London 2012 will provide an opportunity for our industry to remain on the radar, promoting an active nation


overseen by brand new Health and Wellbeing Boards, will create a major market in the area of public health. Local authorities will have a commissioning and facilitating role, as in other areas of public service, and not necessarily a provider role. There will be a responsibility to link directly into the fund-holders for acute healthcare services, namely the new General Practitioner Consortia. But physical activity will have to compete with sexual


health, smoking cessation, nutrition and any other number of other public health priorities for a slice of this pie. In anticipation of these reforms, there is a serious need for the health and fitness industry to establish a clear strategy to ensure that it’s at the heart of developments. The FIA will be at the forefront of making that happen.


The Physical Activity Network, a body chaired by FIA chair Fred Turok at the appointment of the Secretary of State, will encourage commercial partners from beyond the sector to take a greater role in promoting physical activity


and work with government and the health service at all levels to achieve a healthier nation. Meanwhile the Joint Consultative Forum – a body


chaired by FIA chief medical officer Dr John Searle with representatives of the Royal Colleges of General Practitioners, Physicians, Psychiatrists and Paediatricians, as well as Faculties of Public Health and Sport and Exercise Medicine – will be a key body in advising the new NHS Commissioning Board on matters relating to the use of exercise in the treatment and management of disease. Ninety-five per cent of the resources available to the


Department of Health are currently held and controlled locally. Our industry has to be much more effective and efficient in identifying opportunities, tendering for them and driving investment to sustain momentum. For example, the FIA recently secured a contract from five Primary Care Trusts to develop an operational model linking GP surgeries with exercise professionals and a network of opportunities


83


INDUSTRY INSIGHTS


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