TALKBACK
Kath Hudson • Journalist • Health Club Management EVERYONE’S TALKING ABOUT . . . CCGs not PCTs
with decisions about the commissioning of services being made locally by GPs and the directors of public health (see p26 for a full briefi ng). Physical activity is one of the 66
L
ocal authorities are now charged with the responsibility for public health,
Clinical Commissioning Groups (CCGs) have – as of 1 April – replaced
PCTs, placing the responsibility for health with local authorities. How will this impact the fitness industry?
The wider determinants of health will
indicators of the public health outcomes framework, so there’s now structural recognition of the importance of physical activity in the role of public health. However, ukactive CEO David Stalker says we must still be cautious about what these changes mean: physical activity and leisure are not currently statutory requirements, despite their inclusion in the outcomes framework, so they will not necessarily be protected.
also now be tackled for the fi rst time, so housing, roads and other local authority services will be assessed to see how they impact the health of the local population. This could mean, for example, funding being found for mass participation initiatives, such as the provision of cycle trails for children to get to school. The fact that local authorities will
be charged with getting people more physically active is great news for the
health and fi tness industry, as is the £2.7bn ringfenced budget. But how easy will it be to get a slice of the money – particularly for the private sector, which may not be as well-versed in the language of local government? And how much of this money has been
allocated already? On paper this looks like a good
opportunity for the health and fi tness industry, but what should be the fi rst moves? Building relationships with the local decision-makers who will be commissioning services? Training staff and developing programmes to ensure facilities are equipped to deal with new audiences – people who are nervously embarking on a lifestyle change and who may be wary of gyms? We ask the experts...
WHAT WILL THE NEW PUBLIC HEALTH SET-UP MEAN FOR THE FITNESS SECTOR? EMAIL:
HEALTHCLUB@LEISUREMEDIA.COM
DAVID STALKER ukactive • CEO
“T
his is such a great opportunity: a whole new workstream of
opportunity, with a £2.7bn yearly ringfenced public health budget in the hands of local authorities. Clubs will have to be proactive in order to get a share of the
funding and will need to work with other community service providers. Services will be commissioned based on the health needs of the local population, so clubs will have to find out the key statistics influencing the decisions being made locally. Providing a strong evidence base for cost-effectiveness of physical activity interventions is also important, as GPs make their decisions based on evidence. We’re already getting more focused on this, with ukactive’s Research Institute due to start publishing its findings in June this year. Clubs will also need to both speak and understand the language of local government. If we’re to get beyond 12 per cent penetration, we need to
welcome people who require support. Historically our sector has focused on a member pathway, which doesn’t necessarily align with a patient’s care pathway. Helping people improve their health through physical activity means starting from the beginning and counselling them on how to think about being more active, before they even set foot in a fitness facility.
”
STEVE BEDSER LGA • Member of Community Wellbeing Board
“T
hese changes potentially give the fitness industry access to
a new customer base and new funding opportunities, but there is no quick buck. To access public health funding, any initiative must demonstrate the likelihood of improved health outcomes. Much of the public health focus is on encouraging currently
inactive people to adopt healthier lifestyles. As research into Birmingham’s ‘Be Active’ initiative shows, one of the biggest barriers to regular exercise is poverty. Not only that, but inactive people are also far more likely to take the plunge if there is no initial cost. However, once people get the fitness bug, they are more likely to spend on further activities. If the fitness industry is going to grab the opportunity to tap
into this new market, it must take a more holistic approach. Adopting a healthier lifestyle is not just about exercise – it’s about a healthier diet, quitting smoking and drinking less. If the physical activity sector can come up with the right
packages, it has the opportunity to be part of the solution. Our focus is on outcomes, so if the fitness industry can provide us with evidence to show it can help us produce a fitter, healthier population, the opportunities will be there.
” 30 Read Health Club Management online at
healthclubmanagement.co.uk/digital April 2013 © Cybertrek 2013
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92