EuropeActive Highlights - April2024

01 EVENTS

EUROPEACTIVE EVENTS IN 2024

EUROPEAN HEALTH AND FITNESS

MARKET REPORT 2024

EUROPEAN HEALTH AND FITNESS FORUM 2024

03 MEMBERS

PARTNER IN THE SPOTLIGHT: MYZONE

NATIONAL ASSOCIATION IN THE SPOTLIGHT: FUNDACIÓN ESPAÑA ACTIVA

EUROPEAN DATAHUB: PIONEERING DATADRIVEN INSIGHTS

DON ´ T MISS THESE HEADLINES! WELCOME OUR NEW PARTNERS!

02

EU AFFAIRS

DIVERSITY IN THE FITNESS SECTOR

EU SPORT FORUM 2024

GREEN AUDIT CONFERENCE

WORLDACTIVE CONTINUES FORWARD MOMENTUM

04

EDUCATIONAL SERVICES

CARDIAC REHABILITATION AND THE FITNESS SECTOR

TRAINING PROVIDER IN THE SPOTLIGHT: AFPT NORWAY

INSIGHTS FROM FIBO WEEK: SARAH EDMONDS

AREYOUREADYFOR4DAYSOFWELLNESS?

RiminiWellness is an event that brings together under one roof all the major players in the fitness and wellness universe

Exercise equipment manufacturers, gyms, fitness clubs, training institutions and trade associations, medical spas, health centers, rehabilitation, tourism and design, always with an eye on what the fitness community wants.

REQUESTYOURCOMPLIMENTARYTICKETONTHISLINK!

6SECTIONSALLTOGETHERON1BIGSTAGE

A unique mix of events that blend every spirit of the good life and staying in shape, a winning combination with six sections:

STEEL: Nutrition, physical culture and combat sports

ACTIVE: An interactive and energetic audience

FITNESS: The marketplace in Italy dedicated to fitness

WELLNESS: All-round body care and wellness

HEALTH: Health: training, updates and trends

FOODWELL: Healthy nutrition for those ' on the go '

FACTS&FIGURES2023

+ 93% VISITS COMPARE TO 2022 EDITION

29-31OCTOBER2024

Milan, Italy

NH Collection Milano Touring

Sponsors: FIBO, PerfectGym, Technogym

23SEPTEMBER2024

Across

6-7NOVEMBER2024

Amsterdam, Netherlands

Report 2024 SPONSORS

We extend our heartfelt gratitude to the sponsors of 2024 European Health and Fitness Market Report. With their support, we continue to shed light on the latest trends and developments in the health and fitness sector, contributing to the collective knowledge of the industry. Thank you to our sponsors for enabling us to deliver this comprehensive report and furthering the understanding of the market ´ s landscape.

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CORE SPONSORS

On the 10th of April 2024, EuropeActive in partnership with FIBO, the international trade show leader for fitness, wellness, and health, held the 11th annual European Health & Fitness Forum (EHFF) at the Cologne Exhibition Centre. The event, under the theme of 'Future-Proofing Your Business through Strategic Management,' attracted over 600 industry representatives and stakeholders, underscoring the event's status as Europe’s foremost gathering of leaders, executives and managers of the fitness and physical activity sector.

This year ' s EHFF opened with an in-depth presentation of the 2024 EuropeActive/Deloitte European Health & Fitness Market Report, lead by EuropeActive Ambassador Herman Rutgers and Karsten Hollasch from Deloitte, offering key findings, up-to-date market trends and consumer behaviour insights.

Following this segment, the launch of this year ’ s EHFF book ‘Future Proofing Your Business through Strategic Management’ was announced in a presentation by Technogym Founder & President Nerio Alessandri, BlackBox Publishers CEO Kelby Jongen, and Herman Rutgers. Alessandri, later awarded the 2024 Rainer Schaller Entrepreneurship Award, honouring his exceptional entrepreneurial spirit and innovative contributions to the European fitness and physical activity industry, shared his belief in the power of trust and collaboration within and around the industry, "Creating partnership for the future means creating trust "

EuropeActive’s Active Citizenship Award 2024 was proudly presented to Sarah Roberts from Places Leisure for her dedication over the past year to fostering civic spirit, social responsibility, and a commitment to environmental protection and inclusivity in fitness.

The implications of Artificial Intelligence were expertly navigated by Ian Mullane (from Keepme.ai), highlighting AI's duality in contemporary industries. He stated that "AI will be a considerate part of our life going forward "

Utku Toprakseven' s (from 4global) introduction of the DataHub Dashboard underscored its significance in driving the industry with accurate market data and insights, reinforcing the value of shared information, "This project is your project," he stated, encouraging collective participation Utku Toprakseven emphasised the greatly positive impact the European DataHub project will have on strengthening the industry’s business decisions, attracting investment for innovation and growth, and evidencing the sector’s societal impact with public health decision-makers.

Mario Barbosa, GO fit CEO, drawing on his extensive food sector background, discussed his strategic agenda as a new CEO in the fitness industry, focusing on the shift from fitness to overall health and wellbeing

Nerio Alessandri, Herman Rutgers, Kelby Jongen

Rachel Young & Sarah Roberts

Ian Mullane

Mario Barbosa

Utku Topraksen

The forum thrived under the expert moderation of Emma Barry, who guided comprehensive interviews and managed audience-led Q&A sessions, deepening the conversation on the day's topics. Hosting was capably handled by Jennifer Halsall de Wit, ensuring a well-executed and dynamic event.

Matthew Januszek from Escape Fitness offered additional insights through live podcast interviews, providing an intimate understanding of the keynote presentations.

Eric Falardeau and Jop Gerritsen from McKinsey & Company, made a joint appearance to discuss the impact of digitisation and AI, and the essential role of ESG principles Their insights highlighted how these factors are reshaping the fitness sector, with Falardeau noting, "Digital and AI are an imperative that will redefine our industry making it winning."

Oliver Patrick's inspiring keynote address explored the proactive role of fitness in preventive health and longevity, emphasising enhanced partnerships through technology between healthcare, corporate wellness, and fitness realms

The EHFF came to an end with a trio closing statement from EuropeActive CEO Andreas Paulsen, EuropeActive’s recently appointed new CEO from 1st May Kai Troll and EuropeActive President David Stalker, encapsulating the insights gathered throughout the day and encouraging future participation and engagement in the fitness industry.

Eric Falardeau & jop Gerritsen

Oliver Patrick

Emma Barry , Jennifer Halsall, Matthew Januszek

Andreas Paulsen, David Stalker, Kai Troll

DIVERSITY IN THE DIVERSITY IN THE DIVERSITY IN THE FITNESS SECT R FITNESS SECT R FITNESS SECT R

This year ' s European Market Report, launched at the EHFF on April 10, 2024, included an executive summary on two initiatives for Diversity, Equity, and Inclusion (DEI) in the fitness industry. The initiatives assess DEI's influence on staff, business outcomes, and customer choices

The initiatives have two primary goals. The first goal is to collect data that accurately reflects the current state of our industry One of the initiatives is designed to measure demographics and the effects of discrimination on individuals and business performance. The second initiative is intended to measure the impact of a company ' s DEI and sustainability efforts on consumer purchasing. This will help us gain a better understanding of DEI within the industry and identify areas for improvement

The second goal is more introspective, asking us to confront our unconscious biases. This process requires patience, an open mind, and a readiness to explore uncomfortable truths. As you read the report, pay attention to your reactions, whether they be insecurity, annoyance, validation, or frustration. These responses provide insight into unconscious biases.

Here's How To Support This Initiative:

Help us spread the word and participate by sharing the report widely and contributing to next year ' s survey. Your input is crucial for the growth and improvement of our industry.

Europe Active's Inclusion Council is inviting people to join them in creating a more inclusive fitness industry. Go to the EuropeActive website for more information.

The survey is backed up by a team of volunteers who are working hard to make it successfulJennifer Halsall, Maike Kumstel, Lou Atkinson, Grace McNamara, Rachel Young and Elena La Petra The full report and white paper on this survey will be published in June 2024 The survey is a call to action for everyone in the industry to actively engage in DEI efforts. The mission of having an inclusive fitness industry is ongoing and requires the passion and participation of everyone in the industry.

LOU ATKINSON JENNIFER HALSALL

RACHEL YOUNG MAIKE KUMSTEL

ELENA LAPETRA GRACE MCNAMARA

Together with representatives from the sport movement and physical activity stakeholders, EuropeActive attended the 2024 edition of the event that primarily focused on the Paris 2024 Olympic and Paralympic Games, the UEFA EURO 2024, the European Sport Model and EU values.

European Commissioner for Innovation, Research, Culture, Education and Youth, Iliana Ivanova, opened the event by notably recalling the success of the Erasmus+ Sport funding programme, whose annual call for proposals saw a 17% increase in the 2024 project applications (1780), and by sharing the Commission’s enthusiasm to reveal the 2023 #BeInclusive EU Sport Awards winners latter in the day Dedicated to rewarding projects and initiatives that harness the power of sport to foster and promote social inclusion, the winners of which are:

‘Breaking Barriers’ Olympic Urban Festival’s Urban Youth Games (Belgium)

‘Sport for Peace’: Champions Factory’s Together4Ukraine (Bulgaria)

‘Be Equal’: Danmarks Idrætsforbund’s DIF get2sport (Denmark)

MEP Frankowski revisited the sport-related achievements the Sports Group reached under his mandate and reconfirmed his commitment to, hopefully, continue advancing sport priorities within the European Parliament after this summer ’ s elections.

The programme boasted a range of keynotes and panels, some of which particularly caught our interest ‘Youth and Health in the digital age ’ debated the opportunities digital can offer by reaching wider audiences, inciting them to move by creating fun games and activities; while also acknowledging the negative impacts of ever-growing screentime. The ambivalence of social media ‘Fit-fluencers’ who reinforce physical gender ideals while they can equally positively influence young people by inciting them to be active and adopt healthy habits was further discussed

Finally, a panel of ‘Lifelong Sport’ brought to light initiatives ranging from fun physical activities implemented across Greek, Bulgarian and Italian schools, the Federation of Portuguese Football’s ‘Walking Football’ programme aimed at senior citizens, Movevo’s gamification of physical activity for employees Andreas Paulsen emphasised EuropeActive and the fitness and physical activity sector’s commitment to make physical activity accessible to everyone across the continent, regardless of backgrounds, and to become a trusted stakeholder of public health policy in sight of unlocking the untapped potential of physical activity as a preventative tool, and one of healthy, active, and happy lifestyles

SHAPING THE FUTURE OF SUSTAINABILITY IN THE FITNESS INDUSTRY

In a concerted effort to address the pressing environmental concerns facing the fitness industry, stakeholders gathered at the recent Green Audit Conference on 11 April 2024, at FIBO, Cologne, to delve into sustainability strategies and implementation. Hosted by EuropeActive, the event provided a platform for insightful discussions and exchanges on this crucial topic.

MAURITS GROEN SETS THE SCENE OF THE GREEN AUDIT PROJECT

Maurits Groen, sustainability entrepreneur and consultant, kicked off the conference by shedding light on the Green Audit project Co-funded by the Erasmus+ Programme, the Green Audit project aims to address this challenge by providing support to sports and fitness clubs/centres, as well as industry stakeholders, who may find it difficult to navigate the European and international landscape of environmental sustainability and enhance the sustainability of their structures. In a humble attempt to

support fitness and sport stakeholders to take the first steps in their sustainability journey, EuropeActive, together with the Green Audit project consortium, has been working together since June 2022 on two essential components of the project:

The Green Audit Self-Assessments Tool which seeks to offer fitness and sport club/centre managers and owners a comprehensive overview and understanding of their club/centre’s current sustainability efforts, and to provide insights for further progress. The tool was officially launched in October 2023 and is available online.

The Recommendations for greener sport and fitness sectors intended to offer a strategic approach and inspire the green transition within the fitness and sport sectors

URGENCY IN THE FACE OF CLIMATE CRISIS

Drawing attention to the 2015 Paris Agreement, Maurits emphasised the imperative to curb greenhouse gas emissions to mitigate climate change The Agreement's goal of limiting global warming to 1.5 degrees Celsius underscores the critical need for immediate action. However, the reality paints a grim picture, with humanity consistently overshooting the Earth's sustainable limits, as evidenced by Earth Overshoot Day occurring earlier each year As the fitness industry grapples with its environmental footprint, the urgency to adopt sustainable practices becomes increasingly apparent and necessary Sustainability can no longer be considered a ‘nice-have’- it must become an essential requirement mandated within the sector.

FROM AWARENESS TO ACTION: RECOMMENDATIONS FOR THE SECTOR

The outcomes of the Green Audit self-assessment trial have been very telling: those who responded are not very far along their sustainability journey, yet respondents are most likely to be interested in it, suggesting potential progress within close reach Key recommendations to advance sustainability in the sector include:

Compiling a concise handbook with practical information, advice, and tips for the sector on topics such as waste prevention, energy and cost-saving measures

Entrusting the responsibility for the topic and its support materials (handbooks, leaflets, workshops, webinars) to National Associations, as they possess the best understanding of their country-specific challenges and opportunities for resources and financial support

EU GREEN CLAIMS DIRECTIVE

neke Vlot, acting as the Green Audit project’s sustainability expert from Stichting Milieukeur, addressed the implications of the EU Green Claims Directive, which aims to combat the prevalence of misleading green claims and align with the circular economy objectives of the EU Green Deal A recent commission study found that 40% of environmental claims are unsubstantiated, and 53 3% are vague, misleading, or unfounded

In response, the EU has taken steps to curb this practice, making it significantly harder for businesses to make unsubstantiated or false environmental claims, which could potentially damage their reputation. For businesses in the fitness sector, making business-to-consumer environmental claims requires substantiating them through scientific methods and verified ' ex ante' by a designated third-party conformity assessment body (or another Member State), and receiving a conformity certificate While certification requirements are stringent, there is currently no label for the sustainability level of fitness clubs, prompting discussions about the need for standardized ecolabels at EU level. The adoption of EU Green Claims by the European Parliament on 12 March 2024 awaits approval by the Council of the EU post-June elections, with implementation expected within 24 to 36 months.

BEST PRACTICES FROM SECTOR STAKEHOLDERS

A dynamic panel discussion showcased exemplary initiatives from industry leaders committed to sustainability From reducing energy consumption and water usage to implementing renewable energy solutions, representatives from different sized organisations showcased their commitment to environmental stewardship

Ricardo Rosado Villaverde, Sustainability and Quality Manager at GO-fit, outlined strategies employed by the organization to reduce their carbon footprint by 59%, emphasising the importance of verified carbon footprint data and energy efficiency plans and highlighting the savings achieved through biomass energy creation and reduced water flow rates. Alan Bennet, Operations Manager at Sport Ireland Campus, underscored the need for data logging and staff education to drive energy-saving initiatives, stressing the significance of getting big club operators onboard with sustainability efforts He also discussed the potential for reducing swimming pool consumption through temperature adjustments and innovative water cleaning systems, and further emphasised the importance and feasibility of implementing easy and holistic changes, such as installing covered bike sheds to keep bikes dry and offering infrastructure allowing wet cycling clothes to dry and changing rooms. Matthias H. Lehner, Bodystreet Founder & CEO, emphasised the integration of sustainability into brand identity and highlighted the role of franchises in promoting green practices. He shared strategies such as incentivising energysaving behaviours among franchisees and focusing on social impact through initiatives like the 'Bodystreet Kids Foundation'

He pointed out customer expectations and addressed general concerns about costs, noting that they are not as significant in reality Finally, Hyke Van Der Heijden, Entrepreneur and Director at De Leyens, highlighted the shift towards sustainable choices, such as switching heating systems from gas to electricity and promoting cycling to the gym among clientele: through internal promotion, they achieved 55% of their clientele coming by bikes, which was remarkably easy to implement.

These insights emphasised the feasibility and effectiveness of implementing easy-to-adopt sustainability measures, along with the importance of proactively embracing sustainability before it becomes mandatory, as evidenced by banks increasingly favouring loans for sustainable choices.

TOWARDS A SUSTAINABLE FUTURE

In its closing remarks, EuropeActive’s incoming CEO, Kai Troll, emphasised the need for tangible actions tailored to different operators within the fitness sector. He highlighted the role of EuropeActive in collecting best practices, translating EU policies into actionable strategies, and fostering collaboration among stakeholders

With concrete steps outlined and a collective determination to drive change, the fitness industry is poised to play a pivotal role in building a greener and more sustainable future.

OVER 60 ORGANIZATIONS PARTICIPATE FOR 2ND ANNUAL ASSEMBLY AND SUMMIT

World Active, the global platform for the fitness and physical activity sector, has advanced to its next phase! Representatives from more than 60 organizations have participated for the second World Active General Assembly and Summit on April 12, 2024, held during FIBO Global Fitness in Cologne, Germany Together, they elected the new World Active Council members, who are poised to guide this unique global initiative into its next chapter Amy Boone Thompson, newly elected World Active Chair and former Vice Chair, emphasized the significance of this gathering in the industry's global history, acknowledging both progresses made and the work ahead: "We are eager to strengthen our collaboration with the World Health Organization and other international partners. Our mission remains clear: to inspire more people to engage in regular physical activity for improved public health worldwide. There's much more we can achieve together, and we ' re committed to making a meaningful impact."

Amy Boone Thompson will collaborate closely with the newly elected Vice-Chair, David Stalker, and Treasurer, Samir Kapoor, to drive the initiatives of World Active forward.

The World Active Council elections adhere to the provisions of the World Active Charter, a foundational document transparently endorsed by the founding members The Council comprises representatives Jana Havrdova (Czech Chamber of Fitness) for Europe, Samir Kapoor (India Active) and David Stalker (EuropeActive) representing Asia and Europe respectively, Richard Beddie (Exercise New Zealand) for Oceania, and Amy Boone Thompson (IDEA Health & Fitness Association) for North America. This commitment to continental representation underscores the principle of providing an independent platform where all stakeholders have equal voice and rights, with an invitation for associations and registrars across the sector to join World Active.

“It’s amazing to see what we can learn from each other; last year we had the opportunity to represent World Active at World Health Organization (WHO) and that gave representatives a completely different perspective of how and why we need to work together if we really want to have an impact on global levels of physical activity. With many more countries on board I believe we are moving in the right direction. Having World Active invited and recognised by WHO is a massive step forward in getting the Industry recognised ” Thompson said.

David Stalker, World Active Vice-Chair, and EuropeActive President, said “It’s marvelous to see what like minded fintness and physical activity assosciations can achieve when mutual trust is there World Active brings together several global actors, therefore collaboration is key.”

The flagship event of the platform, the World Active Summit, is held annually. This gathering will unite stakeholders worldwide to address common opportunities and challenges, advocate collectively, and advance global health and well-being through collaboration and innovation. The World Active Manifesto serves as the framework, outlining key goals, visions, and principles for future cooperation Additionally, chairs of World Active's working groups presented their framework and both short and long-term plans for their focus areas, demonstrating the ongoing commitment to advancing the goals of World Active.

For more information, please visit www.world-active.com or contact thesecretariat@world-active com

PARTNER IN THE SPOTLIGHT:

WORTHY JOINS MYZONE® AS GROUP CEO

Jay Worthy, has been appointed as Group CEO at Myzone to steer the company through its next period of innovation and international growth, having previously been President of Life Fitness and Vice President at Brunswick Corporation.

After a series of global leadership roles across the industry, Worthy led Life Fitness through a successful private equity transaction in 2019 before joining its former parent company, Brunswick, spearheading international expansion and new business ventures His strong track record of leading international growth and driving technology evolution and innovation perfectly positions him to lead the next phase of Myzone’s global growth strategy.

Speaking of his appointment, Worthy said: “I am incredibly excited to join the team at Myzone I’ve used Myzone consistently for more than 4 years and am honoured to have the opportunity to lead a business that has supported my own wellbeing journey as well as hundreds of thousands of individuals around the world, through its unique, community-driven wearable technology.“

Press Release provided by Myzone

MEMBERS

The move will see current Group CEO, David Stalker, step into an advisory role where he will continue to support global expansion and networking projects.

“After 35 years at the forefront of the fitness industry, I have decided to step down from my day-to-day duties at Myzone to prioritise spending time with my family and to pursue other business interests.” says David Stalker. “The last five years have been an incredible journey with Myzone. I am proud of what we have accomplished together and I am delighted to remain involved as a strategic advisor. Jay and I have been long-time friends and colleagues in the industry and his appointment brings a fresh perspective and a wealth of knowledge to help drive future growth.”

Worthy added: “I would like to thank David Stalker for his leadership and the strong foundations he has put in place. I very much look forward to working with him and the leadership team on this next phase of Myzone’s journey, breaking down barriers and getting more people engaged in meaningful movement ”

Worthy begins his new role with Myzone on April 10, 2024.

Talking about the appointment, Myzone founder, Dave Wright, says: “I’m thrilled to welcome Jay as the new Group CEO of Myzone His extensive industry experience, not to mention his personal Myzone Hall of Fame status, uniquely positions him to lead the company through this next phase of growth. I’d also like to express my heartfelt appreciation to David Stalker for his support, leadership and dedication to Myzone. His continued involvement will be instrumental as we move forwards.”

In the short term, Myzone will remain focused on developing MZ-Open, its ecosystem access for club members via Apple and Android smartwatches. Longer-term, the Myzone leadership team will be focused on expanding the brand’s worldwide reach and influence, supporting industry bodies, club operators and international governments in tivity crisis effort and

NAS IN THE SPOTLIGHT:

Press Release provided by Fundación España Activa

The Spain Active Foundation (Fundación España Activa) held its Annual Meeting at the facilities of the Higher Sports Council, bringing together prominent national and international experts in the field of sports, physical activity, and health to address challenges in promoting physical activity and public health.

Chaired by Jaime Lissavetzky, president of the Spain Active Foundation, the event provided a unique platform for discussion and reflection on the challenges and opportunities in promoting physical activity as a fundamental pillar of public health.

Alfonso Jiménez, director of the Spain Active Foundation Observatory, opened the day by highlighting that “the current situation in Europe reflects a concerning lack of mobility among the population, with just 52% of Spaniards reporting physical activity, and a mere 6% moving several times within the same week. This widespread sedentarism is alarming, especially when we observe an exponential growth in associated chronic diseases. In fact, 45% of the population never moves, which represents a significant challenge for public health The situation is even more severe among young people, where 82% exhibit a sedentary lifestyle. It is crucial to address this issue proactively, recognizing that physical inactivity disproportionately affects lower-middle social strata. ”

MEMBERS

From Europe, Andreas Paulsen, CEO of EuropeActive, shared perspectives on the future of public health in the European Union, emphasizing the crucial role of the industry in promoting an active lifestyle Paulsen noted that “ our sector plays a key role in promoting physical activity, learning from successful experiences in other sectors At EuroActive, we are committed to fostering a healthy lifestyle across Europe, especially among the youth. We prioritize health over aesthetics, backed by scientific evidence, and urge governments to take action against physical inactivity We aim to be proactive, inclusive, and sustainable, setting standards for patient referrals and collecting data to inform our future actions Our goal is to make a significant difference in the health of European society ”

The program continued with Mikel Izquierdo from the Public University of Navarre, who explored the potential of artificial intelligence in the fitness and health industry. Izquierdo pointed out that “ we have millions of data points, and this makes personalization more specific. Technology is helping us make decisions that are more accurate, easier, less expensive, and impactful.” He also highlighted that “although AI can be useful, it is better used as a supplement to training rather than replacing personal trainers (...) No machine learning can surpass the value of a physical exercise professional.”

During the intervention of Anna Myers from the Advanced Research Center in Wellbeing at Sheffield Hallam University (UK), lessons learned and opportunities in the prehabilitation and rehabilitation of cancer patients through physical exercise were presented. “Prehabilitation, by improving physical fitness before treatment, has the potential to enhance survival and reduce the side effects associated with therapy. By physically preparing the patient, better outcomes during treatment can be achieved, increasing the body's ability to withstand sessions and reducing the incidence of adverse side effects,” she commented.

The Spain Active Foundation's Annual Meeting 2024 reaffirmed the organization's commitment to promoting an active and healthy lifestyle and to fostering international collaboration in seeking innovative solutions to the challenges of physical inactivity and public health

AS WE REFLECT ON THE ACHIEVEMENTS OF THE EUROPEAN DATAHUB AND LOOK TOWARD AN EXCITING FUTURE, IT IS EVIDENT THAT THIS PROJECT IS BECOMING A CORNERSTONE FOR STRATEGIC DECISION-MAKING WITHIN THE HEALTH AND FITNESS SECTOR. LAUNCHED IN 2022, THE DATAHUB HAS NOW ENTERED A PIVOTAL PHASE WITH THE COMPLETION OF INITIAL DATA COLLECTION AND THE LAUNCH OF THE EUROPEAN DATAHUB DASHBOARDS IN DECEMBER 2023.

CURRENT STATUS OF THE EUROPEAN DATAHUB

The European DataHub now collects data quarterly from over 5,000 clubs and 15 million members to analyse sector growth in terms of clubs, members, and revenues, and to demonstrate the scale, value, and impact of the European Health and Fitness market. This systematic data collection enabls us to dynamically track trends and shifts within the market.

ACHIEVEMENTS AND MILESTONES OF 2023

The past year has been transformative for the European DataHub. Key accomplishments include:

Increase Engagement: We aim to engage the Top30 operators via EuropeActive and include a minimum of two more national associations to broaden our data scope and enhance sector representation.

Tech Supplier Integrations: Plans are underway to integrate with two additional EuropeActive Digital and Tech Suppliers, enhancing our data collection and analytic capabilities.

Enhanced Filtering Options: We will introduce new filtering options in our dashboards to differentiate growth metrics by new and existing clubs and categorize operators into different pricing bands, allowing for more nuanced analysis.

Advanced KPIs Development: Our focus will also extend to developing Level 2 KPIs, including participation analysis with visit frequency and social value calculations, along with membership analysis focusing on attrition and retention rates and membership length

SPECIAL INITIATIVE FOR 2024: #BEACTIVE DAY COLLABORATION

In addition to our outlined objectives for 2024, 4GLOBAL is excited to support EuropeActive in the data collection and analysis for #BEACTIVE DAY 2024 using the European DataHub infrastructure. Working alongside eight participating national associations across Europe, #BEACTIVE DAY 2024 will highlight the fitness and physical sector’s increasing contribution to the European Week of Sport (EWoS) Under the core vision of getting more people, more active, more often, this initiative will leverage the European DataHub's capabilities in data collection, standardisation, and analysis to support this significant cause This collaboration aligns perfectly with our vision and principles, marking a pivotal moment to enhance community engagement and promote an active lifestyle across Europe.

The European DataHub is at the forefront of transforming the European health and fitness industry into a more data-driven and insightful sector As we continue to enhance our capabilities and expand our reach, we remain committed to empowering operators and stakeholders with the data they need to thrive The journey towards a more engaged and quantitatively informed sector is just beginning, and we invite all industry participants to join us in this exciting progression.

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Cardiac rehabilitation is an important part of recovery for people living with cardiovascular conditions, yet participation remains low. Could the commercial fitness sector be a missing player in this space?

Cardiovascular disease (CVD) is a leading cause of illness and death around the world, significantly impacting healthcare expenditure, population wellbeing and workforce productivity

Cardiac rehabilitation is widely recommended as a cost-effective method of secondary prevention (i e preventing a subsequent cardiac event – such as a heart attack – after a person has experienced a first event). It centres around physical activity, alongside wellbeing support and education about reducing cardiovascular risks Often, however, people don’t engage in a rehabilitation programme, despite such interventions being associated with improved quality of life, lower healthcare costs and a 20% reduction in the number of deaths from CVD.

In Europe, cardiac rehabilitation is recommended for a minimum of 12 sessions, with programmes generally being delivered in hospital settings. Concerningly, fewer than 50% of people who are eligible for cardiac rehabilitation participate in a programme. It is offered in over 90% of European countries but access remains limited, with reported barriers including long waiting lists and difficulty accessing hospital-based centres. For example, there is only one cardiac rehabilitation place available for every seven people living with ischaemic heart disease in Europe

Even among those people who do participate, few complete a full programme. This is concerning, as the benefits of cardiac rehabilitation are dose-dependent The longer someone engages in rehabilitation, the greater the reward in terms of health improvement and cardiac risk reduction.

This means addressing both enrolment and adherence is vital. For maximum benefit, people should continue being physically active beyond the end of their structured programme.

New delivery methods are being explored to support engagement with cardiac rehabilitation For example, appbased programmes have been a key development for delivering rehabilitation at home, rather than interventions being limited to hospital settings However, there are some concerns around these technologies requiring a high level of digital literacy, which is often lower among marginalised groups and older populations. With low usability among these groups, digital delivery of cardiac rehabilitation could risk perpetuating health inequalities At-home programmes also lack the social contact, accountability and training support of in-person cardiac rehabilitation classes.

So, could there be another way?

Fewer than 50% of people who are eligible for cardiac rehabilitation participate in a programme.

The fitness sector is uniquely positioned to support health promotion Given the ubiquity of gyms in residential neighbourhoods, these spaces could become convenient locations for people to access cardiac rehabilitation. Using commercial gyms could also help to resolve capacity issues, reduce waiting times and support personalised programming with a range of exercise equipment.

Delivering cardiac rehabilitation in commercial gyms, supported by in-person coaching, could raise participants’ confidence in exercising.

Importantly, using these spaces would ensure cardiac rehabilitation programmes retain a social aspect, helping to connect people who are living with similar conditions and to facilitate peer support. Delivering the programmes in commercial gyms, supported by in-person coaching, could also raise participants’ confidence in exercising, which is important for encouraging sustained engagement with physical activity.

The partnership between PureGym and the British Heart Foundation (BHF) in the UK is an exciting example of how such an approach can widen access to cardiac rehabilitation. Since 2022, the BHF has been leading a programme to train PureGym personal trainers in delivering cardiac rehabilitation.

Initiatives centred on public–private partnerships have also shown promise For example, a recent programme launched between ukactive and St Guy’s and St Thomas’ NHS Trust in England is delivering musculoskeletal rehabilitation in gyms and leisure centres. This holds potential as a template for cardiac-specific programmes, bringing publicly funded treatment ‘closer to home’ The programme also includes an offer for discounted membership at the end of the formal rehabilitation period, which helps incentivise sustained physical activity and provides an attractive membership outreach opportunity for gym operators.

Low engagement in cardiac rehabilitation is a major missed opportunity for improving outcomes for people living with cardiovascular conditions, reducing cardiac risk and enhancing the sustainability of our health systems.

If we want to increase engagement and adherence, we need to pursue innovative solutions – and the commercial fitness sector could be a key player to engage.

The opinions expressed in this article are those of the author and do not necessarily represent the views of The Health Policy Partnership

ABOUT THE AUTHOR:

Isabel Ritchie Researcher

IIsabel holds a Master of Public Health from École des Hautes Études en Santé Publique (France) and a BA in Human Geography from the University of Exeter (UK) In 2023, she did her internship at EuropeActive in Brussels, focusing on health policy and public affairs

Isabel began her journey with The Health Policy Partnership, a leading health policy research consultancy, in September 2023, stepping into the role of Researcher She contributes to various cardiovascular health initiatives, including the Heart Failure Policy Network

The AFPT (academy For Personal Training) was founded in 2004 and was the first private personal training education at the time. Since 2004 the company has educated more than 10.000 people in the field of health, fitness, exercise and nutrition. All the way back to 2005 the company established its mission to make “Norway the healthiest country in the world”.

The increasing rate of non-communicable diseases and especially lifestyle related conditions shows that the market for health and education is growing. Still, for many financial or other issues has prevented many from seeking out or getting the proper advice and knowledge. That is why the company back at its ´ 10 year anniversary decided to contribute and he level where unhealthy habits might start, kindergardens and parents

Throughout the years the company has worked to give back to society by providing free educations to kindergardens (2015), employees of kindergardens (2020) and parents (2021) The resources are still available to all in the respective groups and still free.

The privilege of being able to work with our passion, gives us the obligation to give back

- Espen Arntzen, Founder and CEO

In addition to the charity and the free educations being provided AFPT has also worked to support athletes in their quest for being their best. Sponsorships has included, Olympic athletes for 2021 and 2024 Olympics in rowing and wrestling, titleholders in boxing and aspiring BJJ athletes

By always being proactive about the future and technology while at the same time never giving up the focus on quality AFPT continues to strive to educate to make the world a healthier place.

Throughout the COVID pandemic the neverending focus on quality and keeping up the standards of both the company and Europe Active proved successful by seeing a increasing recruitment of students as that has kept on growing also after the pandemic

An academic cooperation with Høgskolen i Volda of Norway ensures that students are provided the best education possible

When asked about the success of the company over the last 20 years the founder has the following answer: “ we are so grateful to be able to do what we do, that the least we can do is to really show our students the respect to always do our absolute best”.

In 2022 the company was acquired by a HELIX who at the same time acquired Competence Factory of Sweden with the brand SAFE and The Academy, now being operated under the brand The Academy. The goals of the company is to continue to expand both organic as well as through acquisitions to provide quality education and knowledge to all. Here ´ s to another 20.

SHAPING FITNESS INDUSTRY STANDARDS

Sarah Edmonds (Educational Services Director at EuropeActive)

“Stepping into my first EHFF and FIBO exhibition was a moment of pure excitement. It marked the beginning of my journey as EA's Director of Education and Standards, and I enjoyed every moment of this insightful week!"

After some important and interest discussions, meetings and seminars, some emerging themes became apparent and will help crystalize our strategic objectives moving forward this year and beyond:

The importance of strategic partnerships is clear: without meaningful dialogue with all our stakeholders, we would be creating strategy on a wish and a prayer. Such partnerships are our National Associations, operators, led by our President's Council, our accredited training providers, fitness professionals and other education providers within our complex ecosystem.

A deep understanding of how our policies, processes and objectives impact different actors in our sector is crucial for success: listening and asking the right questions is key. We may not always all agree, and the art of compromise and balance plays a role for all of us. What is important is that we remain true to our mission and keep this at the forefront of decision making.

I was delighted to attend the first "re-boot" of EA's Professional Standards committee. Chaired by our own Juian Berriman, it has a refreshed (currently co-opted core membership) and a clear remit to ensure a sound evidence base for review and revising existing standards, and a robust market-based case for developing new offerings such as learning products for Continuing Professional Development (CPD).

Pathways to accreditation - we are looking careful to ensure there are no burdensome and unnecessary barriers to accreditation of training providers. Above all else, we are the guardians of professional standards for crucial occupational roles in our sector, and we make no apologies for protecting minimum standards expected by employers and the general public by ensuring the appropriate level of knowledge, skills and behaviours are achievable and rigorously evidenced via appropriate training and assessment

This comes in many guises and - generally speaking - the use of technology in education in our sector lags behind compared to other vocational industries when it comes to technological innovation, particularly in delivery and assessment. Evidencing progress in understanding, scaffolding the student's progress through their programme via valid formative assessment, and ensuring comparability of outcomes regardless of the variation in approach is a challenge, but one we must embrace.

Training providers are passionate about our industry, want to do the best for their students, and ardently believe in the mission of EuropeActive and its aims to unify and speak as one credible voice across our footprint.

To that end, we are undertaking an internal review of how we can focus on output and outcome of learning and assessment against our standards. This may result in updated requirements and evidence during the (re)accreditation process and the methods and resources used for this function. We will keep you updated and, of course, be consulting with key stakeholders to ensure all views are included in the decision-making process Initial discussions are underway, and we ask you to look out for a survey in the coming few weeksplease participate, especially if these activities directly impact you as a provider or employer!

The case for a register is clear: qualified professionals want to be on one; employers would like a single point of assurance when seeking to recruit qualified professionals. However, we know from conversations with different stakeholders that it could be improved to serve all these purposes and more. We are making improvements to the IT architecture, the user experience and expanding its potential as a platform for CPD and, in the longer term, how users can enhance their status for professional recognition , and employers can identify suitability for particular roles.

communications@europeactive.eu

EuropeActive

House of Sport Avenue des Arts / Kunstlaan 43, B-1040 Brussels, Belgium

Have any questions? communications@europeactive.eu

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