sibec review
EUROPE EUROPE
FOCUS ASK THE EXPERTS
KATIE START REPORTS ON DISCUSSIONS AT SIBEC EUROPE REGARDING THE ISSUES CURRENTLY FACING THE HEALTH AND FITNESS INDUSTRY
THE PANEL I
n November, Malta hosted 170 SIBEC Europe buyers and suppliers who – in a Question Time style session – debated what lies ahead
for the sector. Delegates were invited to present questions to a panel of industry experts, who offered their thoughts on the issues facing the industry.
What will it take for the government to see the leisure, health and fitness industry as the proactive arm of the NHS? Ben Beever, group quality manager, SLM David Stalker: Firstly, we need to maintain constant dialogue with key government representatives across all
parties. The FIA has made some incredible inroads in this area. Secondly, operators need to gather data that proves the financial benefits our sector can deliver when it comes to tackling health issues. Without this evidence, we cannot expect the government to commit financial support. Malcolm McPhail: It’s unrealistic to expect government intervention on an industrial scale when we serve only 12 per cent of the population. Finding ways to increase penetration must be our priority.
What would you like the government to do to better support the leisure, health and fitness sector? Stephen Baddeley, director of sport, Bath University Rob Beale: Financial support from government would obviously be welcome, but we can’t rely on this. Operators must find new ways to engage people, through innovation and enhancing the facilities on offer. Until more people want to use our facilities, we’ll struggle to grow the sector, regardless of intervention.
SIBEC Europe took place on the island of Malta in November (left), with lively discussion in a Question Time style session (above)
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• David Stalker , CEO, FIA • Rob Beale , head of sports, health and fi tness, David Lloyd Leisure • Sue Anstiss , MD, Promote PR • Frank Gueguen , chair and CEO, Club Med Gym • Malcolm McPhail , managing director, Life Leisure
David Stalker: There are three key ways the government could encourage more people to exercise. Firstly, through the introduction of a marketing strategy that promotes the benefits of controlled, structured exercise and highlights the dangers of a sedentary lifestyle. Secondly, through the abolition of tax on health club memberships. And thirdly, through recognition of our industry as a priority sector. Malcolm McPhail: Only when GPs are financially rewarded by government will they start to prescribe physical activity as a serious alternative to drug treatments and surgery. Frank Gueguen: We cannot wait for government. It is the responsibility of the sector to find ways to encourage a higher percentage of the population to use our facilities. Sue Anstiss: We can’t wait for the government to drive people to our facilities. We need to provide a product that meets the demands of our customers, many of whom clearly don’t want to be tied into long-term contracts.
january 2012 © cybertrek 2012
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