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The industry must


provide offerings for an ageing population


the age group that needs them the most. People affected by chronic diseases account for 30–40 per cent of EU healthcare expenses, but according to the EU Economic Policy Committee, only 18 per cent of this population group are smartphone users. Finding a compromise between traditional and digital technologies for the 65+ age group will help improve tracking of their health indicators and medical routine. This will be key to promoting active ageing, better supporting older adults to live independently in their senior years.


Macro perspective The Future of Health & Fitness also recommends a holistic approach among policy-makers, with targeted and integrated campaigns that involve local communities, media, transport and private companies, while also promoting nutrition and physical activity messages. Governments are also encouraged to


adopt a more tolerant taxation system towards health and fi tness-related products and services, while investing more in health-enhancing educational programmes and Public Private Partnerships focused on stimulating physical activity and sport. The book analyses successful


collaborations between public bodies and the fi tness sector in Spain (The Strategic Plan to Promote Physical Activity in Galicia), UK (Turning the Tide of Inactivity report) and EU in general (European Year for Active Ageing, launched in 2012 by the EC).


June 2014 © Cybertrek 2014


A clearer focus on physical activity


guidelines – ie promoting and elaborating on these at a national level – is also recommended as a way of ensuring more clarity and precise targets for the population. The Future of Health & Fitness provides an analysis of selected EU State guidelines for physical activity, concluding they all share the recommendation of at least 30 minutes’ moderate intensity physical activity a day, at least fi ve days a week, for adults.


Micro focus At a micro level, fitness instructors will be expected to broaden and deepen their skills to work with varied population groups and with people presenting different conditions. Adapted strategies should be used for older members and newly active people, as studies show the development of self-management skills during the first few months is crucial for retention. A higher level of co-operation


with local medical communities and practitioners will also be needed if the sector is to embrace a more holistic approach, integrating medical care with higher levels of activity. The sector’s suppliers should


continue investing in R&D and co- operate with operators in developing new technologies, backed up by viable partnerships with universities and research institutes. Education providers and research


institutes are encouraged to develop more evidence into the reasons why


people refrain from exercising and to co-operate closely with operators to develop appropriate educational programmes that will equip future generations of fi tness professionals with the skills they will need. Recommendations at a corporate


level include in-house health schemes, fi nancial incentives for physical activity, healthier canteen nutrition, smoking cessation programmes and so on. This is thanks to a WHO investigation into the benefi ts of physical activity plans at work, which were found to reduce staff turnover, raise productivity and reduce risk of litigation for companies, while boosting employees’ self-esteem and job satisfaction and reducing stress. Meanwhile, national associations are


seen as key actors for getting Europe active by 2025, as they are responsible for co-ordinating activities and campaigns, providing the sector with relevant market research and sharing best practice. ●


FOR MORE DETAILS ON THE REPORT....


Additional information about the The Future of Health & Fitness – A plan for getting Europe Active by 2025, and options to purchase the publication, can be found at: www.blackboxfi tness.com/en/ For further information,


visit www.ehfa.eu or email communications@ehfa.eu


Read Health Club Management online at healthclubmanagement.co.uk/digital 81


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