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develop physical activity skills from childhood through to adulthood and to promote physical activity for both recreation and competition through provincial and national initiatives. FINA (the international swimming


federation) has a very successful pro- gram called “Swim for All” that trains instructors to teach people of all abil- ity levels, not just elite swimmers. FIFA (the international football as-


sociation) has “Football for All” which is a soccer based health education program. At the grass roots level, many ath-


letes speak inspirationally at events and clubs where they share experi- ences and provide realistic accounts of what it takes to maintain their sport skills. The Canadian Olympic Committee


program called “Olympic Voice” (www. olympic.ca/olympic-voice) promotes the values of the Olympic movement while supporting the development of Canadian athletes. The 2012 London Olympic and


Paralympic Games took aim at physi- cal activity promotion and clearly stated that their legacy would be to encourage an active lifestyle through- out the United Kingdom as part of the Games cultural festival. Ordinary people would be inspired to live ac- tively through the extraordinary achievements of the athletes. Weed et al. published findings in the journal Perspectives in Public Health and dis- covered that many people were moti- vated to be more active, but not every- one. Those who already played some sport played more, but those who did not participate in regular physical ac- tivity were not inspired to start. As the chief medical officer for


the upcoming 2015 Pan and Parapan American Games, to be held through- out southern Ontario, there is keen in- terest in promoting physical activity and a real need for partnerships and collaborative thinking. The Games has recently partnered with the Ontario Science Centre for a new exhibit called the AstraZeneca Human Edge. It is a permanent new exhibit that focuses on the human body covering fitness to nutrition and is complete with a climb- ing wall. What does all this mean for the


fitness industry? We have a chance to partner with sport federations, Games organizers and athletes to help our fitness club members become more aware of their potential, increase the consistency of their participation and to reach new personal goals. This is really a call to join together


for the common good, join with inter- national partners and to start proving the power of fitness.


Dr. Julia Alleyne is a family phy- sician practising sport and ex- ercise medicine at the Toronto Rehabilitation Institute, University Health Network. She has served on the medical staff of five Canadian Olympic teams and was chief medical officer for the 2012


Canadian Olympic Team in London, England. Her latest ap- pointment is as chief medical officer for the 2015 Pan Am Games in Ontario, which will host 42 countries and more than 8,500 athletes.


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March/April 2014 Fitness Business Canada 15


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