S&PA Professional Magazine April 2012

SKILLS AGENDA

TOMORROW’S PEOPLE

RISING TALENT

Boosting the workforce through new funding

CIMSPA’s new professional development framework

Stars of the industry on how to succeed ISSUE 01

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APRIL 2012

T H E S P O RT & P H Y S I C A L AC T I V I T Y I N DU ST RY M AGA Z I N E

Facing up to the fat

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READY FOR A NEW

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·

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S&PAProfessional

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April 2012

CONTENTS

5

Upfront 5 8 9 10 12

14

]

14

Features 14

18

22

27

Editorial News Sport England answers critics ODA reveals unhealthy workers on Olympic site Northern Ireland invests £7m to address obesity issues Opinion It’s time to unify the sports sector, says CIMSPA’s CEO Sean Holt

Stay in the race CIMSPA’s professional development framework is key to the sport and physical activity sector Facing up to the fat How the business of sport is tackling obesity Sporting chance Sport England’s investment could boost workforce development

18

22

Focus 27

30

32 36

]

28

Technical Is the latest trend for compression clothing a fad? Helen Gilbert reports Legislation The Localism Act in brief Best practice Olympic 2012 sponsor Cadbury on community engagement CIMSPA news Rising Talent Keep on top of your game, says Amy Bird at Birmingham Sport and

]

“One key piece of advice I can offer is to volunteer and gain experience in as much sport and leisure-related activity as you can”

Physical Activity Partnership

38

Fast talk 38 40

CIMSPA diary 24 hours with...

Shaun Dawson, chief executive at Lee Valley Regional Park Authority 42 Last word

36

]

3 www.cimspa.co.uk

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S&PAProfessional

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April 2012

UPFRONT EDITORIAL _]NATALIE LI

Springboard to success “We’ve given the magazine a fresh, bright and uplifting feel to reflect the exciting times our industry is witnessing”

W

elcome to the first edition of S&PA Professional – the new look magazine for sport and physical activity professionals. We’ve given the magazine a fresh, bright and uplifting feel to reflect the exciting times our industry is witnessing. You’ll also note that it’s a new, smaller iPad size.

This being 2012, it’s no surprise to see plenty of discussion about what constitutes ‘Olympic legacy’. Inspiring future generations to take up more physical activity is a mammoth task whatever the year, but the arrival of the greatest sporting show on earth this summer can only serve to bring it into sharper focus. Whatever your individual job role, this sector is in an ideal position to promote and facilitate

EDITORIAL Editor Natalie Li natalie.li@redactive.co.uk Sub-editors Ian Whiteling, Victoria Burgher Publishing director Steve Bagshaw Art director Mark Parry Art editor Daniel Swainsbury Picture editor Claire Echavarry ADVERTISING 020 7324 7551 Senior sales executive Norbert Camenzuli

this important part of the legacy.

This is undoubtedly a challenge — but that’s where CIMSPA comes in.

The institute was granted approval for chartered status in April 2011 and CIMSPA was created in January 2012.

Chartered status means CIMSPA is committed to the professional development of its members, delivering services and products to help you as your career in the sector progresses.

CIMSPA’s professional development framework is designed specifically for you and your team’s benefit, and you can find out more on page 14.

So that’s all about keeping your own careers in good shape, but what about the health of the nation? Our cover feature on page 18 examines the weighty

norbert.camenzuli@redactive. co.uk

PRODUCTION Production manager Jane Easterman Deputy production manager Kieran Tobin SUBSCRIPTIONS S&PA Professional is sent to all members of the Chartered Institute for the Management of Sport and Physical Activity (and is available on subscription to non-members.

All member enquiries should be

directed to CIMSPA . All enquiries from non-CIMSPA members email sandpa@redactive.co.uk © Redactive Publishing Ltd. S&PA Professional is published on behalf of the Chartered Institute for the Management of Sport and Physical Activity (CIMSPA) by Redactive Publishing Ltd. All rights reserved. This publication (and any part thereof) may not be reproduced, transmitted or stored in any print or electronic format (including but not limited to any online service,

issue of obesity and just how operators are taking action.

For those who are just starting their careers in the sport and physical activity sector, on page 36, Amy Bird, the Rising Talent representative for the West Midlands, talks about her career in club development at Birmingham Sport and Physical Activity Partnership.

Elsewhere, we offer a mix of news, technical advice and best practice.

I’m keen to hear your feedback – it’s important to know what you think of the magazine and what you would like to see on these pages in the future.

Enjoy this first issue! twitter.com/SAPA_Pro

any database or any part of the internet) or in any other format in any media whatsoever, without the prior written permission of the publisher.

Redactive Publishing Ltd accepts no liability for the accuracy of the contents or any opinions expressed herein.

Printed by Pensord

SportPark, Loughborough University, 3 Oakwood Drive, Loughborough, LE11 3QF Tel: 01509 226474 email: info@cimspa.co.uk web: www.cimspa.co.uk Chief executive Sean Holt Head of education and training Melissa Barlow

CIMSPA ENQUIRIES Chartered Institute for the Management of Sport and Physical Activity,

5 www.cimspa.co.uk

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ING AS...

TRAIN N O IC E C N U O N TED AN

OFS

” G N I D N A T “OUTS April 2012

ICON TRAINING has achieved seven Grade 1’s from a recent Ofsted inspection, confirming them as the top provider in their sector.

Following rigorous checks by a team of Her Majesties Inspectors, the results are as follows;

Overall effectiveness of provision Capacity to improve Outcomes for learners Quality of provision Leadership and Management Sport and Leisure Customer Service The Ofsted report states ICON TRAINING’s Skills Tutors are, “highly regarded by employers and learners who recognise and appreciate the contribution made to the leisure industry”.

Mac Cleves, Managing Director, said, “The Ofsted inspectors recorded that our Skills Tutors are dynamic, inspirational and highly skilled people leading well planned sessions, as well as commending our leadership and management as outstanding”.

Julian Leybourne, CEO, comments: “I am delighted with the Grade 1 result from Ofsted and to be named as an outstanding training provider. We will continue to support the government’s priority of encouraging employers to harness Apprentices aged 16-24 years, which makes excellent business sense for succession planning and increased profitability.”

We welcome new employers to join our successful partnership where we can all achieve Outstanding results to unlock staff potential to boost your business.

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S&PAProfessional

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April 2012

S&PANews

A round-up of the latest developments in the industry by the Department for Transport to monitor levels of participation in cycling”.

Sport England is currently reviewing how it measures participation under its new strategy, in order to include data on the number of 14 and 15-year-olds taking part. This will “ensure that we continue to reflect participation by all sections of society, including those without a landline”, according to the spokesperson.

The Active People survey provides by far the largest sample size ever established for a sport and recreation survey, and allows levels of detailed analysis previously unavailable, according to Sport England. It identifies how participation varies from place to place and between different groups in the population.

The survey also measures the proportion of adults that volunteer in sport on a weekly basis, club membership levels, involvement in organised sport/competition, and satisfaction with levels of local sporting provision.

SPORT FUNDING BODY ANSWERS CRITICS Sport England has defended its Active People Survey which measures participation in physical activity in the UK, after recent criticism by Lord Sebastian Coe. Lord Coe, head of the London organising committee for the Olympics and the Paralympics, and a companion of CIMSPA, said that the increase in sports participation ahead of the Olympic Games was not being captured by the survey, which costs Sport

England £3-4 million annually.

A spokesperson at Sport England responded to the claims, saying: “Active People is a robust survey, providing the official statistics for measuring sports participation across the country and in a huge range of sports.”

The spokesperson pointed out that “the survey is also used by the Department of Health and local authorities to track participation in physical activity at the local level and

The former chief executive of InterContinental Hotels, Andrew Cosslett, has been appointed chairman of England Rugby 2015, one of the bodies charged with organising the next Rugby World Cup. Cosslett will lead the England Rugby board alongside Paul Vaughan, chief executive officer for England Rugby 2015.

According to the Rugby Football Union (RFU), Cosslett was chosen for his international business experience and leadership skills, built over 30 years in consumerfacing industries.

Ian Ritchie, chief executive officer at the RFU, said: “Andy Cosslett’s attributes and experience will no doubt bring huge benefits to the role of England Rugby 2015 chairman.

“The Rugby World Cup in England provides a unique and very exciting opportunity and we look forward to working closely with Andy, England Rugby 2015 and Rugby World Cup Limited to help create a legacy that will benefit the sport for generations to come.”

Cosslett will take up his post this month.

"REX

“Active People is a robust survey, providing the official statistics for measuring sports participation across the country”

Chair for Rugby World Cup

8 www.cimspa.co.uk

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UPFRONT S&PA NEWS

3,360

hosted by the Police Federation last month. Figures confirmed by the ODA show that 3,360 of the 12,000 workers on the Olympic Village site were classed as obese during an occupational health study. An even higher number – 4,920 – were found to be overweight, while 3,500 suffered from high blood pressure.

Spurred into action by the findings, the ODA began a scheme to offer £1 bowls of porridge for breakfast, to give construction workers a healthy start to the day.

Health experts at the games blamed the high obesity levels on workers eating fatty takeaways the night before and skipping breakfast.

It was also uncovered that accident levels on the Olympic Village construction site peaked in the hour before lunch, when hungry workers were focusing on what to eat next.

ODA REVEALS HIGH OBESITY LEVELS IN WORKFORCE The workforce responsible for building the Olympic Village lived an “unhealthy lifestyle”, according to bosses at the Olympics Delivery Authority (ODA).

Lawrence Waterman, head of health and safety for the ODA, revealed the statistics at a health and safety conference

IOSH urges Budget clarity The Institution for Occupational Safety and Health (IOSH) has demanded more clarity on the government’s health and safety ‘deregulation’.

In the Budget announcement last month, the Treasury pledged to “scrap or improve” 84 per cent of health and safety regulation.

“The country needs clarity about how much ‘real’ change there’s actually going to be,” said Richard Jones, head of policy and public affairs at IOSH.

OF THE 12,000 SITE WORKERS WERE CLASSED AS OBESE

“Professor Ragnar Löfstedt [author of an independent review of health and safety legislation, published in May 2011] mentioned a 35 per cent reduction. This immediately grew to more than 50 per cent in the government response to his review.

And now, the figure is being heralded by the Treasury as 84 per cent.”

Jones expressed his concern that the Treasury had simply announced a watering down of ‘strict liability’.

“There needs to be proper consultation and full consideration of the implications of this legislative change,” he said. “We’d be concerned if this were to cause standards to drop or to jeopardise fair access to justice.”

"GETTY

“We’d be concerned if this were to cause standards to drop”

ONLINE DIVERSITY TOOL FOR NGBS National Governing Bodies (NGBs) of sport have been urged to sign up to an online resource to help increase diversity among their employees.

Diversity Challenge aims to support NGBs in improving diversity across their workforce and participants. The online tool was created by the English Federation of Disability Sport, Sporting Equals, StreetGames and the Women’s Sport & Fitness Foundation.

According to the Diversity Challenge website, the tool will help NGBs highlight the connection between strategic, operational and tactical goals to increase under-represented groups.

Users will be taken through a series of questions on the website, and offered resources and solutions to develop thinking around diversity. nFor more information visit www.diversitychallenge.co.uk

9 www.cimspa.co.uk

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UPFRONT S&PA NEWS

NORTHERN IRELAND INVESTS £7M TO TACKLE OBESITY

"PA

With 59 per cent of Northern Irish adults classified as overweight, the province’s health minister, Edwin Poots, has pledged a multimillion pound government investment to address the issue.

Poots urged “commitment and action” from government departments and agencies to improve the health of the nation, with 23 per cent of adults in the Northern Ireland classed as obese.

“It is my intention to invest more than £7 million towards tackling the problem of obesity over the next three years,” said Poots, who revealed another statistic that 8 per cent of children aged 2-5 years in Northern Ireland were also considered obese.

“These figures reveal the scale of the problem and the enormous challenge we are facing,” he added.

Poots explained that a new framework would aim to encourage participation in physical activity. The minister also cited the Give It A Go! initiative, which aims to raise awareness of the range of nutritional and physical activity initiatives across the Republic of Ireland.

“This is a great example of how collaborative work can make such a positive

contribution to peoples’ lives by providing opportunities for learning, participation in physical activity and social interaction,” he said.

“Tackling obesity throughout the entire population will take time, but I strongly believe that the actions set out in this framework will inspire and enable people to improve their diets and be more active.”

“These figures reveal the enormous challenge we are facing” Edwin Poots

London failing to keep disabled people active Leisure operators and schools need to improve their efforts to help disabled Londoners stay physically active, according to the London Assembly.

A report by the Assembly’s Economy, Culture and Sport (ECS) Committee stated that little progress has been made to increase the number of disabled people taking part in physical activities across London in the past six years.

The report recognises that the right overall approach is being taken, but outlines several improvements that could be made. These include promoting travel options through Transport for London and considering using London 2012 volunteers to encourage disabled people to stay active.

“More and more disabled children are being educated in mainstream schools, but teachers are not being given the right training to include them in sport and physical education,” said ECS committee chair Dee Doocey. “With the 2012 Games just around the corner, it would be a terrible legacy to see the world’s best disabled athletes competing in the city and then fail to capitalise on their inspirational example.”

KILDARE TO LEAD AQUATERRA A former director of the East Midlands Development Agency, Antony Kildare, has been appointed chief executive of leisure management charitable trust Aquaterra Leisure.

Kildare brings with him a strong background in UK-wide regeneration, programme development and project delivery, according to a statement.

Aquaterra Leisure manages facilities in Islington, Bath and North East Somerset.

Kildare’s previous roles also include a directorship at Ernst & Young, and a period on secondment to the Department for Trade and Industry.

“Antony brings with him a superb range of skills and experience gained in industry, investment, public sector and not-forprofit business, and is the ideal person to lead our specialist sports and leisure staff,” explained Simon Kaplinsky, chairman of the Board of Trustees at Aquaterra Leisure.

10 www.cimspa.co.uk

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Recycle your magazine and seven days later it could come back as your newspaper.

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April 2012

UPFRONT OPINION

A raft of new developments to help unify the sports sector and spread the fitness message make for exciting times, says CIMSPA chief executive Sean Holt

UP AND RUNNING O

nly three months into 2012 and we have already seen a number of exciting new developments at CIMSPA. You are, of course, reading our new industry magazine S&PA Professional. To accompany this, we have also developed our social media channels and will shortly be launching our new website.

These latest developments to our communications channels are all designed to ensure that we at CIMSPA succeed in achieving our objective of representing the one million people working in sport and physical activity with one unified voice. Collectively, it is every member’s responsibility to encourage as many colleagues as possible to join us, making this voice the very loudest it can be.

In line with this mission, the last few months have seen the creation of a number of partnerships with key organisations in the sector. In February, CIMSPA formally showed its commitment towards the promotion of health and safety within the sector by signing a memorandum of understanding with the Institution of Occupational Safety and Health (IOSH) at London’s Wembley Stadium.

In March, we partnered with the Skills

Protocol Employer Leadership Group (SPELG) and the sector skills council, SkillsActive, to establish a skills passport for the industry.

Also supporting our representation of the UK workforce was the launch of our new national and regional management boards, which will play a crucial role in establishing the institute and representing its members locally within England, Scotland, Wales and Northern Ireland. The announcement of each board was marked with a series of launch events across the country, which provided both members and non-members with the opportunity to network and meet their local CIMSPA representatives.

The events also served as career workshops, where attendees could find out about CIMSPA’s new professional development framework and discuss the issues that affect them most.

More than 400 people came to these events, among which were a large number of students and young professionals. Given that our latest research indicates that around 30 per cent of the sector workforce is aged under 30, we are pleased that members of this demographic are taking more of an interest in engaging with their professional development body. Through our Rising Talent

programme, we intend to explore this relationship further, primarily through the use of social media and by working in partnership with university careers services. We have already recruited eight CIMSPA student ambassadors to represent the institute in all our home nations, and are working to ensure that every regional and national management board has at least one Rising Talent member.

Only by doing this can we create an institute that is truly representative of its workforce, and a sector that can deliver a sustainable Olympic legacy to drive increased physical activity participation across the entire nation.

In fact, with the approach of the London 2012 Olympic and Paralympic Games, legacy is the question on everyone’s lips. Much has been discussed around the future of the facilities developed in preparation for the Games – not least by sports minister, Hugh Robertson, at the County Sports Partnership Network Convention in London last month. But what about the training of the workforce who will support it? To change habits and encourage people to incorporate more physical activity into their lifestyle, the quality of the experience has to be the very best it can be – after all, you don’t get a second chance to make a first impression. At CIMSPA, we understand the importance of staff in a people-centric sector such as ours, and are working to develop a workforce of tomorrow that can create an enduring Olympic legacy for generations to come. b

%

30%

of the sector workforce is under 30

12 www.cimspa.co.uk

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CLEVER TECHNOLOGY AIDS GREATER PROSPECT CONVERSION

By Tom Withers, Head of Sales, Gladstone Health and Leisure

I

n this tough economic climate the need to maximise sales is more vital to the leisure industry than ever before. To get a potential customer to walk through your door is a challenge in itself, but once they are there the work really begins.

First we must motivate our staff to deliver a sales pitch with a warmth and charm that makes the customer feel part of the family. But then what?

Customers have choices and will spend time reviewing the local area. How confident can we be that traditional paper-based prospect notes are not ‘mislaid’ and that all staff are equally persistent in their follow-up attempts?

Whilst conversion bonuses can work, wise staff will concentrate on the low hanging fruit, converting the easy pickings rather than the hesitant prospect, which involves more effort.

But it’s these important customers that make the difference to the bottom line as the others would have joined anyway.

Technology can change this, providing a tool that allows managers to supervise the sales process, drive the team’s focus and measure more efficiently by highlighting gaps in the process, whether customers are contacted in a desired and timely fashion or even a staff weakness.

Gladstone’s Contact Manager enables staff to capture preferences such as customer interests and data protection, as well as schedule reminders for tasks and appointments, follow-up calls, emails, SMS and letters.

The software encourages best practice by allowing managers to monitor staff interaction with prospects and report on conversion ratios by site and staff, and can also analyse rates of return

from a marketing campaign to help target future marketing more effectively.

Unlike technology of old - confusing to the untrained user and seen as a hindrance to operational processes - Contact Manager was developed alongside leisure professionals to engage with staff in a user friendly way, so it doesn’t create a barrier to inputting prospect information. Think Apple - my three year old confidently opens my iPhone and uses applications, whereas just five years ago I doubt he could have used a Nokia interface.

By creating a great user experience for your staff they can help you increase return on investment through a greater prospect conversion.

www.gladstonemrm.com

13 www.cimspa.co.uk

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CIMSPA F R A M E W O R K

14 www.cimspa.co.uk

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S&PAProfessional / April 2012

B

usiness leaders are being tested to the limit during this lengthy economic crisis. For those setting the health agenda, keeping on top of training and leadership development has never been more crucial.

Public health is undergoing a period of transition, with services transferring from the NHS to local authorities by April 2013 under plans set out in the government’s 2011 white paper. This evolution in the NHS will give rise to much fresh thinking, and those in the industry will need to keep well informed and up to speed.

S P O T LI G H T O N S TA N D A R D S

n

So how can you continue to hone your skills in challenging times? The CIMSPA team, led by the regional and national management boards, hosted a number of continuing

Naturally sports professionals have to stay competitive. CIMSPA’s new framework is the foundation to nurturing a successful career in sport and physical activity

"SHUTTERSTOCK

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S&PAProfessional / April 2012

CIMSPA F R A M E W O R K

professional development (CPD) half-day workshops across the UK throughout March. These events were open to all - not just employed professionals, but students and those with an interest in the sector.

Delivered by CIMSPA personnel management partner Qdos, they presented an opportunity for individuals to gain practical hints and tips into improving their skills base and taking charge of their own development.

“We are in a people-centric business and there is an expectation upon us to raise standards and give professionals the best information to improve performance,” says Sheila Forster, chair

CPD prepares members for greater responsibilities and strengthens their professional credibility.

A new framework devised

by CIMSPA outlines nine key competencies for sport and physical activity professionals to maintain in order to improve standards across all areas of their practice (see pictured).

“The framework is a significant milestone in the development of our professional workforce of tomorrow,” says Melissa Barlow, head of education and training at CIMSPA. “We need to get people thinking about the role they want for tomorrow, and to start preparing for it today.

“Customer care is a key area for

%

”We are in a people-centric business and there is an expectation upon us to raise standards and to give professionals the best information to improve performance“ Sheila Forster

of CIMSPA London region.

“The industry has to mature and what has been missing is continuing professional development, which was adopted by the board of trustees in February 2012.”

To reach chartered membership involves a two-stage application process, and on award as a chartered member or chartered fellow, it is necessary to undertake CPD as a requirement to maintain your status.

Members can create a structured development plan to identify current needs, skills and experience, and any gaps. The institute believes

those in the sport and physical activity industry. The framework will help professionals begin to consider where they can improve and develop their own skills.”

Barlow stresses that it’s not just about recording CPD and logging points into a system, but focus on thinking as to how transferable or softer skills can be applied to other sectors.

“The great thing about the framework and CPD is that it is totally flexible,” she adds. “It has to fit each individual and could be something you do in-house, via external training or through networking.”b

YOUR QUESTIONS ANSWERED What is the new CIMSPA continuing professional development framework?

It's a way of building a culture of continual improvement across the sports and physical activity profession, raising the performance levels and status of the sector, and the people like you who work within it.

It's all about developing your technical and functional skills to improve your career prospects and establish best practice across the profession. It is not designed to map out your career for you, but rather to help you develop a list of key competencies and behaviours that will help you to add value to your day job – and prepare you for the next challenge.

The technical and functional competence layer is the foundation block of the framework. These are typically qualifications or experience stated within job descriptions and role specifications as essential or mandatory. Examples include lifeguarding and coaching qualifications, safeguarding children and vulnerable adults and pool plant operations.

The overall aim of the framework is to guide you through continuing professional development (CPD) on a flexible programme that you can take at your own pace and in your preferred style of learning.

Why has it been launched at this time?

As part of the preparations for the new chartered institute and following

16 www.cimspa.co.uk

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S&PAProfessional / April 2012

The new framework Competencies and behaviours

LEVELS

LEADING PEOPLE AND UNDERSTANDING CUSTOMERS 1 How can you demonstrate your customer-focused approach?

5 What experience have you of planning and organising for successful projects or activities?

6 What examples can you give of problem solving and decision making?

7 How do you pursue personal and professional excellence in your job roles?

PREPARING FOR THE DEMANDS OF TOMORROW 8 How do you embrace change and enable others to be part of a change process?

9 How do you think and act strategically?

Entrance and supervisory

DEVELOPING ORGANISATIONAL SUCCESS 4 How do you manage finances and resources within a given budget framework?

Senior management and aspiring

3 How do you lead, develop and manage people to reach their maximum potential?

Middle manageent and aspiring

2 How do you influence others to reach desired outcomes?

TECHNICAL/FUNCTIONAL COMPETENCE

feedback from members, CIMSPA undertook a significant review of the purpose of professional development.

The institute saw the need to create a professional development framework to provide structure and guidance, as well as raise awareness of learning opportunities and activities.

Who is the framework aimed at?

It can be used by existing and aspiring professionals across the industry, from students to senior executives.

After all, everyone can always improve their skills and approach, whether by acquiring new knowledge and talents or refining their current ones.

As a guide to what it offers people at various stages in their careers, the framework shows the typical behaviours and competencies required across the three experience levels: entrance to supervisory; middle management and aspiring; and senior management and aspiring. CIMSPA will either offer direct learning opportunities and activities to support the framework, or partner with

training providers and groups.

If you're looking to take your career to the next level, you will be able to tap into a range of activities from online courses and local events, to qualifications and workshops.

What will the framework do for me?

It will help you to identify your needs as a sports professional, develop your behaviour and improve your performance to progress your career within the sector.

Different opportunities are available to professionals across the three levels.

At lower levels, the emphasis is on the introductory and foundation blocks of learning. If you're at a higher level, the behaviours and competencies increase in both breadth and depth to help you become increasingly innovative and creative, and develop a culture of delivering excellence.

The most important thing to remember about CPD is that one size doesn’t fit all, and the framework respects that you have your own personal development plan.

Why should I get involved?

As a sport and physical activity professional, you have a responsibility to keep your skills and knowledge upto-date. CPD will ensure you continue to progress your career through a range of activities.

As a CIMSPA member, you are encouraged to create a personal development plan, set objectives and monitor your progress. The institute recommends that you review your learning over the last 12 months and set development objectives for the coming year. Reflecting on the past and planning for the future in this way makes development more methodical and easier to measure. This is a particularly useful exercise prior to an annual appraisal and shows your appetite to develop along with your appreciation of how to add more value to your role. b nFor more information visit www.cimspa.co.uk

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OVERWEIGHT AND OVER HERE

With obesity on the rise among adults and children, Peta Bee looks at what is being done to create a healthier society "IMAGE SOURCE

e’re a nation of fatsos – everyone knows it. We don’t exercise enough and our waistlines are expanding at a faster rate than most others in Europe. In the UK, an estimated 59 per cent of adults and 31 per cent of children are overweight. Figures from the NHS reveal that, in 2010, 26 per cent of both men and women in England were obese and three in 10 boys and girls aged two to 15 were

W

classed as either overweight or obese.

Such ballooning statistics don’t come cheap. A study by the National Audit Office estimates that obesity costs the NHS at least £500 million a year and the wider economy more than £2 billion annually in lost productivity.

But what is being done to reduce the problem? With the government’s controversial Health and Social Care Bill due to come into force next year, will the role played by the sports

and fitness industries in tackling obesity increase?

General practitioners are central to the new legislation, and GPs will, by April 2013, have to band together into consortia before being handed £80 billion of NHS funds to commission health care for patients.

The prospective reforms are no doubt set to transform the public health landscape, and many within sports and fitness are optimistic that their

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expertise will be used effectively to assist overweight people. David Stalker, chief executive of the Fitness Industry Association (FIA), says it “wants to immerse physical activity into a localised healthcare approach”.

The FIA is already actively engaging with the medical community to deliver exercise referral and weight management programmes through the local commissioning of NHS services. “In many ways, the bill is a good thing, because if we are serious about lowering obesity levels in the UK, then there needs to be more players involved,” says Susan Rossetto, group health and wellbeing manager at DC Leisure, a role newly created within the company to strengthen its links with the NHS. “It will mean the fitness industry is in the position to be commissioned for health related services such as obesity programmes and run schemes such as cardiac rehab and diabetes support that were previously delivered by the NHS. It will become more people-focused.”

greater is clinically obese. But the measurement’s downfall is that it does not take into account body composition (whether or not excess weight is fat or muscle), which is why fit people often find themselves in the fat category of the BMI rating system.

Stalker insists that, however you look at it, there’s no doubt levels of obesity and related conditions, such as diabetes, in the UK have been rising at an alarming rate for years.

“The increased prescription of drugs and availability of gastric surgery have not solved the problem,”

%

“Most statistics are based on BMI, which has serious shortfalls. Obesity is rising, but no one knows by how much“ Rich Millard

FAT OR FIT? However, the path is not clear. Even trying to quantify the obesity problem is not always easy. Rich Millard, DC Leisure’s sports development and operations support director, says even the means by which obesity is measured are controversial.

“Most statistics are based on BMI, a calculation that has serious shortfalls,” he explains. “It is accepted that obesity is rising, but no one really knows by how much.” The BMI appeals because it is simple to calculate: weight in kilogrammes is divided by height in metres squared – someone with a BMI of less than 18.5 is considered underweight, between 18.5 and 24.9 is ‘normal’, 25 to 29.9 is overweight and 30 or

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April 2012

he says. “Those of us working in health and fitness have long known the benefits of physical activity in weight reduction and management. However, the challenge we face as a sector is raising awareness of our message among the public, and also among decision-makers in government.”

As a Department of Health delivery partner, the FIA offers a variety of programmes and campaigns to promote the benefits of exercise to lose weight. “We have worked very successfully with the government on the Change4Life and More Active4Life campaigns,” says Stalker.

“Our current programmes include: Shift into Sports, which works with organisations such as Transport for London, Sky and Royal Mail to be

n

Reactivate Bucks _] Co-ordinated by the Buckinghamshire and Milton Keynes County Sports Partnership and delivered by a portfolio of local partners, the Reactivate Bucks scheme shows how local councils can work with the public and private sectors to deliver sport and physical activity that can energise the local community. Abbi McMullen, one of the scheme’s physical activity development officers, says the range of activities on offer grows by the month. “We are drawing on the London 2012 Olympics to inspire adults to get fitter, healthier and have fun,” she says. “We connect people to a suitable activity or sport via our website, social media and Give it a Go week campaigns, offering free or subsidised activities.” There are more than 300 weekly beginner activities on offer, from free Nordic walking sessions to mass "JON PARKER LEE participation events, such as the women’s only Cycletta in May. A recent Give it a Go week saw more than 30 new running groups launched through Run England, including over 150 novices. “We are trying to re-educate people about what fitness means,” Abbi says. “Being active doesn’t have to be about pumping iron or running miles, it can nFor more information simply be going on the health and fitness scheme, visit for a walk or www.reactivatebucks.org having a swim.”

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OBESITY

able to offer discounted access to exercise and sports facilities to their employees; and Let’s Get Moving, a physical activity intervention based on motivational interviewing techniques, delivered to five Essex primary care trusts.”

There is also a concerted drive within the industry not just to help those who are already obese, but to prevent it occurring in others.

A 2007 study published in the Archives of Disease in Childhood revealed that, even in the current couch-potato climate, only one in 40 11-year-olds manages the minimum 60 minutes’ exercise a day.

According to University of Bath research, which involved 5,595 children in the greater Bristol area, 95 per cent of boys and 99.6 per cent of girls fell short of the recommended levels of exercise.

The findings were particularly significant because the study fitted the kids with accelerometers to measure precisely how much, how often and with what sort of intensity they moved about over seven days. Previous research had suggested a much higher

proportion of youngsters were getting enough exercise. “But most of that previous research was based on questionnaires, which aren’t as accurate,” claims Dr Calum Mattocks, a research associate on the Avon Longitudinal Study of Parents and Children, which involves 14,000 children.

Sarah Hobbs, head of sports, health and fitness for David Lloyd Leisure, says the huge amount of time and resources invested in finding ways to encourage families to take up health and exercise habits is starting to pay off.

The company has seen a three per cent net growth in junior members since the beginning of 2011 and around 266,000 children currently

%

Is the tide turning?

David Lloyd Leisure reports junior members are increasing and 14,000 children a week attend tennis lessons

take part in activities organised by the chain every month.

“Every week 20,000 children attend swimming lessons at David Lloyd Leisure and 14,000 are learning to play tennis,” reports Hobbs. “We are particularly

“Schools are struggling with interesting ways to get health and fitness education across to pupils” Susan Rossetto

Hula health _] Programmes targeting overweight and obese children are reaping big rewards for DC Leisure. The chain runs 24 courses with the charity MEND, which delivers health and fitness advice for overweight seven to 13-year-olds, and also has a hugely successful collaboration with the online fitness ‘gym’ Gugafit, which stands for Get Up, Get Active. Susan Rossetto, group health and wellbeing manager at DC Leisure, says the approach is three-pronged.

“Children use the Gugafit website to record their activity levels and get advice about healthy eating,” she explains. “They also take part in the fun fitness activities, including things like hula hooping and limbo dancing, which are thoroughly enjoyable and don’t feel like a workout.” In addition, DC Leisure sponsors five schools per site to provide them with access to the Gugafit site. “Schools are struggling with interesting ways to get health and fitness education across to pupils,” Rossetto says. “Budgets have been slashed and the sponsorship we offer has proved inspirational. It’s a way to get children physically literate and prepare them for a healthy active life.”

nFor more information on Gugafit health and fitness programmes, visit www. gugafit.com

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FACTS AND FIGURES From a population in denial to a ticking obesity time bomb, UK statistics uncover a nation in desperate need of a healthier lifestyle (Sources: Bupa, NHS, National Obesity Forum) n According to NHS statistics, 42% of men and 32% of women in England were overweight in 2010

proud of our DL Kids and All Stars programmes for younger children and we’re about to launch All Stars badminton and gymnastics for children as the programme expands.”

Other pilot programmes include swimming, which, says Rossetto, is popular among overweight people because they feel less self-conscious submerged in water and less embarrassed about issues such as sweating.

Although the future looks positive, with many in sport and fitness businesses itching to help impart knowledge and practical assistance to help stem the rise of obesity, barriers remain.

Encouragingly, Stalker doesn’t think they’re insurmountable.

“Numerous government reports in the past have viewed public health through an obesity-tinted lens, which results in physical activity being a secondary priority to nutrition,” he says.

“Only a focus on health and wellbeing as a whole will ensure the general public receives the best possible advice on maintaining an all-round healthy lifestyle, and not just a trim waistline.” " Peta Bee is a journalist specialising in health and fitness

3 TIMES

42% 32% MEN l

l Men are three times more likely than women to struggle to tell their partner they need to lose weight, according to the National Obesity Forum, which is calling for the British public to be more upfront with their loved ones about losing weight

WOMEN l

1 n NHS figures reveal that one in 10 children in reception classes (ages four to five) in England were obese in 2010-11

40%

(IN)

10

k In a 2011 Bupa Health Pulse survey, 40 per cent of obese people in the UK thought they were healthy and were “blissfully unaware” of the dangers of eating too much and not exercising enough

59% 64% 64% 60% UNITED KINGDOM

USA

SAUDI ARABIA

AUSTRALIA

n Experts predict that at the current rate of growth, three-quarters of the population could suffer the ill effects of excess weight within 10 to 15 years.

75%

k The BUPA report revealed that British people are among the most overweight in the world. Of the 12 countries surveyed, only the USA, Saudi Arabia and Australia had comparable levels of fatness.

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OLYMPIC L E G A C Y

SPORTING C 22

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Sport England’s £1bn funding is set to transform the postOlympic landscape in England and significantly boost workforce development. Natalie Li asks what this means for the profession

E

"IMAGES SPORT ENGLAND

CHANCE

n

arly 2012 ushered in an exciting era for people involved in sport and physical activity. In January the secretary of state for culture, Olympics, media and sport Jeremy Hunt announced a £1 billion, five-year youth and community sport strategy to deliver on Olympic chief Lord Coe’s 2012 Games bid promise.

This aims to inspire a generation to get involved in sport.

The centrepiece of this strategy is around Sport England’s £450 million investment to work with National Governing Bodies (NGBs).

NGB 2013-17 funding will see new school-based clubs established with links to NGBs. Young people 14-25 years old) will benefit from 60 per cent of this investment through programmes that will include helping them move from school sport into club sport and working with universities and colleges to create more sporting opportunities for students. Additional funding

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OLYMPIC L E G A C Y

will be available to governing bodies that are successfully increasing participation. NGBs will also receive assistance with their governance.

“National Governing Bodies of sport remain at the core of Sport England’s 2013-17 strategy and are critical to our shared goal of helping more people develop a sporting habit for life,” says Jennie Price, chief executive of Sport England.

“We are all much better equipped for this Whole Sport Plan process than we were in 2008. That means the bar will be set higher and the final case for investment will need to be even more compelling.”

The local authority austerity measures have cut deep, and many sports operators and facilitators have witnessed a reduced sports development function.

Pete Ackerley, senior national game development manager at the Football Association (FA), says Sport England will inject much-needed funds into workforce development.

Ackerley, who is responsible for working with national partners to broker how football can work and to ensure football is made available to everyone, says one of the key priorities is building the volunteer workforce for the national game.

“We have more than one million people as part of our voluntary workforce,” says Ackerley, “and making sure they have the right skillset and support is one of our main aims.

“Raising standards and getting the best players are both important, but having the right people to deliver those objectives is paramount.”

He believes a better, more efficient workforce can be created by providing more resources to

allow people to perform their roles more effectively.

“We have to professionalise the workforce and invest in people and create transferable skills. It’s about growing our next generation – both in our workforce and players. Setting those skills is hugely important

%

“The FA celebrates 150 years in 2013 and we’ve witnessed more change in the past five years than in its whole history” Pete Ackerley in creating a shift in culture. It’s all about managing a significantly changing workforce.”

Understanding changing consumer patterns is something Ackerley believes is improving, but needs

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sharpening. With challenge, however, comes opportunity, he adds.

“The FA celebrates 150 years in 2013 and we’ve witnessed more change in the past five years than in its whole history. Changes in how we operate are essential. We are looking to create leaders who can pass our game onto the next generation,” says Ackerley.

Similar concerns are an issue at leisure management operator, Parkwood Leisure. Sport England’s support is integral to the future grass roots development of sporting activity and club provision.

“Despite the fantastic opportunity the London 2012 Olympics provide, sporting clubs and organisations are under increasing pressure to ensure their membership and financial management is robust,” says Glen Hall, regional director for the North and Midlands.

“Parkwood Leisure often supports clubs during difficult times, but NGBs need to play an integral role in providing ‘tool box’ advice and support to help clubs and organisations remain sustainable,” he adds.

“While NGBs vary in their support of local clubs, a club’s structure and ability to manage volunteers, fundraising, membership and events is critical to its future success,” says Hall.

Parkwood Leisure has developed a training academy and a modern apprenticeship partnership with the Institute of Swimming to provide young people with opportunities to receive paid employment, while also providing free vocational and professional training/qualifications.

“While the Parkwood Leisure Training Academy is ensuring sports coaches and leisure professionals for the future, there still remain gaps that NGBs need to concentrate their efforts on,” says Hall.

“It is critical to us that local clubs and organisations are established and well operated to ensure that

both young and old have the ability to forge stronger sporting affiliations and opportunities to partake in social and competitive events,” he adds.

But it’s not just operators and associations facing challenges ahead.

County Sports Partnerships (CSPs ) welcome the Sport England strategy and will play a key role in helping NGBs foster local links to deliver their plans and aid the transition of young people into clubs.

“This new strategy provides a great opportunity to really embed the role of CSPs in the sporting landscape, building on their successful track record in recent years and driving a legacy beyond 2012,” says Lee Mason, chief executive of the County Sports

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April 2012

Partnership Network.

“Of course there remain significant challenges on the demand side,” says Mason. “Increasing participation among 14 to 25 year olds and getting more people to ‘transition’ into community sport are areas that our sector has struggled to significantly shift in the past.

MAKING A CASE FOR FUNDING Whole Sport Plan investment must deliver one or more of Sport England’s talent and participation outcomes:

1

2

A growth in participation in the 14-25 age range

A growth in participation across the adult population

3 An excellent sporting experience for existing participants to keep them playing sport

4 High-quality talent development that creates a strong England talent pathway to link with UK Sport World Class and English elite programmes

5 A growth in participation by people who have disabilities, including those with talent

n

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OLYMPIC L E G A C Y

SPORT ENGLAND’S COMMUNITY SPORT STRATEGY Inspiring a generation to get involved in sport – investment aims:

2013

Around 60 per cent will benefit young people aged 14-25 so that sports are completely focused on helping to drive a sporting habit for life

• 2014

• 2015

• 2016

Around £450 million will go to sports governing bodies between 2013 and 2017 for their Whole Sport Plan

2017

60%

£100m

40% The remaining 40 per cent will be aimed at the rest of the population. Funding to governing bodies will be on a payments-by-results basis with sports that fail to deliver putting their public funding at risk

“More sophisticated understanding of the market, more responsive and tailored products from governing bodies and other providers, and a maturing and better used delivery network through CSPs should help us make more progress more quickly,” adds Mason.

“Another challenge will be in finding, supporting and developing a wider range of local delivery agencies to drive this work forward – the impact of the wider economic climate and the pressure on public and private sectors and civil society has put real pressure on our provider network in recent years,” he says.

Mason also hopes to link sports programmes and policies with wider partners locally, notably health, as well as other networks that can help sports partnerships engage with consumers, such as further education, higher

will be invested in creating sports clubs and tackling the drop-off in sports participation that can happen when young people leave school.

Of this, £50 million will be invested to boost sport provision at further education colleges and universities

The funding will also provide a full-time sports professional within at least

150 further education colleges, to drive innovative sports provision

education and workplaces.

“For us, the challenge remains to ensure we continue to provide a consistently high-quality service that NGBs and other partners can rely on, which provides national coverage right across the country, but with local presence. The continued support of the CSP network will help this as we are able to continually support our people, share learning and raise standards.” b

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April 2012

FOCUS TECHNICAL: COMPRESSION SPORTSWEAR

Racing ahead: Compression clothing is taking off in cycling teams

Top athletes regularly wear compression clothing for improved performance. But is this just a fad or a trend with stamina, asks Helen Gilbert?

DRESS TO COMPRESS A

ndy Murray made headlines last year when he arrived at a press conference wearing compression tights. The world number-four tennis ace admitted he had been using them to aid his post-match recovery. But the concept is not new.

Marathon world-record holder Paula Radcliffe began wearing knee-high compression socks during races almost a decade ago to support her calves and, according to Jonathan Quint, Saucony marketing manager UK & Ireland, compression clothing has been around to some degree since running ‘tights’ came on the scene in the 1980s. “However, it’s only in the past five years that there has been a boom and a plethora of brands have entered the market,” he says.

Today, the ultra-tight garments take the form of knickers, socks, tights, calf and arm sleeves and even full body suits, which can be worn during training to increase

COMPRESSION TOPS:

1CORE SUPPORT:

THE BENEFITS The stomach, sides and lower back are supported.

muscle stability. They are designed to cut down uncontrolled muscle vibration, and so reduce micro-tears within muscles and limit fatigue. Post exercise, compression allows muscles to quickly warm up and helps venous return (the flow of blood back to the heart), which can reduce muscle damage and boost recovery time.

But are the claims simply a clever marketing ploy? Dr Ali Bajwa, a consultant trauma and orthopaedic surgeon at the James Cook University Hospital, Middlesbrough and Friarage Hospital, Northallerton, who is also trained in sports medicine, doesn’t think so. He says the garments have been shown “in some instances” to have an impact on physiology, but adds that the evidence is “sketchy”.

“Skin contact provides enhanced proprioception [sense of how your limbs are oriented in space], which may reduce injury risk,” he says.

“There is increased venous return and possibly enhanced lactic acid removal.” Bajwa adds that the kit may also provide a psychological benefit.

Compression clothing, which retails from around £20 for socks

2BETTER BREATHING: They train the breathing by gently squeezing and supporting the chest with each inhalation.

3IMPROVED POSTURE: Support is delivered through the back for a more upright stance.

Better posture equals better breathing, and this, in turn, boosts performance.

and calf sleeves, is also gaining popularity among sports professionals outside running and athletics. “2XU Compression has been and is worn by many of the world’s leading sports teams, such as BMC Cycling, Fulham Football Club, Leander Rowing and English Rugby League,” says Matthew Conrad-Jones, 2XU Compression brand manager.

Some firms are really innovating.

For example, 110% has launched the UK’s first range that combines compression with ice. After exercise, reusable ice sheets fit neatly into the specially designed pockets of each garment, enabling immediate ice therapy to reduce muscle soreness.

“You hear about athletes jumping in ice baths to aid their recovery,” explains 110% UK director Alastair MacMichael. “A lot of people don’t have that option. With our shorts and tights you can pretty much ice any part of the leg.”

Rebecca Romero, Great Britain’s first Olympic medallist and world champion in two sports (rowing and cycling), is a fan. She uses the zoned compression clothing after training and describes the ice-advance as a “simple solution to a problematic routine for many athletes”.

“Managing injury and recovery is such a key part of an athlete’s schedule,” Romero says. “If I’d had this kit at the start of my career, I would have been spared many agonising days. This trend is here to stay.” " "REX

Helen Gilbert is a freelance journalist

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FOCUS LEGISLATION

Helen Gilbert

It may be early days for the Localism Act, but it’s destined to give councils and communities more decision-making freedom

POWER TO THE PEOPLE T

he Localism Act came into force on 15 November 2011.

It is designed to pass control from central government to local communities and enable them to run their own affairs. The legislation puts a raft of new rights and powers at the disposal of citizens, community groups and local councils, with the aim of empowering them to make decisions on matters such as local amenities or social enterprises.

It is not clear at this stage what impact the Localism Act will have on those working in sport. However, it is likely that: councils and communities will work together to identify the sports provision they need; there will be greater local input into council decisions on sports provision; and some sports facilities may be designated as sites of community interest, which could give them greater protection than they currently enjoy.

Community rights forms one of five key measures within the Localism Act. These give local people an opportunity to bid for treasured local assets, such as swimming pools or community centres. They can then nominate them for inclusion on a ‘most wanted’ list maintained by the local authority. When the listed assets come up for sale or

change of ownership, the act then gives community groups up to six months to raise the capital and bid to purchase the asset before it goes on the open market. This gives local people the chance to keep treasured sites in public use.

The act also gives major cities and other local authorities the power to develop their areas, improve local services and propose innovative ways of doing things. This might include supporting local enterprise partnerships, for instance.

TAK I N G T H E R E I N S Under the legislation, voluntary and community groups, parish councils and local authority employees have a right to express an interest in taking over the running of a particular service, for example, if their proposal offers better value for money.

The local authority must consider and respond to this challenge. If it is accepted, a procurement exercise will be run for the local service in which the challenging organisation can bid.

The intention is to make it easier for local groups with good ideas to put them forward and drive improvement in community services.

Other provisions within the act give local people and communities a major say in shaping the type of housing and commercial development that takes place within their area. They will have a right to draw up a neighbourhood plan, and residents, employees and local companies can get together through a local parish council or

“There will be greater local input into council decisions on sports provision” neighbourhood IN BRIEF forum and suggest LOCALISM where they think new houses, ACT business and shops should be located and what they 1 New freedoms should look like. and flexibilities for In addition, the Localism Act will local government enable decisions 2 More rights about housing to and powers for be taken locally local communities by councils.

What’s more, a 3 Reforms ‘general power of designed to make competence’ will the planning give local authorities system clearer, the freedom to work more democratic together to improve and more effective services, drive down costs and enhance their area without having to wait for agreement from central government to get things done.

Measures within the act continue to be phased in on a gradual basis, with more elements expected to be in place

by April 2012. " Helen Gilbert is a freelance journalist

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April 2012

FOCUS BEST PRACTICE

Cadbury 2012 general manager Norman Brodie (left) and sports minister Hugh Robertson at the County Sports Partnership Network Convention

COMMUNITY CHALLENGE The British chocolate brand Cadbury is not just an Olympic sponsor, but is also taking a lead on inspiring communities to play more games

I

n an address to the County Sports Partnership Network Convention in London last month, sports minister Hugh Robertson described CSPs as the leaders in “creating a cultural shift in Britain’s sports participation habits in the years to come”.

The two-day team training event invited 49 partnerships from across the country to gain inspiration from other organisations and sectors to take back to their own communities.

Norman Brodie, London 2012 general manager at Cadbury, inspired attendees on how the brand was able to upskill its workforce and engage with communities across the UK. In 2008, Cadbury became one of the official London 2012 sponsors and Brodie says the company shares the values of the Games organisers. The importance of community has long been embedded in the brand’s history, since founder John Cadbury opened his local grocers shop in Birmingham in 1824.

As part of its marketing campaign Cadbury led community engagement SPOTS V STRIPES

BY NUMBERS

sessions, and created a successful volunteering programme. It was the Cadbury Spots Versus Stripes campaign that aimed to create a lasting legacy to inspire communities to participate in more sports. Built around the ‘play’ concept, it encourages people to pledge their support to one of two teams – Spots or Stripes.

“Its goal was to encourage mass participation,” explains Brodie.

“It wasn’t just about advertising our chocolate, but encouraging people, both young and old, to continue playing games in the run-up to and after the London Olympics.”

Cadbury employees travelled across the UK to encourage people to join in. More than 20 games ambassadors visited disadvantaged areas in London, Manchester, Liverpool and Portsmouth.

Over 3,000 community volunteers

%

”The campaign goal was to encourage mass participation“ Norman Brodie

122,868 3,076 people took part in Spots Versus Stripes community games

participated in the games. Brodie admits that recruiting volunteers was no mean feat, and Cadbury employees proved instrumental in driving the campaign forward. The various fundraising events for Team GB captured the Olympic feeling within the workforce, says Brodie.

Social media is also an effective way to boost interest, he adds, and the perfect channel for CSPs to engage young people in sport and physical activity.

Cadbury’s Eye of the Tiger YouTube campaign was an online music video to promote the Keep Team GB Pumped initiative, aimed at helping to motivate athletes. It sees sports fans from London, Glasgow and Liverpool – the home towns of Team GB hopefuls Tom Stalker (Liverpool), Lee McConnell (Glasgow) and Ashley McKenzie (London) – singing along to Survivor’s Eye of the Tiger.

“Get interesting stuff trending on Twitter and make sporting activities fun and engaging,” was Brodie’s advice at the CSP Network Convention, before he asked sports minister Hugh Robertson to sign a postcard to show his support to athletes as part of Keep Team GB Pumped. b

community volunteers drove the campaign

2,000

community groups have been engaged

1,931

events have taken place across the UK and Ireland

1,002

community groups have participated

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S&PAProfessional / April 2012

FOCUS

CIMSPANews

All the latest developments from the institute

THE INSTITUTE ANNOUNCES THE BOARDS CIMSPA has announced the chairs of its new national and regional management boards.

The representatives were selected from the sport and physical activity sector across the UK. The boards will support the institute’s aim to unify the one million sport and physical activity professionals in the UK, by representing the interests of the home nations and regions at a national level.

They will work with the central CIMSPA board of trustees to ensure the new chartered professional development body delivers what its members require in order to support the London 2012 Olympic legacy.

“The appointment of CIMSPA’s national and regional management board chairs represents a real opportunity to raise standards right across the UK sport and physical activity sector,” said Miles Templeman, chairman of CIMSPA’s board of trustees.

“By working together, we can not only drive professional practice, but also raise the profile of the

n CIMSPA’s new chairs and senior management team, with institute chief executive Sean Holt (seventh from left) and Miles Templeman (to the right of Holt), chairman of the board of trustees

sector as a whole, both within the UK and on a European level.”

Stressing the importance of the boards, CIMSPA chief executive Sean Holt said: “We have to keep up-to-date with the needs of the sector right across the UK, and that makes CIMSPA’s national and regional management boards absolutely crucial in representing our members in those areas.

“With one million individuals working in sport and physical activity in the UK alone, our sector has the potential to make a significant contribution to UK plc, particularly on the back of the Olympic and Paralympic Games,” concluded Holt.

] THE NEW BOARDS WILL BE CHAIRED BY: b Lloyd Conaway, director/ chief executive of Team Beds & Luton County Sports Partnership (CIMSPA East) b Ian Phelps, director – leisure at Serco Leisure (CIMSPA East Midlands) b Sheila Forster, director of Urban Balance Consultants (CIMSPA London) bIan Gray, leisure operations and development manager at Hartlepool Borough Council (CIMSPA North East) b Michael Hunt, chief executive of Leisure in Hyndburn (CIMSPA North West) b Paul Lyness, head of leisure services at Ballymoney Borough Council (CIMSPA Northern Ireland) b Fiona Grossart, director of CoachesInfo.com

(CIMSPA Scotland) b John Stride, chief executive of Inspire Leisure (CIMSPA South East) b Lesley Coulton, head of sport and active leisure at University of Plymouth (CIMSPA South West) b Julian Leybourne, chief executive of ICON TRAINING (CIMSPA Wales) b Sue Briggs, sports project manager at University of Birmingham Sport (CIMSPA West Midlands) b Lorenzo Clark, director of operations at Sheffield International Venues (CIMSPA Yorkshire and Humber). nMore information Read more about what the boards have been up to in the next issue out in May

32 www.cimspa.co.uk

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S&PAProfessional

Welsh chair drives policy The chair of CIMSPA Wales, Julian Leybourne, met with senior ministers of the Welsh government last month to discuss physical activity policies.

Leybourne, a member of the Physical Activity Ministerial Advisory Group (PAMAG), contributed to discussions concerning the nutritional health advice policies on Active Play and the research findings on Active Environments.

The meeting was chaired by Huw Lewis, minister for housing, regeneration and heritage, alongside the deputy chairs of PAMAG, Dr Tony Jewell, chief medical officer for Wales, and John Howells, director of housing, regeneration and heritage.

Several senior managers and civil servants from the food and physical activity sector attended the meeting, including representatives from Public

m Julian Leybourne, chair of CIMSPA Wales

Health Wales, the Department for Education and Skills, Sustrans, Wales Local Government Association and Play Wales.

“With the Welsh national rugby team winning the Grand Slam last month at the Senedd in Cardiff Bay, it has been an exciting time for Wales. Our aim for the nation is to encourage, promote and participate,” said Leybourne.

CIMSPA takes to the road The events were open to students and professionals at all levels within the sport and physical activity sector.

“They were very well attended and we hope to hold more in the future. It’s really pleasing to see non-members so enthusiastic about the institute,” said CIMSPA chief executive Sean Holt. nFind out more about CIMSPA’s professional development framework on page 14

KEEP LEGACY ALIVE, URGES SPORTS MINISTER Delegates at last month’s County Sports Partnership (CSP) Network Convention in London were encouraged to spread the Olympic legacy message across the country by Hugh Robertson, minister for sport.

In a keynote address, he rt po told representatives from rs fo r the county sports partnerships across the country to drive the legacy message across their communities.

“All of us need to be advocates,” said Robertson.

This was, he said, “a fantastic opportunity for county sports partnerships to deliver the agenda on the ground”, which he hoped would attract young people to community sports, straight from school.

“The year 2012 will bring a great summer of sport, but we have to prove to those outside the sports world that we can drive this legacy forward.

“All of you are key to delivering this legacy,” said Robertson, urging delegates to get their schools signed up to the London 2012 ‘Get Set’ programme, which aims to get young people up and down the country inspired by sport.

The CSP Network Convention is a two-day conference and networking event for sports partnerships across England. Richard Saunders, CSP Network chair, encouraged attendees to take inspiration from funders, facilitators and organisations to seek opportunities in their own networks.

"DMCS/TOM DONALD

A series of half-day professional development workshops were run by the CIMSPA team across the UK last month.

More than 400 members and nonmembers turned up to hear how they could further their career through continuing professional development.

Attendees also had the opportunity to meet their CIMSPA national and regional management boards, as well as key representatives from the central CIMSPA team in Loughborough.

April 2012

Hugh Robertson ,m ini ste

HOME NATION NEWS

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April 2012

FOCUS CIMSPA NEWS

RISING TALENT PROGRAMME LAUNCHES CIMSPA has launched a programme to encourage students and professionals to invest in their skills development from the very start of their career.

The ‘Rising Talent’ programme will help CIMSPA ensure that it builds close relationships with the under-30 age group who, according to their research, represent 30 per cent of the sport and physical activity workforce.

The institute has already recruited eight student ambassadors from the 185 colleges and universities across the UK that deliver sport and physical activity-related courses.

As well as sharing their experiences and views on sector news items, they have also provided live coverage of some of CIMSPA’s training events, all through social media.

Part of the programme is geared around the recruitment of Rising Talent representatives on the national and regional management boards, enabling members of this age group to support the employment and

MP drives sports ground safety Safety must take top priority, urged Steve Rotherham MP at the launch of the Institute of Occupational Safety and Health (IOSH) Sports Grounds and Events Group at Wembley Stadium in February.

The group aims to bring together safety personnel from all sports to share best practice in sports safety management.

It will work with sports ground safety associations, government departments and sporting bodies to become the “definitive voice for sports ground and event safety issues”.

“As we look to recover from the global financial crisis and develop additional uses for our stadiums that increase income streams, safety should be at the top of the agenda,” said Rotherham.

“It is of fundamental importance that health and safety groups are taking a proactive approach in their relationship with the Sports

development of their peers.

A number of boards have already appointed both a student and an experienced young professional as their Rising Talent representatives. Find out more from one of them, West Midlands Rising Talent, Amy Bird, on page 36.

m CIMSPA chief executive Sean Holt (left) and Sheila Forster, chair of CIMSPA London (right) with IOSH president Subash Ludhra (centre)

Ground Safety Authority to ensure that every new challenge that the industry faces is met and dealt with before incidents occur.”

At the event, CIMSPA’s chief executive Sean Holt and chair of CIMSPA London, Sheila Forster, showed their support by signing a memorandum of understanding with IOSH.

The new group is supported by several other associations, such as the Local Authority Event Organisers Group, the Racecourse Association, the Rugby League Ground Safety Officers Association, the Cricket Safety Officers Association and the Rugby Football Union.

] ARE YOU A RISING TALENT?

Anyone under 30 who joins CIMSPA will automatically be considered as Rising Talent. This category will include students, apprentices, young professionals and anyone else of this age who is making a contribution to the industry.

Follow CIMSPA Rising Talent on Twitter @cimspa_rt

34 www.cimspa.co.uk

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CIMSPA/1st4sport qualifications CIMSPA now offers a range of new qualifications in partnership with 1st4sport qualifications, for professionals working in sport and active leisure. The qualifications provide learners with the knowledge, skills and competences required to work within various roles in the sport and leisure sector.

Leisure Operations and Management Sports Development The Outdoors Sports Volunteering

Visit cimspa.co.uk/1st4sport

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S&PAProfessional

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April 2012

FOCUS RISING TALENT

Amy Bird

keep on top of your GAME Staying aware of the public health agenda is key, says Amy Bird at Birmingham Sport and Physical Activity Partnership

T

he year 2012 will bring the greatest show on earth to London and I believe the London Olympics and Paralympics has the potential to inspire and engage national and local communities. It’s a truly exciting time to be starting out or carving a career in the profession.

To make a real change for the better and establish a legacy from the Games, we need to keep local activity happening. For this reason, I believe investment needs to be channelled into keeping people more active and healthy through education, outreach programmes and sports leadership in the community. This will help combat obesity and health inequalities across the country.

The sports and leisure sector is too complex and diverse for one single piece of advice. But in regards to sports development, I would advise keeping as up to date as possible with the government’s public health agenda and the role played by sport and recreation in helping to deliver this. It’s important to be aware of how public sector funding is being channelled into the sports sector, particularly

1 WHAT IT TAKES TO Being passionate SUCCEED about what you

L

do and possessing the resilience and determination to make a difference.

through Sport England, which invests billions of pounds of National Lottery and Exchequer funding in sport and physical activity each year.

CIMSPA can certainly help in this area, as it looks to organisations representing the sector in order to keep up to date with current news and opportunities. I wish I had access to this when I was starting out on my career path. Joining the institute will truly support the development of young professionals in the sector.

One key piece of advice I can offer those looking for a career would be to volunteer and gain experience in as much sport and leisure-related activity as you can. This sector, alongside many others, relies very

2 The ability to communicate effectively with different stakeholders and partners, and tailor your approach to suit your audience. heavily on a volunteer workforce, and this, in turn, can open doors.

HOW I MADE IT It actually took me a few years after graduating to secure my first job in the sports sector, as I wasn’t aware of the wide range of career opportunities out there. Sport had always been one of my main hobbies and passions growing up; playing netball and other sports from a young age, instructing outdoor pursuits activities at a kids’ camp while on my gap year in Australia, and then finally undertaking a BSc in Sport and Exercise Sciences at the University of Birmingham from 2003-2006.

36 www.cimspa.co.uk

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%

"PAUL ARTHUR

Two years after graduating, I took on a number of voluntary roles, such as helping out at various sports events and selling sports training equipment at a local exhibition.

I also looked for opportunities to network with professionals working in the sports sector.

Eventually, I discovered through a local contact of mine that there was an interesting vacancy within the Birmingham Sport and Physical Activity Partnership (BSPAP) for a project officer. And the rest, as they say, is history.

At present, I work in club development at BSPAP, which is one of 49 County Sports Partnerships across England that are committed

/

April 2012

development; the purchasing of new equipment or upskilling their coaches and volunteers.

My time in the industry so far has afforded me a range of exciting opportunities. I was interviewed on BBC WM Radio and BBC Midlands Today on their lunchtime and evening news slots. I was responsible for organising and promoting BSPAP’s launch event for the new Sport England-funded initiative ‘Sportivate’, which was attended by the local media, constituency MPs, NGBs, schools and Sport England as part of the national roll out.

One of the most rewarding aspects is making a real positive impact on the numbers of young people experiencing new and exciting sports activities through some of our programme work. I was fortunate to have helped a very talented young sportsman, Callum Sadler from Hall Green Secondary School. He started his journey by attending our Sport England funded ‘Sport Unlimited’ Wheelchair Basketball sessions. He loved the sport so much that he decided to join the local Birmingham club’s senior team. In a very short time he was identified to be fast tracked to the GB junior camps. As a result, he won a local ‘Future Paralympian’ award and will go on to receive professional coaching.

I hope that the London 2012 Olympic and Paralympic Games will play a major role in inspiring such young people to go on to achieve great things themselves, whether in sport or in other aspects of their lives. b

“One key piece of advice I can offer is to volunteer and gain experience in as much sport and leisure-related activity as you can”

to increasing participation in sport and physical activity. Funded by Sport England, its role is to work in partnership with National Governing Bodies (NGBs) and their clubs, school sports organisers, local authorities, sport and leisure facilities, primary care trusts and many other sport and non-sporting organisations.

I provide information and guidance to local sports clubs in Birmingham to help them to grow and sustain provision. I direct them to: funding streams to support the delivery of new sports programmes; grants for facility

Amy Bird is a Rising Talent representative on the regional management board, CIMSPA West Midlands

37 www.cimspa.co.uk

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April 2012

DIARY

FAST TALK ]For more information on courses go to www.cimspa.co.uk

Diary dates

nMore information If you would like to list diary events contact natalie.li@redactive.co.uk

HEALTH AND SAFET Y MANAGEMENT CERTIFICATE This Chartered Institute for the Management of Sport and Physical Activity (CIMSPA) three-day training programme is aimed at centre and club managers, duty managers, supervisors and others with responsibility for health and safety in a sport and physical activity setting. n For information and dates visit www.cimspa.co.uk/education

NATIONAL POOL PLANT OPERATORS CERTIFICATE A three-day course designed for supervisors and managers who are responsible for the safe operation of swimming pools, providing the knowledge required to maintain pool plant and equipment.

r 23-25 King Edward VII Science and Sports

"ALAMY/SUPERSTOCK

College, Coalville, Leicestershire.

Last few places remaining

r 24-26 Beach Leisure Centre, Aberdeen r 24-26 Blackshots Leisure Centre, Essex s 1-3 Total Fitness Leisure Club, Hull s 2-4 Stoke Mandeville Stadium, Aylesbury s 1-3 Total Fitness Leisure Club, Hull s 16-18 Yarborough Leisure Centre, Lincoln

1ST4SPORT QUALIFICATIONS The institute has professionally recognised a set of key qualifications with 1st4sport. These are designed to provide learners with the knowledge, skills and the various competencies required to work within sport and leisure environments. n For information visit www.1st4sportqualifications.com

NATIONAL SPA POOL PLANT OPERATORS CERTIFICATE This one-day course provides a detailed understanding of the design and operation of spa pools and how to manage the particular hazards they present.

s 11 London Leisure College, London t 15 Deans Sports & Leisure, Lincoln t 21 Hutton Moor Leisure Centre, Weston Super Mare

RoPPPs UPDATE SEMINAR The aim of this one-day seminar is to provide qualified National Plant Protection Organisation candidates with the necessary technical updates on pool plant, water treatment and health and safety practices, bringing their knowledge back up to date.

r 20 Fox Hollies Leisure Centre, Birmingham Last few places remaining

r 24 Cookstown Leisure Centre, Northern Ireland

r 26 King Edward VII Science and Sports College, Coalville, Leicestershire

38 www.cimspa.co.uk

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New for 2012

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S&PAProfessional

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April 2012

12:0513:2516:3017:4021:4023:5012:00

FAST TALK 24 HOURS WITH…

Shaun Dawson, chief executive at Lee Valley Regional Park Authority, on leading strategy and being heckled by former British decathlete Daley Thompson

T

he 26 miles along the leafy banks of the River Lee that make up the Lee Valley Regional Park is a beautiful and fascinating area. The park runs from Ware in Hertfordshire, through Essex, to the Thames at East India Dock Basin.

The 10,000 acres include 20 sites and venues, ranging from a visitor farm attraction, marinas and campsites, to major sports venues such as the Lee Valley White Water Centre, Lee Valley Athletics Centre and Lee Valley Ice Centre.

There is a also a significant activation programme in place, covering education, sports development, volunteering and around 500 events a year.

I head up the Lee Valley Regional Park Authority, a £20 million leisure business that oversees the area, leading a 300-strong highly professional team and acting as the principal adviser to the Lee Valley Regional Park Authority Board.

revolves around matters concerning the four Olympic venues that Lee Valley Regional Park Authority will own and operate as part of the 2012 legacy. A large part of my role involves engaging and working with partners and stakeholders including government departments, the Greater London Authority, National Governing Bodies for sport, London 2012 agencies and the private sector.

Over the past couple of weeks, I have attended the London Assembly’s Economy, Culture and Sport Committee, providing evidence for its investigation into the Olympic legacy. I have also worked with the chief executive of England Hockey and other partners to pull together our bid for the 2015 European Hockey Championships at Lee Valley Hockey Centre, which is an Olympic venue. I’ve even spent time in Yorkshire with Sheffield International Venues to learn from a successful venue management organisation.

%

“My one piece of advice for young people starting out is to obtain as wide a spectrum of experience as possible”

ON THE JOB I like to start before the emails begin flooding in, so usually get to my desk for 7.30am. I’ve always been fascinated by sport and the environment, so don’t mind the early start. After that there is no fixed pattern, but as we rapidly approach the 2012 Games, much of my day

ALL IN A DAY’S WORK There’s never a dull moment at Lee Valley and you never quite know what’s round the corner, such as when I was heckled by athletics legend Daley Thompson as I prepared to address the visiting

International Olympic Committee delegation for the London 2012 bid.

What’s really interesting about my role is that the lines between public and private sector leisure provision have become increasingly blurred with a market-led and customerorientated approach becoming common across both sectors.

I’m sure this will continue, with sport and leisure becoming more commercial in its outlook.

This requires a more sophisticated approach to marketing, building on the advances of social and digital media and working with private-sector brands through sponsorship deals. Customer service and sales will develop, as sport and leisure venues see themselves as part of the bigger leisure attractions industry and not simply places to play sport and be active.

WHAT IT TAKES TO SUCCEED My one piece of advice for young g out in the profession p people starting tain as wide a spectrum is to obtain rience as possible of experience n. Don’t limit yourself early on. at this stage because it educe your options could reduce in later years. Arm yourself with as broad a range of skillss as you cluding can, including ing, marketing, budget ement, management, ons operations siness and business ng. b planning.

40 www.cimspa.co.uk "GETTY

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S&PAProfessional

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April 2012

LAST WORD

FAST TALK ] Follow us at twitter.com/SAPA_Pro ] twitter.com@cimspa

Best of the tweets Active Women Leeds @ActiveWomenLCC Let’s get more women doing sport and physical activity, over 54 per cent of women want to take part. What would you like to see at a centre near you?

Mel Young @melyoung53 We all agree at #sportvision2012 sport for all has power to create change. Challenge now is how to convince top politicians who don’t get it?

CIMSPA Rising Talent @cimspa_rt 30 per cent of the workforce in the sport and physical activity sector are aged 16-24. Sue Briggs talks of the importance in retaining young people

Julian Leybourne, chair of CIMSPA Wales @julianleybourne CIMSPA/ WATCH THIS SPACE RT’s @glamfbs @cimspa - we want all UK graduates to gain a career boost by joining CIMSPA - join now!

Lee Mason @paceacemase @NSPCC great to hear about @HumberSport ‘s great work on leading safeguarding in sport in their area at #CPSU10 including a great toolkit Spike T Lion @Spike_athletics Are you a teacher? Or involved in school sport? Then the Schools Athletics Conference is for you. Starts end of April.

Matt Galloway @MattAGalloway Enjoyed the #cimspa conference today! Forgot the amount of times I’ve tweeted that today #cimspa ! @cimspa_rt #lightningthumbs Andy Gair @ApexSLM Regional meeting of CIMSPA finished at the Pods in Scunthorpe. Good contacts , new and old with a mix of debate, discussion and questions Lucy Webster @SportsLeadersLW #DCS2012 interesting NGB comments focussing on 14 years and older, focus on growth and participation, let sports leaders help this happen.

BOOK REVIEW Paul McGee is a motivational speaker specialising in change, workplace relationships and motivation. The former Yorkshire probation officer, who was also a street-theatre performer in Hollywood during the 1984 Los Angeles Olympic Games, and has battled the debilitating illness ME, wrote this practical and entertaining guide to dealing with change, handling pressure, motivating staff and delighting customers.

Sporting quote %

The fight is won or lost far away from witnesses − behind the lines, in the gym, and out there on the road, long before I dance under those lights.

— Muhammad Ali — "CORBIS

S.U.M.O. (Shut Up, Move On): The Straight Talking Guide to Creating and Enjoying a Brilliant Life Author: Paul McGee Publisher: Capstone Price: £10.99 ISBN: 9780857081292

CIMSPA LinkedIn group member Kevin Lane, senior consultant at Capita Symonds, says: “I found this to be a positive improvement book. It’s all about how we can wallow in our own misfortune or find ways of getting out of any depths that we seem to have sunk into.

“It has been written in such a way that you can apply its advice to both your personal or business life. It’s illustrated with cartoon sumo wrestlers and is an easy and enjoyable read.

“Features include real-life anecdotes from someone who lost his job, income and even his ability to walk through ME. McGee uses catchy phrases to make his points more memorable, such as ‘Ditch Doris Day’ and ‘Remember the beachball’, along with a raft of entertaining acronyms. My favourite is BMW – bitching, moaning and whinging.” ]Want to recommend or review a book? Then contact natalie.li@redactive.co.uk or tweet us @SAPA_Pro

42 www.cimspa.co.uk

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CIMSPA CONSULTANTS

CIMSPA Consultants is the one-stop shop for the entire sector’s strategic, leadership, business, operational and technical consultancy needs.

Visit cimspa.co.uk/consultants for more information CIVIL NUCLEAR CONSTABULARY

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Health, Wellbeing and Fitness Advisors £27,000 - £30,000 + benefits. Up to 2 years fixed term appointment Culham, Oxfordshire and Sellafield, Cumbria The Civil Nuclear Constabulary is a specialised armed police force that provides a safe and secure environment for the nuclear industry to operate within. If you’re a health, wellbeing and fitness expert, this is an exciting opportunity to help shape these newly created roles to inspire, support and enhance the wellbeing of those who deliver this vital service to the nation.

broad understanding of developing fitness, nutrition and wellbeing initiatives, you’ll also oversee the management of our fitness assessment programme. You’ll enjoy sharing your specialist knowledge, offering expert advice, providing support and promoting health and wellbeing initiatives working with individuals and groups, at CNC sites located throughout the UK.

With experience gained in a similar role and a degree in a relevant discipline, you’ll be a key player in the Health, Wellbeing and Fitness arena within the CNC. This will involve participating in the development of CNC Health and Wellbeing procedures, processes and tools, including designing individual development plans, recommending improvements to health, wellbeing, fitness, nutrition and lifestyle. Drawing on your

Our work keeps millions of people safe. And with our ongoing growth and superb benefits, that sense of security extends to our own people too. So to find out more or apply for a role that’s the first of its kind, please visit www.cnccareers.co.uk Closing date: Friday 4th May 2012.

We welcome applications from all parts of the community.

43 www.cimspa.co.uk

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