INDUSTRY INSIGHTS
the group for whom we can deliver the greatest health gains by simply getting them moving a little, even if not enough to meet the CMO guidelines. By that, I mean that the parts of the
industry that want to engage with this agenda are going to have to develop evidenced-based programmes, products and solutions to tackle inactivity. This means a new increased culture of evidence, proving the outcomes of what’s being offered. The ukactive Research Institute has a major role to play here, but independent of what its work has achieved, a relentless approach to proving the efficacy of the actual products – not just the ingredient of exercise – has to be put in place. I was recently attacked by an oncologist
citing the latest evidence that physically active cancer survivors can reduce their chance of relapse or death through cancer by 50 per cent. I was informed that, if the pharma industry had a pill that could deliver such savings, it would be making billions and saving hundreds of thousands of lives across the globe. Yet
“Corporate social
responsibility will need to be redefined to
mean stepping up and delivering the changes to society that
we’re capable of”
we still lack evidence-based pathways to show that we can deliver those outcomes in the real world and not in the lab. By that, I mean that the parts of the
industry that want to engage with this agenda are going to have to really look at how they are perceived by their stakeholders and local communities – whether they are truly seen as caring and kind organisations, genuinely motivated by
making a difference to health and wellbeing. Corporate social responsibility will need to be redefined to mean more than giving to charity, but rather future-proofing our industry by stepping up and delivering the changes to society that we’re capable of. Despite the monumental growth of our
sector over recent decades, physical activity levels have declined 20 per cent since 1961; forecasts are for a further decline of 15 per cent by 2030. The pool from which operators can find active fish is contracting as the tide of inactivity continues unabated. No-one else has more ability to influence this agenda than our sector, and organisations that want to deliver on the health agenda shouldn’t wait for government, public health or the medical community to act. Such is the position we are in – with the facilities, footprint, staff and expertise we hold in our control – that arguably we have a shared ‘corporate social responsibility’ to act now. It’s also in our own interests to do so: for the long-term future of our sector to be assured, we have to turn the tide of inactivity.
Influencing government For our part at ukactive, tackling the inactivity epidemic means recognising that we too have to get more focused in our message on how we go about improving the health of the nation. We’re now approaching the election
Physical activity levels in the UK have declined by 20 per cent since 1961 42 Health Club Handbook 2014
cycle, with the clock running down to the expected election in 2015. That means the major political parties will be setting their manifestos and the priority they will attach to improving public health within them. It’s time to champion the impact that turning the tide of inactivity could have. We know that if everyone in England alone did the recommended 150 minutes
www.healthclubhandbook.com
PHOTO:
SHUTTERSTOCK.COM/ STOCK LITE
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 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180 |
Page 181 |
Page 182 |
Page 183 |
Page 184 |
Page 185 |
Page 186 |
Page 187 |
Page 188 |
Page 189 |
Page 190 |
Page 191 |
Page 192 |
Page 193 |
Page 194 |
Page 195 |
Page 196 |
Page 197 |
Page 198 |
Page 199 |
Page 200 |
Page 201 |
Page 202 |
Page 203 |
Page 204 |
Page 205 |
Page 206 |
Page 207 |
Page 208 |
Page 209 |
Page 210 |
Page 211 |
Page 212 |
Page 213 |
Page 214 |
Page 215 |
Page 216 |
Page 217 |
Page 218 |
Page 219 |
Page 220 |
Page 221 |
Page 222 |
Page 223 |
Page 224 |
Page 225 |
Page 226 |
Page 227 |
Page 228 |
Page 229 |
Page 230 |
Page 231 |
Page 232 |
Page 233 |
Page 234 |
Page 235 |
Page 236 |
Page 237 |
Page 238 |
Page 239 |
Page 240 |
Page 241 |
Page 242 |
Page 243 |
Page 244