Getting active Industry
bodies must work
together to get the
nation out from
behind the computer
JOHN OXLEY, md cls
“S
trategic thinking in our sector
needs to shift more towards
how we can impact the public
health agenda. Instead of focusing
on serving niche populations, we
need to focus on engagement with
other local partners to encourage
participation from whole
communities. Only by doing this can
we hope to make a significant
contribution to the achievement of
the government agenda.
“In our Chorley contract, we’ve
worked closely with the police on
an activity initiative which has led to
a reduction in local youth crime and
disorder. We’re also working with
the local PCT to deliver cardiac
rehabilitation programmes.
“Another initiative brings together
local partners to stage the fi rst
Active Nation Kids Triathlon.
TRAITE SOLER
Based on a successful model in
New Zealand, this programme is
designed to engage young people in
a participative and non-competitive
.COM/FERRAN
T
O
way. If we can get young people
enjoying sport, they’re more likely
to remain active into adulthood.”
OCKPHO
©IST
SARAH WATTS, md
alliance leisure
ROGER ELDERGILL, head of sales north matrix fitness systems
“P
artnerships enable local
authorities and trusts to work
alongside established companies,
“I
f our industry is to become a “In my experience, working with such as ours, which help them assess
significant, credible partner in the government agencies can mean their offering, put together a solid
delivery of the government’s physical fi ghting your way through many business strategy and react to meet
activity and health agenda, we need to layers of red tape, often without a government requirements – all of
ensure that we have the expertise and satisfactory outcome. which result in better facilities and
the resource to make a significant “Operators and suppliers need services for the local community.
difference. We must also think beyond organisations such as the FIA, sporta “It’s crucial that both the
the physical walls of our facilities and and CLOA to lead the way. Events community and the facility benefi t,
start to explore more widely how we like SIBEC also create excellent and that any development offers
can help to deliver and implement opportunities to network, compare commercial viability and a lasting
community initiatives that influence notes and discuss how to get involved solution. Investing in, and building,
behavioural change in large populations. with fellow industry advocates.” long-term partnerships is key.”
august 2009 © cybertrek 2009 Read Health Club Management online 65
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