FIA UPDATE Be part of the 2012 movement
The Fitness Industry Association reports on the ‘Our Greatest Team’ initiative – a national campaign for operators to latch onto the power of the Olympics and Paralympics
“W
hen the greatest marketing circus comes to town, you have two choices: either be
part of it, or watch it pass you by.” So said David Stalker, CEO of the FIA, at the launch of the fi tness industry’s ‘Our Greatest Team’ initiative during this year’s Leisure Industry Week. Exclusively open to FIA members and
Technogym partners, ‘Our Greatest Team’ is the 2012 Olympic and Paralympic Games initiative in association with Technogym – the offi cial equipment supplier to the London 2012 Olympics and Paralympics. Facilities are invited to register now, to be involved in the major national consumer campaign launching in January 2012.
more people, more active Designed to act as a catalyst to get more people more active, participating operators will be able to become a registered ‘Our Greatest Team Community Hub’: clubs and leisure centres throughout the UK will become venues at which consumers can make activity and wellbeing pledges in support of the Games. T is is a national campaign with
approved Olympic/Paralympic branding for all participating clubs – a great way to create engagement with the public in our Olympic year. Operators will be supported by a multi-media campaign, which will help them leverage the power of the Olympic brand while simultaneously supporting their member acquisition and retention strategies. Participating facilities will be provided
with support materials, including: • Branded marketing collateral – posters, point of sale materials and so on, as well as web tools to facilitate registration. • Consumer marketing materials such as content for Facebook, Twitter Community Hub newsletters etc. • An ‘Our Greatest Team’ mobile app, which will allow consumers to monitor and upload their performance and activity achievements.
24 T e initiative will invite the public to make activity and wellbeing pledges for the Olympic year Operators will also be able to win
Technogym equipment from the Olympic Village Gym – equipment previously used by the world’s elite athletes during the Games – while REPs-registered trainers will be able to win the opportunity to work with the elite athletes in the Olympic Village Gym during the Olympics and Paralympics – a once in a lifetime opportunity.
legacy partners T e big plus of the campaign is that the public will be invited to make, and be supported in sticking to, activity and wellbeing pledges during 2012. T ese will be monitored via a web link, tracking the success of the campaign; the web portal will also provide an opportunity for operators to showcase all the exciting ways people can get active. “Imagine being a high visibility Legacy
partner of the greatest show on earth, in your local community. And imagine the power of the ‘Our Greatest Team’ branding on your business. T e potential is breathtaking and the opportunities unparalleled by anything in our industry’s history,” says Stalker.
Read Health Club Management online at
healthclubmanagement.co.uk/digital He continues: “‘Our Greatest Team’
has the potential to be the landmark industry initiative that will propel us into the hearts and minds of every consumer’s health and wellbeing consciousness.” Tony Majakas, Technogym’s London
2012 project director, adds: “We are delighted that Technogym and FIA registered customers will be able to really make London 2012 a Wellness Olympics. “We want to be able to inspire the
nation to make a pledge and to complete a pledge – something that will benefi t each individual and the local community as we showcase how our industry can link sport and health in our Olympic year in 2012.”
OUR GREATEST TEAM
‘Our Greatest Team’ is the 2012 Olympic theme that’s designed to link the 900 members of Team GB with the rest of the country – a nation of 60 million people supporting their team. Team GB comprises 550 Olympic
athletes and 350 Paralympic athletes who will be competing in London next year.
november/december 2011 © cybertrek 2011
Health Club Management is the FIA’s Public Affairs Media Partner
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