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PEOPLE PROFILE Dr Lee Graves
Graves obtained a PhD in paediatric exercise science aged 25. He currently works with kids’ fi tness supplier SHOKK as part of a knowledge transfer partnership
How many years have you worked within the fi tness industry? I was fortunate to gain experience of working with industrial partners throughout my PhD. This included collaborating on proof of concept projects with corporations such as Nintendo. These projects supported my entry into the fi tness industry with SHOKK in September 2010, when the knowledge transfer partnership (KTP) began.
How did the partnership with SHOKK come about? SHOKK and the REACH Group (Research into Exercise Activity and Children’s Health) at Liverpool John Moores University (LJMU) share a passion for helping young people improve their life chances through physical activity and have collaborated informally for over a decade. It was a logical progression to develop the relationship and the KTP provided an ideal vehicle for this. Our three-year KTP is funded by the Technology Strategy Board and Department of Health.
What does your SHOKK role entail? As KTP associate and head of R&D, my role is to help SHOKK increase growth and productivity through the use of the knowledge, technology and skills that reside within LJMU. The key purpose of the KTP is to use cutting-edge science to validate and improve the effectiveness of the SHOKK programme and SHOKK Tactics in creating behaviour change in young people.
How important is it for a society to tackle childhood obesity? It’s imperative that time, money and resources are ringfenced for projects that address physical inactivity and unhealthy eating. Only a societal shift in attitudes and awareness of the importance of physically active, healthy lifestyles will prevent huge health and fi nancial costs to the nation and public health services in the future.
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What role will fi tness play in government efforts to move from curative to preventive healthcare? Over the next decade the fi tness sector must take greater responsibility at the local level to support national campaigns to promote the benefi ts of physical activity and encourage participation. This can be achieved by 1) consulting and actively involving young people in physical activity; 2) providing skilled trainers/coaches (best practice every time to inspire and motivate); 3) promoting the benefi ts of physical activity (education); and 4) planning and providing youth-specifi c spaces, facilities and opportunities for physical activity. The sector needs to make physical activity fun, social and inclusive in the eyes of young people.
How can operators join in the fi ght against obesity? Customer satisfaction is key. Fitness facility operators must continuously talk to their members, listen to their needs and provide an exciting, cutting edge offering that makes activity in and outside the gym enjoyable, social and habitual. Instilling a sense of ownership in a facility is a powerful tool for retaining members and encouraging long-term positive behaviour change.
What is the number one weakness in the fi tness industry? The fi tness industry would benefi t hugely from more closely aligning itself with academic institutions. The associated knowledge transfer will accelerate the development of both organisations and increase our ability to provide effective products and services.
What drives you? A passion for promoting physical activity as an enjoyable behaviour that will make you friends, make you laugh and make you develop. We need to educate young people and provide them with affordable, accessible and appropriate opportunities for physical activity.
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