say they’ve done three or
T
nationally representative sample of more than 1,600 more sessions a week, signifi cantly up from last year,
people interviewed at eight locations across England while 32 per cent claim to have done fi ve or more. In
and Scotland – is therefore supported by the FIA, addition, 30 per cent of the HAFOS sample said they
S
sporta, CLOA and SIBEC. Key fi ndings include: had increased their activity levels over the last three
months – most of which is conducted in single sessions
FURTHER EDUCATION of 30 minutes or more (two-thirds of their reported
While a growing number of people (94 per cent) now activity), while shorter sessions account for the
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believe that physical activity/exercise is important to remaining one-third.
Are we fi nally seeing a real shift in activity levels,
fi g 1 would you like to do more activity/exercise? with fewer people doing nothing and more hitting the
80%
recommended targets, as a result of the high level of
D
70%
publicity and information available? While 20 per cent
of the population still appears to be doing no physical
60%
activity, HAFOS has seen a steady increase in the
50%
number of people achieving both the ‘3 x 30-minute’
40%
and ‘5 x 30-minute’ targets, up around 15 per cent over
30%
the last fi ve years.
I
N
20%
Nevertheless, people remain signifi cantly less sure
10%
of national guidelines for activity levels than they are of
0%
guidance relating to daily intake of fruit and vegetables
0
s1
4
4
le
or alcohol consumption. The activity sector still lacks
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5
4
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6
4
+
a
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a
f
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le
1
6
-24
2
5
-
3
4
-
35 45 55 6
5
-
74
75 M F
e
m
the big backers – supermarkets and food manufacturers
Yes No – that have put their weight behind campaigns such as
52 Read Health Club Management online january 2010 © cybertrek 2010
healthclubmanagement.co.uk/digital
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