FIA UPDATE shift into sports
David Stalker, CEO of the FIA, reports on a new initiative designed to support shift workers into physical activity by maximising operators’ off-peak hours
S
hift work decreases opportunities for participation in physical activity and can
lead to poor health as a result – a situation that the FIA’s latest campaign sets out to challenge. Delivered nationwide through the
Royal Mail’s 215,000-strong network this spring, Shift into Sports is designed to encourage more shift workers to engage in sport and physical activity by working with FIA members to provide discounted offers for participation during off-peak hours. The programme was developed
with the mayor of London and Sport England. It was piloted in London with employees of Addison Lee, London’s largest minicab and chauffeur service. The campaign forms part of the mayor’s Sporting Legacy plans to increase physical activity and sporting participation across the capital leading up to and beyond the 2012 Olympic and Paralympic Games.
new markets With 3.6 million shift workers in the UK, Shift into Sports presents an opportunity for our industry to exploit slower, off-peak hours and recruit new members into the sector. Shift work makes a huge
contribution to the economy but, due to the nature of the hours, workers often have limited opportunities to participate in sport and physical activity. Team sports, group activities and organised events are often particularly infl exible and do not meet the needs of shift workers. Research shows that shift work
can also have negative physical, emotional and social effects, including sleep disorders, chronic fatigue and gastrointestinal complaints, which are found in 20–75 per cent of rotating or night shift workers compared to 10–25 per cent of day
22
NEWS
Health Club Management is the FIA’s Public Affairs Media Partner
Maximising downtime: Shift into Sports will encourage off-peak membership
workers. There’s also an increased risk of anxiety and depression, adverse cardiovascular effects and, in some cases, reproductive issues in women. Several studies also suggest that shift work can lead to increased body mass and prevalence of obesity. The FIA’s Shift into Sports
programme provides discounted off-peak memberships to exploit fi tness operators’ quieter times, while working in partnership with employers to recruit their shift staff to take up the membership offer. It has the potential to generate industry growth by supporting a currently inactive group to participate in physical activity.
the bottom line The Addison Lee pilot targeted over 2,500 drivers working a shift pattern. Over 800 drivers registered on the Shift into Sports website and more than 150 proceeded to sign up as paying members of health clubs. The programme has now gained
momentum with participating organisations including Royal Mail,
Read Health Club Management online at
healthclubmanagement.co.uk/digital
the London Fire Brigade, several NHS Foundation Trusts and the Metropolitan Police. The FIA has also created toolkits for partners to use to encourage staff into activity. By targeting the service sector –
manufacturing, transport, hospitality, telecommunications and public services (NHS, fi re, police etc) – we aim to reach the 496,000 shift workers in London, and 3.6 million across the UK. And we have the backing of the
mayor of London. Welcoming the initiative, Boris Johnson said: “Sport brings huge health and social benefi ts to individuals, communities and businesses. Shift into Sports is a fantastic opportunity to help those who may struggle to get to the gym because they have irregular work patterns or are not based in one location. “I would urge Londoners to make use
of this scheme and get active.” FIA members across the country
are already signing up to deliver the campaign. With such a large audience to target, Shift into Sports has the potential to make a real mark on our sector.
may 2011 © cybertrek 2011
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