Regular activity, avoiding too much sedentary time, is recommended, with benefi ts from just 10 minutes’ exercise
kevin yates leisure connection • head of retention and marketing
The 150 minutes of exercise is extremely difficult to break down. The public needs a campaign they can relate to: for many, 150 minutes will seem like climbing Everest, whereas the ‘5 x 30 minutes’ message was easy to understand. Leisure Connection offers services
“I
for the entire community and we won’t be changing this in light of the new guidance. We rarely break down our marketing to target specific age groups: everyone needs to be encouraged to proactively manage their health and fitness. In order to make a difference to the nation’s health and
fitness, we need to be working with organisations and groups from outside the sport and fitness industry to ensure we’re all delivering one consistent, joined-up message. The ‘Five a Day’ campaign is a great example of how a clear and simple message can have a positive impact on behaviour. People are dubious about government messages and
campaigns; they trust celebrities. We need to be working with ambassadors at a national and local level to take central messages and deliver them at a grassroots level.
” october 2011 © cybertrek 2011
think the new CMO guidelines are even more confusing than ever.
sarah marsh nuffield • head of integrated health
“I
think the exciting part of these guidelines is the inclusion of early
years and the older population. As an industry, we’re still not doing enough to engage with older people. These guidelines reinforce the need
for parents to be active, both for their own health and to set a good example for their children going forward. In
response to the early years element, Nuffield will ensure that children’s day plans in our crèches and nurseries include as much activity as possible. We will also continue to offer activities for families to be active and exercise together. Meanwhile, by recommending vigorous activity, the CMOs
acknowledge that people are time-short and that shorter, sharper bursts of exercise can be effective and fun. For this reason, we’ve started running lunchtime express classes in our busier city clubs. If these guidelines are implemented properly, the industry
will benefit from longer-term retention: supporting members when they have children, helping families to exercise together and offering activities to continue into an independent old age. We need to offer our members the right programme for wherever they are in their lives.
” Read Health Club Management online
healthclubmanagement.co.uk/digital 31
PIC: ©
WWW.SHUTTERSTOCK.COM/ YEKO PHOTO STUDIO
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