New markets
The power of play ›› While the concept of play has long been adopted in fitness for children, the industry is now learning of the benefits for adults, writes Robert Cappuccio. he consulting group Deloitte asserts that only 48% of people in the UK exercise enough to meet the Government’s recommended exercise target of 150 minutes weekly. However, according to Deloitte, if the number of people that exercised could grow to figures approaching two-thirds of the population it could, in effect, reduce sick leave by 2,783,808 days per year. Deloitte partner Adrian Balcombe says that, “A population more motivated to exercise could boost revenues for health club and leisure centre operators, employers would see increased productivity through reduced absenteeism, and people would enjoy a healthier lifestyle with reduced risk of illness.” The reality is that many people simply will not exercise. However, they will spend more money at the pub over the course of 30 days than the cost of a modest health club membership. Why? Because the pub is fun and it makes them feel good. Visiting the pub three or more nights per week may not be goal achieving, but it is without question, tension relieving. The health club on the other hand, for most people, is anything but. The gym is perceived by many to be hard, time consuming and a strain on their self-esteem. Given an individual’s self-concept, the perception they have of exercise, its demands on the body and the demands they fear their trainer will place on them, is stressful. The solution, if we want to involve more people in exercise, is that we need to get serious about being frivolous. Many fitness professionals look down on the notion of fun and games in the fitness centre because they feel it’s a distraction from the hard work and discipline required
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