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PICTURE:
MoreActive4Life created a network of gyms and professionals willing to take forward the next stage of the campaign
locally. The most successful operators, fantastic. It’s heartening to see so a specifi c focus on physical activity,
such as Nirvana Spa which engaged many organisations – not just for inclusion in a ‘kit’ that participants
over 1,500 people, were able to match operators – willing to do their bit in receive. The objective is to help people
a compelling offer over six weeks to support of the movement. develop sustainable healthy living habits.
their own local promotional activity and As a response to this support, we Researched and written by MEND’s
strong partnerships with local retailers. have decided to bring forward the next specialist team of psychologists,
This is refl ected in the press coverage stage of the campaign. dieticians and physical activity experts,
given to MoreActive4Life. Although The FIA has partnered with MEND and guided by in-depth health and fi tness
it received fantastic national press (Mind, Exercise, Nutrition … Do it!) sector expertise, the programme is
coverage, including from the BBC, The to develop an innovative behavioural designed expressly for safe and cost-
Times and The Independent, it was at the intervention specifi cally designed to effective delivery by non-specialists.
local level that had the most impact, enable the health and fi tness sector The programme will be available
with 33 pieces of local media coverage. to proactively target and appeal to exclusively through the MoreActive4Life
sedentary people. campaign. It has been approved by the
the pipeline The six-week facilitated self-help Department of Health as suitable for use
This summer’s campaign has created a programme combines evidence-based of the Change4Life branding.
network of more than 1,000 sites and behaviour change techniques with The FIA is excited to be sustaining the
thousands of exercise professionals – an nutrition education and an introduction MoreActive4Life brand into 2010. We
excellent pipeline through which to to varied forms of graded physical hope it will continue to enable the sector
deliver future evolutions of the initiative. activity. MEND has developed these to engage with the public health agenda
The reaction from the industry has been innovative behaviour change tools, with in a whole hearted and effective fashion.
leisureopportunities
is the offi cial recruitment magazine of the fi a
november/december 2009 © cybertrek 2009 Read Health Club Management online 19
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