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let’s dance! events a success

On the fi rst weekend in March, the FIA – with the help of around 600 of its members – got the nation dancing its way to good health through the latest wave of the Department of Health’s Change4Life campaign: Let’s Dance with Change4Life. The participating clubs and leisure

collective approach

fred turok • chair • fi a

It’s not unusual for an industry to work together to promote itself. It’s not unusual for an industry to lobby the government to promote and/or prevent legislation being passed that will impact its business. What is unusual is that a group of

competitors, from both the public and private sector, have set aside the natural urge to compete and have sat together to decide what their collective priorities should be, and what strategies they should develop. Yet that is precisely the role of the TwentyTen Commission. If we implement the strategies

being discussed, we will not only grow our collective market share but will also have a profound impact on the health and wealth of the nation, for the two are inextricably linked. A fi t and healthy nation is a less sick nation, and a less sick nation is a more productive nation. So far, only 60-odd people have

had their say (see p17). Now it’s your turn – you, the remaining 199,940 fi tness industry employees who have yet to voice your opinion. In a few weeks, the initial recommendations will be launched for industry consultation. You must read them and feed back your thoughts. The consultation process is like a

democracy: a wonderful expression of individual freedom and collective strength. Please do take the time to get involved because, at the end of the day, we are talking about our collective and personal futures.

centres offered their local communities almost 2,000 dance-related classes over the weekend of 6–7 March. People aged between fi ve and 75 came out to strut their stuff, trying everything from ballroom to tap to salsa. Participating sites enjoyed a busy

weekend as their local communities – including many non-members – danced their way through their doors. Three facilities that really got into the swing of things were Yarborough Leisure Centre in Lincoln, Curves in Gravesend, and Nirvana Spa in Wokingham. Yarborough Leisure Centre

entertained almost 200 people – 75 per cent of whom were non-members. Participants tried everything from salsa, line dancing, modern jazz and hip-hop to dance aerobics and the cha cha cha. Nirvana Spa, meanwhile, offered

six hours of dancing over the weekend and had almost 150 people taking part in the classes it laid on, over a fi fth of whom were non-members. And Curves’ Gravesend club

incorporated dancing into its regular circuit training programme. Instead of rest stations between each machine,

Public Health Minister Gillian Merron takes part in Let’s Dance

integrate, educate, celebrate – fi a conference

The 2010 FIA Flame Conference, to be held in Cheltenham on 14 July, will focus on ‘growing your business and connecting with your consumers’. In a recession-gripped economy,

the focus must now be on brand building and brand marketing, as well as how we improve and deepen our relationships with consumers. Headline speakers include Derek

Barton, former senior vice president of marketing for Gold’s Gym International; Claire Ramwell, head of Healthy Living & Sport, Blackburn; and Paralympic medallist John Harris. David Stalker, FIA executive

director, says: “If we want to not just survive, but increase our market share

16 Read Health Club Management online healthclubmanagement.co.uk/digital

in perhaps one of the worst economic climates in living memory, then we have to learn new tricks, develop new strategies and fi nd new depths within ourselves to draw upon. “The conference is all about

challenging our existing business models, consumer engagement strategies and perhaps even our own inner steel and resolve. It’s about what we can learn from experts and what we can learn from each other.” If you’d like to take advantage of the

early bird rate, simply book your place at the FIA FLAME Conference before 30 April – places can be booked by visiting our website at www.fi a.org.uk or by emailing fl ame@fi a.org.uk

april 2010 © cybertrek 2010

participants were invited to do Body Beat dancing moves before moving on to the next piece of kit. The club later cleared the equipment and offered a street dance class. The result: double their regular Saturday attendance. However, it doesn’t have to stop with

the weekend, as anyone bitten by the dancing bug can pitch their new skills against others and post a video of their dancing prowess on a dedicated Let’s Dance with Change4Life YouTube page. If they’re voted the best act, they will win the chance to dance live on stage

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