The Fitness Industry Association Blog

Sprinting into 2012

2012-01-20T09:23:00.001-08:00

Well, our Olympic year is finally here. And whilst it we may only be three weeks in to January, it’s all systems go at the FIA, where we already have lots to look forward to over the coming months.

Amid the predictable media flurry of January fitness fad stories, the FIA has sprinted into the new year, with the nationwide launch of a health and wellbeing programme with a difference.

A fantastic corporate partnership kicked off this month between the FIA’s Shift into Sports programme and the UK’s largest entertainment and communications company, Sky - a partnership that delivers a newly engaged audience to health and fitness operators across the country.

We launched Shift into Sports in 2010, in partnership with Sport England, the Mayor of London, Addison Lee and our technology partner Haulmont. The programme offers sport and fitness activities supplied by FIA members, at reduced cost and off-peak hours to suit shift workers. The involvement of Sky now takes this nationwide – rolling the programme out to nearly 17,000 Sky employees.

It really is a win—win situation for all: employees can access brilliant fitness deals which fit around their shifts; their company benefits from happy, healthy and productive employees as a result and FIA members gain the opportunity to increase their footfall during off-peak hours.

Partnerships such as this will be key to the work of the FIA and our industry over the coming year, as all eyes turn to the UK to see whether we can deliver on ambitious Olympic legacy targets. Watch this space for announcements about future projects and partnerships which will mean we can rise to the challenge.

This month we also announced the dates and venues for the FIA’s annual Flame Conference, which will take place on 27th June. Any previous Flame Conference delegate will tell you – this is an event not to be missed! This year Flame is coming to Sheffield – where the magnificent Magna Centre will host the main conference. Of course, there is also the FIA Golf Day on 26th June (start practising that swing now!) and the Ball of Fire – I am already looking forward to being on stage to announce the winners of this year’s Flame Awards.

Finally, as the now world-renowned and instantly iconic London 2012 brand takes over the UK as the Olympics hots up, the FIA’s rebrand exercise will be in full swing, as we look to better position ourselves for what the physical activity sector can achieve in 2012 and beyond.

I hope you will follow myself and guest bloggers from the FIA team over the next 12 months. You can also join me on Twitter and LinkedIn – remember folks, the future is digital!

Are you the crème de la crème?

2011-12-16T03:43:00.000-08:00

There is only a week left to get a 10% early-bird discount on entry to the FIA & Matrix Flame Awards 2012. Have you entered yet?

Established in the 90’s and receiving more and more entries year on year, the longevity and desire to win a Flame award is plain to see. But what is it that makes these the hottest awards in our industry?

Delivered by the FIA for over 15 years, the Fitness, Leadership And Management Excellence (Flame) awards are our crème de la crème industry awards that recognise excellence and best practice within the health and fitness sector.

The strict Flame award criteria and in-depth three stage Flame assessment process offers clubs and centres a rigorous independent business assessment to help benchmark their facility and honour the people who make such a profound contribution to their communities and organisation.

The assessment process may be tough going but this gives the Flame awards their credibility and therefore any club or facility who succeeds in getting a Flame award knows that they are delivering the best quality service in their category.

The 2012 FIA and Matrix Flame process encompasses; stage one qualifying information through an online entry form and participation in a Net Promoter Score (NPS) survey, stage two, the formal assessment through an onsite visit by an independent auditor, Leisure-net Solutions in partnership with Right Directions and stage three a customer satisfaction survey. The winners are announced in front of a large audience of over 800 industry peers at the prestigious Ball of Fire at the Flame Conference in the summer.

You may have seen that earlier this year the Health Club Awards, run by HCM and the National Fitness Awards, run by Workout magazine were launched. These are consumer awards voted by members, which are valid in their own right but do not follow the in-depth and diverse Flame award assessment process.

To enter or to find out more about Flame, visit www.fia.org.uk

Together we can build an Olympic health legacy

2011-12-02T01:56:00.000-08:00

I am still on a high following the great success of the FIA & IMSPA Industry Summit: Winning in 2012 and Beyond, which was held at the Congress Centre in central London this week.

Over 350 delegates from 241 organisations came to discuss, debate and network with their industry peers, and I am happy to say that the venue was buzzing throughout, as we engaged on the subject of working together as an industry to create a health legacy post 2012 Games.

As I mentioned in my previous blog, we were lucky enough to be joined by a great selection of high-profile guest speakers from the worlds of sport, fitness, politics, medicine and economics.

Highlights of the day included the brilliant John Inverdale, who expertly hosted proceedings, an announcement from the Public Health Minister Anne Milton about the Government’s national ambition for physical activity, and a fascinating talk from the Chief Medical Officer for the Olympics and Paralympics Dr Richard Budgett, who provided an insight into looking after our athletes as well as our nation’s health during and after the Games.

Also, for the first time at an FIA event we had a Tweet Wall, which was a tremendous hit. Over 200 Tweets were sent in the run up to and during the event with the hash tag #LegacyReady. I hope that you will continue to keep in touch with me and the FIA team using #FIA and #LegacyReady to tell us how you are preparing for 2012.

The theme of partnership was highlighted by all of the speakers, and I look forward to the FIA collaborating with new partners in both the public and private sectors in the New Year. The next twelve months really will be key for establishing priority status for our sector on the political agenda, and we must all work together to achieve this.

With 40 million adults in the UK still not taking part in just one 30 minute session of exercise each week, we really do have our work cut out; but I am game for the challenge, and I hope that you are to.

The feedback on the Summit from those who attended has been extremely positive, and we look forward to welcoming this year’s delegates and plenty of new ones as well to our next Summit and other key events in 2012.

Be part of the health legacy – join us at the Industry Summit

2011-11-08T01:07:00.000-08:00

Did you know that ever since the modern Olympics started in 1896 there has never been a health legacy? Maybe not so surprising during the 1800’s/ early 1900s but nothing within my lifetime? Nothing from Beijing, Athens, Barcelona or Sydney? I find this most surprising, but also am itching to change it - to change history and make the UK the first country to host the Games to be health legacy ready.

This is why, in partnership with IMSPA, we are running the Industry Summit “Winning in 2012 and Beyond”, which will showcase how, by working together, the UK health and fitness sector will do what has never been attempted in the past and create an active nation post Games. And, although I don’t like to name drop, with the list of high profile speakers already attending, the summit is an opportunity you cannot afford to miss.

Ok, so I lied…surely the odd name drop can’t hurt, so to name a few, guest speakers include;

Rt. Hon. Anne Milton MP - Public Health Minister
Rt Hon Tessa Jowell MP - Shadow Olympics Minister
Richard Lewis - Chair of Sport England
Miles Templeman - Chair of the Institute for the Management of Sport and Physical Activity
Dr. Richard Budgett OBE, Chief Medical Officer for the London 2012 Olympic and Paralympic Games.

Not to mention that the event will be hosted by TV and radio sports broadcaster John Inverdale - you must have seen him on the telly while enjoying a rugby match or two.

In summary, everyone who is serious about their own 2012 strategy and a sustainable health legacy for the nation should attend. So I look forward to seeing you on the 29th November at the London Congress Centre to tap into the knowledge and expertise of our speakers and drive the health of the nation. So what are you waiting for - book today

FIA at LIW 2011

2011-09-23T08:53:00.000-07:00

This year’s LIW was abuzz with activity and camped at the heart of hall 19 was the FIA team.

At times, the was a sanctuary of calm for members to meet, and at times members and non-members were clambering over each other to reach us… or was that the bar at the drinks reception? Whatever your reason for coming over it was great to see so many familiar faces and some new ones interested in becoming FIA members!

As hinted in my last blog, I opened the show, (although it may have been stolen by Wenlock and Mandeville) with the launch of ‘Our Greatest Team' - the Industry's new Olympic & Paralympic Initiative.

I truly believe that since this is the only time, in our lifetime, that the Olympics and Paralympics will visit our shores, the impact on our country, our economy and our industry will be phenomenal. ‘Our Greatest Team’ has the potential to be the landmark industry initiative which will propel us into the hearts and minds of every consumer’s health and wellbeing consciousness. So what are you waiting for…pre-register now to be part of the movement.

Of course the Games are not the only exciting event happening next year – launched at LIW, the 2012 FIA & Matrix Flame awards are now open and with some new categories thrown into the mix, we look forward to even more, and an even better level of entries.

Across the three days, the LIW seminar programme and range of Q&A sessions provided thought provoking discussions. CMO John Searle continued to ‘infect’ us with the benefits of physical activity in the prevention and management of diseases and it was great to hear that the industry is really benefiting from our Code of Practice with examples from across the sector.

We hope your time with us at LIW answered your questions and you can now go away, enthused to get more people, more active, more often throughout the autumn. Remember we are never more than a click or phone call away so visit us online or contact the team.

Get Set Go for LIW 2011

2011-09-16T09:07:00.000-07:00

- David Stalker -

Tuesday – Thursday next week sees the return of the biggest annual event in our sector – Leisure Industry Week 2011. Based at the NEC, LIW is a fantastic opportunity to catch up with new ideas, suppliers and the wit and wisdom from those in the know… myself included!

This year, my keynote speech will focus on a major industry opportunity…clue: it might have something to do with the greatest sporting event in history. The other exciting news is the integration of Quest and our Code of Practice, as well as updates on industry wide initiatives such as Shift into Sport (a Workplace Activity programme), Data and Consumer Insights and the skills agenda.

This year’s seminar theme is "Exercise is Medicine Too!” and I’m pleased to welcome the industry's leading experts - including Prof. Alfonso Jimenez, Ben Jones and our very own CMO John Searle. The agenda: the role of physical activity as a routine part of the prevention and management of diseases.

The sequel to last year’s successful IOU seminars and, based on the feedback received, will be an even bigger and better programme for FIA IOU members. The wide ranging seminar programme, which reflects your interests/requests, will help you enhance your business offer.

Finally, the epicentre of the show must be the FIA Industry Lounge, staffed by our team trained to provide you with all the answers to everything related to physical activity, the 2012 Flame launch, Shift into Sports and best practice – if they don’t have the answer, then they’ll know the person who does. Tim Waller, from Right Direction will also be hand to answer any questions around Quest & the Code of Practise.

So please pop over and see us, in the centre of the Fitness Hall (Hall 19)…..and, pre-register to enjoy the FIA drinks reception with a glass of wine (or two) and a touch of jazz.

If you think ‘..there’s so much to do and see and not enough time to do it all…’ don’t worry, check out the new free smartphone app…. developed specifically to help you get the most out of your LIW.

For more info on all the FIA events visit our website, or ask the FIA team or myself

We‘re all looking forward to seeing you.

My plans to prove Exercise is Medicine at LIW

2011-09-16T08:28:00.000-07:00

- John Searle -

As anyone who has read my blog before will know that in my role as Chief Medical Officer I work to bridge the gap between the fitness sector and medical profession and ultimately establish exercise as part of the routine prevention and management of chronic disease.

I am pleased that we are making progress with both of these aims, however it is important that we take time out to remind our members and the wider physical activity sector of what every club can do in their own local community to work with the health service…………….and what better place to talk to the industry than LIW?

This is why I will be working with Prof. Alfonso Jimenez and Ben Jones to deliver the FIA’s “Exercise is Medicine” seminar! The seminar has not come about by chance rather we have carefully selected our topics and speakers based on what the sector needs to do in order to move forward. From when I first took the role as Chief Medical Officer and even when I first trained as an exercise professional it seemed clear that there were three areas (at least) where we needed to concentrate our efforts:

· The role of exercise (and the fitness sector) in the prevention of disease

· The delivery of exercise in the management of chronic disease

· How to adapt our programmes & professionals to work with patients

Alfonso will kick the seminar off and will answer the first question with some in disputable evidence. Since the 19^th century we have known about how exercise is essential to maintaining a healthy lifestyle and this has been proven in a number of peer reviewed journals, however there is little on how the fitness sector is effective in delivery it. In short during the journey from the laboratory to the gym floor we seem to lose our evidence base and then struggle to convince commissioners of our ability to create long term physical activity change. Alfonso, will explain how the work of the newly created FIA Research Institute with the University of Greenwich is set up to change the evidence base, and how operators can get involved.

I will follow Alfonso (no easy task), and will discuss an issue I am very familiar with – the delivery of exercise in the management of chronic disease. For the last 10 years I have used a structured exercise programme to help manage my own Rheumatoid Arthritis, and I have also delivered exercise for my own patients with chronic disease, and most recently I have chaired a group with the medical community, the Joint Consultative Forum, attempting to develop National Standards for Exercise Referral.

This leads nicely into the final presentation to be delivered by Ben Jones. I first met Ben when he delivered my training to become a personal trainer many years ago, and he has been involved in writing training programmes to enable professionals to work with patients ever since. Ben is a founding member of the Joint Consultative Forum and will explain how professionals must change their communication, planning, and programmes when working patients. Patients expect a different service to the traditional gym user so we need to deliver one, and Ben will tell us how.

Lastly, we will all be on trial as Technogym will conduct a panel session and get things started with a few case studies showing what the fitness sector can do!

I hope to see you at 2pm on Tuesday 20^th, so we can review the progress made and more importantly plan for the future.

If you any questions regarding the details of the event please visit http://www.liw.co.uk/education

Winning In 2012 and Beyond

2011-08-15T08:54:00.000-07:00

-David Stalker-

2012 is a year of challenge and opportunity. Many in East London have been wondering what the giant polo like structure is which is being built, along with a building with a funny uneven roof. I can now reveal to those people that Great Britain will be hosting the Olympic and Paralympic Games next year. These odd looking buildings are the venues which athletes will be competing to get a metal disk. In seriousness, it is undoubtedly the greatest show on earth and should inspire the nation to be more active. This is the opportunity.

The challenge we face is when the impact of public spending cuts hits the country in real terms. As the consequences of obesity and other chronic conditions related to living unhealthy lifestyles continue to escalate, this will be felt across the health service and in public services across the country. The new coalition government has set about developing its ‘Big Society’ idea, with all aspects of society playing a role, whether it is businesses through the Responsibility Deal for Public Health or individuals being encouraged to volunteer in their local communities.

The theme of the FIA Industry Summit this year is ‘Winning in 2012 and Beyond’. Our enthusiastic industry wants to use the Games to inspire more people to be active, but this comes at a time when there are massive changes to public funding structures, which will not only affect those services, but will also affect people’s pockets. The Summit will hear from a number of speakers who will highlight the potential from the Olympic Games, provide political insight into legacy in the context of current government policy, and highlight how local communities can get involved in the Games.

The Games have long been identified as an opportunity for the sector to come together and deliver a big impact physical activity legacy. What can we do to realise this is the short term before, during, and after the Games? How can we manage this opportunity in the current climate?

On the 29^th November we will be welcoming speakers to address you including the Chief Medical Officer for the Olympic Games, Dr Richard Budgett OBE, and the Public Health Minister, Anne Milton MP. It has never been easier to book your place, email sammi@fia.org.uk .

Inspired to attend and see how you can light your Olympic torch? Interested in what the impact of new government policy will mean for you? 2012 will be an exciting time. Come join us in 2011 to find out more.

Dr. John Searle OBE, discusses the latest draft of the Professional and Operational Standards for Exercise Referral

2011-07-20T02:50:00.000-07:00

-Dr. John Searle-

FIA Chief Medical Officer and Chair of the Joint Consultative Forum, Dr. John Searle OBE, discusses the latest draft of the Professional and Operational Standards for Exercise Referral, and what he is hoping to achieve through the consultation.

The consultation on the Professional and Operational Standards for Exercise Referral has been live now for a couple of weeks, however we have been working on this for much, much longer. Those of you who regularly read this blog will know that work to establish the Joint Consultative Forum began almost two years ago!

In late 2009 we started negotiations with the Royal Colleges to establish a forum investigating an area of medical practice that does not often feature on the medical undergraduate curriculum, nor high on the priority list of GPs. However, we presented the evidence why establishing exercise in the prevention and management of chronic disease, and should be a priority for all GPs. After much negotiation the forum first met in the Summer of 2010 and less than a year later I am delighted that we are now seeking the views of the fitness sector and beyond on new Standards for Exercise Referral.

From the very first meeting of the Joint Consultative Forum, Exercise Referral has always been viewed as the logical first step for our work. From countless articles in peer reviewed journals we know that exercise is effective in the management of chronic disease, however we also know that NICE states that Exercise Referral Schemes are not effective and shouldn’t be commissioned unless for research purposes………….so this begs the question what is wrong with the delivery of exercise in the management of chronic disease.

I must say that I have witnessed countless examples of where exercise referral schemes improve the management of chronic conditions, a patient’s quality of life, and establish long term physical activity. However we need standards which assure commissioners of health services & treatment that all individuals within an exercise referral scheme are working to a common standard and I hope this is what the Professional and Operational Standards do!

The Professional and Operational Standards for Exercise Referral define the process, delivery and the evaluation of exercise referral services using current evidence so that auditable and comparable outcomes of services can be produced. We have not written the standards with tunnel vision ignoring what has come before, rather we have learnt from the lessons of 2001 National Quality Assurance Framework and the 2010 British Heart Foundation Exercise Referral Toolkit.

The standards set out the minimum requirements for:

• Risk stratification of patients

• The assessment and measurement of patients – how to measure physical activity, quality of life etc

•     Communication between patient, exercise referral instructors, and doctors

•     Sustaining long term physical activity through exit strategies

•     Record keeping, liability and medico-legal considerations

•     Reporting to commissioners

The standards will mark a change for many exercise referral scheme. However we are not expecting things to change overnight. I have no doubt that in time the detail outlined in the standards will no doubt form the basis of what commissioners look for before signing off on any exercise referral schemes.

So the consultation is your first opportunity to shape the future of exercise referral and I hope you will all take it, to read the standards click here, and to tell us what you think about them click here.

And the winners are............. FIA & Matrix Flame Award Winners 2011

2011-07-15T05:11:00.000-07:00

- David Stalker -

Following months of scrutiny from the judges, I was delighted to announce the Winners of the FIA & Matrix Flame Awards 2011 on Wednesday evening at the Ball of Fire in Telford, before an audience of over 800 people. I hope all that came enjoyed the evening.

The Awards celebrate excellence and honour those who make a profound contribution to the industry, both through their organisation and community.

Attracting a record number of submissions and with more awards up for grabs than ever before, this year’s entries were of a calibre that we should all be proud of. In some cases, the difference between winner and runner up was just a fraction of a percentage point. As well as endorsement of the industry’s representative, the award winners will now reap the rewards of what has become a great accolade. Well done to all the winners!

The winners were:

Club of the Year (Under 1000 Members)
WINNER: Breadsall Priory, a Marriott Hotel and Country Club

Club of the Year (1000-4000 Members)

WINNER: Chartham Park Golf & Country Club

Club of the Year (Over 4000 Members)

WINNER: Lichfield Golf & Country Club

Centre of the Year

WINNER: Rainbow Leisure Centre

Educational Club of the Year

WINNER: Ethos Sports Centre, Sport Imperial

Corporate Club of the Year

WINNER: Nuffield Health RBS Fitness & Wellbeing Centre

Health Club Operator of the Year

WINNER: LA Fitness

Leisure Centre Operator of the Year

WINNER: Everyone Active (formerly SLM)

Future of Flame

WINNER: Bob Halls

Spark of Innovation

WINNER: William Gregg VC Leisure Centre, DC Leisure

The Award Ceremony took place following our Annual Conference at the Telford International Centre around the theme of ‘Creating Connections’.

Great people, great event, great work. What a fantastic week! We should all be proud.

What’s all this about then…

2011-07-05T05:08:00.000-07:00

-Carl Bennett -

With all these changes going on within the NHS and Local Government, at a speed never before seen, you could be forgiven if you feel as if you are in the slow lane. There have been so many announcements recently, and I have to say this, so many U turns, one could be feeling a little off the pace. With the changes in the NHS taking a warp speed approach how best can we keep up with what the changes might mean for you as an individual and you as a leisure sector professional?

There have been 2 key announcements in recent weeks. One relates to the Future Forum Report – here

http://www.dh.gov.uk/en/Publicationsandstatistics/Publications/PublicationsPolicyAndGuidance/DH_127443 and the other is the Governments response to the FFR (available a little down the page linked above).

It seems as if the main points of the suggested NHS reforms are continuing and in some areas Consortia led health systems are already in shadow form and working with PCT colleagues to embed the changes proposed by Andrew Lansley ahead of the 2013 key time point.

With this in mind Carl will try and place these changes in context and he has already updated his presentation for FIA Flame to ensure you are provided with information about the changes and the possible opportunities and threats it provides you as the NHS reforms take grip.

If you are interested in becoming a physical activity provider to the NHS and hearing what a NHS Commissioner is looking for and what you need to demonstrate and be thinking about, Carl’s session might be the one for you.

FIA Flame Conference – “Creating Connections – The Key to our future”

Wednesday July 13th at the Telford International Centre.

Clickhere to book your place now!

Small group training building communities and profits

2011-07-05T04:36:00.000-07:00

- Steve Jack -

The burgeoning trend of working with small groups means that not only does results-based programming become cheaper for members, it also drives a higher yield from staff.

One of the biggest advantages of small group training is the sense of community that develops between participants. These people feel part of a tribe and establish close relationships with other group members (something the industry has been trying to achieve for years).

At the Flame Conference I will be discussing in some depth how to make small group training work, but here are a few thoughts for now:

1. You need to consider the environment for group training - typically the gym floor doesn’t work that well

2. You also need the whole programme pre-choreographed; leaving it up to the instructors always leads to quality control issues and the breakdown of the programme’s integrity

3. Small group programming must be targeted to specific outcomes

4. Quality control and performance indicators should be built into systems

5. Continuation programmes must be developed or members simply fall off the back and have nowhere to go

6. Group members must receive a lot of extra support material so the programming is easily distinguishable from a class.

Small group training can be incredibly effective and highly profitable but only when you avoid the deadly mistakes that I will reveal in my seminar.

FIA Flame Conference – “Creating Connections – The Key to our future”

Wednesday July 13th at the Telford International Centre.

Clickhere to book your place now!

Holding out for a Hero

2011-06-27T11:30:00.000-07:00

- Kenny Harris -

We all have heroes. We all need heroes. And we can all BE heroes.

But what is a hero?

To me, a hero is someone to look up to; someone to inspire me – to jolt me out of my complacency. Someone to challenge me from thinking in the “same old, same old” ways.

I’ve learned something from each of my heroes. Each has given me a life lesson – no matter how unlikely the hero may be.

And if a hero is someone who inspires, who banishes complacency, who helps people learn life lessons, can’t we all be heroes?

Can’t YOU be a hero?

When someone puts themselves in your hands, they don’t want the “same old same old”, they want a hero.

They want someone who can help them achieve things they could never achieve on their own.

They want someone they can look up to; someone who can inspire them to go further, faster, higher.

Heroes don’t need to be playing for England (or Scotland, or anyone else). They don’t need to be famous. Let’s not confuse celebrity with heroism.

They just need to be truthful. And brave enough to do what they think is right. They could be in the news – but they could just as easily sitting in the office next to you. Or even sitting where you are.

Think about your colleagues, your staff and your clients. Do you inspire them to do extraordinary things? Do you challenge them to change the things they think they could achieve? Do you change the way they think? The way they feel? The way they act?

We can be challenged and inspired by the people around us. Every person can be a hero to someone.

If you can be that person, then you can be that hero.

Kenny Harris will be doing his highly entertaining seminar around heroes at the FIA Conference in Telford (July 13h). Don't miss it.

FIA Flame Conference – “Creating Connections – The Key to our future”

Wednesday July 13th at the Telford International Centre.

Click here to book your place now!

Band-Aids or Beliefs

2011-06-27T11:10:00.001-07:00

- Kris Tynan -

You’ll be familiar with the phrase, “if you pay peanuts you get monkeys” - which is a little unfair to the monkeys I have always thought.

There is some truth to this theory, but according to TED talker Simon Sinek (if you haven’t discovered Ted yet check out www.ted.cm) people don’t buy into what you do, they buy into what you believe, and money doesn’t come into it.

Does this have any relevance to the reason that we as an industry are often so bad at gym floor interaction?

Despite a collective nodding of heads when yet another piece of research produces a clear correlation between instructor interaction and improved retention, the situation seems to have got worse over the years.

Is this because talking to members is relegated to the too-hard basket?

Are we so concerned with short-term results (aka sales) that we haven’t got the vision to look ahead more than a year or two?

Or do we simply not have the confidence to commit the required resources to creating sustained cultural change in our gym floors?

Are we just looking for band-aids so we can say we ‘tick that box’ for this year at least, or does anyone out there genuinely believe that one way of improving the measly 12% market penetration we have right now is to look after the customers we already have?

I’ll be sharing a few interactive instructor insights with you at the conference in July.

FIA Flame Conference – “Creating Connections – The Key to our future”

Wednesday July 13th at the Telford International Centre.

Click here to book your place now!

Flame Finalists

2011-06-17T13:30:00.000-07:00

- David Stalker -

I am delighted to announce that we now have our finalists confirmed for the FIA and Matrix Flame Awards and the competition is even hotter than ever!

With the Ball of Fire and Conference less than a month away, the team are busy booking industry colleagues onto the final few places.

I have to say well done to everybody who submitted an award entry - there were some fantastic entries this year which demonstrate the level of work going on in

our industry.

With the two categories producing winners , ‘Outstanding’, which covers Future of Flame, Operators of the year and also Spark of Innovation Award (which discovers the newest and most innovative in the industry) and ‘Facility Management’ which recognises the best clubs and centres in the industry, the Ball of Fire is set to be a night to remember. For a full list of finalists see http://tinyurl.com/3nkn25z .

I look forward to revealing the results at the Ball of Fire (13^th July). If you haven’t already, book you place now! http://www.fia.org.uk/diary_dates/events1/flame-2011.html ).

From Expert to Facilitator

2011-06-16T07:52:00.000-07:00

- Fiona Cosgrove -

I recently attended a conference in Boston entitled Coaching in Leadership and Medicine.

The sessions intertwined theory from systems therapy, executive coaching, immunity to change models and ground breaking research in positivity.

The theme throughout was that a good coach needs to increase self-awareness in the client and help them to take responsibility for their own outcomes.

It matters not whether the objective is to increase productivity or decrease the risk of cardiovascular disease, if the end result involves behavioural change (which becoming a regular exerciser does) then helping people to identify and eliminate psychological as well as physiological obstacles is essential.

The fitness industry is crying out for a new teaching model and if exercise professionals can just shift their mindset from being the expert to being the facilitator of change then wellness coaching may just be it.

Australian Fiona Cosgrove is a leading international wellness coach. She is presenting at the FIA Conference in Telford on Wednesday July 13th.

FIA Flame Conference – “Creating Connections – The Key to our future”
Wednesday July 13th at the Telford International Centre.
Click here to book your place now!

The Wellbeing Centre of the Future

2011-05-12T06:50:00.000-07:00

- Tim Anstiss -

So, the Government has started to measure our happiness. They have come to the conclusion, reached earlier by many, that economic growth is one thing and the health and wellbeing of the citizens that voted them into power is another.

What makes politicians think they will be any better at improving citizen health and wellbeing than they have been at growing the economy? Well, there’s an emerging science of psychological wellbeing and human flourishing they find exciting and are seeking to apply.

So what do we know? That mental health is a positive thing, much more than the absence of mental illness. That mental health and wellbeing depends on the presence of key things: good relationships, feelings of mastery, competence and achievement, engagement in tasks and activities, the experience of positive emotions and a dose of meaning and purpose.

Over 60 years ago two doctors in South London developed the Pioneer Health Centre in Peckham; a true health centre, not a disease centre. They wanted to ‘create the right conditions for health to emerge’. It never made it into the NHS.

About 10 years ago I shared with a major high street chemist, my ideas for a modern wellbeing and wellness centre. They didn’t quite get it, and chose to sell vitamins and the like.

So, what will the wellbeing centre of the future look and feel like? How will it differ from the modern health and fitness centre? Come to the Flame Conference and find out.

FIA Flame Conference – “Creating Connections – The Key to our future”
Wednesday July 13th at the Telford International Centre.
Click here to book your place now!

How Agile is your business?

2011-05-12T06:44:00.000-07:00

- Paul Sloane -

Many leaders of small firms focus on making their business work efficiently and on delivering high-quality customer service. There is absolutely nothing wrong with these objectives. They are both essential aims. However, if they lead to rigidity and the exclusion of variation then they can undermine the key advantage that small businesses have over large businesses - agility.

If you run a small business then your large competitors can outspend you. They have more resources than you do. But they cannot move as quickly as you can. The great thing about running a small business is that you can have a new idea today, try it tomorrow and see the customer reaction the next day. If it works you can reinforce and develop it. If it does not work then you can adapt it or drop it. You can introduce innovations in products, services, messages and methods more quickly and more easily than your larger competitors. Typically they have to go through layers of committees and approvals before they can bring a new concept to market.

So by all means focus on efficiency, customer service, operational excellence and so on. Make the current business model work better. But at the same time allocate some time, money and people to experiment, try some wacky ideas and quickly gauge customer reaction to them. You should try several new ideas every month. Many might flop but that does not matter. Some will have a small benefit and should be retained. But if you keep doing this then every so often you will hit a home run - a really great and novel idea that customers love. That then is your opportunity to really accelerate the growth of your business by seizing a new market opportunity.

Here are some ways to increase your agility:

1. Set a target for the number of new initiatives you want to try over the next 12 months
2. Ask your staff, your customers and your suppliers for ideas to improve your product or service
3. Run regular brainstorm meetings with specific objectives relating to innovation
4. Allocate a small budget for prototypes and experiments
5. Give people time and space to innovate - empower them to try new things.
6. Celebrate success, learn from failure, punish in action

Paul Sloane is presenting at the FIA Conference in Telford on July 13th. For more information on Paul's work visit www.destination-innovation.com

FIA Flame Conference – “Creating Connections – The Key to our future”
Wednesday July 13th at the Telford International Centre.
Click here to book your place now!

If you don’t like change you’ll like irrelevance even less…

2011-05-10T05:19:00.000-07:00

- Tim Webster -

Welcome to the Flame Conference Blog for 2011. Over the coming months you will hear from a number of conference speakers on a bunch of issues that currently face our industry and many others. Here’s your starter for ten:

Two or three years ago we were all salivating at the prospect of major government initiatives around activity and obesity and the impact that the Olympics would have on the nation’s desire to exercise.

Here’s a reality check: The Olympics will be great and the opportunities from the Responsibility Deal and the part we are playing in the governments physical activity initiatives are exciting, but we can’t rely on them alone to jump-start the industry. What will help to attract more than one in ten people in the UK is a significant rethink by operators around what it is that the consumer wants and how we can package it in a way that appeals to them.

Let’s look at this through the eyes of the customer:

• Make me feel important and I’ll love you forever.
• Get the results you promised me and I’ll recommend you to all my friends too.
• Connect with me online and I’ll think of you every day.
• Educate me about how to live healthily and you’ll hook me for life.
• Coach me and I’ll work my butt off for you (literally).
• Inspire me and I’ll do things that neither you nor I ever thought I was capable of.
• Entertain me and I might even enjoy working out one day.

But don’t sit on your complacent collective bottoms, palm me off with the same old stuff you’ve been doing for the last twenty years and expect me to pay you 50 quid a month for the privilege.

I want to get fit, I want to lose a little weight and I want to join your gyms. You have a great product that I would like to be a part of, but you need to understand that I’m in the driving seat now and I will exercise on my terms not yours.

FIA Flame Conference – “Creating Connections – The Key to our future”

Wednesday July 13th at the Telford International Centre.

Click here to book your place now!

New system, new venue, new theme

2011-04-12T04:27:00.000-07:00

Where will you be on the 12th and 13th July?

You’ll be joining us at the 3rd Annual Flame Conference (13th July) and Golf Day (12th July) in Telford, of course. But have you booked yet?

As the countdown begins for this years Conference, the progressive leap forward from last year is already evident…

Determined to make the booking process a smoother experience for delegates, the FIA Events Team have produced an all singing, all dancing system, worthy of the industry event and reflecting the theme ‘Creating Connections – the key to our future’.

Launching last week, the first early bird bookings are already speeding their way through the system and declaring it to be a success.

So, we are officially hurtling towards the Flame Conference and I for one can not wait.

Book your place now at our generously discounted rate. It’s never been so easy to register.

I look forward to seeing you there.

Hayley Bevan, Events & Sponsorship Manager

For questions on the Conference:
E: Flame@fia.org.uk
T: 020 7420 8560
W: www.fia.org.uk

Gym for Heroes Endurance Challenge

2011-03-11T05:06:00.000-08:00

I am delighted to report that we are supporting Gym for Heroes, as our charity of the year for the second year running.

This year’s challenge takes place between 9th to 22nd of July and involves either a 3 hour or 12 hour endurance challenge across 3 pieces of CV equipment or a swimming pool. Whilst having a great workout, individually or in groups of 3-4, at any gym or military facility, the challenge is the perfect way to support our heroes by reminding us of the physical and mental upheaval they endure.

So what does this mean to you and your members?

We, as an industry are showing our commitment by raising funds whilst also meeting our objectives of getting more people moving.

Last year’s challenge was a massive success, attracting 1000 participants and raising £100k in support of Help for Heroes. With your help I know we can make this year’s challenge even stronger. There are gym packs available to all (including, t-shirts, medal, balloons, posters, wrist bands and other collaterals), so promotional cost wouldn’t be a problem. All you have to do is take part!

To register your organisation, visit www.gymforheroes.co.uk. Packs will be delivered in April.
I’m off to get training….

Dave Stalker, Executive Director, FIA

The IHRSA Convention countdown…

2011-02-25T07:47:00.000-08:00

With just over fourteen days to go until the 30^th IHRSA Convention, we are ‘preparation San Francisco’ here at the FIA.

The line-up of speakers and events promises to be one of the best yet.

Often viewed as a “bit of a jolly” to the States, we are determined that this years trip comprises a robust educational itinerary which builds skills and educates industry peers.

That’s why, for the first time this year, we’re providing a mentoring programme for operators to aid this. Key issues such as medical wellness and the female market, will be presented and debated, and brand new fitness trends will be demonstrated, such as Batuka (personally can’t wait to have a go at these new latin-inspired routines)!

There are some fantastic keynotes to look forward to also – Al Gore’s Chief speech-writer; Daniel Pink, will look at the science of motivation, best-selling author and business innovator; Tony Hsieh looks at delivering happiness and host of the “Amazing Race”; Phil Keoghan reflects on his “near death” experience and consequent life philosophy of making the most of every opportunity - sounds like a not-to-be-missed inspirational guy!

Outside of this full-on educational itinerary there’s plenty more to look forward to…

The trade show will be brimming with new products and previously unseen suppliers – can’t wait to have a ‘nose’ at what’s new in the industry!

The FIA will also be running some exciting networking events outside of the IHRSA schedule to provide a chance to kick back, catch up with industry peers and sample (quite literally) the culture of beautiful San Francisco…

All FIA members are invited to our “Welcome to San Francisco” Drinks Reception on Monday 14^th, where we will toast to jetlag and a packed week ahead…

On the Tuesday, before the Convention kicks off, we will be hosting a Wine Tasting Tour around California’s wine country – sampling some of the greats and enjoying lunch in the wine caves at Rutherford Hill.

To find out more about any of these events and get booked on, just drop me an email or check out the FIA website.

Look forward to seeing you all at Heathrow for some early morning, bleary-eyed banter before the learning and fun begins!

Hayley Bevan, Events & Sponsorship Manager, FIA

Hayley@fia.org.uk

@HayleyBevan

http://uk.linkedin.com/in/hayleybevan

New Initiative For Disabled

2011-02-11T06:54:00.000-08:00

Did you know that only one in 15 people with a disability regularly play sport, compared to one in five non-disabled people.

That´s why we decided to partner with Leonard Cheshire Disability and Sport England this January for ‘Yoodo Sports’, an initiative (piloting in Yorkshire) to help people with disabilities take up and enjoy physical activity

I am pleased to see so many FIA members throughout Yorkshire supporting the campaign by offering discounted and/or trial memberships for local people with disabilities and those with a long term health condition. It’s essential that we make physical activity accessible to everyone – regardless of age, sex or ability.

Yoodo Sports brings disabled people together with activity ‘buddies’ – people who may or may not have an impairment themselves but want to help others play sport or be active. It’s a fantastic way to get more people moving through support and encouragement.

The Yoodo Sports pilot in Yorkshire will run in Leeds, Bradford, Richmond, Catterick, Kirklees, Huddersfield, Northallerton and Thirsk and be rolled out across England in 2012.

I look forward to seeing how it develops.

Dave Stalker, Executive Director, FIA

Prescription Fitness

2011-02-11T05:13:00.000-08:00

What has the storm over the Government’s proposed NHS reforms got to do with the fitness industry?

There are some serious discussions to be had about what the Coalition wants to do to the NHS but for us in the fitness industry, the proposals provide a massive opportunity.

In a couple of years time GP’s will hold the purse strings. They will decide where to send patients and where to spend the money.

What is the single most urgent and effective thing that people need to do to improve their health and reduce the risk of disease? We all know the answer is ‘exercise’. What is more 85% of the population visit their GP at least once a year and increasingly GP’s are going to be pressurised to get them to exercise. And there is our opportunity.

The fitness sector has what the population needs in order to be healthy. GPs are going to have to recommend exercise more and more to get people fit. And if that needs money, the GPs will have it in their pot.

There’s never been a more important time to get to know our local doctors and persuade them of the benefits we, as an industry, can bring to people; to keep them well, to keep them out of hospital and if they do get ill, to help them recover more quickly. It is a win win situation!

Dr John Searle (OBE), FIA Chief Medical Officer

Introducing Ageing and Rehabilitation - “Untapped Markets” Seminar series…

2011-02-09T04:18:00.000-08:00

One in four people born today will live to be over 100.

Based on current trends that number is set to rise by nearly 60% over the next 25 years.

With these stats in mind, isn’t it staggering to think that we, as an industry, don’t have more of a targeted and powerful strategy to engage with this ever-burgeoning demographic?

The guy who knows this market better than anyone is David Sinclair, Head of Policy and Research at the UK International Longevity Centre, and one of our speakers at the upcoming seminar – “Untapped Markets: Ageing and Rehabilitation” sponsored by BalanceMaster. David will be setting the scene of the current and projected demographics that could essentially be your future members.

Not only will the seminar show you where these gaps in the market lie, but our expert speakers and Chair, FIA’s Executive Director David Stalker, will show you how to engage with them.

Dr John Searle (FIA CMO), Bob Laventure (Consultant to the British Heart Foundation National Centre for Physical Activity and Health) and David Smith (GB Athlete) will also be providing valuable contributions.

This is the latest in the FIA’s new line of topical seminars. With a few places remaining on the seminars (taking place in Luton and Birmingham at the end of this month).

I look forward to seeing you there and learning together how we can work together to get these groups moving.

To book your place click here, or just give me a tinkle!

Hayley Bevan

Events and Sponsorship Manager
Email – Hayley@fia.org.uk
Twitter - @hayleybevan

Reinforcements needed - Supersized (and STRONG) ambulance service

2011-02-04T11:15:00.000-08:00

‘Fit and abnormally strong’ are the latest additions to the job spec of the UK ambulance service. Not only so they can respond quickly and tend to the deteriorating health of the nation…. but so they can also transport the obese to hospital. And they WILL need to be taken to hospital…..

I was bemused, if a little concerned this week to hear that the ambulance service have revamped their fleets with heavy duty wheels chairs, stretchers and lifting cushions to transport the ‘larger’ patient to and from hospital. What a sad and somewhat wasteful reflection on the state of the nation’s health and fitness.

Bariatric ambulances have even been introduced into some regions, costing us, the tax payer up to £90,000 a time! And it seems there will need to be more in the pot where that came from - figures point to a 30% increase in hospital admissions for obesity and a 40% increase in bariatric surgery over the last few years.

Surely money would be better spent in prevention as opposed to accommodation?

Treatment and SOLUTIONS versus infrastructure adjustments. Whatever next – larger plane seats, train seats, theatres seats, changing rooms, school desks…? I could go on….

With 24 percent of men and 25 percent of women in the UK now obese, we can’t ignore the problem, but is changing our entire infrastructure really the best solution? Money well spent?

Smoking and alcohol abuse sit alongside obesity as a major cause of disease but we have a smoking ban installed … we have put taxes on alcohol consumption….. THIS is support towards positive behavioural change…. And its working.

Support is key to tackling the obesity problem and our industry is at the forefront of delivering it. The problem is not obesity. The problem is the CAUSE of obesity. I am talking about a lack of physical activity and poor diet. We HAVE to get more people moving and eating better.

We mustn’t sit back and accept the problem…. And we’re not. We are doing great things working with the medical professional through the Joint Consultative Forum, the Government through Change4Life, industry through the Responsibility deal. We have to work together.

Medicine is not the answer. Surgery is not the answer. The solution is at the very heart of our industry. Exercise, diet - energy in and energy out. Support and customer care.

How can we make our offering more appealing to the obese or overweight? Physical activity for all…

The supersized footprint has to stop here.

Fitness in Practice – a united approach

2011-01-07T08:14:00.000-08:00

What do a bunch of doctors, fitness professionals and a physio talk about when they sit around a table together? It’s agreed, they have a common interest in health and well being but until recently, they rarely spoke with each other, let alone work together to promote them.

We all know that the UK population is getting fatter and sicker because we are inactive. 85% of the population see their doctor at least once a year. The GP has the opportunity to encourage them to be more active but quite often doesn’t have the time to see that they are.

Fitness practitioners have the time, knowledge and skill to do just that. So it makes obvious sense to work together. And this is exactly what the Joint Consultative Forum of the Medical Royal Colleges and the Fitness Sector (JCF) does. It was put together in the early part of 2010 and I am proud to say, it is now a fully independent working group .

For the first time we have a group of doctors, fitness practitioners and a physio who can provide well informed advice to the fitness sector, the health professions and the Department of Health about getting healthy and fit.

It has set itself a very important immediate task; there is strong evidence that exercise can make a big difference to people with chronic illness but there is quite a lot of confusion about what exercise referral schemes are for and how they should function. So the JCF is currently drawing up new standards of professional and operational practice for working with patients. The new standards will be ready by the Autumn of 2011.

The JCF is another example of how the FIA works with other sectors to make things happen and how it brings together the interests of its members and the wider public health.

John Searle
Chief Medical Officer

All I want for Christmas….

2010-12-21T08:47:00.000-08:00

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…

2010-12-12T09:10:00.000-08:00

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!

2010-12-10T02:02:00.001-08:00

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

2010-10-15T06:25:00.000-07:00

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…

2010-10-05T00:57:00.000-07:00

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

2010-10-04T01:12:00.000-07:00

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

2010-09-29T09:38:00.000-07:00

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!’

2010-09-16T04:12:00.000-07:00

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

2010-09-10T08:52:00.000-07:00

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!’

2010-09-08T03:10:00.000-07:00

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

2010-09-06T04:03:00.000-07:00

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….

2010-09-02T02:41:00.000-07:00

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

2010-08-17T01:01:00.000-07:00

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

2010-07-16T06:20:00.000-07:00

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

2010-07-12T08:08:00.000-07:00

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?

2010-07-09T07:42:00.000-07:00

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

2010-07-07T08:20:00.000-07:00

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?

2010-06-30T02:17:00.000-07:00

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

2010-06-22T09:48:00.000-07:00

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

2010-06-18T01:16:00.000-07:00

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?

2010-06-15T02:09:00.000-07:00

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

2010-05-21T01:23:00.000-07:00

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

2010-05-04T06:35:00.000-07:00

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

2010-04-29T07:33:00.000-07:00

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

2010-04-27T05:10:00.000-07:00

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

2010-04-14T05:11:00.000-07:00

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

2010-04-07T07:55:00.000-07:00

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.

How Dare They?

2010-03-30T07:29:00.000-07:00

I'll have to be honest and say that I am one of those boomers who doesn't respond overly well to having my work questioned by a twenty something who's only been in the industry five minutes.

Okay that's probably because, more often than not, they are right, dammit. And I wish I'd had the balls, naivety - call it what you want - to ask those kind of questions when I was their age, but nevertheless.

That's not to say that there aren't some spoilt little so-and-so's out there who've never had to work for a thing in their lives - and don't see why they should start now - but 'twas ever thus.

By its very nature this is a young and energetic industry and, not withstanding the fact that the wages at entry level are pretty shocking, we are likely to continue to attract young people into it.

So, rather than launching into our grumpy old men routines, it is up to those of us who are allegedly older and wiser to learn what turns "Gen Why" - and all the other gens - on, and flex our management styles accordingly.

In other words they're here to stay, so get over it and get on with it.

Here are a few tips: Apparently Gen Y wants constant feedback, openness and transparency - so tell it how it is. They want to be trusted, given responsibility and allowed to fail without fear. They want flexibility around their working conditions and they want to be judged on outcomes not processes - give me a job and some boundaries and then let me get on with it.

Sounds fair enough to me. I'm off to update my Facebook site.

Tim Webster
Consultant
Fitness Professionals

More from one of the UK's leading authorities on Generation Y, Simon Walker, in the next week's post.

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.

The Fitness Industry does San Diego…

2010-03-24T08:05:00.000-07:00

Following 3 months of preparation; late night calls to America, pestering suppliers with booking forms and generally rallying the troops - the IHRSA Convention 2010 in San Diego finally arrived… and as quickly as it crept up on us, it’s now over and all signs of jet-lag have faded to general tiredness!

This was my first trip to San Diego and I fell in love (maybe this was destined to happen – ‘Anchorman’ being one of my favourite films)… such a clean, practical city; all situated around the Convention Centre; it’s difficult to imagine San Diego without it – a very different place I’m sure.

The IHRSA Convention was this year titled “The Future is You!”; aptly supported by a trade show full of new products such as the I-phone app that plots your workout; the Core Tex balance platform and the contagious Zumba demos; as well as a host of interesting seminars; including the Women’s Leadership Summit.

The FIA was based in the International Club for the majority of the week, meeting members; old and new, as well as international counterparts. The lounge was buzzing for the most part, and was seemingly dominated my Brits (despite our flag being missing…)

Outside of the convention, the FIA “Play” schedule kicked in, offering UK delegates the chance to kick-back with familiar faces and view a little more of San Diego…

Our planned Sea Cave Kayaking trip was disappointingly traded in for a bike ride as wind and waves were deemed to be too treacherous by local lifeguards (it was only when our bike ride took us to the waters edge that we were thankful for that decision!). A fairly tame bike ride took us by some stunning scenery and wildlife; Sea Lions, Pelicans and Cormorants – and our “surfer-dude” guide talked us through each of these sights, which was all too much for the industry’s “naughty school-boy” contingent, who took to making their own fun…

That evening we set sail around the San Diego bay in our luxury yacht, equipped with a glass of champagne, tacos and a handsome captain!

It was a great trip from an FIA perspective – a rare opportunity to put faces to names, meet our members and have those more relaxed conversations that a busy office environment is not conducive to. Additionally, from a personal perspective, I learnt a great deal about my colleagues; like precisely how much water (to the millilitre) you have to feed Karen before she’s running to the loo, and just how susceptible Dave is to peer pressure – lovely tattoo!

For photographic evidence click here.

Hayley Bevan
Events and Sponsorhip Manager
Fitness Industry Association

Obnoxious Upselling

2010-03-18T08:19:00.000-07:00

I have taken a short vacation from blogging, mainly because of not coming across anything that pissed me off enough to blog about it. That all changed the other day in WH Smith.

Obesity is a killer: one of the biggest causes of heart disease in the western world. It nearly always involves the person concerned having a diet that is obviously less healthy than it really should be. And healthy diets rarely involve significant amounts of crisps or milk chocolate. I speak as an unreformed carbandfatoholic.

I find the compulsory upselling carried out by WH Smith checkout staff to be particularly obnoxious. I was just paying for a newspaper when one said, "Would you like one of these chocolate bars for just a pound?"

I am now reasonably strong about confronting my chocolate problem so I was able to Just Say No. But a lot of people are successfully ambushed by this ploy which exploits them when their defences are down.

Don't fall for it. And next time they try it on you, tell them where they can put their Toblerone.

Graham Davies
Speaker & Director at Speakers with Content

Graham Davies is a 'recovering barrister' and former President of the Cambridge Union. In his role as a Personal Presentation expert he is a regular guest on the BBC, CNN, Sky News and Channel 5. He is the one they call on to analyse major political speeches. When not speaking, he relaxes by providing David Cameron with a sense of humour. Graham is giving the closing keynote 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.

'Fit for purpose'

2010-03-12T07:05:00.000-08:00

The phrase ‘fit for purpose’ has been haunting me once again.
Last week, as I listened to the outputs of a number of our leading industry thinkers at the 2010 Commission workshop, that phrase kept popping into my head.

IF we want to become ‘Community Activity Hubs’, do we really have the right skills sets to realise that ambition?

IF we have a role to play in delivering ‘preventative and remedial’ medicine, do we really have the right skills sets to realise that .....

IF we want to break through our 12% glass ceiling (12% of the population are members of health clubs and leisure centres), do we really have the right skills sets to .....

You get my point.

I always think that our industry sometimes behaves like some latter day Basil Fawlty: we are very good at beating ourselves up about our retention rates, about the lack of our people/empathy skills, about not really creating a warm enough welcome for gym novices ...... but now, finally, we are starting to work on the solution to these problems, rather than keep reiterating it. That is the task of the 2010 Commission.

What has emerged is that whilst we have an excellent qualifying and career infrastructure in place for fitness trainers, we don’t really have anything for the other 160,000 plus people in the industry. What executive development programmes do we have for our middle managers? What people training courses do we give our people at reception? Etc. Etc.

Having identified the problem, people have already started working on the solution. Over the next few weeks you will learn about the ‘Skills Protocol’ and many other new developments in this area. This is fantastic news for everyone in the industry.

Imagine an age when the ‘gym experience’, in terms of the customer experience, is the envy of other sectors. Imagine Business Week citing our industry right up there with The Ritz Carlton, Amazon and Jaguar as the best of (customer service) breed.

Or perhaps we should just hope that the ‘gym experience’ is enjoyable, rewarding and something everyof Britain’s inactive consumers wants to enjoy....and benefit from.

Imagine if we were ‘fit for purpose’.

David Stalker
Executive Director
Fitness Industry Association

What's the point of life?

2010-03-10T05:11:00.000-08:00

Phil Dourado has worked in leadership development for seven years, five of those as a Director of The Inspired Leaders Network. He is lead author of the book Seven Secrets of Inspired Leaders and author of The 60 Second Leader. Phil also founded TheLeadershipHub.com, a global community and development platform that has been described as 'like Facebook for leaders'.

"We are here to add what we can to life, not to get what we can from life." William Osler.

I just came across that and it's a reminder of something good leaders know and do - contribute and serve.

The ridiculous attempts to save 'bonus cultures' and other old-think approaches to life and the world - "my role in life is to accumulate and consume as much as possible" - that are going on all around us at the moment, may be the last throes of a primitivism we are moving away from, with the climate debate prompting us to shift how we think of our lives away from accumulating and consuming.

For leaders, Ken Blanchard puts it this way: "That we have too many self-serving leaders and not enough leaders who serve."

It's the move away from a scarcity to an abundance attitude that we are all inching towards (those of us who are comfortably off, that is) - from waking up thinking, "What can I earn/accumulate today to stave off...what, starvation?" to "What can I contribute today?"

As people know who love their work, when you go out determined to contribute, you find people queuing up to buy your services anyway.

Or am I a fanciful old hippy? What do you think?

Phil Dourado
Owner
The Leadershup Hub Ltd

Phil Dourado is giving two presentations around leadership and customer service 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.

Let's Dance with Change4life

2010-03-02T03:35:00.000-08:00

With less than a week to go, the industry will be opening its doors for the next Department of health campaign, Let's Dance with Change4life.

Over 1000 clubs have registered to take part utilising the opportunity to be part of a national campaign which over the last 6 weeks has seen exposure on National TV, radio, magazines and outdoor poster sites around the country.

Now the time is approaching to ensure you membership department is fully prepared to maximise this opportunity and convert free trials to members.

Here are few tips that you may find helpful to ensure your Lets Dance with Change4life weekend is a success:

Sales Tips: Before, During and After

o 7 days prior to the event ensure all participants are called, if there is still space in the class ask them if they would like to bring a friend.

o When completing the guest registration form, hand them a voucher outlining membership offers if they join after the class has finished.

o Ensure all staff has knowledge of what takes place in the classes to be able to use on incoming, outgoing calls and tours of the facility.

o If possible ensure you have as many members of staff available before and after the classes to maximise the opportunity of sign ups.

o Set specific targets for the team to achieve over weekend i.e.:

- Book 6 classes over the weekend with 20 participants in each (50% non-members) = 60 potential prospects.

- Look to make 1 in 3 people members = 20 new members over two days.

- Once targets are achieved, reward staff with a night out, a half day, extra holiday etc

o 7 days following the event ensure all non member participants are called and asked how they found the class and if they would like to join (can extend weekend offer to these people with a 24 hour deadline). If non committal, offer them a day pass to trial all facilities and arrange appointment.

o Set team sales targets against those that did not join on the day to achieve within 7 days.

As ever it would be great to hear back from participating facilities on the success or the challenges you faced while running the campaign so here at the FIA we can continue to develop campaigns that deliver for the industry.

Click here to see a class taking place for Let's Dance with Change4life.

Richard Blackmore
Sales & Membership Director
Fitness Industry Association

Healthy eating and exercise must go hand in hand

2010-02-18T04:09:00.000-08:00

If you doubt the extent of the obesity epidemic in the Western world, go find some winter sun. I am writing this a couple of days after a short break in Tenerife. Wherever I looked, there were people whose shorts were stretched over large buttocks and big tummies! It was not a pretty site. ‘Lean machines’ were in the minority! Despite the huge investment in public health we must remember that improvements in public health will take a long time. It is nearly 50 years since the health risks of smoking were first recognised but only recently that a smoking ban has been achieved in public places. So we just have to keep plugging away at it.

As predicted at this time of year, there have been a few articles promoting the view that exercise is not important in weight loss programmes. According to them, all you need to do is reduce your food intake but new to the argument is that exercise does not work if your goal is weight loss. True, if you eat less you will lose weight and it is possible to exercise without losing weight, but the issue is not simply about shedding a few kilograms. It is about being healthy and improving all the components of fitness with which we are familiar. For that to happen, healthy eating and exercise must go hand in hand.

Secondly, research is increasingly showing that fat people can be aerobically fit – the so-called ‘fit fat’. When overweight people embark on a programme of progressive aerobic exercise their VO2 max rises, several indicators of health and fitness improve and the risk of developing obesity associated illness falls. It is tempting to conclude therefore that people do not need to lose weight they just need to get on a treadmill or rower.

However, fitness is not only about aerobic fitness. Muscle strength and endurance, flexibility and motor function also need to improve if somebody is to achieve all round fitness. Being overweight has other complications. The musculoskeletal system is overburdened so arthritis of the hips, knees, ankles and spine are common. Weight loss plays a major part in its management and prevention.

Something else people are unaware of is that being overweight significantly increases the risk of surgical operations – and most of us will have atleast one major operation during our lives particularly after the age of 65. Not to mention the fact that Thrombosis, infection, slow rehabilitation and delays in wound healing are all serious risks when an obese person has major surgery.

So to be fat and fit is good but to be lean and fit is better. We need to go on measuring the waist circumference and helping clients to get it within the optimum range.

John Searle
Chief Medical Officer
Fitness Industry Association

Making the most of Let’s Dance with Change4life

2010-02-10T07:52:00.000-08:00

Following the success of moreactive4life in July and August 2009 the Department of Health has sought the support of the FIA and its members to deliver the next high profile element of the change4life campaign, Let’s Dance with Change4life.

The Let’s Dance campaign gives clubs the opportunity to run an open weekend that is backed by national advertising, complimenting the current trend of dance programmes across various television channels. It also provides a route to market to those who may have stereo typical views of health clubs and gyms.

So how, at a local level, can you ensure you have maximised this opportunity?

Here are a few ideas:
o Begin you’re marketing for the open weekend 4 weeks in advance and increase as the event gets nearer.
o Place posters around your facility – in the reception, changing facilities, Lounge / Café area.
o Combine an offer such as ‘Bring a friend’, ‘Takes two to Tango’ etc
o Advertise whilst people are on hold on the club phone and answer machine.
o Place logos and details onto website homepage with a ‘coming soon’ notice.
o Contact local partners and corporate accounts to promote to employees through desk drops / site visit / intranet.
o Get all staff to wear moreactive4life t-shirts one week prior to open weekend to create awareness.
o Staff in moreactive4life t-shirts can leaflet drop and make a general outreach in shopping / town centres, outside schools, train and bus stations.
o External advertising in local newspapers – local club running national campaign.
o Mail / call previous prospects and personally invite them down to the weekend.
o Mail / call ex-members and personally invite them down to the weekend.
o Decide on ‘special’ membership offers that will be available only on the weekend for people to join including:
- No joining fee
- First month free
- Free personal training session
- Joining pack – t-shirt, sweat towel, water bottle
o Place referral boxes throughout your club 3 weeks prior to the open weekend, offering incentive for members to leave names and numbers such as:
- Free personal training session if they join
- Referral t-shirt, sweat towel, water bottle.

These are just a few ideas to ensure Let’s Dance is another successful campaign for the fitness industry. This will then demonstrate to the Department of Health the value we hold to them in being a delivery partner.

I look forward to hearing other ways in which clubs and centres are marketing the campaign locally.

Richard Blackmore
Sales Membership Director at Fitness Industry Association

Fitness Industry Association

FIA FLAME Conference 2010 - What builds a great business?

2010-02-02T02:45:00.000-08:00

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.

I'm not going to lay into the industry's service levels - although Lord knows, I could - but here's a little tale that might have some resonance.

A few months ago I attended a conference in Atlanta and discovered the Metro Café Diner at 229 Peachtree Street, where I found a smile as wide as the Mississippi awaiting me.

"Hi there and how are you today?"

A question delivered with REAL interest and curiosity. What followed? Great food, conversation about the Atlanta mayoral elections and an array of questions to find out where I was from and what was doing in Atlanta [gym instructors please note].

"I'm here for four days. Conference at the Sheraton, but I like to get out of the hotel; otherwise, I never get to see anything of the city."

"Well, sir, if you want to get out at lunchtime, you come back here. You like fish?"

"I sure do."

"We have a great lunch buffet. Great price, great fish and a whole heap of other stuff. Best in town."

And when I returned for my second visit I was greeted with: "Hi, welcome back, great to see you again."

And this in one of, what I reckon, must be the busiest eating places in Atlanta. Get the idea?

Guess where I ate FOUR MORE TIMES in four days, as well as taking other people from the conference there?

It's not rocket science, it's what builds great businesses. Does it apply to the fitness business? You bet your sweet life it does.

Tim Fearon
Owner
The Extraordinary Coaching Company

Information is Key

2010-01-28T03:00:00.000-08:00

At a recent health & fitness industry dinner someone described our industry as a ‘fact free zone’ which made everyone in the room laugh...nervously, as we know that there was more than a grain of truth in what he said.

Of course every time an operator decides to open a new facility he/she does some modelling to determine potential demand, competitor impact, etc. Yes, we are good at collecting and tracking new joiners and leavers data and yes, the TwentyTen Commission – the strategy development exercise currently in place, designed to help us develop a five year (macro) plan for the industry – is reviewing the whole issue of ‘data and consumer insight’ but the truth is, as an industry we are miles behind other sectors, such as retail, in understanding:

- What consumers like about us
- What they don’t like
- Which age, socio-economic group, ethnic minority use us most
- Which uses us least
- The ‘why’ question to both the above
- Which service is ‘consumed’ most/least
- Trends
- What impact have we made on people’s lives (mental, attitudinal and physical improvements against a benchmark)

I could go on, but I won’t.

I know this sounds like a rant, but as business people, we know that market intelligence is key to managing and growing our business and yet, on mass, we do not seem to be very good at it. I think it’s a cultural thing; we never did it so we haven’t got into the habit of doing it. Together we have built a £4bn industry based on limited data and considerable ‘gut feel’.......so, perhaps that wise man who said “if it ain’t broke don’t fix it” was right.

Mind you, I am surprised that market intelligence which does exist – the FIA Media Review for example – is not consumed by the 200K people who work in our industry, every day. Viewer figures are good, but nowhere near 200K a day. And yet, what could be more important than to know and be prepared for comments from members when they’ve just read some article based on dodgy research claiming that exercise isn’t good for you or that we are all a bunch of charlatans and thieves.

If you don’t know what they read in their morning papers, how can you prepare a compelling case to rebut it?

How else do you keep abreast of trends and new ideas which will influence and affect the people walking through your door.... and most importantly, walking past your door.

If you currently get the Media review I urge you to read it daily. If not and you are an FIA member get on the phone 020 7420 8560 and get your email address added to the list today!

David Stalker
Executive Director
Fitness Industry Association

FIA FLAME Conference 2010 - When trust disappears

2010-01-26T04:13:00.000-08:00

Week 3 – 26th Jan

One of the industry's foremost marketing and branding experts worldwide, Derek Barton is the former Senior VP of Marketing for Gold's Gym International. Based in Los Angeles, Derek currently operates his own marketing, consulting and entertainment production company. He will be speaking at the FIA Conference on July 14th in Cheltenham.

Following on from Tim's comments, I wanted to talk about trust. In the US, consumers don't trust health clubs.

One day they're open and the next they've closed. There's so much price slashing that the consumer inevitably gets the message that the fitness product can't be of any great value.

Maybe if they just wait, someone will charge $10 a month. And then, right on cue, Planet Fitness shows up.

Low priced clubs are capitalising on the failures of the average health club today, and good for them. But bad for the health club industry, because if Planet Fitness continues to grow - and other gyms continue to copy them - Planet Earth i.e. the masses, will believe that getting yourself in good physical shape is only worth $9.99 a month.

I wish my satellite TV bill was $9.99 a month. I wish my cell phone, my electric, gas and water, my gardener, house keeper, groceries, golf fees, car payment, gasoline, mortgage, and my wife's Starbuck's tab were all $9.99 a month. They aren't.

Look at what we're willing to pay every month to live our comfortable lives, but the most important item, our health, has been devalued down to $9.99 a month.

Will this happen in the UK? Only if you let it. Looking forward to catching up with you all in July.

Derek Barton
Owner
Barton Productions

2010 FLAME Conference - The Little Things Are Now the Big Things

2010-01-19T03:14:00.000-08:00

Dave Stalker's assertion that in order to stay relevant in the next decade and beyond, the industry needs to change its DNA, is right on the money.

Having said that, our service standards remain the elephant in the room, and unless we improve them, everything else has that Dave refers to has the potential to become mere window dressing.

Phil Dourado, one of this year's speakers (more from Phil in a few weeks), believes that simply delivering on our core competencies is no longer enough and that the new competitive edge lies in the detail. In short, the little things - the moments of truth - are now the big things. He's right.

What we have done extraordinarily well over the past twenty years is drive the big things - more facilities, better facilities, more members, better programming and so on. But if we want to increase our overall market penetration we have to both explore ways of attracting people who are not turned on by the current fitness model i.e. the majority, and do a much better job of looking after those who are.

While Dave is, quite rightly, looking ahead and talking about change at the macro level, I am still focused on the day-to-day experience of the average club member right now. And one of the questions I have is this: Are our current operating systems designed to suit the needs of the organisation or the needs of the customer?

That's a big question that is probably beyond the scope of this blog, but here are a couple of thoughts:

1. Suffocated by the need to generate an ever increasing amount of management information, I wonder how much time our managers spend getting a feel for their businesses in the old fashioned way i.e. by interacting with customers and staff on a daily basis? It used to be called management by walking about (MBWA). In short, would the average health club member benefit from our managers (who should set the tone for their teams) being much more visible? I know of at least one major operator who thinks they would and is adapting its systems accordingly.

2. Research says that starting the member's visit on a positive note and - even more importantly - ending on an "uptick", significantly enhances the customer experience. Given the technology at our disposal, shouldn't reception staff be able to use my name when I arrive and say goodbye when I leave? This is just one small example of how we miss little opportunities to make a big impression, but I wonder if it is symptomatic of a much broader malaise?

Dave paints an intriguing and exciting vision for the industry going forward - one that we can all buy into - but we should be mindful of the fact that it's what happens to our customers on a day-to-day basis that will determine the size, scope and sustainability of our businesses going forward.

Tim Webster
Consultant
Fitness Professionals

2010 FLAME Conference

2010-01-15T02:07:00.000-08:00

As we start a new decade 'change' seems to be the key theme - we might have a change of government: the economy will look and behave differently from the way it did in the last 10 years: the way we view the health agenda - politically, professionally and as 'consumers' of healthcare services - has to change, because as a nation and as tax payers, we have no option.
The question for us as an industry is what does ‘change’ look like. Not just in terms of how will we change but more importantly, how do we have to change. For me it’s not enough to talk about improving service levels. We have to change our DNA – what we offer, how we deliver it, when we deliver it, where we deliver it, to whom we deliver it to, how we measure what we have delivered, how we assess and analyse that information, what we learn from it and what we do with it.

Who will be our new partners? If the noughties were about partnering with Government (tick: done that) who are our new partners?

Doctors?
Food companies?
Media companies?

The industry is like a teenager becoming a youth. There are things we cannot and should not change – our personality, our energy, our ability to innovate and adapt – but there are qualities and attributes we have to evolve and cultivate IF we want to be taken seriously. What are these things?

Coming up is a starter for 10, from experts who think as passionately as they do innovatively about where we are and what we have to do. They are the keynote speakers at the industry’s 2010 FLAME Conference (date for your diary.......14th July 2010........Cheltenham race course).

What do you think?

David Stalker
Executive Director
Fitness Industry Association

More people (MP) I more active (MA) I more often (MO)

2010-01-14T04:33:00.001-08:00

After the blizzards and the snowstorms, we were expecting the inevitable seasonal avalanche of negative publicity which cascades from journalists pens (if they still used them) at this time of year – the articles which portray us as scheming, thieving pantomime villains who prey on poor unsuspecting yuletide gluttons.

But – luckily – it never came. Instead we had Fred Turok outlining a strategic approach to delivery of public health (The Times), the FIA supporting the more people (MP)| more active (MA) | more often (MO) philosophy whilst outlining why supervised gyms and leisure centres are safer places to exercise in than outdoor gyms (BBC Breakfast).

In the spirit of MP | MA| MO, Fitpro, Lifetime and the FIA were featured in an article about exercising at home (The Independent) and the FIA advised consumers on how to choose a gym (The Express). There were also negative stories which were killed as well as research fuelled stories which featured FIA members.

So as we breathe a sigh of relief, I wonder if the tide really has turned and journalists will no longer reach for the cliché when new year comes round. Perhaps they now realise that fitness is for life not just for Christmas bashings.

We can live in hope ......... but we will still carry on planning for year end and start building the editorial equivalent of road salt and grit.

(Enough of the weather references: ED)

David Stalker

Executive Director

Fitness Industry Association

Making a difference and Merry Christmas

2009-12-10T06:47:00.000-08:00

A few weeks ago I raised the issue of a BHF report condemning the fact leisure centres offered unhealthy food options. I remember thinking at the time that this was a thorny issue and that perhaps we might be guilty of this, to a lesser or greater extent.

However, having obtained some fantastic feedback from over 20 individual leisure centres and a number of the Contract management groups (a big thank you to every one of you, because your feed back was invaluable), I realise that we have no reason to be apologetic.

We met with the BHF earlier this week and told them that

• 100% of respondents told us that they offer healthy food options

• 25% do not offer chips or chocolates and only retail healthy drinks

• 65% offer low sugar/low fat foods, as well as non-fat fried crisps

What was interesting was the fact that Consumer choose to buy:

• 25-40% more Coke than health drinks

• 66-100% more chocolate bars than health bars

These were the facts. But more importantly was the issue of effecting behavioural change. A very strong theme in all the responses was the fact that we cannot force consumers to eat healthily. We must allow them to choose to do so by underpinning choice options with engaging and informative education. As one respondent said, “Removing choice drives them round the corner to satisfy their needs – after all, prohibition didn’t stop Americans drinking alcohol in the 30s.”

The arguments were compelling and BHF could not fault the logic. To give you a feel for the responses:

o “Whilst we can influence people’s purchasing choices, we do need to meet our customer’s needs.”

o “.......we mustn’t patronise them or force their choice.”

o “We cannot force our customers to buy something they personally do not find appealing”

o “....foods like chips, pizzas and burgers sell more. If these were taken off the menu then the cafe would close.”

o “There is no question that cutting income received through vending machines would directly affect the service we would be able to offer. During lean economic times perceived luxuries, such as leisure centre membership, are often the first costs to be looked at by families and therefore maximising income in the current climate is of paramount importance.”

The good news is that the BHF has agreed to work closer with us moving forward – at FIA CMO/BHF Associate Medical Director level: giving us sight of future reports before they are publicized: offering to help us develop guidelines for POI/POS.

Addressing adverse commentary is half the battle: preventing negative commentary is the other half so with the New Year around the corner and in anticipation of the media backlash as per my last blog entry, get those case studies over as quick as possible. The BHF response shows that when we unite together we will be listened to.

Finally this is it from me until January so wishing you all a Merry Christmas. Tonight is the Promote PR Christmas party I suspect the BHF would not rejoice at the much anticipated excesses we will all enjoy but hey Ho it Christmas, time for the “Calorie in” brigade to rejoice!

David Stalker

Executive Director at the FIA

LET THE PUBLIC SPEAK

2009-12-04T05:47:00.000-08:00

‘Exercise in middle age can cause arthritis’ screamed the headline and sure enough, some PhD in California decided that after talking to 236 45-55 year olds, over exercising caused most damage to their knees – therefore“...a high risk factor...” for arthritis.

Walking, sports and even gardening could trigger osteoarthritis – the learned PhD went on to conclude.

The common sense rebuttal was as compelling as it was forthright “We have known for years that certain high impact sports and jobs are associated with an increased risk of osteoarthritis ...but for the vast majority of people exercise is good...it’s a matter of balance and sensible moderation .....The risk of developing osteoarthritis as a result of too much exercise is outweighed by the risk of being overweight and sedentary.”

Job done, the response came from ‘a spokesperson for the Arthritis Research Campaign’.

As I read this two things struck me:

- I am so sick of reading shock-horror claims, based on some spurious research, from a thesis-writing-publicity-hungry ‘expert’, based on counter-intuitive thinking ... such as exercise is bad for you..... Exercise has no effect on obese children..... Leisure centres should be banned from offering chips (even though they also offer lots of fruit & veg choices and their customers would just go down the road to buy their chips anyway!)

- Why do the media give these guys airtime/column inches?

I guess it’s the price we pay for democracy.

However, what was particularly pleasing about this article was that the rebuttal did not come from someone in our sector (and therefore be dismissed with the ‘well, you would say that wouldn’t you’ claim), but from a third party expert.

If ever I needed proof that we have to point our CMO at all the Royal Colleges and disease NGOs to ensure that they promote the benefits of exercise on our behalf, this was it. So John (Searle, our Chief Medical Officer), get on your bike and keep pedalling until all our ‘strategic partners’ do as good a job as the Arthritis Research Campaign.

The strongest and most compelling cases are often the case studies and real life changing stories that are common place in our industry. So with New Year approaching and the inevitable press backlash at all things fitness, please send in your stories and help your governing body drive forward the Fitness industry as the most important part of the UK’s health agenda.

David Stalker
Executive Director
Fitness Industry Association

Well Done all you UK Fitness Industry People!

2009-11-26T08:32:00.000-08:00

Last week I was in Brussels attending and presenting to an EHFA meeting – The European Health and Fitness Association (EHFA) is, as its name suggests, the European version of the FIA.....they have even adopted our strap line ‘more people
more active
more often’.

Two things struck me:

1. How much we, as in the UK Fitness industry do- because my five minute slot just wasn’t nearly long enough to cover all the initiatives (from MoreActive4Life to Fit For the Future, to go, etc) that we collectively deliver.

I know we live in the age of the sound bite, but five minutes and five slides was really pushing it. From the role of the CMO, to FLAME winners, to the TwentyTen Commission (our sector wide five year strategy development initiative), we are a busy bunch.

2. Our European peers were amazed and envious at our relationship with Government, the DH, the Health Secretary, as well as the Shadow Secretaries.

We were also interviewed by a German/European trade publication (Health and Beauty) and they too were enormously impressed at what we have achieved in the UK. They will be interviewing the German Health Minister in the next few weeks and will be citing our campaigns and programmes as an example of what a fully rounded and integrated a public health strategy could look like.

We talked about the US model and the journalist very rightly pointed out that while it is a more mature market, their industry has yet to plan and implement a national campaign like MoreActive4Life – probably, he suggested, because their trade body only tends to represent the private sector, unlike the FIA, which represents both public and private operators.

As a great man once said, sometimes it’s good to stop and admire the scenery behind you, before turning and gazing at the mountain face ahead of you.

David Stalker, COO at the FIA

Is the Fitness Industry coming of age?

2009-11-19T04:55:00.000-08:00

Given the fact that blogs are meant to be a direct and informal communication between two people - the blogger and the reader - I have to tell you about the week I've just had because it is a testimony to how far we have come as an industry. To me, these were rays of hope which eclipsed the clouds of recession which haunt us.

In the last seven days, I have met with one of the oldest and most respected food brands in the world. This was followed by a meeting with one of the world's leading sports brands. The next day I met with a multi-million pound conglomerate which works with the Government at in a number of different sectors - from health and education to prisons. On Friday I have a meeting with a gold standard celebrity: what all these meetings have in common is the fact that every single one of them want to partner with our industry.

As I sat in a traffic jam yesterday, quietly fuming because I should have been at my weekly meeting with my management team, I had to take some comfort from the fact that 20 years ago, when I started as a trainer in our industry, these global stars would have not given us the time of day. I never dreamed I would one day be representing a multi-billion pound industry in meetings where the Secretary of State was promoting exercise as the way forward for the health of the nation. It never occurred to me, all those years ago, that the potential Government-in-waiting would invite us to contribute to their public health strategy process.

However, there is nothing quite like the cool sharp shock of reality when faced by the soul destroying prospect of sitting in stationary traffic (when you don’t want to be). As any manager of a sales team knows, the euphoria of salesmen has to be divided by two, and then by four in order to get to the truth. The truth for this salesman is that we have some very significant brands who want to do business with us, but we still need to close the deal.

That’s my job, so beware of COO’s blogs painting rosy pictures of the future.

Wait for the punchline.

David Stalker
COO
Fitness Industry Association

FIA delivering more campaigns

2009-11-17T08:08:00.000-08:00

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

Meeting of minds in Croatia

2009-11-10T04:13:00.000-08:00

I must be getting old. I’ve just returned from SIBEC in Croatia and I have added ‘meetings fatigue’ – as opposed to just the ‘traditional’ fatigue usually induced by the inevitable excess which accompanies any industry event to my list of post event ailments.
Twenty meetings in two days is a lot – ask Richard Blackmore who was too ‘fatigued’ .......... but that’s another story.

I met some smart people, some good people, some dreamers and thankfully, no time wasters. But there was one meeting which really excited me, not only because the guys were interesting and had a clear idea of what they wanted and how ‘it would work’, but because the outcome will be a significant milestone for our industry.

The meeting was with Craig McAteer, Chairman of SPORTA (the trade body for the leisure trusts and social enterprises in the culture and leisure sectors) and Ian Kendall another SPORTA executive. True Blaine Dodds sits on the FIA Board and passionately represents the views of the Trusts however, this was probably the first time our two organisations have sat round a table and focused entirely on how we could work together to grow the industry’s market share and consolidate our ‘public health delivery partner’ status.

To give this meeting context Blaine, as part of the FIA Board, focuses on a wide spectrum of issues – from Governance and strategic issues, to financial accountability. However, the last time our two organisations sat around the table and brainstormed more tactical delivery plans was probably when someone at the FIA thought that we needed a SPORTA representative on the Board. That was before Change4Life redefined our industry’s relationship with Government and before there was greater acknowledgement of the role of our industry in the minds and strategies of those responsible for ‘disease prevention’.

Its early days yet but I am really excited by the thought of SPORTA and the FIA really turning our individual talents into a highly effective collective campaign and helping both sets of members achieve their own corporate goals whilst beginning a new era for both our organisations and our industry, just listening to Craig and Ian gave me a great insight on how much we can all learn from there success in delivering quantifiable positive health changes to the heart of communities.

That, I’m afraid is another sign of age ...... being excited about two trade bodies working together.

Is there no hope for me!

David Stalker
COO
Fitness Industry Association

Healthy choice the food debate rumbles on

2009-11-03T06:33:00.000-08:00

The responses to my last blog about the BHF conclusion that leisure centres they surveyed offer “... a barrage of unhealthy products through vending machines and junk food meal deals...” have been flowing in thick and fast. The overall mood is that in an ideal world they would be right, but we live in a world of real people, who want to and like to make their own choices.

To gain a better understanding of the issue we are conducting our own survey of leisure centres and, despite trying to be impartial, our findings add a lot more ‘colour’ and realism to the issue. For example, visitors are offered both ‘healthy foods’ and, what the BHF would deem “unhealthy foods”. As we start to unpick this conundrum we realise that a simple “unhealthy = bad= out” is an unrealistic equation and not one that can be used by organisations that are involved in the commercial delivery of exercise/activity.

It is as unrealistic and untenable as suggesting that GPs should cease prescribing medication to anyone who does not achieve their 5 x 30 minutes of vigorous exercise a week. So let’s not get lost in the ether of hypothetical debate.

Our research has shown that:

• Facilities have to sell “..quick food which is affordable...”
• Menu choice is key, which is why food, snacks and drinks from both ends of the spectrum are offered
• Healthy living and”..holistic positive life choices..” are promoted
• Low fat/healthy snacks and low-sugar drinks, as well as fruit juices and smoothes are offered extensively, as are fresh fruit and vegetables
• Baking v deep fat frying is extensively used
• Some places don’t sell “fizzy drinks” or crisps at all

But perhaps the most compelling feedback was from a Manager who said “... the vending machines support the cafe operation which does offer healthy products – which do not sell. The so called ‘unhealthy’ foods, like chips, pizzas and burgers sell much more (than ‘healthy’ foods). If these were taken off the menu then the cafe would close.”

That is the issue. We must give our visitors a choice, but we cannot force them to make the ‘right choice’.

As someone commented, “It’s naive to hold the ‘healthy school meal’ example as one we should follow because the reality is those most at risk simply stopped eating school meals and instead, went round the corner to the fish and chip shop.

“We must not patronise or force this choice.”

Another interesting decision is that in one location, fizzy drinks outsold energy drinks by up to 50% a day and chocolate bars outsold healthy bars by 150% a day.

Is it wrong to offer a choice and let consumers make their own decision? Or should we make that decision for them and introduce our own era of prohibition?

On December 8th I will meet the BHF and need to present a balanced industry view ....... so what would you like me to tell them?

David Stalker, COO at the FIA

Active places and junk food deals

2009-10-27T04:52:00.000-07:00

Yesterday I received a press release from the British Heart Foundation with the results of a survey of 35 Leisure Centres stating that “... places where kids go to get fit and active ... undermine the fight against childhood obesity by offering kids a barrage of unhealthy products through vending machines and junk food meal deals.”

The researchers found that vending machine “... stocked products loaded with fats, salts and sugars which cannot be advertised on children’s TV or sold in school vending machines ......... Fresh fruit was displayed at less than half of the venues visited and children’s meal deals were awash with fried food options including chips, nuggets, sausages and burgers all of which have been significantly restricted in schools....”

My first reaction was to play the ‘choice’ card – we must not impose our values on others and, if they chose to buy these foods, then we can’t really stop them.

My second reaction was to play the ’recession’ card – it’s a tough operating climate, so operators should optimise all their revenue generating potential.

If we don’t sell them sweets, they’ll just go round the corner and buy them.

My third was to look at a Mandelson-like ‘spin’ – it all about calories in and calories out. It’s OK to eat ‘unhealthy’ food as long as you burn those calories.But deep down I knew all three arguments were morally wrong. If we are serious about playing our role as community health partners, who are part of the Government’s wellbeing delivery team, then we have to have to have a good, long and very honest look at what we do, what we say and behave accordingly.

In a couple of weeks time it will be National Obesity Week and we, the FIA, will be at the House of Commons sharing a platform with MEND, the children’s obesity specialist, as well as 65 children who are being celebrated for having made the necessary changes and tackled their own obesity issues and are now using their experience to help their peers. This is all part of a national strategy to address the breath taking fact that by 2050 9 in every 10 children will be overweight or obese.

Judging by the recent survey our front doors say “We’re here to help. We can help you solve this problem....” But our back door seems to be saying “...But we have to make a living, so you can buy some unhealthy food if you want to.”

I know as a trade body we are here to reflect your views and your interest: and I know that the survey findings applies to only some of the facilities in our camp but, as an organisation which represents the broad church which is our industry, my duty is to raise the issue and allow you to debate it.

Whatever we do, we should be consistent. Like the Co Op and other ethical brands (which is where we want to be if we want to play the wellbeing card), we have to look at every aspect of our operation – from our green energy policies to our healthy food options.

I know you have a business to run and revenue to generate, but perhaps the BHF report is a valuable traffic light, rather than an irritating output of an NGO.

Dave Stalker
COO
Fitness Industry Association

FLAME Awards 2010

2009-10-22T01:50:00.001-07:00

We in the FIA Events department are experiencing that annual buzz that comes with the entry stage of the FLAME awards – it’s great how enthusiastic all manner of facilities have been already about the FLAME process. The main question on everyone’s lips at the moment is: “How can we WIN??” Well obviously we can’t answer that question – cheating is certainly not a quality that we look for in a FLAME winner… But to help you on your way this year, we will be running FLAME Training Workshops (run by our very own FLAME assessors), which will be invaluable in learning tips on what Fitness Leadership & Management Excellence really looks like. The workshop not only offers a great opportunity to grasp a real understanding of the ins and outs of the FLAME process, but it will also act as a consultation session for your facility (regardless of whether you enter the awards or not). Our distinguished FLAME assessors; Tory Brettell and Rebecca Weissbort, are well-known experts in the industry (internationally) with over 40 years of experience between them at all levels in creating, assessing and coaching excellence – a session with them will revitalise your business! These workshops will run in December 09 – January 10 – call 020 7420 8578 for further details or visit the website.

As always there is lots going on at the FIA at the moment; a new batch of seminars on Exercise and Nutrition launch next week, our Fit For the Future programme is being reviewed by number 10, go is steadily expanding across counties and the MoreActive4Life campaign is nearly ready to go…

Lisa Taylor (from MEND) came to visit us last week to brief the team on the material that has been put together for the MoreActive4Life 2010 Campaign – it really is amazing and motivating stuff! I’m genuinely excited about the campaign (all of the tools that accompany it are spot on!) and can’t wait to be a campaign guinea pig! I hope the rest of the industry is as enthusiastic about this as I am and we really can oversee a behaviour change nationally that sees exercise becoming a habit rather than a chore.

Hayley Bevan

Events and Sponsorship Manager

Fitness Industry Association

Letter to The Times

2009-10-21T01:46:00.000-07:00

Helen Rumbelow's recent article on the role of exercise in the fight against obesity ('Exercise? A fat lot of good that is if you want to lose weight',19 0ctober) correctly outlines the health benefits of exercise in terms of reducing depression, heart disease, diabetes and a host of other lifestyle diseases, but it goes on to give credence to what many believe are misleading and distracting propositions which undermine the hard work of many parents, healthcare and exercise professionals.

Weight loss should not be the only measure of health and wellbeing. If it was the Holy Grail (as suggested by some researchers quoted in the article), then a severely underweight adult or child would be considered healthy. The truth is eating the right food and taking regular exercise should be that Holy Grail for every man, woman and child.

As a major contributor to the wellbeing debate and a successful Government delivery partner, we believe that it is erroneous to focus solely on either food/'calories in' or exercise/'calories out'. Every organisation, with a sincere interest in trying to help address problems associated with our health time bomb, now agrees that the focus should be on promoting the benefits of an integrated strategy which addresses both sides of the wellbeing equation, not on spurious monochromatic observations on a complex multi-coloured issue.

Everyone deserves the right to be heard, but sometimes the white noise can be distracting.

David Stalker

COO

Fitness Industry Association

Hollywood and the Future of Health and Fitness

2009-10-07T06:54:00.000-07:00

I am not a political person but even I get caught up in the excitement of Party Conferences – especially the last one before an election.

When we come to write the history of our sector, this administration will go down as the one which helped to put activity on the health map – a factual observation not a political comment. I guess that’s why I feel a bit like Captain Kirk on USS Enterprise: the FIA’s goal is to boldly go (into the healthcare and wellbeing universe) where no fitness trade body has been before. Our challenge, should we accept it, is to use the last two years as a springboard to really establish ourselves as a public health delivery partner which has proved itself and can do more.

This is why the Party Conferences have so interested me. I’ve tried to look for the bits which would give me some indication of where our agenda (more people more active more often) fits into the bigger issues. The post apocalyptic agenda was understandably dominated by what Boris called the ‘Leper colony’ in the City and MPs with a liberal interpretation of expenses. There was talk of jobs (yes!): green (perhaps): transport/housing/security (OK): schools and sport (yes) and, in the midst of all the grand strategies, there was talk of the NHS and health (brilliant).

My remit, irrespective of who is in power, is to make our sector more valuable to those who care for and are responsible for the ‘health of the nation’ and that means more money for MoreActive4Life, Fit For The Future, go and the other ‘wellbeing’ initiatives we’ve developed and our members run.

I guess our message is clear. We’ve proved we can make a difference, now give us the tools (or cash) to finish the job.

Finally, there is a prize for the person who spots the most references to films in my blog.

David Stalker - FIA Chief Operating Officer