Leisure Industry Week Announcements

LIW looms like the Kilimanjaro peak on my horizon. To all my fellow exhibitors, I hope you have a great LIW – may all your enquiries be great leads. To all visitors, I hope you have a great time and, having spoken to quite a few exhibitors, I know you will walk away with at least three good ideas. This year’s LIW is a big one for us for three major reasons:



1. We will announce the results of the 2009 MoreActive4Life campaign
2. We will unveil our new CMO
3. We will launch the next generation of MoreActive4Life: a proposition developed with the obesity specialists MEND, which will give every FIA member an exciting new consumer proposition and a new tactic to leverage the Change4Life connection.


John Searle, our new CMO, must be unique in our industry having an illustrious medical career behind him, a Level 3 qualification and he was a former arthritis sufferer who cured himself through exercise (and a few drugs). John is critical in the FIA’s/ industry’s medical community ‘engagement plan’. If we can overcome their lack of knowledge of the benefits of “exercise medicine” and perhaps even whatever prejudices they have, then we really will have a 360 Degree solution to the nation’s public health time bomb – a solution comprising the DH, the FIA, programme developers (such as MEND), FIA members and ‘referers’ ie the healthcare community. That would be brilliant for consumers and very lucrative for FIA members (if we get it right).

I am now off, in a packed car, to head up the M40 with mission critical collateral in my keep. God help me if I break, lose, misplace or damage anything..... I will have to suffer the wrath of Hayley, our Events manager .......... for three full days! Day and evening!!


David Stalker, FIA Chief Operating Officer