Well Nation issue 2 2024 by SportsNationMag

news & trends in wellness, health & physical activity www.well-nation.co.uk ISSUE 2 2024

Physical activity sector’s General Election policy calls revealed p10

PHOTO: LIFT BRANDS/SNAP FITNESS

Interview: Kevin Yates, new EMEA CEO for Lift Brands p22

Mike Farrar: “Physical activity holds key to saving the NHS and economy” p3

Physiotherapy patients offered treatment in gyms as part of pilot p5

news & trends PHOTO: UKACTIVE

John Challinor Publisher john@well-nation.co.uk Tel: +44 (0) 7971 043396

Farrar wants the government to ‘urgently deploy’ the physical activity sector

Mike Farrar: “Physical activity holds key to saving the NHS and economy” The government should “deploy the physical activity sector urgently” to help save the NHS and tackle the UK’s pandemic of poor health and sluggish economy. That is the message from Mike Farrar, Chair of ukactive and former CEO of the NHS Confederation. Speaking at the Active Uprising conference in Westminster on 1 February, he warned Prime Minister Rishi Sunak and Labour leader Keir Starmer there would be “no growth without health” and that any future government must make physical activity a central part of its health and economic strategies. Farrar said: “We are currently losing the battle for the nation’s health, but it doesn’t have to be this way. I’m today calling on our party leaders, as a matter of urgency, to deploy the

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physical activity sector to help save the NHS and turbocharge the economy. “The road to a better NHS, a healthier workforce and a happier Britain lies at the heart of every community – in our nation’s gyms, pools and leisure centres. Physical activity is one of our best weapons in the battle with sickness and disease. The evidence is irrefutable – put physical activity in your strategy.” A quarter (25.8%) of the population in England is classed as inactive (averaging less than 30 minutes of exercise a week). Farrar’s message comes as ukactive revealed new findings from its Consumer Engagement Polling with Savanta, showing that more than a fifth (21%) of people with a health condition would rather receive support for their condition in a gym or leisure facility over a hospital setting.

Tom Walker Editor tom@well-nation.co.uk Tel: +44 (0) 7796 512769

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www.well-nation.co.uk WellNation is published by Glencroft Ltd. This publication is protected by copyright and no part may be reproduced, transmitted or stored in any print or electronic format without the written permission of the publisher. Every effort has been made to ensure the accuracy of the contents of this publication and WellNation accepts no responsibility for any error or misrepresentation. Opinions expressed by the contributors and advertisers are not necessarily those of the publisher and we do not accept responsibility of losses or damages arising from them. Printed by BCP Media Group Ltd.

ISSUE 2 2024

news & trends Club Pilates enters UK market with two London sites PHOTO: CLUB PILATES

The world’s largest pilates chain, Club Pilates, has entered the UK market with the launch of two studios in London. The two sites, located at Bankside and Fulham Broadway, opened on 26 January and are part of a long-term ambition to launch between 50 and 75 UK Club Pilates studios in the next three to five years in key cities. Both sites will be operated by franchisee, Deblankson Fitness Group, which secured a Club Pilates master franchise deal for the UK in 2022. Deblankson Fitness Group was founded by Richard Uku, who is a multi-unit franchisee of Club Pilates and sister brand, AKT, in the United States. Both Club Pilates and AKT are owned by global wellness franchise giant, Xponential Fitness. Uku, who grew up in the UK but moved to the US to work in finance more than 20 years ago, currently has more than six studios in New Jersey and New York. “In the UK today, equipment-based Pilates that uses reformers and other

Club Pilates aims to open between 50 and 75 sites in the UK

spring-loaded apparatus is still a niche offering within the health and fitness market and there are no brands with a national presence,” Uku said. “This creates a great opportunity for Club Pilates to establish itself and grow in the UK market in a similar way as it has done in the US

market. The Deblankson Fitness Group team is very excited to have the responsibility of bringing the Club Pilates brand to the UK.” Founded in 2007, Club Pilates offers reformer-based workouts integrating a mix of cardio, strength and interval-style training.

Fusion Lifestyle, the charitable sports and leisure management organisation, has secured £6.8m grant funding from The National Lottery Heritage Fund with further support from Ipswich Borough Council to complete the long-planned restoration of the historic, Grade II listed Broomhill Lido. The grants will help cover the almost £10m required to complete the project, with the restoration seeing the open-air pool in the centre of Ipswich returned to its former glory. The successful application follows more than 20 years of efforts, from campaigners and user groups, in support of the proposals. Once open the redeveloped lido will provide swimming, fitness, and community facilities to the local area. Work will take place over a two-year period, with a planned opening in early 2026.

ISSUE 2 2024

PHOTO: FUSION LIFESTYLE

Funding secured for restoration of historic Broomhill Lido

The cost of the works are estimated to be around £10m

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PHOTO: SHROPSHIRE COUNCIL

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The plans include active travel

Shrewsbury Moves strategy looks to get residents active

PHOTO: UKACTIVE

The 18-month pilot will involve around 25,000 patients

Physiotherapy patients offered treatment in gyms as part of pilot NHS physiotherapy patients are being offered treatment in gyms and leisure centres as part of a pilot scheme that brings the medical and physical activity sector together. Guy’s and St Thomas’ has partnered with industry body, ukactive, to improve access to musculoskeletal rehabilitation and therapy services in the community. Around half of the team’s referrals are for patients suffering from lower back pain, for which regular exercise is key to recovery. The majority of other patients need to improve their fitness and muscle strength due to underlying conditions such as injuries, arthritis or fibromyalgia. The 18-month pilot is expected to involve around 25,000 patients. The project combines the expertise of the Trust’s specialist staff with gym environments at Castle Leisure Centre, Brixton Recreation Centre and Streatham Ice and Leisure Centre. As a result, patients will be able to benefit from more space and a

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wider range of equipment than that offered by hospital gym sites. The initiative also lowers transport costs for patients and reduces travel time to and from appointments as they tend to be closer to their home or work. This helps make it easier to attend appointments and reduces health inequalities, with early data showing that the pilot has reduced ‘no shows’ by around 6 per cent. As an added bonus, patients are able to use the wider gym facilities – including pool, sauna and steam room facilities – for free on the days that they are attending physio services. It is hoped that by accessing treatment in a local gym, patients will gain confidence in using equipment and possibly take up a membership – making them more likely to exercise regularly. Patients are able to access discounted gym memberships once their treatment finishes. The pilot has been made possible thanks to funding from the Guy’s & St Thomas’ Charity.

People living in Shrewsbury are being asked for their views on ambitious proposals to change the way they might move around the town centre in the future. Shrewsbury Moves is a 10-year vision and plan for “transforming movement”, growing the economy and making the town a better place to live, work and visit. Heavily focused on active travel, the strategy was unveiled by the Shrewsbury Big Town Plan Partnership – made up of Shropshire Council, Shrewsbury Town Council and Shrewsbury BID (Business Improvement District). The partnership has now launched an eight-week public consultation into the strategy. Central to the consultation will be www.shrewsburymoves.com – an interactive website which will guide people through the strategy and enable them to give feedback and make comments as they view each proposal. A display explaining the range of proposals, which include introducing three traffic loops to reduce the number of vehicles driving straight through the town centre, will run until Friday 22 March. Ian Nellins, Shropshire Council’s representative on the Shrewsbury Big Town Plan Partnership, said: “This strategy contains positive ways to change Shrewsbury town centre for the better. There is a lot to consider so I would urge everyone to get involved with the consultation.”

ISSUE 2 2024

People news PHOTO: ACTION GROUP

Hersey (left) and Tuckwell (right)

Action Group becomes employee ownership trust Action Communications Group has become an Employee Ownership Trust (EOT). As a result of the move, control over the the integrated marketing agency – which specialises in the fitness sector – has been passed on to the newly created company, Action Group Trustees. EOT’s are set up for the benefit of the employees to ensure they have a significant and meaningful interest in the future success of

the company. The employees have a say in how the company is run and a share of the rewards. Action Group was founded by Cheryl Hersey and Dawn Tuckwell in 2010. The duo led the company for over a decade, appointing an MD, Daniel Pearson, in November 2022. As part of the move to EOT, Pearson will become director and Hersey will continue to support him on the board as a director. Tuckwell has joined the Trust board.

PHOTO:ALLIANCE LEISURE

Specialist developer, Alliance Leisure, has appointed Stuart Thornton as its new Finance Director. Thornton is new to the leisure industry, having previously worked in the residential construction market. During his career, he has had stints at housebuilder Backhouse and also spent three years at Hong Kongbased financial services firm Vistra. Alliance Leisure develops facilities on behalf of leisure operators that want to improve their leisure products.

London Sport adds to team with two new appointments

Kevin Yates named CEO EMEA for Lift Brands Kevin Yates has been appointed CEO EMEA at global fitness and wellness group, Lift Brands. Yates, who first joined the company in September 2023, has been tasked with leading the EMEA team as it gears up for an ambitious international roll-out in the region. In his new role, Yates will be responsible for driving the growth of the franchised fitness operator, Snap Fitness, in UK and Ireland. To read an interview with Yates, turn to page 22.

PHOTO: LIFT BRANDS

ISSUE 2 2024

PHOTO: LONDON SPORT

Alliance Leisure names Stuart Thornton as FD

London Sport has made two key appointments to strengthen its top team. Retna Thevarajah has been named the charity’s new Chief Operating Officer, while Thanh Nguyen has been appointed Head of People. A qualified accountant, Thevarajah has been a senior executive for more than a decade in the charity sector. She was at Solace Women’s Aid for nine years and during her career has also worked for Ernst and Young.

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PHOTO: CFM

The CFM and Choices teams outside the club

CFM helps Choices health club gain 410 new members Choices Health Club in Grantham has seen a remarkable surge in membership during its recent marketing campaign. In a span of just six and a half weeks, an impressive 410 individuals joined the club, resulting in an overall campaign projected profit for the club of more than £150,000. The campaign was designed by industry specialist, Creative Fitness Marketing (CFM). Choices Health Club owner, Duncan Foster, understands the importance of effective marketing in the competitive fitness industry. While he actively engages in various in-house marketing activities, he recognises the value of outsourcing certain functions. The synergy between the club’s in-house marketing efforts and the impactful six-week campaigns orchestrated by CFM has proven to be a winning formula for business growth. Katie Harper, Group Manager for Choices, said: “I would highly recommend CFM, they

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always bring in a significant number of members and ensure we have a great campaign.” CFM Business Development Manager, Harry Ainslie, attributes the Choices campaign’s success to innovative marketing methods, which included a blend of traditional, digital and artificial intelligence (AI) technology. “Most gyms and health clubs are missing out on a huge section of the market, relying heavily on social media marketing,” Ainslie said. “Our multi-faceted approach gets those hard-toreach prospects through the door and over the line!” • Creative Fitness Marketing offers its services across the UK and Ireland and is a leader in strategic marketing, which can drive outstanding results even in a competitive market. To find out more about CFM, or to request a free info pack, visit: uk.cfm.net/information-pack You can also contact the team directly at 0115 777 3333 – simply ask for Jonny or Harry.

ISSUE 2 2024

news & trends Mytime Active launches MSK health hubs PHOTO: MYTIME ACTIVE

Charitable leisure trust, Mytime Active, has launched its Musculoskeletal (MSK) Health Hubs to support people living with chronic joint pain. The MSK health hubs will provide exercise, rehabilitation and wellbeing support to help people maintain mobility and reduce pain, as well as improve the health of patients before and after surgery. The hubs will operate in Bromley at the Spa at Beckenham and Walnuts Leisure Centre in Orpington and at Hatchford Brook Golf Centre and Gym in the Midlands. The launch forms part of ukactive’s two-year research project, led by a health and fitness consortium including Good Boost, ESCAPEpain, Orthopaedic Research UK and Arthritis Action, which aims to identify how to transform leisure facilities into MSK hubs that can be accessed in every community. Local residents can join the sixweek health programme through self-referral or via a health or social

The MSK health hubs will provide exercise, rehabilitation and wellbeing support

prescriber. The programme consists of a digital health assessment followed by targeted exercise sessions both in the gym and in the pool. Diane Friday, Active Lifestyles Programme Manager at Mytime Active, said: “We take great pride in contributing to this project and

see a significant potential for leisure facilities to enhance healthcare access, thereby alleviating the strain on the NHS. Mytime Active has seen hundreds of local residents complete the programme with positive outcomes, so it made sense for us join the ukactive MSK hub pilot programme.” PHOTO: OASIS BEACH POOL/BEDFORD BOROUGH COUNCIL

GLL to take over leisure operations in Bedford Charitable social enterprise GLL will start operating leisure facilities and programmes in Bedford after signing a two-year contract with Bedford Borough Council. GLL will take over the contract from Fusion Lifestyle. The new partnership means customers and staff transferred to GLL from 1 February 2024 with services provided under GLL’s ‘Better’ brand. Sarah Gallagher, Portfolio Holder for leisure and culture at Bedford Borough Council, said: “Our aim is for our leisure centres to serve as more than just places for exercise; they should also be vibrant hubs that promote well-being and create shared experiences for everyone. During the course of this contract we will be working with residents and local sports clubs to develop a modernisation and investment strategy that reflects our future vision.”

ISSUE 2 2024

GLL will operate eight leisure and sports centres in Bedford

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PHOTO: OLDHAM ACTIVE

To upskill its workforce, Oldham Active has partnered with Oldham College

Oldham Active focusing on youth memberships Oldham Active, the charitable leisure provider which operates facilities on behalf of local authorities, has seen a big increase in young people joining its facilities as members since the launch of its Young Person’s Membership in October 2021. A fifth (20%) of Oldham Active’s total membership is now aged 11-18, while onethird of new members are young persons. To ensure its workforce can to cater to the shift in membership, Oldham Active has partnered with Oldham College to upskill its staff. The first phase of the collaboration will see 30 members of Oldham Active front line employees complete a specialist Level 2 Qualification in Leading Physical Activity for Adolescents. Lauren Connis, Group Health and Fitness Brand Manager says: “We’re really proud of the significant uplift in young people using our facilities. Recent findings show that 26 per cent of Year Six children

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in Oldham are already obese. We want to help combat this and are keen to establish healthier life choices in young people for the long term. “Helping young people to feel relaxed and confident in our facilities is paramount, as it will help them to navigate and seek out physical activity as they get older and have families of their own. But while we are excited to further expand our offer to young people in the area, to do it safely and effectively we need to ensure our staff have the correct qualifications. “The expert training Oldham College is providing means our staff will have the key skills to adapt physical training for young people, taking into account their specific physiological needs. “It will help our staff to teach, plan and advise young people on how best to exercise, plus support them on how to best communicate with teenagers. Our staff, aged 20 – 68, are thrilled to go ‘back to school’ to help with their own personal career development.”

ISSUE 2 2024

news & trends PHOTO:PEXELS.COM/ YAN KRUKAU

PHOTO: ALLIANCE LEISURE

An artist’s impression of the plans

Roberts Limbrick to design Kingston leisure centre Architects Roberts Limbrick and leisure development specialist, Alliance Leisure, are among companies appointed to work on the concept design for a new leisure centre for Kingston upon Thames London Borough Council in south-west London. The design team will be responsible for developing plans which have sustainability, accessibility and inclusivity at their heart. Others on the project team include architects Hadron Consulting, Design Active and Varsity QS.

Virgin Active extends partnership with CoursePro Health and wellness operator, Virgin Active, has extended its partnership with technology company CoursePro. Virgin Active has used CoursePro’s management software since 2016, when it rolled out the platform to support the management of its swim and tennis programmes across its UK estate of health and wellness clubs. The operator is now expanding the partnership to its South African operations, with a plan for its 108 clubs in the region to adopt CoursePro by the end of 2024.

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Among policy calls is to ensure more choice for children to get active

Physical activity sector reveals its 2024 General Election policy calls A document published on 1 February lists more than 150 policy calls from the physical activity, wellness and sport sectors ahead of this year’s general election. The Road to the 2024 Election Manifesto document – published by The Sports Think Tank – brings together policy ideas and proposals from 29 physical activity sector organisations. The Sports Think Tank asked each organisation to create resourceneutral policies which they would want the UK’s political parties to champion in their forthcoming manifestos and first 100 days in office. Policy calls revealed within the 165 page document range from cutting red tape and raising standards to suggestions on how to redirect existing funding. There are a number of specific proposals – such as elevating the status of PE within the curriculum, including active environments in planning policies and changing the Highway Code to encourage active travel.

Many of the contributors also call for greater governmental intervention to help drive muchneeded change in the sector itself. There are proposals to introduce new legislation and more regulation to make certain policies mandatory and improve the performance of the sector. Addressing the deep-seated inequalities across the sector is another common theme, as are ensuring better provision for children and young people, embedding activity in Further Education and moving the sector towards health and wellbeing, especially through prevention in integrated care systems. Commenting on the publication of the document, Kim Leadbeater MP, Chair of the All-Party Parliamentary Group for Sport, said: “Physical activity remains one of the most under-used resources we have at our disposal when tackling some of our most persistent challenges, from easing pressures on the NHS to tackling crime.”

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THE B2B EVENT THAT GETS THE NATION MOVING The UK's largest annual trade event dedicated to physical activity, health and performance.

news & trends Sport England commits to place-based funding focus

PHOTO: SPORT ENGLAND

Sport England has said it will increasingly implement a place-based approach when making funding decisions. Publishing a three-year progress report on its 10-year strategy, Uniting the Movement, the agency said its ongoing priority would be to “break down the barriers” that prevent people from being active. “One significant way we’re doing this is through a growing place-based approach, collaborating closely with our partners in local communities to ensure those in greatest need can be physically active,” Sport England said. The approach is part of a move away from purely funding particular sporting activities through national governing bodies of sport – and instead identify and focus on overcoming specific barriers to physical activity that exist in communities. This means that any projects or activities that aim to get the nation moving at a local level – from fitness to pilates – could qualify for funding.

The place-based approach is focused on tackling barriers to physical activity

Describing the approach, Sport England says: “This place-based systemic work will see us work through our existing 12 Place Partnerships (formerly LDPs) and network of 43 Active Partnerships across England, to foster relationships with local organisations and leaders to overcome

the specific barriers to physical activity that exist in their communities. “This new way of working directly supports the government’s Get Active strategy, which set ambitious targets of getting 2.5 million more adults and 1m children active by 2030 to tackle the disparities in activity levels.”

Plans approved for £10m Lichfield leisure centre

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The £10 million facility will replace an ageing venue

PHOTO: LICHFIELD DISTRICT COUNCIL

Lichfield District Council has approved plans to build a new leisure centre in the city. The £10 million facility at Stychbrook Park, off Curborough Road will replace the ageing Friary Grange Leisure Centre on the city’s Eastern Avenue. The new facility will feature a 25-metre, six-lane swimming pool with movable floor and poolside seating and changing. There will also be a 80-station fitness gym with assessment room and equipment store, an indoor-cycling studio, dance studio, reception and community room. Outdoor facilities will include a full-size 3G pitch and changing rooms. The leisure centre is being designed by ReCreation, a company founded by British Olympians – including swimmer Steve Parry – which provides swimming pools featuring an above-ground design.

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PHOTO: DYACO UK

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The new Wellbeing Suite

Wellbeing Suite opens at Santander’s new HQ

PHOTO: SPORT NI

The service looks to improve physical activity opportunities for disabled people

New “No Limits” platform to promote exercise for disabled people in NI A new digital, online platform has been launched to help promote sport and active recreation opportunities for disabled people across Northern Ireland. Called Active Living: No Limits, the new service looks to empower disabled people to explore opportunities that will allow them to become more active in a way that suits them best. It also aims to provide a central hub where health professionals, district councils, national governing bodies of sport, as well as local clubs and groups can promote their regular inclusive and disability-specific sports and active recreation opportunities. The online platform addresses growing concerns surrounding the decline in local community sport opportunities for disabled people in Northern Ireland, particularly exacerbated by the challenges posed by the COVID-19 pandemic. Research indicates a notable reduction in disabled participation

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in sport over the past four years, making disabled individuals in Northern Ireland only half as likely to engage in sports compared to their non-disabled counterparts. Speaking at the launch, Emer Morelli, Deputy Secretary for Engaged Communities Group, Department for Communities said: “Active Living No Limits is a fantastic resource and online platform which will provide key information on events and opportunities for people with a disability to get involved in sport and physical activity. “The Sport and Physical Activity Strategy for Northern Ireland ‘Active Living’ aims to get more people, more active, more of the time, with a specific focus on under-represented groups including those with a disability. A more active life can contribute to improved health for individuals and increased social contact within communities. The Active Living No Limits website will empower people with a disability.”

Staff working at the HQ of banking giant, Santander, will have access to premium fitness equipment thanks to a partnership deal between the company’s landlord and Dyaco UK. Gym equipment provider, Dyaco, worked together with Unity Place, a new multi-purpose workplace destination in Milton Keynes – and purpose-built HQ of Santander – which opened in 2023. Dyaco has provided the latest in fitness equipment for Unity Place’s new Wellbeing Suite. The installation included a variety of high-quality cardio and strength products such as treadmills, ellipticals, spin bikes, stair climbers, cable series and multi-stations for weight training. As well as a gym and dedicated group exercise space, the Wellbeing Suite features a large outdoor terrace adjoining onto a walking wellness track. Daniel Ward, Wellbeing Suite Manager at Unity Place, said: “The Suite has been a great project to get up and running. It adds another great facility within the Unity Place building and we’re very excited to release memberships to the Unity Place patrons. “The Dyaco UK team has been a great help. From 2D and 3D design, to planning a complex install; from initial quote and order, it only took three weeks to fully install. The speed of service and consultative approach was why we partnered with Dyaco UK.”

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news & trends PHOTO:PEXELS.COM/ SHVETS PRODUCTION

PHOTO: YOUTH SPORT TRUST

30 leisure centres will share £1.8m

Sport Wales investing £3m in upgrading facilities

YST wants the government to create a “nation of active and well schools”

Youth Sport Trust calls for 60 minutes of daily activity for every child The Youth Sport Trust is calling for a new long-term, joined-up national plan guaranteeing every child access to 60 minutes a day of PE, sport and play by creating a nation of active and well schools. The call is the central pillar of the charity’s new manifesto, which it published on 17 January. To achieve the 60-minute target, Youth Sport Trust wants the government to create a “nation of active and well schools”, underpinned by investment and supported by a campaign to raise awareness of recommended activity levels. Outlining the plans for the new active schools network, the Youth Sport Trust said it wants to see: • A dedicated coordination and delivery team working across a family of schools in every community • The introduction of a new national wellbeing measurement for children, to track progress and target interventions • A drive to protect and increase

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spaces for play and physical activity in every locality, and provide cocurricular sport for all children • Physical Education being “reimagined”, making it a core subject developing physically literate children, healthy learners and active citizens • The formalisation of existing youth sport leadership opportunities into a national young sport volunteers programme delivering year-round social action. The manifesto was developed with contributions from children and young people, teachers and school leaders, and representatives from youth, health and wellbeing, physical activity and sport organisations. Ali Oliver, Youth Sport Trust CEO, said: “We’re calling on the next government to prioritise the transition to this model by starting in the most disadvantaged areas first, demonstrating the impact and generating learning to inform national implementation.

Sport Wales is investing £3m in making improvements at community sports facilities and leisure centres across Wales in the next few months. The funding will be split between two main areas of focus – making buildings more environmentallyfriendly and improving accessibility to sport for all. A total of 30 leisure centres will share £1.8m of upgrades aimed at reducing running costs through eco-friendly solutions. An example of the way the money will be spent include a £200,000 grant awarded to Neath Port Talbot Council, which will enable energy efficient LED lighting to be installed at the leisure centres in Neath, Pontardawe and the Vale of Neath. A further £1.3m has been awarded to 13 projects that will make opportunities to play sports including athletics, basketball and cricket more accessible and enjoyable. Other projects include Welsh Boxing being awarded £30,000 to buy 20 multi-sport wheelchairs, Basketball Wales receiving £99,000 grant to renovate popular outdoor courts in Flint, Cardiff and Swansea. Elsewhere, Welsh Athletics has been awarded £225,000 to replace the Cwrt Herbert track in Neath. The grants have been made possible thanks to a total £10.3m worth of capital funding for 2023-24.

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PHOTO: SPORT ENGLAND

Around a third of the country’s leisure centres are Quest assessed

Sport England’s Quest scheme looks for new assessors Sport England’s quality assurance scheme, Quest, is on the lookout for new assessors to join its team. Quest is managed by Right Directions – on behalf of Sport England – and with so many of the UK’s 2,000+ leisure centres now undertaking the scheme, there are opportunities for those wanting to further their careers in sport and leisure. Sarah Lobo, Head of External Accreditations at Right Directions, says: “Before the pandemic we were regularly assessing around a third of the country’s leisure centres. “We’re quickly building back up to this, so we are looking to recruit new assessors, who will undertake a minimum of four assessments a year – though many choose to do more.”

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One of the 30 existing Quest assessors that travel the length and breadth of the UK each year is Lorenzo Clark, whose full time role is a contract manager with Everyone Active. Clark has been a Quest assessor since 2000 and during this time has completed more than 200 assessments. “It’s a great job,” he says. “Understanding how operators deliver their products and services, and witnessing centres that take real pride in helping people, makes this role so satisfying; to see best practice in action is very fulfilling. “I’ve assessed everything from elite centres like Bisham Abbey and Lee Valley White Water Centre, to community centres and skate parks attached to schools.”

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news & trends PHOTO: RLSS UK

PHOTO: RLSS UK

Lifesaving can also be a sport

RLSS promoting Lifesaving Sport with new video The Royal Life Saving Society UK (RLSS UK) has launched a promotional video to showcase Lifesaving Sport, described as “the only sport in the world with humanitarian origins”. The video was filmed with the 2023 England Team of Lifesaving Sport athletes at the prestigious Loughborough University Swimming Pool. Originally developed to improve the physical and mental agility of lifeguards, Lifesaving Sport has grown into an international competitive swimming discipline.

K2 Crawley improves inclusivity with Changes Places A new, fully accessible Changing Places toilet (CPT) has been installed and opened at K2 Crawley leisure centre, making the venue more accessible for people with complex needs. Crawley Borough Council was awarded £97,000 from the Department for Levelling Up, Housing and Communities to install two new CPTs at its facilities. Larger than a standard accessible toilet, a CPT offers more space to accommodate two carers and a person, and includes a heightadjustable toilet, sink and hoist.

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The register will allow the public to chart the locations of rescue equipment

Open water rescue equipment registry to help emergency workers A new resource has been launched to help emergency services and first responders know where to find open-water rescue equipment in emergencies. The Water Rescue Equipment Register – set up by The Royal Life Saving Society UK (RLSS UK) and GoodSAM – will allow the public to chart the locations of rescue equipment such as lifebuoys, rescue poles and throw lines along the rivers, canals, coasts and waterways anywhere in the world. Once the equipment has been registered and verified, a map gets populated with the details of the precise location, type of equipment and any unique or distinguishing details. It is then used by the emergency services or first responders in the case of an emergency incident,

reducing precious time wasted locating lifesaving rescue equipment and providing a higher chance of a successful outcome to the rescue. The Water Rescue Equipment Register has been incorporated into the GoodSAM app, which was launched in 2013 with an aim to change the response to cardiac arrests. The app-based system alerts registered individuals trained in lifesaving skills to the occurrences of incidents in their locality so that they can attend while an ambulance is en route. There are more than a million users in the UK and, on average, a trained responder is deployed every three minutes to a cardiac arrest. The app also hosts the world’s largest defibrillator register as well as other lifesaving equipment registers including fire equipment and bleed kits.

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news & trends PHOTO: EVERYONE ACTIVE

Everyone Active operates 200 sites

Everyone Active teams up with ReferAll for projects

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PHOTO: ALLIANCE LEISURE

Everyone Active has partnered with ReferAll to manage all its health and wellbeing referral schemes. The facility operator, which manages more than 200 leisure facilities across the UK, is now using ReferAll’s data management platform to collate real-time information for its community health and wellbeing programmes. Everyone Active currently supports more than 13,000 people affected by health conditions with its Exercise Referral scheme and its Falls Prevention programme, which helps adults who have had or may be at risk of a fall. ReferAll’s software is currently in use across Everyone Active facilities in partnership with seven local authorities. It will introduce the system across all its centres nationwide in early 2024. Jacqui Tillman, Everyone Active’s Aquatics & Wellbeing Director and Chief Executive, said: “ReferAll’s task-based management system will help colleagues and partners in the Integrated Care Systems deliver seamless programmes by receiving referrals from healthcare professionals. “It will also include short, medium and long-term developments, which will further demonstrate the impact leisure can make to support the NHS by encouraging people to move more.”

The £11.9m facility will feature four full-size 3G pitches

Derby’s £11.9m ‘game-changing’ football hub set for 2024 launch A £11.9m project to create a large football and community sports hub at Derby Racecourse is on schedule for a grand opening in 2024. Designed to “regenerate football” and ensure a long-term future for grassroots football in the city, the hub will feature four full-size 3G football pitches, a new community building with a café, reception area and meeting spaces, as well as increased parking spaces, improved entry and exit to the site along with improved foot and cycle paths through the park. Contractor, Universal Civils and Build, announced that it has reached the topping out stage of the project, which marks the finalising of the external structure and roof of the community building. The project is being overseen by Alliance Leisure. Hardyal Dhindsa, Derby City Council’s

Cabinet Member for Communities and Streetpride, said: “Reaching the topping phase of the development of the Derby Racecourse Hub is a real milestone, and we’re now well on the way to seeing the completion in early 2024. “This development will offer a remarkable building and pitches for grassroots football in Derby, but it extends beyond football; it will also create inviting community spaces where residents can come together and enjoy Racecourse Park.” The facilities will be under the management of the National Football Trust on behalf of Derby City Council, with day-to-day operations overseen by Leisure United. The project has secured collaborative funding from Derby City Council, Derbyshire County FA, the Premier League, The FA, and the Football Foundation.

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Cost of living crisis “changing exercise behaviours” PHOTO:SPORT ENGLAND

People are changing their exercise behaviours due to the increased cost of living – and the changes are unlikely to be reversed until household finances improve. Substituting paid activities with free alternatives, such as walking or cycling, focusing on home-based activities and the cancelling of gym and sports memberships are among the actions reported by people, when asked about the changes they have made due to rising costs. A considerable number also reported having less time for physical activity due to increased work hours. The findings come from a new report, published by Sport England, which examines how the cost of living crisis is impacting the sport and physical activity sector. Called The rising cost of living and its impact on sport and physical activity, the report has been produced in conjunction with Sheffield Hallam University and is intended to help activity providers understand the impact that rising costs is having on

People are substituting paid activities with free alternatives

their participants. According to the report, parents and carers of children and young people are also making changes to their child(ren)’s sport and physical activities because the cost of living increases. The types of changes were similar to those reported by adults i.e., increasing the number of free

activities, walking or cycling to get to places and cancelling memberships. The report shows that people from the most deprived areas – and from lower socioeconomic backgrounds – are more likely to have their levels of physical activity negatively affected by the cost of living crisis.

Birmingham’s Green Travel District to create healthier communities

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The aim is to get people physically active through travel

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PHOTO: BIRMINGHAM CITY COUNCIL

A pioneering, sustainable, active travel initiative has been launched to encourage residents, workers and visitors switch from driving to cycling and walking in Birmingham. The new Green Travel District (GTD) – which will cover the city’s Sutton Walmley & Minworth, Reddicap and environs – will help put people before cars ensuring that residents, workers and visitors have more opportunities to walk, wheel, cycle and take public transport. The vision of the GTD is to get people physically active through travel, while also create an area with less congestion, less pollution, fewer accidents, and healthier, safer, more productive communities. Liz Clements, cabinet member for transport at Birmingham City Council said: “This is exciting news for the entire region.”

news & trends ReferAll cuts prices for facility operators PHOTO: REFERALL/EVERYONE ACTIVE

Exercise referral and wellbeing services platform, ReferAll, is reducing its prices this year. The company says it made the decision in a bid to help leisure operators who are finding it difficult to cope with spiralling costs. With the physical activity industry under immense pressure and budgets particularly tight, we have adapted our pricing structure for 2024 to ensure our exercise referral software is accessible to anyone who wants to use the system,” the company told WellNation. “The new tiered pricing structure allows operators to opt for variable or flat pricing models, to help make budgetary controls easier.” It follows a previous, 50% cut in its installation fee, implemented in the autumn of 2023. As part of a strategy to make its platform available to operators of all sizes, it has also created a new ‘lite’ user licence at a significant discount. The lite version allows users to efficiently complete all tasks related to the referral process, but restricts

The price cut is part of plans to make the platform available to operators of all sizes

access to reporting and system configuration. The new tiered pricing bands reward investment in growth. Previously, pricing was calculated per user, which worked well in smaller operators with fewer staff. ReferAll’s new enterprise level pricing band means multi-site operators can

grow their services without worrying about the cost of adding new users. ReferAll’s MD, Stuart Stokes, said: “We wanted to serve our customers better at a time when many are struggling due to spiralling costs. Our aim is to bring value to our customers when they need it most.”

Middlesbrough centres reopen following £1.1m investment

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The funding was used to update and upgrade fitness areas

PHOTO: MIDDLESBROUGH COUNCIL

Leisure centres in Middlesbrough have hosted an open event to celebrate a recent £1.1m investment. The funding was used to update and upgrade the fitness areas at Middlesbrough Sports Village, Neptune Centre, Rainbow Leisure Centre and Eston Leisure Centre. In addition, Guisborough Swim and Fitness Centre also benefited from a raft of updated equipment. The centres are operated by Everyone Active, on behalf of Middlesbrough Council and Redcar & Cleveland Borough Council, and are part of a larger strategy to refurbish the area’s physical activity facilities. Middlesbrough Mayor, Chris Cooke, said: “My vision is to make Middlesbrough healthier, safer and more ambitious. These refurbishments are one step closer to achieving that.

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The historic Rufford Abbey

Rufford Abbey launches drive to create green spaces

PHOTO: HYNDBURN LEISURE

The centre is scheduled to open in early 2025

£12m Clayton-le-Moors leisure centre gets government green light Construction work is set to begin in early 2024 on a £12m leisure centre in Clayton-le-Moors, after plans for the facility received the final approval from the central government. Hyndburn Council’s planning application for the sports and leisure complex had been referred to the Secretary of State for review, due to the size of the scheme and its location on protected Green Belt area. Located at Wilsons Playing Fields in Clayton-le-Moors, the new centre will include a four-lane, 25 metre swimming pool, a fitness suite, sauna and steam room, group exercise studio, café, large changing village and dedicated changing facilities that will service teams making use of the various outdoor sports facilities. Delivered in partnership with Sport England, funding for the project

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has been allocated by Hyndburn Council as part of the borough’s leisure transformation plan. Designed by Pozzoni Architecture, the new building will be designed to optimise energy efficiencies. Air source heat pumps, solar panels and the utilisation of the very latest Low and Zero Carbon Technologies will all support the council’s ambition to achieve net zero by 2030. Councillor Marlene Haworth, Leader of Hyndburn Borough Council, said: “The development of the new leisure and sports centre is part of our ongoing commitment to provide everyone in our community with the leisure and social opportunities they need to prosper. The modern building will complement the existing outdoor sports facilities creating opportunities for the whole community to enjoy.”

Rufford Abbey in Nottinghamshire is looking to engage local residents in a drive to transform its underutilised green spaces. Spritely Sustainable CIC – a pioneering collective aiming to help schools and families benefit from engaging outdoor activities – has partnered with Parkwood, operator of Rufford Abbey, for a ‘Bloom & Nourish’ initiative. Launched in January 2024, the campaign includes a Crowdfunder page and will see every £1 donated being matched by £2. The funding will be used to create sustainable and vibrant green spaces.

Active IQ win Social Responsibility gong at 2023 FAB Awards Active IQ was named winner of the Social Responsibility Initiative of the Year at the 2023 FAB Awards, which recognise the contributions made by awarding organisations and their employees to education and skills in the UK over the past year. The award is, in part, in recognition of Active IQ’s ‘Healthy People, Healthy Planet’ sustainability strategy, which outlines an ambitious plan to become a more sustainable business, with the goal of becoming a carbonneutral organisation by 2024.

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Kevin K Yates In an exclusive interview, the newly appointed EMEA CEO for Lift Brands – whose franchised portfolio includes Snap Fitness, 9Rounds, Fitstop and Fitness On Demand – talks to WellNation about the company’s plans for the UK and beyond

evin Yates was named Lift Brands’ CEO for the EMEA region in late December 2023. His appointment was a promotion, after he had joined Lift Brands in September 2023 as chief operating officer. In his new role, he will be responsible for overseeing an ambitious international roll-out in the region, which covers key markets across EMEA. Lift Brands is the parent brand to Snap Fitness and FitnessOnDemand and minority partner in boutique combat fitness brand, 9Round, and Fitstop – one of Australia’s leading functional training studio operators. Snap Fitness is currently the sixth largest fitness franchisor in the UK and Ireland with more than 120 gyms across EMEA – and over 1,000+ clubs globally.

As CEO you’ll lead Snap Fitness’ roll-out across the region, what are the plans there? A major focus will be on the UK and Ireland, which are key markets for us. In addition, we will be concentrating on countries where we’ve already got master franchise agreements or existing clubs in operation. These include The Netherlands, Belgium, Turkey, Spain Georgia, the UAE and Saudi Arabia.

PHOTO: LIFT BRANDS/SNAP FITNESS

Snap Fitness is one of the world’s largest fitness franchises

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We believe 2024 is going to be the greatest year for the market. We can see that from the data The plan is, over the next 12 months, to solidify the markets that we’re already operating and make sure that we’re helping them grow and improve. From there, we will then assess the markets and identify those where we think there is an opportunity for expansion and further roll out opportunities.

How do you assess whether there’s space for growth - what do you look for in markets?

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We know, for example, that the Millennials spent more money on gym membership than Generation X (the one before them). But now we are seeing evidence that Gen Z, which is coming through with emerging spending power – as they are roughly aged 11 to 26 – will be even more health conscious. There’s a stat that Millennials and Gen Z now make up 80% of health club members. We are also seeing signs that they might want slightly different things from their workouts than Millennials. In general terms, the gym market really is booming right now. We believe 2024 is going to be the greatest year for the market. We can see that from the data.

PHOTO: LIFT BRANDS/SNAP FITNESS

I’ll give you an example. Starbucks tried to go into the Chinese market for more than 20 years and were unsuccessful. Coffee just wasn’t going to win over tea, which has a strong culture in China. But suddenly, there was a shift in consumer demand. Youngsters began looking for new things – especially when it came to finding new tastes and experiences. That moment in time coincided with Howard Schultz returning to the Starbucks business and the rest is, as they say, history. Today, coffee consumption outstrips that of tea among certain age groups in China. You can witness this in most towns and cities – every corner seems to have a Starbucks. So it’s no different with most other consumer products or services, such as gyms. What you need to do is look at the consumer demand, see what’s happening in the market and identify shifts and patterns.

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In the UK and Ireland, we’ve still only got around 15% of the population working out. But there is now a real movement to get that figure up What can you tell us about the plans for Snap Fitness in the UK? Put simply – further growth. With 90 locations, we are already the sixth biggest operator in the UK – yet in some areas people might never have heard of Snap Fitness. So we have an opportunity for phenomenal growth. It’s already happening, too. We’ve been opening two or three locations every month. The plan is to open 18 clubs in the UK this year and another 10 in Ireland on top of that.

Have you any particular geographical areas you will be targeting? As a 24/7 gym operator, our selling point is convenience, but we also deliver great service and a great gym product. We will be looking to go into areas where that combination will really be able to serve local communities. So we will be looking at locations which other operators might not. We are really excited to be able to offer that to more people this year. I think the key stat is that, in the UK and Ireland, we’ve still only got around 16% of the population working out. But there is now a real movement to get that figure up – even the government has realised the power that exercise can have in helping the NHS, for example. But for there to be real increase in that figure, people need places to exercise. And gyms – especially the convenient, accessible and affordable model we offer – has a huge role in helping with that. Not everyone lives in a big city or town either, so we do need that capacity everywhere.

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Kevin Yates

● Served in the British Army ● After leaving the Army, started

his fitness career at Fitness First ● Has also worked at high-

end club operator Esporta and in public leisure during a stint at leisure management company, Leisure Connection ● First became an entrepreneur with the launch of BX Fitness - a club operator with two sites ● Then co-founded boutique, industrial-luxe fitness franchise, TRIB3, in 2015 ● Joined Lift Brands in September 2023

What about the plans for Fitness On Demand? Fitness On Demand is a great product for us. There’s no doubt that the pandemic has changed the way people exercise – especially when it comes to the expectation of having a digital offer. So FOD is really important to us. What makes FOD great is that the programming and content is exceptional. That’s why I can see it being a key offering for those communities that we will take Snap Fitness to – because with their Snap membership they also get FOD.

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PHOTO: LIFT BRANDS/SNAP FITNESS

Snap Fitness uses a wide range of premium equipment

Lift Brands

Founded in the US in 2014 by Peter Taunton, who also founded Snap Fitness in 2003. The company specialises in fitness franchising and has four brands.

Snap Fitness 24/7

The 24/7 fitness concept has more than 1,000 clubs across the globe and offers an “inclusive, empathetic and supportive” fitness experience, with access to premium equipment, functional fitness and group classes.

FitnessOnDemand

A premium digital fitness platform featuring some of the world’s

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leading names in personalised fitness – such as Jillian Michaels, Sweat Factor, SH1FT and Zumba. FOD provides an omnichannel service, meaning customers can experience branded content at the gym, via mobile app or smart device. FLEX by FitnessOnDemand allows clubs to offer their members the same library of content anywhere in the club, at home or on the go. This has been designed to allow clubs to build member loyalty and brand-affinity beyond the club walls.

9Round Kickboxing

9Round is a high-intensity, 30-minute full body workout which incorporates a mix of functional & kick-boxing

exercises. Lift Brands is the current Master Developer for 9Round in Australia & New Zealand. It is also a minority partner in the U.S. with founders Shannon & Heather Hudson.

Fitstop

A leading functional training group in Australia. Implementing the Fitstop Formula, members are taken through fit, fast and functional 45-minute sessions to reach full potential and progression. The Fitstop Franchise was created in 2017. The brand has grown into an Australian community with 137 opened locations and is expanding the concept into New Zealand, Asia and American markets.

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Dr. Hussain Al-Zubaidi As well as being a renowned lifestyle TV doctor, Al-Zubaidi spearheads a pioneering NHS-based lifestyle clinic and fitness club, educating and supporting patients in adopting healthier lifestyles. He talks to WellNation about how the health and physical activity sectors can work together to create a healthy nation – and save the NHS

any will recognise Dr. Hussain AlZubaidi as a “TV doctor” – but he is also an accomplished Team GB age group long-distance triathlete. He also holds a number of key roles, including Lifestyle and Physical Activity Lead at the Royal College of GPs and Personalised Care Lead in Leamington. As a Clinical Advisor for Swim England and Nutritank, he brings expertise to diverse sectors. Emphasising health span, he advocates for sustained wellbeing and is a dynamic force in promoting holistic wellbeing, community engagement and longevity.

You’re a huge advocate of physical activity and exercise as medicine, where does that passion come from? It’s not something I’ve always had. In fact, I didn’t enjoy exercise or sport growing up! I was very much the last one picked for teams and had quite a negative experience of how PE was delivered. In my mid-20s, however, I was diagnosed with nonalcoholic fatty liver disease. It’s a condition often associated with being overweight – which I was at the time. The sonographer told me that I had one of the fattest livers he’d ever seen, which isn’t a league table you want to be top of. The initial talks with hospital doctors and my GP centred on what medications I could try. The thing is, my father had been diagnosed with the exact same condition five or six years previously – and his health had been deteriorating because of it. So I considered whether there was an alternative to taking all these pills.

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Today, being physically active is an absolute cornerstone of my existence I did a bit of researching and realised that a lot of what I had been taught at medical school didn’t even cover the basics when it came to key lifestyle interventions which have a massive, positive impact on a number of conditions. This was particularly true for metabolic health, which is what fatty liver disease sits under. So with the support of my incredible wife, who was already physically active when I received the diagnosis, I was encouraged to start doing a bit of walking, which then eventually became running. It “escalated” step by step. Today, being physically active is an absolute cornerstone of my existence. I wouldn’t want to live without it. Thanks to it, I managed to not only reverse the condition, but also have better mental health, improved confidence and a real purpose in life – because I want to support patients to go on a similar journey that I have. I now utilise my own personal journey when treating patients. I run NHS Lifestyle group clinics and, at the beginning of sessions, I connect with them and share how I’ve been in the same position they find themselves in.

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Al-Zubaidi wants to see the health and sport/physical activity sectors work together

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ISSUE 1 2024 27

Our success has been down to motivating both the activity providers and the health care professionals and to help them see the benefits

The “Leamington Personalised Care Service” offers a wide range of activities to patients

Is the message – that prevention can save the NHS – being heard in Westminster ?

of long term health conditions and compare it to the tiny amounts we spend on supporting patient journeys through connecting the physical activity sector with health, it is just very disappointing. We have seen that for every pound spent on physical activity, you get four pounds back in terms of social, health and economic benefits. So I do want to see more action from Westminster. I think it’s now clear that the health sector needs to work together with the physical activity sector if we really want to create a nation that isn’t burdened with long-term health conditions. According to the World Health Organization, if we could encourage people to adopt diets and exercise habits that we know provide health, then 60% to 70% of the long-term health conditions that are currently diagnosed would not exist. That would completely transform the NHS. We know that this is possible – the question is do we have the will to make it achievable.

In some sense yes, but not enough. There have been changes already within healthcare. Small but important changes where we’re seeing more physical activity being embedded, for example, within GP and hospital consultations. But we need to see a lot more of it. It’s also happening in pockets. Take the group clinics where we be support people to get active. We go on walks and runs with patients and we have swimming sessions where we’ve linked up with our local leisure centre operator, which provides pool access to those with long-term conditions. These kind of interventions would have been pretty rare to see just 10 to 15 years ago. So in that sense, we are seeing positive noises. MPs like Kim Leadbeater have done fantastic work in trying to champion this, but I do want to see a lot more of it. Because when we look at the amount of money we spend on trying to correct the impact © HUSSAIN AL-ZUBAIDI

Walk and Talk sessions help patients get active

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How big a role can physical activity and exercise play in that preventative model? Physical activity is a cornerstone of good health. Simply put, if we aren’t physically active, we will not maintain a healthy life. However, because of the lack of training that healthcare professionals get on physical activity, we’re not equipped to support patients effectively. There are a few doctors that are lifestyle doctors, like myself, who have done additional training to become adept at supporting patients embark on a journey involving exercise. But 85% of GPs don’t even know what the chief medical officers’ physical activity guidelines are. And that is exceptionally disappointing because those GPs aren’t going to feel confident to support patients to become more active. In fact many healthcare professionals

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Al-Zubaidi is a Team GB age group triathlete

Is the sports and physical activity sector fulfilling its role? It’s a mixed picture at the moment. We have areas you’d describe as gold standard and others where nothing is happening. For example, my local leisure centre, operated by Everyone Active, works collaboratively with my GP practice to put health and wellbeing high up the agenda. They support us in delivering swim sessions for patients with long-term health conditions,

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accompanied by healthcare professionals and social prescribers. So the patients receive all the support they need on their journey. We also work with a number of local clubs – from cycling to dance. Our success has been down to motivating both the activity providers and the health care professionals and to help them see the benefits. And I believe that’s the only way to make it work. There are other areas, where either the healthcare workers or the physical activity providers aren’t engaged in getting patients on that journey. As a result, getting patients active isn’t seen as a priority. When this happens, it is often difficult to get the conversation started. There might be activity providers keen to get involved but hit a brick wall trying to talk to the local GPs – or the other way around. That’s something we need to work on – to establish clear lines of communication between these two sectors. What will help is placing wellbeing high in the agenda within those working in the physical activity sector – from sports to fitness. And that’s where language is important. Sport isn’t just about competition and fitness isn’t just about hitting the gym hard. If we’re going to engage a wider proportion of people then we have to look further than the competitive element. We have to incorporate the elements of community and stress that being active has these huge health benefits.

struggle to get active themselves – and if they’re not leading by example, they’re going to be unable to encourage and support patients to do the same. That’s where I feel there is a need for a piece of work to educate and support healthcare professionals. To make them more comfortable talking about physical activity – and the physical activity sector could do that for us. Those within the sport, physical activity and fitness sectors are experts in supporting people to become more active in a way that’s meaningful to them. I believe it’s our role, within the healthcare sector, to signpost and to refer patients towards those exercise and activity providers – the sports clubs, the walking or dance groups, personal trainers, the leisure centres and swimming pools. If we do that, then together we can achieve the end goal which is an active and healthy patient.

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Physical activity is crucial for a healthy, happy life Is the healthcare sector ready to support patients getting active? If I’m being brutally honest we’re not there yet – but we are improving. In the past 10 years we’ve seen GP practices get involved with operators such as ParkRun to get patients to walk, run or even just to volunteer at weekends. Around 1,800 out of 6,000 practices in the UK have signed up to that initiative, so we’re getting close to a third being involved. There is definitely a growing trend for more clinicians to practice lifestyle medicine. This year’s British Society of Lifestyle Medicine (BSLM) conference was the biggest ever and BSLM’s membership is at a record level. So there is growth and more clinicians are wanting to support patients through behaviour change and getting active. But I don’t think it’s happening fast enough. I really hope over the next five years we will see an exponential increase, because patients need it. The NHS needs it. Otherwise, it will soon become unsustainable to have a national health service.

Are there ways to help create that growth and speed things up? We can very much improve the situation – it is within our hands. I think there are two main things that are required for it to be achievable. One is that we need government and senior leadership explaining, explicitly, the importance of healthy lifestyles to promote health. It sounds crazy, but we do not have enough of that. It needs to be really clear that both our senior clinicians and our senior politicians are singing from the same hymn sheet, explaining how physical activity is crucial for a healthy, happy life. The second element is to learn from and expand the programmes that are currently achieving great results in pockets across the UK. We need to find ways to grow out the projects in areas that are doing fantastic work – perhaps through supported funding. This is something that I’ll be working on in 2024, together with a number of organisations, including Sport England, the Royal College of GPs and many more. We want to take what we call the Leamington blueprint, which involves group education on exercise, physical activity sessions and GP practices integrating with facility and activity operators.

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A number of GP practices have partnered with parkrun UK

By working collaboratively, we want to blur the lines that patients experience between the health and physical activity sector – we want patients to think of it as one service. We call it the Leamington Personalised Care Service, because we’re focused on helping their health – whether that be a personal trainer delivering chair-based exercises, a social prescriber helping them to access art therapy groups or dance classes, or a health and wellbeing coach supporting them with behaviour change. We need to look beyond having health, physical activity and community services in their own silos. We need to communicate and work with each other, together.

If you could introduce a new piece of legislation or change an existing law - what would that be for maximum impact? I would remove VAT from the provision of anything that’s related to promoting physical activity. We should not be charging a tax on anything to do with promoting healthy behaviours. It’s about friction. You want to increase friction on activities that are detrimental to health, such as tobacco and alcohol, so you add taxes to those. But you want to reduce friction on activities that do the opposite, to the activities and items that provide health. People who are being active – alongside those who support them to be active – are improving the finances of the country. They are reducing their impact on the NHS and other services, so we should not be charging taxes on those activities. ●

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