FIA delivering more campaigns

So SIBEC Europe is over for another year and this was the third and busiest I have attended since I began working with the FIA.

Having attended over 20 meetings and made many more contacts it has been incredibly productive to inform both FIA members and those that are not (yet!) of the great work being carried out by the FIA from protecting the industry to delivering more campaigns so we can increase the industries penetration rate.
So what are the next steps?

Well over 500 FIA members are taking part in the Department of Health’s ‘Know Your Limits’ campaign which begins nationally on Monday 16th November. The campaign highlights and educates the general public on the number of units that they consume daily, weekly and how this affects their health. FIA members who have signed up to the campaign have received free collateral packs with information leaflets to use in the clubs and centres as well as t-shirts for staff to wear and educational information they can learn from to deliver to their members.

This to me is a fantastic example of how clubs / centres utilise their membership with the FIA to deliver a Department of Health campaign that works as a retention tool to help add diversity to members programmes and the information they receive. It targets lifestyle changes and position the clubs and centres at the hub of community wellness programmes.

Year 2 of MoreActive4life is also in place to begin January 1st 2010 with the creation of the More Active Health kits from Mend.


The More Active Health kits are a 64 page programme offering 3 exercise and 7 nutritional activities over 6 weeks the general public can engage in their everyday lifestyle. Whether it’s drinking 8 glasses of water or completing 30 minutes of exercise daily the programme is delivered in a way which recognises and promotes behavioural changes.

The More Active Health Kit includes wristbands (I haven’t taken mine off for two weeks and is a great reminder of what I should be doing), key rings, 64 page diary and physical activity wheel. For more information contact Alex Smith.

Delivered over a 6 week period clubs and centres can use the programme to attract new or re-awaken existing members through the change4life branding which research has now shown to have a 90% recall rate.

Richard Blackmore
Sales & Membership Director
Fitness Industry Association