Meeting of minds in Croatia

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

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

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

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

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

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

Welcome to the HCS goodbye ParQs

From a professional point of view that must have been the most successful LIW I/we have ever had.



From a personal perspective, it was both exhilarating and exhausting! I have to admit that as I drove away on Thursday evening, I realised that age has sneaked up on me and robbed me of my stamina and ability to recover instantly. I felt some empathy with the yogurt I got out of the fridge when I got home that was both past its sell by and use by date.

Talking of age, consensus seem to be that our 15 year old PARQ is probably no longer quite ‘fit for purpose’ (there’s that phrase again) – especially in a post MoreActive4Life world. Over the past few months we have had many conversations with operators who have told us that ParQs no longer reflect either current government policy, or legal trends in terms of moving the primary responsibility for people’s health back to individuals, as opposed to it being the sole domain of corporates and service delivery organisations.

That is why the FIA Standards team developed the ‘Health Commitment Statement’ (or, as we all like our acronyms, the HCS). This simplified ‘wellbeing assessment’ questionnaire will help close the gap between us and the healthcare community, whilst helping consumers by removing artificial barriers to using our facilities and getting fit. In the course of developing the HCS, we have worked with the medical sector, legal teams, health and safety experts, operators ...all the specialists you can imagine have seen it and approved it. So if you want to know more about HCS and/or want to get hold of it, all you have to do is email Pete Wells on pete@fia.org.uk


For those of you who have kindly given me advice on how to ‘manage’ Dillon (my red setter who is the able co-Author of these blogs), I’m afraid the phrases “No”, “Stay”, “heel” etc seem to have little equivalents in his world, however a well timed “chase” on spotting a deer, fox, rabbit or pheasant or “sniff” when any female dog is within a mile seem to work a treat.


Any other tips most welcome.

David Stalker, FIA Chief Operating Officer