olympic legacy
conditioning SPORTS SERIES
OLYMPIC CONDITIONING
WITH THE OLYMPICS NOW JUST A FEW MONTHS AWAY, ARE FITNESS OPERATORS DOING ENOUGH TO LATCH ON TO THE EVENT? DAVID THOMPSON REPORTS
W
ith just a couple of months to go until the start of the 2012 London Olympic Games, how well has the
health and fitness industry embraced the opportunity presented by this global event? Legacy targets keep changing at a governmental level, and there’s been little in the way of a cohesive, industry- wide strategy. Perhaps as a result, while individual initiatives such as Technogym’s I Pledge campaign and the FIA-Sport England digital legacy project have ambitious goals to drive participation across the board, as a general rule individual operators have yet to really harness the power of the Games to drive footfall to their facilities. Perhaps the aim of driving
participation as a result of the Games is too ambitious: it’s true that no host country has managed this to date. Yet there is expected to be uplift in interest around sport at least, even if not gym- based fitness, as a result of the Olympics. “With the pinnacle of sporting events
drawing ever closer and news coverage increasing daily, the UK is immersed in pre-Games anticipation,” says David Stalker, CEO of the FIA. “The Olympic buzz has truly begun and the FIA is supporting its members to transfer this into activity action.” Brian Leonard, CEO of sporta adds: “An interest in any one of a wide range
may 2012 © cybertrek 2012
Olympic branding rights are strict, but clubs can still harness the London 2012 buzz
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healthclubmanagement.co.uk/digital 53
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