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We must take a more holistic view of public health delivery, encompassing smoking cessation and nutrition as well as fitness
way of living life. We have to continue integrating key public health messages into our own sector’s communications. We will also pursue an expanded
role for commercial partners – from the from the food manufacturing, retail and media sectors, for example – in the communication of key messages and reaching of key audiences. We should also see expanded use of the health and fi tness sector as a delivery channel for other public health communication campaigns such as smoking cessation, responsible alcohol consumption and nutrition.
national-scale prevention
In light of a projected defi cit of £160bn in 2010/11, creative approaches will be needed fi nance this step change. These might include following through on the pre-election pledge to ring-fence public health budgets nationally. Funds should be allocated locally only on production of detailed delivery plans that evidence local support and investment, broad engagement of public and private sectors and an ability to deliver stated outcomes.
There was also a pledge prior to the
election to restructure the Lottery back to its original four pillars of sport, arts, heritage and charities. This should see a steady increase in funding towards Sport England that could help grow participation beyond sport, using the assets of the health, fi tness and wider leisure sector. We have to ensure cross-government
investment and accountability in pursuit of what is a vital national objective. The Department for Work and Pensions (older society) and the Department for Business Innovation and Skills (skills issues) have to provide consistent investment alongside the Department of Health and, to a lesser extent, the newly created Department for Education and Department for Culture Media and Sport. We must explore potential within the
taxation system to incentivise fi tness operators to engage further with their local community. For example, there could be tax breaks for clubs that meet agreed social outcomes such as engaging with local schools and workplaces as healthcare partners, or employing young people as
apprentices. This could be based on the successful Community Amateur Sports Club Scheme and could unlock a wave of community engagement across the sector. Finally, where there’s robust evidence
to support the scaling up of initiatives, and where budgets are available to support this, government must be brave enough to do so (for example, in the provision of child weight management services). Now’s the time to rebalance the health
service and the role of the DH towards the full-hearted delivery of public health strategies. There’s a window between now and the Comprehensive Spending Review in the autumn to set a new tone to this relationship. The FIA is committed to taking the
use of health and fi tness services from one million to two million visits a day, in partnership with government and in pursuit of agreed social objectives. With joint investment from government and industry, we believe we can establish a plan to achieve this over the next fi ve years, with shared outcomes by which both sides can be measured.
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