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SHOW PREVIEW


LIW 2011 embraces London 2012’s sporting legacy


With less than a year to go before London 2012 Olympic and Paralympic Games, this year’s show – at the NEC from 20-22 September – is all about getting more people into regular activity


up this role once more at the London 2012 Games. Using this partnership as a springboard to encourage the UK fitness industry to maximise the opportunity presented by the Games, Technogym is inviting all Fitness Industry Association (FIA) clubs as well as Technogym clients to join its national campaign. The ‘I Pledge’ campaign, which will be


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officially launched by Technogym and the FIA at LIW on Tuesday 20 September, calls on people to get behind Team GB and Paralympics GB with the strapline “900 athletes, 60 million strong” – an entire nation supporting its team. Full details of the campaign, which will


run for the whole of 2012 in a bid to cre- ate a genuine legacy from the Games, will be announced at the launch event. However, the basic idea is to get people actively participating in the Olympic buzz by encouraging them to make Olympic- inspired pledges, such as: “I’ll walk to work twice a week rather than drive”, or even non activity-based pledges such as “I’ll shave my hair off if we win more gold medals at London than at Beijing” – all to raise money for Sport Relief and get people involved in the Olympic spirt. Participating health clubs, leisure centres


and Olympic partner corporate locations will act as ‘I Pledge’ hubs, encouraging their members and staff to make their pledges in support of the Games. These will be logged and tracked via a specially- designed Facebook site. Tony Majakas, Technogym’s London


2012 UK project director, says: “The 2012 Olympic Games are a ‘once in a lifetime opportunity’. It’s important that we don’t get to the end of 2012 and find ourselves saying: ‘I wish we’d done…’ Join us at LIW


IW exhibitor Technogym has been the official fitness supplier to the Olympic Summer Games since Sydney 2000 and will take


LIW delegates will get the chance to don a wetsuit and surf the Flowrider


2011 and join the movement!” LIW will showcase a special London 2012


Team GB-Paralympics GB area. Clubs will be able to win equipment from the Olym- pic Village gym, while Register of Exercise Professionals (REPs)-accredited trainers can enter a competition to win a place as a trainer in the Olympic Village Gym during the Olympics and Paralympics.


Inspiring young people into physical activity Elsewhere at this year’s show, which will be held at the NEC in Birmingham from 20 to 22 September, the Youth Engagement Zone will make a comeback to highlight innovative ways of engaging children in physical activity. The zone, which is sup- ported by kids’ activity provider Fit For Sport and in association with COMPASS, will showcase providers of products, ser- vices and education to the youth market. Fit For Sport operations director Craig


Jones says: “Within the zone there will be children’s activity demonstrations, advice on how to engage young people in the community and a showcase of products to help support children’s programmes in leisure centres, health clubs and schools. We will also be highlighting examples of best practice and offering information on accredited training and apprenticeship


62 Read Sports Management online sportsmanagement.co.uk/digital


opportunities for people wishing to work within the youth sector.” Elsewhere at the show, Speedo will


also be flying the flag for youth engage- ment by showcasing products from its ‘Learn to Swim 2011’ campaign, which is currently supported by Olmypic gold medalist Rebecca Adlington. The com- pany will be showcasing swimwear and equipment that has been created to help children embrace swimming and gain confidence in the water. If visitors are looking for an unusual


activity, a combination of live snow- boarding, skateboarding, surfing and wakeskating demonstrations will be per- formed on the Flowrider artificial wave machine, which made its debut at last year’s show. Other activities new to LIW this year include a synthetic ice rink and a high ropes course.


Visitors can register to attend for free at www.liw.co.uk or follow on Twitter @L_I_W, LinkedIn and Facebook/ leisure-industry-week, to receive regular show updates. Organisations interested in exhibiting at LIW should contact Jonathan Monks on (+44) 020 7955 3972 jonathan.monks@ubm.com


Issue 3 2011 © cybertrek 2011


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