Can our industry help National Fitness Day become even bigger than Sport Relief?
When something like National Fitness Day is handed to an organisation like ours to develop, lead and manage, you can’t help but feel more than a little excited. We’re aiming to make Friday 26 September the biggest nationwide celebration of physical activity – not only in the sector’s annual calendar, but for the nation.
We all know about the benefits of regular exercise: a healthier heart, freedom from chronic illnesses, a better quality of life – the list goes on. But the reality is, many people find getting active a lonely slog – and it really shouldn’t be.
So when the énergie Group, founders of National Fitness Day, came to us with the proposition that we were best placed to steward National Fitness Day to become the platform it truly could be, we were delighted to take the baton.
Make it sociable Research shows that, if you exercise in company, you’re more likely to stick at it. A seductive combination of the social atmosphere, camaraderie and accountability among the group spurs even the most reluctant exercise novice to show up with a positive attitude and, most importantly, to have fun. That’s what National Fitness Day is all about – providing people with the inspiration to move.
What does National Fitness Day involve? Firstly, there’s the Power Half Hour, where health clubs, gyms and leisure centres across the country will open their doors to everyone – members or non-members – to participate in free National Fitness Day Power Half Hour events, from group cycling and Zumba to BodyCombat and circuits.
Secondly, a series of mass participation fitness events will be held in high-traffic public squares in major UK cities. Hundreds of participants will sweat it out together, energised by great music and motivated by the fun of getting active together.
Golden opportunity The great thing about National Fitness Day is that it gives operators a unique opportunity to build a relationship with new customers and connect with existing members through a powerful, visible platform that taps into the fitness ‘mood of the moment’. We’re going big on the marketing too: we’ll be driving maximum exposure for the event through a catalogue of high profile media outlets, including a national print and radio campaign.
We’ve also enlisted professor Greg Whyte, OBE, as our National Fitness Day resident expert. As one of the country’s pre-eminent sport scientists – and the man who trained Davina McCall, David Walliams and Eddie Izzard for their incredible sporting challenges – he knows exactly what it takes to get the best out of your body.
I’m excited by the opportunity the event gives us – the chance to create a public legacy through a memorable experience that helps fuel the nation’s appetite for fitness. It’s also a great chance for our sector to demonstrate credibility, relevance and ingenuity to stakeholders such as brands, business and community.
Can our industry help National Fitness Day become even bigger than Sport Relief?
When something like National Fitness Day is handed to an organisation like ours to develop, lead and manage, you can’t help but feel more than a little excited. We’re aiming to make Friday 26 September the biggest nationwide celebration of physical activity – not only in the sector’s annual calendar, but for the nation.
We all know about the benefits of regular exercise: a healthier heart, freedom from chronic illnesses, a better quality of life – the list goes on. But the reality is, many people find getting active a lonely slog – and it really shouldn’t be.
So when the énergie Group, founders of National Fitness Day, came to us with the proposition that we were best placed to steward National Fitness Day to become the platform it truly could be, we were delighted to take the baton.
Make it sociable Research shows that, if you exercise in company, you’re more likely to stick at it. A seductive combination of the social atmosphere, camaraderie and accountability among the group spurs even the most reluctant exercise novice to show up with a positive attitude and, most importantly, to have fun. That’s what National Fitness Day is all about – providing people with the inspiration to move.
What does National Fitness Day involve? Firstly, there’s the Power Half Hour, where health clubs, gyms and leisure centres across the country will open their doors to everyone – members or non-members – to participate in free National Fitness Day Power Half Hour events, from group cycling and Zumba to BodyCombat and circuits.
Secondly, a series of mass participation fitness events will be held in high-traffic public squares in major UK cities. Hundreds of participants will sweat it out together, energised by great music and motivated by the fun of getting active together.
Golden opportunity The great thing about National Fitness Day is that it gives operators a unique opportunity to build a relationship with new customers and connect with existing members through a powerful, visible platform that taps into the fitness ‘mood of the moment’. We’re going big on the marketing too: we’ll be driving maximum exposure for the event through a catalogue of high profile media outlets, including a national print and radio campaign.
We’ve also enlisted professor Greg Whyte, OBE, as our National Fitness Day resident expert. As one of the country’s pre-eminent sport scientists – and the man who trained Davina McCall, David Walliams and Eddie Izzard for their incredible sporting challenges – he knows exactly what it takes to get the best out of your body.
I’m excited by the opportunity the event gives us – the chance to create a public legacy through a memorable experience that helps fuel the nation’s appetite for fitness. It’s also a great chance for our sector to demonstrate credibility, relevance and ingenuity to stakeholders such as brands, business and community.
The Toverland theme park in the Netherlands has announced a €98m expansion programme
that will add a resort, new attractions and staff facilities as it pursues plans to become a multi-
day destination.
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
A new immersive attraction designed to transport visitors into the final hours of ancient Pompeii
is preparing to open near the world-famous archaeological site in southern Italy.
Experience design company, BRC Imagination Arts, has completed a transition that sees founder
Bob Rogers pass ownership of the business to four long-serving senior executives, while
remaining actively involved with the company.
Movie Park Germany has opened a new Paramount Pictures-themed attraction as part of its 30th
anniversary celebrations, using immersive storytelling and adaptive reuse to reinforce the park’s
longstanding “Hollywood in Germany” positioning.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Efteling has opened Hooghmoed, a new family drop tower designed to broaden the appeal of its
recently launched Sirene Island themed area and introduce younger visitors to thrill attractions.
A proposed Puy du Fou development near Bicester and Universal Destinations and Experiences’
planned resort in Bedford are emerging as part of a wider transformation of the Oxford–
Cambridge Growth Corridor into a major centre for UK leisure and tourism inv
Shedd Aquarium has opened the Immersion Theater developed in partnership with SimEx-
Iwerks, as part of a wider strategy to enhance the guest experience and create additional
revenue opportunities.
The UK government has announced a temporary reduction in VAT on visitor attractions and
children’s meals as part of a summer cost-of-living support package designed to stimulate the
visitor economy and encourage family days out.
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