diabetes initiatives
Medical Wellness
EUROPE EUROPE
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a weighty matter
We all know that, in principle, the fitness industry can help address the growing issue of diabetes – but how exactly? Kate Cracknell reports on a selection of European initiatives with clear opportunities for the health and fitness sector
D
iabetes statistics continue to dominate the headlines: a major international study published recently in The
Lancet indicates that almost one in 10 adults now suffers from Type 2 diabetes – an estimated 347 million people worldwide. That’s double the figure of 30 years ago. If the condition is not diagnosed early
enough or left untreated, it can lead to devastating complications such as stroke, heart disease, kidney failure and blindness. Given that diabetes is linked to lifestyle factors such as obesity, there’s a huge opportunity for the fi tness industry to help reverse this worrying trend – but how can we go about this in practice? We take a look at some recent initiatives that offer specifi c opportunities for the health and fi tness industry to get involved.
engaging the public The 2011 Healthy Lifestyle Roadshow – run by Diabetes UK in partnership with MEND – draws to a close this month following six months of touring around England. Visiting a total of 35 locations, the roadshow aimed to identify some of the estimated 860,000 people across the UK with Type 2 diabetes, but who are not aware of their condition. The roadshow – which will also run
from April to October 2012 – raises awareness of risk factors for Type 2 diabetes, as well as the symptoms. Diabetes UK staff are on-hand to offer free diabetes risk assessment tests, which predict a person’s risk of developing Type 2 diabetes in the next
10 years: if this risk is moderate to high, they are referred to their GP for further advice or tests. People are also offered advice on how to make healthy lifestyle changes by adopting a diet that’s low in fat, salt and sugar, and by taking regular physical activity. Diabetes UK staff carefully encourage
people to the stand who they feel might be at risk, and over 200 assessments are completed per location, with an average of 108 people referred to their GP. People are also able to register for MEND’s weight management and healthy lifestyle programmes, which is where local leisure centres come in. For each roadshow location, MEND
partners with a local public sector leisure centre operator, which must commit to running MEND’s More Active Health programme – a six-week scheme backed by Diabetes UK and designed to promote all aspects of a healthy lifestyle – for which MEND provides funding. The operator sends staff to cover the two days of its local roadshow, talking to visitors and those undergoing assessments about the benefi ts of increasing physical activity levels, as well as drawing their attention to what’s available in their local leisure centres. Jonathan Scott, partnership
development manager at MEND, explains: “The roadshow is a fantastic way to promote your facilities to the public. Not everyone who visits the stand undergoes a risk assessment, so in addition to driving people towards More Active Health, it also offers a chance to market your other activities – walking
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groups, mother and baby sessions and so on – to drive participation. Everyone is encouraged to take part in more physical activity as a way of either reducing their risk of developing diabetes, or keeping it low.” Results have been very positive, with
the leisure operators noting increased footfall to facilities and exercise sessions. Initial data also suggests an adherence level of around 65 per cent to the six- week More Active Health scheme. MEND is now looking for leisure
centre partners for the 2012 roadshow. It’s supported by the Big Lottery Fund, which has awarded £413,722 to support 70 roadshows during 2011 and 2012.
diabetes ‘membership’ Nuffield Health, recognising that it had the clinical knowledge to educate those with Type 2 diabetes, developed a
october 2011 © cybertrek 2011
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