All I want for Christmas….

With Christmas fast approaching, you may be surprised to hear that the Flame Awards are at the top of my priority list and indeed many of the Industry’s finest!

There’s just a final few days to take advantage of the discounted early bird entry fee so clubs are busy finalising their entry forms, hopeful to remain in the competition until that adrenaline-fuelled final stage – the Flame Awards Ceremony on 13th July 2011; where the winners will be crowned!

Flame began over 15 years ago, born out of a need to recognise those in our industry that are a beacon of Fitness Leadership and Management Excellence.

Over the years, winners have varied and competition has heightened – turning the Flame Awards into the most prestigious and desired in the industry!

Attending some site visits last year (which take place in Stage 2 of the assessing process), it was staggering to experience the intricate planning that sites put into their assessment day. The motivation, energy, eagerness to please and sheer pride is absolutely phenomenal – you really have to admire the professionalism of our assessors that are forced to compare these clubs and not come to the conclusion that everybody should be a winner! With standards so high across all entrants, every single point really does count…

Dawn Spink, 2010 Flame Winner for Club of the Year, The Valley Health & Fitness at EIS Sheffield said:

“Winning was a great achievement for us and the fitness team at EIS. We were short listed the year before, but winning last year showed just how much we improved – enough to win!

After receiving feedback from the Flame assessors, we improved our programme cards by working with head office to change the format. By getting to the final, we learned from the customer satisfaction surveys to improve on our more social aspects and now we do member football tournaments! We have also implemented classes into our timetable; things like outdoor military fitness classes.

My advice to hopefuls is to keep trying and really motivate your team. Make it the best time it can be by including the members, making sure they know it’s their gym, not yours and therefore a reward for both of your hard work!”

So, what are you waiting for? Send me your entry form now!

Merry Christmas,

Hayley Bevan, Events & Sponsorship Manager at the FIA
Email: Hayley@fia.org.uk

The fat man of Europe…

Well, that’s what we were called in reports of a study out this week which shows the UK tops the obesity league with the fattest rates across Europe.

While the average obesity rate in the EU is 15.5 percent, Britons are bursting at their belts with one in four of us now classified as obese.

Pulled together by the European Commission and Organisation for Economic Co-Operation and Development, it draws on the evidence and concludes with concerns over the pressures that the situation is putting on healthcare and the wider economy.

It’s something we, as an industry, are well aware of and I am proud to say that we have more responsibility than ever before to do something about it.

We are working closely with the medical profession and have just agreed a Joint Consultative Forum with a number of Royal Medical Colleges and Faculties. Not only will this encourage the use of exercise in both the prevention of ill-health and treatment of disease but will see patients coming through your doors for a prescription of exercise. I think it’s vital that we work together with this sector to develop an evidence base for fitness in the use of ‘exercise as medicine’ and help improve the standards of our training and the skills of our workforce.

And, as you’ve seen over the last couple of weeks, we’re taking a more prominent role with industry, the DH and third sector too, thanks to the appointment of our Chairman, Fred Turok, to serve as Co-Chair of the Physical Activity Network for the Government Responsibility Deal. It allows us, to work together with other sectors such a food, drink and retail to take on the mammoth job of turning the tide on the obesity epidemic and improving the long term health of the nation.

It’s not going to be easy. It’s not going to happen over night. But we won’t be sniggered at by the sophisticated French or the slimline Scandinavians any longer. We’re more than ready for it….

Dave Stalker, Executive Director, FIA

Welcome aboard!

After an election process which rivalled that of the general election earlier this year, the votes have been counted and I’m delighted to welcome three new members to the FIA Board!

John Cleland, CEO of Esporta, Innes Kerr, Group Operations Director at Energie and Debra Stuart, CEO of Premier Training have been voted by yourselves to join the other standing members.

With increased credibility of the industry within the public health agenda, the upcoming 2012 Olympic Games and the new five year industry strategy there has never been a more important time to have a wealth of experience sitting alongside us.

Congratulations all three and thank you all for your votes.

Dave Stalker

Notes from my home town.... and the Conservative Party Conference

Back in my home region of Birmingham, Sayeeda Warsi, Conservative Party Co-Chairman, opened the conference to a standing ovation. We held a Fringe Event at the conference, again looking at tackling the public health crisis. Once again the event was a real success, while our Chairman Fred Turok generated some excellent debate around the benefits of physical activity in dealing with public health issues.

After, it was off to the London 2012 fringe. A surprise guest, Liberal Democrat Don Foster MP, arrived and sat a couple of seats away from me. I raised the question to the panel of the concerns over a lack of a health and sporting legacy being delivered off the back of the games. I requested that he didn’t go into the dropping of the 2 million more people active target and providing information around school sport, but that’s about all he included in his answer.

At the Health Hotel reception in the evening, it was Andrew Lanlsey and Freddie Howe’s turn to represent the Health Team. I briefly spoke with Andrew to let him know about some of the plans we have in place around the Responsibility Deal and encouraged him to meet with our Chairman, Fred Turok to discuss in more detail.

On Tuesday, Andrew Lanlsey and team took to the stage for the Health speeches. Unfortunately, there was little spoken about public health other than the mention of an impending public health White Paper. For the party who had said they would champion public health and even rename the Department of Health, the Department of Public Health, we are still waiting for the detail.

The Wednesday morning began with an early roundtable event with three members of the conservative health team, The Rt Hon Andrew Lanlsey MP, Anne Milton MP and Simon Burns MP. There was some excellent discussions on our table, talking about how the critical issue for the NHS is to address the declining health of the nation. With the Responsibility Deal for public health which is ongoing, the FIA are in a prime position to deliver this and with a public health white paper due to published at the end of this year, this is an area which is going to be a key focus for the health team. Following the group discussions, Fred and I sat down with Simon Burns MP to talk in greater detail about physical activity policy and the responsibility deal. I couldn’t believe it was only 10.20am and so much had already been achieved!

I queued for nearly 2 hours waiting for David Cameron’s appearance on stage. I kept checking my watch, checking twitter, anything to not get dragged into the riveting conversation about the length of the queue! When I was finally admitted to the hall I was pleased with the view and glad I had dedicated 2 hours to see the his speech. I waited in anticipation as William Hague introduced the shadow cabinet and then the big man himself. As always, there was a spectacle put on with a video summarising the past few months, including the election trail. I listened to a powerful speech but I couldn’t help feeling slightly disappointed as I left. I don’t know whether it was the room and symphony hall which didn’t lend itself well to the speech, but there hadn’t been the electricity I was hoping for. Don’t get me wrong, good points did come out of it but I had to agree with Tim Montgomerie (editor of Conservative Home) when he described it as ‘forgettable’.

And that was it. The final conference of the season was over. Looking back all had been very different. The Liberal Democrat conference seemed to be an attempt to wake up the members and tell them that they now had power! Labour was a look back and self assessment of 13 years in government and was dominated by the Milliband brothers. And the Conservatives was a celebration (*almost* champagne free) for finally being able to call David Cameron Prime Minister with a few scandals of policy announcements.

By and large, our aims and positions were supported by all parties and there are more policy developments to be made around public health over the coming year. 3 cities, 3 parties, 3 fringes – let’s see how they deliver.

What an LIW it was…

On the morning of Monday 20^th September, Mr Jonny Sullens stood atop a surf board, waves crashing around him as he surveyed the building of his empire…  As any good Event Director should do, Mr Sullens was road-testing the products that would, the very next day, be available to the punters of the Fitness Industry…  I still await the photographic evidence of this particular health & safety assessment – The Wave-Surfer.

From the moment we arrived to set up the FIA Industry Lounge on Monday, it was clear that this show would run smoothly (if I may boast such confidence) – conversations with some surprisingly relaxed exhibitors assured me of this.

The buzz of the show kicked in on Tuesday morning as the whir of fitness equipment demos filled the air – kranking, spinning, bikini-clad cross-training – not to mention the “whir-free” varieties: boxing, pole-dancing, dancing… and a rather tired Santa Claus having a snooze (yes, that made me look twice - I thought it was our Finance Director first time around!)

Dave Stalker’s keynote, where he launched the five year industry strategy was the perfect opening to LIW and marks a real turning point for our industry. Stay tuned for the roll out plan…

Hopefully you all had the opportunity to visit us on our mammoth double-decker Industry Lounge stand (many thanks to the Jonnys for creating such an incredible structure that didn’t collapse under the strain of 80 lunch-filled Health & Fitness Leaders, as per my nightmares…).  We enjoyed the pleasure of hosting lunches for SPORTA, Community Sport Seminar delegates and those on the Health & Fitness Leaders Programme as well as meeting our many members and launching our brand new Individual Memberships (which incidentally can be purchased for just £29.99)

The jam-packed FIA Drinks Reception on Tuesday night saw over £300 raised for Help for Heroes – many thanks to all who contributed!  To view the raffle prize winners click here.  We were honoured to have the inspirational Berni Shrosbree with us at the reception to share news of his most recent adventures (unfortunately this was greeted in part by a wall of noise – combatative solutions for next year on a postcard please!).

Wednesday, saw a wealth of free education up for grabs, which was well attended and received.  A part of this was the independent operators tailored IOU Seminars, which saw over 250 clubs in attendance!  The seminars looked at the cornerstones of their operation; concluding with 6 independent club owners offering their views on the challenges they’ve faced over the past year.  The day ended in the best possible way - a huge party in the centre of Birmingham –dancing, a great band and general merriment led to many a sore head the following morning…

Thursday’s seminars with Sport England were extremely popular and couldn’t have come at a better time. We look forward to working further with them in the build up to 2012.

All in all, I think you’ll agree - a full and exciting show. Fabulously organised (our congratulations go to UBM) and diligently attended (our praise goes to those Industry bods that recognise the need to invest in their industry and make the most of events such as these).  It was fantastic to see so many of you there and I look forward to more of the same at the next industry event!

To view our photos from the show – check out the FIA Flickr Page

It’s all happening in Manchester

Stephanie Creighton, Public Affairs and Policy Officer at The Fitness Industry Association looks back on the Labour Party Conference.

This week, was a busy week for Manchester; hosting Chelsea FC at Eastlands at the weekend,  Jonny Depp and Samuel L Jackson in the city filming, and hosting the Labour party conference is no mean feat in one week. Luckily I only found out that Jonny and Samuel were in town as I left, otherwise I may not have spent as much time at the conference!

An important conference for the party, Labour were once again reunited to lick their wounds after their defeat at the May general election and announce who they had elected to be their new leader. Arriving at conference on the Sunday, the winner had already been declared. ‘Red Ed’, as he had become known to some during the campaign, had been victorious, controversially for some as the previous forerunner in the contest, his brother David had been defeated. Ed Miliband’s narrow victory was discussed at length by party members throughout the conference and there were definitely divisions in opinions amongst party members.

Conference for me began with an intimate roundtable event with the shadow health team debating the future of healthcare in the UK. The current shadow team were keen to develop policies and listen to health stakeholder groups advice on their own areas of expertise. The main focus of discussion was around the plans for GP Commissioning Boards, which has been proposed by the current coalition government. Opinions on the proposals were varied and it is clear that more detail is required to understand how this will work effectively in practice. Unfortunately, public health was only discussed briefly. The white paper indicates that a public health service will be developed by the new government, perhaps implying that this would run separately from the NHS and the structures already in place. I was delighted when it was Steve Field, Chair of the Royal College of General Practitioners who raised this, declaring that it was crucial that public health was a priority for GPs and other members of the medical profession. It was great to hear that the GPs were singing from the FIA hymn sheet!

On Monday, I went to the London 2012 fringe with Tessa Jowell, Shadow Minister for the Olympics. Questioned about the sporting and health legacy, Ms Jowell discussed the legacy at length but as always with esteemed politicians failed to address the crux of the question. No actions that have been taken have resulted in a significant increase in physical activity and sporting participation. I pondered on her long response, criticising the loss of free swimming and praising the work of the Youth Sports Trust in increasing participation levels in school sport. I left, pleased that I had sparked a long response but disappointed in the lack of ideas and encouragement.

The most engaged labour MP, pioneering public health, surprisingly was Hazel Blears. Speaking at a DEMOs and Dr Foster Intelligence fringe, she repeatedly affirmed her belief that tackling public health issues were crucial for the health service and were crucial to health reforms. The dedication to public health given at that fringe lifted my spirits.

On Tuesday morning, I could hardly believe my eyes. As I sat with Fred Tuok in the Midland hotel following our meetings with the Chartered Society of Physiotherapists and Ben Bradshaw MP, I saw three people drinking Champagne. I had to check where I was. Yes this was the labour party conference. Yes it was pre 12pm. My mind boggled.

The leaders speech on Tuesday was the focus of the conference. I ended up watching it in the exhibition hall where I could hear the live version booming out from the hall, and the screened version which was on a 5 second delay. I knew when the clapping and cheering was coming. Ed’s first speech clearly marked that this was the new generation of the labour party. Only time will tell whether this is the new generation, a new era or a new version of the same.

That evening, as rumours flew around about David Miliband’s future in the party, I was told on good authority that his decision had been made and he had chosen to stand down from frontline politics. His decision was confirmed on Wednesday evening - a great loss to the frontline politics of the labour party.

What a conference! And one which will never be discussed without mentioning the Miliband name. A new generation, a new start, a new kind of politics? This story has only just begun. Leaving Manchester, minus the conference cold I arrived with, I reflect on the two conferences I have just been to which were probably more similar than they appeared on the surface. Both leaders’ were aiming to unite the party members, and show what they could achieve as a collective movement.

Looking forward to next week in Birmingham, I can’t help but feel the conservatives will put on an entirely different show altogether…

A Look Back on the Lim Dem Party Conference

Stephanie Creighton, Public Affairs and Policy Officer at The Fitness Industry Association looks back on the Lib Dem Party Conference.

On the first leg of my political relay I spent four days in Liverpool with the Liberal Democrats. This was a historic conference, the first in 65 years when the Liberal Democrats have formed part of the government. But of course it is not only a Liberal Democrat government but a coalition in partnership with the Conservatives, some of whom made history by coming to Liverpool and addressing the Liberal Party faithful.

Before this landmark conference we waited with baited breath in anticipation of the political fireworks which could explode before our eyes. Media speculation was rife about potential splits in the party and that conference would be the time for the left of the party to voice any anger they had over the coalition and its plans. But no such luck! Liverpool’s conference came and went with relatively little drama. Only a couple of motions and votes took a different line to the official coalition government position but who expected the Liberal party to vote in favour of the ‘coalition’s’ free schools policy?

The man of the moment, the Rt Hon Nick Clegg MP, roused the crowd on the third day of conference with his leaders speech. ‘Stick with us’ was his message to the party, take the opportunity to change politics and make history. A firm speech was delivered which was gratefully received by the conference floor although this led me to consider what he could have said which would have not resulted in a standing ovation?? A confession that he was secretly a Tory who had infiltrated the party years ago and had waited for this day to come? Disappointed this hadn’t happened, I left the hall to reflect on his words.

Luckily I had been sent the speech so I didn’t have to remember much but lo and behold! There was no mention of public health and sport in his address. How could this be? With a public health white paper due to be published in December, the increasing burden on the NHS due to the physical inactivity epidemic, and the Olympic and Paralympic Games being hosted in Great Britain in 2012, surely this should have been high on the liberal democrat political agenda?

But fear not! One Lib Dem Minister covered it. Speaking at a fringe event put on by the FIA in partnership with MEND, WSFF and PSNC, the Paul Burstow MP outlined his party’s commitment to tackling the public health crisis. Referring to a psycho-social-physiological approach to public health, he said that the government had no choice but to tackle the growing number of diseases which were becoming a burden on the tax payer. Announcing that the government would be prepared to use regulatory intervention to tackle public health issues, Mr Burstow highlighted government plans to work in partnership with the private sector to combat these issues with a shared responsibility.

Earlier in the week at the London 2012 fringe event, Don Foster, Chair of the Lib Dem backbench committee voiced his support for the need of a physical activity and sporting legacy from the games. The audience, which was full of local councillors, were supportive and eager to get involved and capitalise on the power of the games in their local areas.

Although we are still waiting for policy specifics, and tangible ways in which industries and local authorities can get involved and deliver, it is clear this is a party (and a part of the government) that is serious about these ambitions.

And so the journey conditions.  Next, I will be reporting in on a new labour leader stepping into the limelight and rallying the party for the very first time and a very busy conservative conference who are still basking in their new government position.

Stephanie Creighton

Public Affairs and Policy Officer

The FIA Welcomes Mark Talley & ‘Making a Difference with Better Variety!’

The FIA is please to introduce Mark Talley, Fitness Director at LA Fitness as one of its key speakers, and special guest bloggers in the lead up to the 'FIA Health & Fitness Conference at LIW 2010' (21st - 23rd September, NEC Birmingham). Welcome!

Everyone tells us we don’t do it well enough, so just how can we start interacting with and engaging our members more effectively? My session on ‘Member Interaction & Engagement - Making a difference with better variety’ will draw upon established research and my practical experience gained over the last 20 years.

As an operator, not an academic, I will provide you with some practical tools and advice to help you create and manage a more engaging experience for your members. In particular I will reveal the new LA Experience, designed to enhance the experience of existing members through increased meaningful interaction, increase engagement of its people and improve sales and membership yield.

I look forward to seeing you there!

Mark Talley

Mark’s session will be taking place on September 22, 11.30am at Leisure Industry Week 2010. For further information about LA Fitness please visit www.lafitness.co.uk.

The FIA talks to Michael Crowe from Think Feel Know ahead of LIW 2010

With just over a week left until LIW, the FIA would like to introduce Michael Crowe, Director of Think Feel Know, who is joining us here as a guest blogger, and at the 'FIA Health & Fitness Conference at LIW 2010' (21st - 23rd September, NEC Birmingham) where he will be exploring the best ways to lead during the recession.



Michael's session will be taking place on September 22, 9.30am at Leisure Industry Week 2010. For further information about Michael Crowe and Think Feel Know please visit www.thinkfeelknow.com.

Introducing TV Life-Coach Pete Cohen & ‘What It Takes to Be Exceptional!’

The FIA is please to introduce TV life-coach Pete Cohen as one of its key speakers, and special guest bloggers in the lead up to the 'FIA Health & Fitness Conference at LIW 2010' (21st - 23rd September, NEC Birmingham). Welcome!

During my session at the ‘FIA Health & Fitness Conference at LIW 2010’ I will be looking at ‘What It Takes to Be Exceptional!’.

Research now shows that the lack of natural talent is irrelevant to great success. So what are the secrets of exceptional people?

Talent has little or nothing to do with being exceptional. You can make yourself into any number of things, and you can even make yourself great or even exceptional.

The first major conclusion I will look to draw during my session is that nobody is great without work. It is nice to believe that if you find the field where you're naturally gifted, you will be great from day one, but this just doesn't happen. There's no evidence of high-level performance without experience or practice.

The best people in any field are those who devote the most hours to what the researchers call "deliberate practice." It is activity that is explicitly intended to improve performance that reaches for objectives just beyond one's level of competence, provides feedback on results and involves high levels of repetition.

But how do we translate this into business? Many elements of business, in fact, are directly practicable. Presenting, selling, negotiating, delivering - you can practice them all!

Maybe we can't expect all people to achieve greatness, it’s just too demanding. But the striking, liberating news is that being exceptional isn't reserved for the few. It is available to you and to everyone, and this is what I will be exploring with you at the ‘FIA Health & Fitness Conference at LIW 2010’.

I look forward to seeing you there!

Pete Cohen

Pete’s session will be taking place on September 22, 11.30am at Leisure Industry Week 2010. For further information about Pete Cohen please visit www.petecohen.com.

The FIA talks to Georgina Jupp from CK Academy ahead of LIW 2010

As the FIA continue to count down the days until Leisure Industry Week 2010 (21st - 23rd September, NEC Birmingham), it has invited some of its key speakers at this years 'FIA Health & Fitness Conference at LIW 2010' to provide an quick taster of what to expect from their seminars.

The FIA is pleased to be joined this week by Georgina Jupp, Managing Director at CK Academy. Georgina is here to provide an insight into her background and forthcoming customer care session at the 'FIA Health & Fitness Conference at LIW 2010'. 



Georgina's session will be taking place on September 22, 10.30am at Leisure Industry Week 2010. For further information about Georgina and CK Academy please visit www.ckacademy.co.uk.

The LIW Countdown….

Guest blogger Hayley Bevan, The FIA's Events and Sponsorships Manager, counts down the days until Leisure Industry Week 2010 (21st - 23rd September, NEC Birmingham)

The biggest gathering of the health and fitness sector is just around the corner and we at the FIA can’t wait to get back to the NEC!

After over a year of research, debate, consultation and industry-wide feedback, Dave Stalker and the TwentyTen Commission Panel will be announcing the industry’s five year strategy on Tuesday morning in the opening keynote. Something we at the FIA feel very strongly about, it will provide vision and recommendation around the 5 key cornerstones: Community Hubs, Work Place Activity, Data and Consumer Insights, Exercise as Medicine and Up-skilling the Workforce. Devised to generate positive outcomes and direction for the industry, we hope you will join us at the start of the industry’s new journey. How exciting!

Expertly delivered education will of course be on the agenda this year, with something for every single one of us.

The largest gathering of Independent Operators ever has dictated the provision of a specially tailored day of seminars, looking at various topics, all in response to the challenges that independent operators have voiced they face.  Following the age-old “work hard, play harder” life motto – the FIA/IOU members will be found sipping cocktails and chilling out at a rather exclusive bar in the evening - let it not be said that those CFM boys don’t know how to party!

Following fantastic feedback on speakers at the Flame Conference earlier this year, we’re bringing some of them back for follow-on education at LIW!  Personally I can’t wait to hear what else Pete Cohen has to share – his wisdom on happiness was well received in Cheltenham and this time he’ll be looking at how to become ‘exceptional’ – I wonder what that entails!  Joining Pete are Sue Anstiss, Keith Burnet, Georgina Jupp, Michael Crowe and Mark Talley who will each provide insight and debate from their field of expertise.

The FIA has also teamed up with Sport England to host a day of seminars which will look at our industry’s crucial contribution to the Olympic legacy – less than 2 years and counting, the partnership couldn’t have come at a better time…..  Our expert panel will advise on how we can position ourselves as a KEY Olympic partner and what this means for the industry.

Those of you who attended the Ball of Fire in July will understand the sheer competition and motivation that fuels the prestigious annual Flame Awards – and the tension and anticipation that finalists feel as Dave utters those promising words “and the winner is…”.  I am delighted to announce that Flame 2011 will launch at LIW this year and that gruelling (yet enlightening) process of excellence can build again for all who enter! 

As always we assume that everyone else takes as much pleasure in social opportunities as we do, which is why we will be buying everyone a drink after the first day of the show!  Matrix and Active IQ have graciously sponsored the FIA Drinks Reception this year, giving members the chance to debrief with colleagues, peers and a special celebrity guest….

As you can see, it’s an action-packed LIW this year, so whilst you get to work planning your itinerary, so shall we! 

For more info on the FIA’s schedule of events visit our website, otherwise I look forward to seeing you there!

Hayley Bevan

Londoners Saddle up with Boris’s Bikes

I think it’s fair to say that you couldn’t miss the introduction of Boris’s Bikes here in London last week, with the man himself pictured across every newspaper in town. But how far has the initiative been accepted and what are the implications for our industry?

Opinion on the scheme still divides the city but personally, I can’t help but feel slightly proud that we have a cycle station installed right here, behind the FIA offices.

Admittedly, we’re not all cycling to work just yet, but then the scheme wasn’t ever going to change the lifestyles of a city overnight. That, as we all know, takes a great deal of time, engagement and perseverance. It will be interesting to see how the scheme rolls out and performs against its target of generating 40,000 cycle journeys in London. No pressure!

Despite the teething problems, due largely to those who accumulated hefty bills after renting the bikes for 24 hours (they’re meant for short distances), I think the initiative is a great way to get Londoners more active, more often. It contributes to the recommended 30 minutes of physical activity 5 times a week and not only brings the mental and physical health benefits as with any form of exercise but it is also good for the environment and welcomes an entirely new group of commuters to the activity landscape.

It also promotes very easy access to facility based gyms pre and post work – perhaps an opportunity for our city clubs to increase both membership and frequency?

It helps commuters develop their own active habits and for some, this may be their first step back into activity for a long time. We should support them as they look for a more involved, longer term lifestyle solution which has the potential to drive customers through our member’s doors.

It would be interesting to see if there’s been any peak in spinning classes in the city due to they hype around cycling and the benefits it brings….

The TFL partnership with Barclays is a perfect example of how we can work with large, commercial brands to bring more customers to our industry and put more wind in the sails of Change4Life, as suggested in our TwentyTen Commission.

There’ s still a long way to go in terms of reaching the 20% target and addressing the issue of cycle lanes, lighting, provision of helmets but personally, I can only see benefits for the scheme and I hope to see it roll out nationally. What a great form of transport to have in place for 2012.

A friend of mine who took one of the bikes commented how he felt in his prime again after receiving so many ‘interested glances'... Until he realised, it was the bike they were looking at, not him! It’s still a novelty at the moment, but I will certainly be saddled up, following the initiative as it gains momentum.

FIA Conference and FLAME Awards 2010

Well. FLAME has come and gone and I personally feel that all I want to do is find a hole somewhere and sleep for a week.

A fair number of the 700 plus attendees have told me that it was a great success – complimenting everything from the calibre of the speakers, to the new ‘fruit & food grazing’ feeding arrangements.
For me, it was (as always) great to see and meet up with so many old faces - and new. But what really excited me was the attendees’ hunger for knowledge for information on subjects which, even a couple of years ago, would have only attracted enough people for a five-a-side team, let alone pack a room. Topics ranging from applying psychology to our delivery models, to the importance of data, the value of social media and the whole issue of ‘exercise as medicine’ filled session after session.

Thinking about this, as well as the calibre of FLAME Award winners and runners up suggests that there is a real and very tangible sea change in our industry. Everywhere I looked and every conversation I had gave me the feeling that people are taking everything we do and improving it by 50% - whether it’s the graphics on kit or its phenomenal capacity to record and interpret data: whether it’s new programmes which are reaching deeper and more consistently into communities, or the phenomenal work currently being done by a handful of organisations with GPs and health professionals.

Now, this isn’t a cheap plug for the TwentyTen Commission, but there are pockets of excellence throughout our industry; just think of the contribution we could make to the nation (and our own bottom line), if we collated best practice, shared it and used it as a springboard for improving what we do and how deeply we engage with our respective communities. The catalyst to that is the Commission, but the drivers to that are you.

Thinking about drivers makes me think about ‘Movers and Shakers’ ... wait ‘till you see the pics from the Awards ... think Strictly Come Dancing ... then think John Sergeant!
Need I say more ... I don’t think I should, or there will be no greeting of ‘old faces and new’ next year.

Click here to see a sample of the photo's from the event.

David Stalker, Executive Director at FIA

Being intellectually smart isn't enough

I came across this quote from the book, “Primal Leadership, Learning to Lead with Emotional Intelligence” by Daniel Goleman, Richard Boyatzis and Annie McKee.


“Of all the factors in a company’s control, tuned-out, dissonant leaders are one of the main reasons that talented people leave and take the company’s knowledge with them.”

How many of you lose good people because they’re managed and led by people who have brilliant minds, but can’t make that vital connection with people? How much does this cost the business?

At what point would you like to remedy it?

A co-founder of Talent Smoothie http://www.talentsmoothie.com/, Simon Walker is one of the UK’s leading authorities on Generation Y and how to better understand and lead them. Simon will be giving two presentations at the FIA Conference on July 14th at Cheltenham Racecourse.

Written by Simon Walker

Does big mean your customer service has to suck?

It’s so often big organisations that let us down on customer service, isn’t it. Because their policies are too rigid to fit every circumstance, usually.

So, if they don’t allow the frontline to practise common sense, use some discretion, we, as non-standard customers not fitting the policy, don’t exist and don’t get served.

I’m thinking of the case of the Bank of America customer who was born with no arms, but found himself standing in front of a cashier who said that no, without a thumb print, he couldn’t cash the cheque he wanted to cash. Because that’s the policy.

Bill Taylor, in his Practically Radical blog at the Harvard Business Review (http://blogs.hbr.org/), says that the lesson here is that size, as a strategy in itself, is no longer enough.

Companies get big because it’s a sign of success and it gives them the muscle, the clout, to carry on getting bigger – their buying power increases, economies of scale kick in, suppliers offer them favourable prices, competitors can’t match their marketing power, blah, blah, blah.

But, says Taylor, if you haven’t figured out how to harness the smarts of people that work with you, then you are part of the ranks of ‘big and stupid’ companies. And your days are numbered.

Taylor says: “Pete Carril, the Hall of Fame basketball coach, has a trademark expression that sums up the relationship between size and success. ‘The strong take from the weak,’ he likes to say, ‘but the smart take from the strong.’

“If you can figure out, as Jack Welch [the legendary CEO of General Electric] did, how to add to your company’s muscles without atrophying its brain, then maybe you’re not too big to succeed.”

Written by Phil Dourado

Phil Dourado is one of the UK’s leading analysts and commentators on putting the customer at the heart of business, and uses his insights to help organisations improve their customer focus and get closer to their customers. He is giving two presentations around leadership and customer service at the FIA Conference on July 14th at Cheltenham Racecourse.

The Conference that will take you into the next dimension

Today, I felt as if I was on the flight deck of the Star Ship Enterprise.

Less than a week to go to the Flame Conference and we've just hit the Warp Speed button: the stars have turned into streaks of light: the staff of Star Ship FIA have pinned their ears back and the old bus is rattling as we travel at the speed of light.

I know when we arrive at Planet Cheltenham, the air will be pure and intergalactic attendees (drawn from the four corners of our solar system. The Fitness Way), will be..."Enough!" I hear you cry.

But seriously, as the FIA prepares for the industry's second industry conference, goody bags are being checked, speakers' slides are being double checked and seating plans for the Ball are being poured over.

As for the golf day, judging by the fact that less than 10% of players will be playing off a single figure handicap, whilst over 50% are playing off a 20+ handicap, I can only assume that as an industry, we spend more time at the coal face than we do on the green... or maybe golf is our handicap.

But just like Captain Kirk and all the other starship troopers (or am I mixing my Sci Fi), next week we really will '...go where no man has been before'. The Twentyten Commission's Industry Consultation will be launched. It's ambitious and will have profound implications for ambitions, business planning all seem overshadowed by uncertainty and a certain collective insecurity, it's gratifying to think that we at least, are trying to think rationally about a coherent strategy designed to achieve specific future goals.

But in the short term, some of the country's leading experts will be stimulating us with new ideas for old problems. Think of the power of harnessing those three horses of business- psychology, marketing and communications- and the advantage it could give you.

If your are the Flame Conference next week, I look forward to seeing you.

If you're not...well there's always nest year.

To quote Captain Kirk... I'll spare you. See you on the other side of the Warp Factor.

David Stalker, Executive Director of the FIA

If Curiosity Killed the Cat, Who Killed Business?

Don't know if any of you watch 'Three in a Bed', a documentary series in which three bed and breakfast owning couples visit each other's establishments and pay what they believe the experience is worth.


At the end of the programme, one couple wins based on how much they get paid in relation to the price they normally charge.

Anyway, the other day there was one couple who did nothing but criticise and look down their noses at everything that was offered them.



On more than one occasion the husband was heard to declare, “I've been in this business for 45 years, and blah, blah, blah.” You'll be delighted to hear that they came last, the other two couples having decided to pay them only 73% of their bill. Ouch!

And as I listened to him, an old phrase came back to me that I haven't thought about for a long time.

“So is that 45 years experience, or one year's experience, repeated 45 times?”

Whenever we think we know our business that well.

Whenever we begin to think there's nothing more to learn.

Whenever we believe that our experience of our business is more important than our customer's.

That's the time to shut up shop and retire to somewhere where we can do no more harm.

One of the industry’s favourite presenters, Tim Fearon has over twenty years of working in results-driven corporate environments. He will be presenting at the FIA Conference on July 14th in Cheltenham.

Tim Fearon, Owner of the Extraordinary Coaching Company

Learning From the World Cup

Given the fact that management gurus always turn to sports and the army for lessons on management skills and maximising team performances, I wondered what lessons we could teach ourselves ...and save £000s on consultancy fees.

We have our own world cup to work towards – being more than a bit player in the delivery of healthcare strategies.

Like England, we have qualified with flying colours – just think of the use of the FIA logo on the Let’s Dance with Change4Life posters and ads.



Like England, we are rich in talent, creativity and commitment.... who is our Joe Cole? Wait for the announcement of the winner of the Future of FLAME Awards!

Like England we have a good management team in place: the TwentyTen Commission highlights the fact that they have a clear strategy about where they want to take Team Health & Fitness.

So how can we prevent the confidence and performance collapse which always seems to haunt our country teams?

Is it a management issue? Is it a skills issue? Is it a recruitment issue - i.e. we do not attract and keep the best talent? Is it a selection issue - i.e. reward, recognition and promotion? Or is it a bit of all?

I have no answers, only questions. If I did have the answers, I would probably be called Davio Stalkero and be paid £6m a year..... Mind you, some might argue that our Fabio doesn’t have all the answers either.

So let me close with two simple questions:

• How can we ensure that we do not squander the great opportunity we have earned to play in the final rounds of our own world cup?

• Will our boys in white lift that trophy on July 11th?

Answers on a postcard please

David Stalker, Executive Director at the FIA

The W[H]ealth of the Nation

You can almost hear the drum-roll around Whitehall as the Chancellor of the Exchequer sharpens his axe for another round of cuts and bloodletting next week. The emergency budget is due to be released at 12:30 on 22 June. It’s likely to be pretty brutal.

Popular initiatives in the sector such as Free Swimming have already been cut while others are under real threat. To put it into context, the £40million saved on Free Swimming is less than 0.0004% of annual spending on healthcare. Whilst Change4Life is likely to scrape through and live another day, many other perfectly worthy projects are going to go to the wall.

We have already seen accusations in the press that physical activity promotion roles are “non-jobs” and in the first line of cuts. We have also began to see the spending of the Department of Health come into question; when other departments are seeing between 15-30% cuts, is it right that health escapes the firing line? Simon Heffer, hardly a Cameroon but a recognised big beast of conservative thought argued as much in the Daily Mail.

Real leadership is needed around public health and physical activity policy. When we are cutting the amount spent on troops on the front line, you can be sure that segments of the media are going to have a field day on a campaign to get the nation walking. Someone is going to have to be ready with the response to this criticism and stand up to the criticism.

All the indications are that the new Secretary of State Andrew Lansley is the man for the job.

Convinced of the importance of public health, Lansley is not an easy man to shake off his strategy, as was seen by his guarantee from Mr Cameron of the position of Secretary of State.

Fundamentally, he has a very strong case. Without addressing the health of the nation, you can never enhance its wealth. We spend over £100billion per year on healthcare. This is double the 1997 level. Yet demand on healthcare continues to rise. This can not continue. It might not be this Parliament but probably the next which is presented with a choice as to whether a health service remains free at the point of use.

Public health and physical activity in particular, is critical to containing demand on healthcare. Whether it is the aging, fattening or sickening society, physical activity can have an impact and savings can be made.

Currently, physical inactivity including direct costs of treatment for the major lifestyle-related diseases, and the indirect costs caused through sickness absence – has been estimated at £8.2 billion a year.

Furthermore, the direct cost of workplace absenteeism due to preventable illness is estimated at £13.2bn whilst combined with the direct cost, the UK lost £19.9bn to preventable absence in 2007.

Take a few examples. Stroke is the third largest cause of death in the United Kingdom. Over 130,000 strokes occur every year. There are 300,000 people living with a disability as a result of stroke in the UK. The overall cost of Stroke to the economy, including direct & indirect care costs and loss of productivity, is £7 billion a year. Preventing just 2% of strokes that occurred in England could save £37 million within a year. Even just moderate physical activity can reduce the risk of stroke by up to 27%.

There are currently over 2.6 million people with Diabetes in the UK with a further 500,000 cases undiagnosed. Diabetes UK estimates the cost of Diabetes to the NHS at £9 billion a year. The Department of Health, ‘Be Active Be Healthy’ physical activity strategy states that physically active individuals who meet the Chief Medical Officer Guidelines have a 33% reduced risk of developing Diabetes. Therefore, moderate physical activity represents a possible £2.33 billion saving for the NHS.

3.4 million adults in the UK suffer from Coronary Heart Disease. This costs the UK healthcare system around £3.2 billion a year and the overall economy nearly £9 billion a year. According to guidance by the National Institute for Clinical Excellence 35% of CHD is caused by physical inactivity. Moderate levels of physical activity could save £1.5 billion a year.

These are serious numbers and even the Treasury will recognise their significance. Whether it is containing demand on healthcare, helping people to be more productive in work or simply helping people back into work, physical activity has a major role to play.

If we want a wealthy nation, we better make sure it’s healthy first.

Steven Ward, Director of Public Affairs at the FIA

TIME TO RE-IMAGINE THE INDUSTRY?

A recent white paper entitled The Future of Fitness written by Nielsen/Synergia and sponsored by Les Mills, explores some key demographics and trends that may shape the industry going forward.


This report is a fantastic read for those of us who think that the future of the industry is limited only by its ability to re-imagine itself (as the leadership guru Tom Peters would say).

Here are a few interesting thoughts:

The Future of Fitness authors put it like this: “It is no exaggeration to say that many consumers will expect all their experiences, including fitness, to deliver ‘what I want, when I want it, and where I want it – oh, and I may want it differently tomorrow’.”

Les Mills CEO Philip Mills concurs, adding that tomorrow’s consumer will want fitness shaped around them, and they will therefore ask our industry to become much more customer-centric.

I think he is right, except they won’t be asking, they’ll be telling.

In a society that is increasingly shaping itself around individual preferences, it would be incredibly naïve to think that the commoditised gym-based model that dominates the current fitness landscape will be anywhere near robust or flexible enough to meet consumers’ needs in a few years time.

With this in mind many of speakers at the FIA Conference – including Phil Dourado, Tim Fearon, Derek Barton, Paul Bedford, Pete Cohen, Simon Walker and Ilona Boniwell – will (at one level or another) be challenging the industry to think differently about the way it presents itself.

In fact the whole event is designed to make delegates question what they are doing and why.

If, as the report suggests, we can’t even take for granted that solving the growing health problems of ageing, obesity, heart disease and diabetes will provide a robust future for the industry then where do we go from here?

Well, the report says there are a number of groups that should appear on the fitness radar in the coming years, if they aren’t there already.

These include those who simply don’t like exercise (dubbed the “Activity is not for me” group). Nice as it is to think that we could change the mindset of the average couch potato, we have failed miserably so far and I see no reason for this unhappy state of affairs to change any time soon.

Then there is the “Activity for Fitness’ Sake” group. Actually we already have these people in our facilities but the report says that holding on to them will not be easy. We are going to have to think creatively about how we package and deliver the fitness product just to keep the members we already have - but it can be done.

The “Play Drives Activity” group is interesting in that these people will demand something from us that is a lot more exciting than the current fitness experience. According to the report, this will happen as a result of a fusion between games, sports and dance that will create activities that are driven by “fun, pleasure and sociability – not by effort and hard work.”

The “Activity Offers Something More” audience consists of people who want to live out their values and are seeking a better quality of life physically, mentally and spiritually. In order to reach this potentially huge group, advanced operators (or maybe new operators) will need to take a much more holistic view of the fitness proposition by expanding their offering into areas as diverse as brain training to life skills, which can be offered at the club or online.

We live in interesting times.

See you at the FIA Conference is being held on Wednesday July 14th at Cheltenham Racecourse.


Tim Webster

Consultant at Fitness Professionals

New Government – New opportunities

According to the Times, the health and fitness industry enjoyed its 10th consecutive year of growth and we are now a £3.8bn industry with over 7.4m members (data sourced from the State of the Industry Report, compiled by the Leisure Database Company on our behalf).


That is one hell of a record, given the last 12-18 months. What highlights the significance of this achievement is the other news surrounding us in the Times’ leisure sector roundup. It included the collapse of Buddha-Bar, London hotels attacking the Mayor on a tax issue which will impact their business and the continued growth of Paddy Power. The good news is that gambling and our industry are OK, but the bad news is that the rest of the leisure sector is in deep pain.

In the same week we (i.e. the FIA) have also had very fruitful meetings with the Department of Health and key players in the food and drink industry.

So what does all this mean? Perhaps we can allow ourselves a small cheer of optimism – despite it being probably the most challenging trading conditions in recent memory.

Much has been said about the need to attract the right talent into the industry and up skill the operators who have produced the enviable record of 10 years of consecutive growth – actually, some believe that it is more like 29 years of consecutive growth, but we don’t have the data to back this up – so, despite the urgings of the PRs in our midst, we cannot make that claim.

But, with a new administration in Downing Street, our thoughts automatically turn to the future; to the next 10 years. The question is not ‘will we sustain that growth record’, but HOW will we sustain that growth record?

What does our industry have to offer UK plc and its new management team? Health is obviously key. The TwentyTen Commission points us to skills and new programmes (especially programmes which deliver our ‘Exercise as Medicine’ ambitions). To break through our 12-15% glass ceiling, we will obviously have to engage more effectively with our local communities. But how? Who? Where ie beyond the gym)?

These are the questions which keep me awake at night – these and who will win the World Cup; will Dillon ever learn to heel; will I ever recover from my jaunt up the seven mountains of the world in aid of Help for Heroes.

These are exciting times for our industry. These are challenging times for our industry. But would you want to be anywhere else?

David Stalker, Executive Director at the FIA

FIA Annual Golf Day

Competition = rivalry for supremacy. A definition that is brought to life by the FIA’s Annual Golf Day, teams will compete in a desperate struggle of stamina, strength and pure skill, scrabbling through treacherous forestry and swampland, all to win the most coveted of titles… Best Dressed Golfer.

No really, quite on the contrary, whilst the golf day does appeal to the competitive nature of our industry’s finest, it additionally provides a great opportunity to spend the day with some people that you perhaps don’t know so well but maybe should! The emphasis will be on fun, relaxation, socialising and golf of course.

However, if you’re anything like me then the alternative to 18 holes of greenery, lakes, sand and funny metal sticks may appeal -

We will be offering the chance to dip your toe into the world of golf with a focused golf pro clinic. There will be a maximum of 12 participants per clinic, ensuring you will receive adequate personalised attention to make you the next Tiger! You’ll then stop for lunch before popping around the corner for an indulgent facial, back, neck and shoulder massage before spending the rest of the day in the spa (I feel relaxed just thinking about it).

The Golf Day this year takes place at the Lilley Brook Golf Course in Cheltenham, designed by Dr Alistair Mackenzie (designer of the Augusta course). Lilley Brook describe their course as being “an aesthetic and strategic mix of pleasures for both the eye and the mind”, featuring some beautiful wildlife; red maples, Indian bean trees, walnuts and oaks. Here’s a little tip for success…

On the 12th hole (a 397-yard par 4 that sweeps uphill to the green), keep your tee shot to the left of the fairway to have the best angle into a green which slopes wickedly from back to front!

There is still time to get down the driving range and perfect your swing for this beastly competition – there’s no excuse for coming last… And if you do happen to lose, our after dinner speaker Bob “The Cat” Bevan will be quick to point it out!

The Awards Dinner in the evening will recognise and showcase the high achievers of the day – surely motivation enough to start practising?

I look forward to seeing the best of the industry fighting it out in their Burberry and Callaway on the 13th July! To book your place now click here.

Hayley Bevan
Events and Sponsorship Manager
Fitness Industry Association

NEW EHFA BOARD

Once again elections are on my mind.


No not the gladiatorial spectacle on TV – fascinating as it is – but something far more humble.

I was recently elected onto the EHFA Board and I started to think about what my manifesto promises would look like as a ‘deliverable’. I am realistic enough to know that my presence on the board is a reflection of my position at the FIA and not a testimony to any political machinations. Therefore, what are my goals.

As a representative of the UK health and fitness industry I think they are twofold:

- How can we, as a UK industry, benefit from a European health strategy, in much the same way as we have from the UK one

- Think MoreActive4Life, Let’s Dance...., Know your Limits, Fit 4The Future, etc

- How can our European peers benefit from our learnings in the UK.

The reality is that the health agenda is as important to Europeans as it is to us and European politicians are as desperate to find a pathway to a healthier Europe as ours’ are. Therein lies our opportunity.

We have much to share and much to learn – which is why I am quite enthusiastic at the thought of my quarterly jaunts into a market which is not only bigger, but far more complex than anything I can even envisage. But think of the upside. Imagine what impact a European Change4Life could have on the value and reputation of our industry – in this country and across Europe.

Imagine the impact on a healthcare sector which still contains luddites who either don’t or rarely acknowledge/appreciate the value of exercise in the ‘healthcare-mix’.

We know that we have a huge role to play in both (health) prevention and remedial strategies... my challenge is to be part of the Executive to take that message to politicians who are committed to developing long term strategies and healthcare professionals who need convincing.

Small ambition then!!

Finally, speaking of remedial issues, a quiet and unashamed plug for a hair brained initiative I’m involved in - Help For Heroes, the charity set up to help returning servicemen and women wounded in Afghanistan and Iraq, need your support (read ‘money’). A team of six misled and over ambitious people plan to ‘climb the equivalent of seven of the highest peaks on the seven continents’ in just 24-hours.

This attempt to climb 6,250 feet an hour.... on a VERSA CLIMBER might be ill conceived for a man in his forties, but it is for a very good cause. So please do support us to sign up or find out more just visit http://www.justgiving.com/davestalker.

David Stalker
Executive Director
Fitness Industry Association

Help for Heroes

Every now and then we agree to do things because we believe ‘we should do’ rather than because ‘we can do’.


I will be 1 of 6 (the oldest) who will attempt to climb the equivalent of the seven highest peaks, of the seven continents, in just 24-hours, that’s over 150,000 ft in 24 hours on the versa climber! For those who don’t know the machine, it will be similar to going up a ladder with a full ruck sack on your back for 4-6 hours!

A momentary lapse in my sanity but it's for a good cause - Help for Heroes,  the charity set up to help the wounded servicemen and women returning from Afghanistan and Iraq. So please do support us. Our feat will be great, but it is nothing compared to the physical and mental traumas faced by the brave and sometimes broken heroes on their return from the battlefront.

Please sponsor me here - http://www.justgiving.com/davestalker.

David Stalker
Executive Director
Fitness Industry Association

OUR CONSTITUENCY

I was watching the election coverage on the News last night and listened to all the bright new futures each politician was selling me – but they also offered me pain.

This was followed by a piece on MPs expenses and I realised that this was a sad microcosm of our own world - and every sales environment the length and breadth of the land.

Like prospective Prime Minsters, we promise a ‘bright new you’, but we also warn prospective members/users that “There’s no gain without pain”. Then sometimes, unfortunately it all goes sour because, like politicians, we either ‘misrepresented the truth’, stopped listening, stopped thinking about our constituency or even, started innovating (read legislating) without thinking about what ‘they’ wanted.

Maybe our politicians need a Code of Practice which, like the one developed by us (the FIA), is designed with the end user in mind. Perhaps the House should appoint a team of independent experts (think Active IQ, who have just been appointed to audit, assess and approve our Code of Practice). Or maybe I shouldn’t take my work home with me.

But I do know that we lose sight of our constituency at our peril.

David Stalker
Executive Director
Fitness Industry Association

In Praise of Gen Y

Having read Tim's last post, I was chatting to a client recently and we were reflecting on how amazing some of our Gen Y colleagues and friends are. We both confessed to feeling a little envious at times. A touch of the "I wish I had been that confident, capable, wordly... at their age."

I reckon these feelings are pretty common. Here is a generation who see fewer barriers in their lives, they tend to have more confidence in themselves and what is possible and they have much broader horizons on the world because of the internet and the fact they connect so easily with people around the world.

I think it is understandable if the older generation occasionally feel a little envious, jealous, resentful even. I often hear comments like "I had to work my way up the ladder, why do they think they shouldn't have to", "they are far too confident - verging on the arrogant", "they just expect things too easy."

I sometimes detect a mixture of resentment and a desire to put Gen Y in their place. Yet on the other hand there is a realisation that their talent and confidence are marvellous assets that present a huge opportunity for employers.

I think the healthy and productive attitude is to accept the negative feelings as understandable, but to move on and look at the assets that all the generations bring to the workplace.

The key is for each generation understood the others more: their intentions, passions and strengths. It's not for Gen Yers to 'stay in their place'; it's for them to challenge the status quo, come up with new ideas, question old assumptions.

It's uncomfortable for us Xers and Boomers but great leadership is about allowing and encouraging that whilst mentoring and guiding when necessary.

Note to self: remember that when next talking to amazing, accomplished and inspirational 23 year-old.

Simon Walker
Co- founder
Talent Smoothie

A co-founder of Talent Smoothie, Simon Walker is one of the UK's leading authorities on Generation Y and how to better understand and lead them. Simon will be giving two presentations at the FIA Conference on July 14th at Cheltenham Racecourse.

To find out more about the conference and to book your place with an Early Bird discount visit the FIA website or email flame@fia.org.uk.