When looking at opportunities for growth, our sector often likes to talk about the ‘inactive majority’. There is widespread recognition that we reach only 14 per cent of the population with our services, and that we need to focus our attentions on engaging the other 86 per cent.
But how do we do that? If it was simple, everyone in the sector would be doing it. However, in terms of getting more people, more active (if only just for a day) – National Fitness Day is an effective solution.
Opportunity to engage Taking place on 27 September, National Fitness Day sees the nation celebrate the fun of physical activity. Last year’s event was extremely successful, getting over a million people moving at more than 18,000 events – the most active day of the year. It proved that there is a genuine interest in the services our sector provides and that we can reach inactive communities by coming together.
We should look to harness the momentum from 2016 to deliver an even bigger event this year, reaching the full breadth of Britain. National Fitness Day gives us a fantastic and rare opportunity to engage with those who don’t traditionally interact with the physical activity sector – an opportunity we should grab with both hands.
This year’s event will certainly be the most wide-ranging in terms of reaching different segments of UK society. Alongside the myriad of activities that will be provided in schools across the country, partners AXA PPP and Argos will be taking the event into workplaces and high streets respectively. AXA PPP’s ‘Flying Start’ campaign will see employees across the country encouraged to kick-start their working day with an early morning workout or active commute. Meanwhile, Argos will build on last year’s success, offering free activities in their high street stores.
New converts Despite strong support from these partners, our sector has been the driving force behind National Fitness Day in past years, and I’m certain the same will be true in 2017. So let’s take this opportunity to shine the light on the fantastic work our sector does in getting communities moving, providing both mental and physical health benefits, while offering people new to our sector a taste of the fun of fitness.
If we can do this successfully, and use National Fitness Day to build relationships and embed positive experiences in participants, then perhaps we can turn the most active day of the year into a catalyst for a raft of new converts to physical activity. That will undoubtedly go a long way to reaching the inactive majority and attracting new members.
When looking at opportunities for growth, our sector often likes to talk about the ‘inactive majority’. There is widespread recognition that we reach only 14 per cent of the population with our services, and that we need to focus our attentions on engaging the other 86 per cent.
But how do we do that? If it was simple, everyone in the sector would be doing it. However, in terms of getting more people, more active (if only just for a day) – National Fitness Day is an effective solution.
Opportunity to engage Taking place on 27 September, National Fitness Day sees the nation celebrate the fun of physical activity. Last year’s event was extremely successful, getting over a million people moving at more than 18,000 events – the most active day of the year. It proved that there is a genuine interest in the services our sector provides and that we can reach inactive communities by coming together.
We should look to harness the momentum from 2016 to deliver an even bigger event this year, reaching the full breadth of Britain. National Fitness Day gives us a fantastic and rare opportunity to engage with those who don’t traditionally interact with the physical activity sector – an opportunity we should grab with both hands.
This year’s event will certainly be the most wide-ranging in terms of reaching different segments of UK society. Alongside the myriad of activities that will be provided in schools across the country, partners AXA PPP and Argos will be taking the event into workplaces and high streets respectively. AXA PPP’s ‘Flying Start’ campaign will see employees across the country encouraged to kick-start their working day with an early morning workout or active commute. Meanwhile, Argos will build on last year’s success, offering free activities in their high street stores.
New converts Despite strong support from these partners, our sector has been the driving force behind National Fitness Day in past years, and I’m certain the same will be true in 2017. So let’s take this opportunity to shine the light on the fantastic work our sector does in getting communities moving, providing both mental and physical health benefits, while offering people new to our sector a taste of the fun of fitness.
If we can do this successfully, and use National Fitness Day to build relationships and embed positive experiences in participants, then perhaps we can turn the most active day of the year into a catalyst for a raft of new converts to physical activity. That will undoubtedly go a long way to reaching the inactive majority and attracting new members.
OMA has completed a major transformation of New York's New Museum, creating a larger
cultural campus that combines expanded exhibition spaces with learning, performance,
hospitality and public programming.
A US$50 million (£44.2 million, €51.2 million) transformation of Chicago's historic McCormick
Mansion has created a new destination that combines live magic, immersive theatre, dining and
private membership under one roof.
The Montana Historical Society has officially celebrated the opening of its new Montana
Heritage
Center, a US$107 million (£79 million, €92 million) destination that combines immersive
storytelling with cutting-edge audiovisual technology to bring the sta
San Antonio Zoo has reported a US$283 million economic impact for 2025, following a decade-
long transformation programme that has seen almost US$200 million invested into the Texas
attraction.
Plans for the AU$180 million redevelopment of Reef HQ Aquarium in Townsville, Australia, are
progressing, with the project set to transform the attraction into a global centre for reef
education and conservation.
Abu Dhabi-based investment firm Mubadala Capital has made a binding, fully financed
€1 billion
offer to acquire Pierre and Vacances SA, the European holiday resort operator behind the
continental European Center Parcs business.
Disney has reaffirmed its commitment to investing US$30 billion in its US parks and cruise
business by 2033, using new America250 celebrations to underline the role its attractions play
in supporting jobs, tourism and economic growth.
Expo 2030 Riyadh is being planned as a permanent visitor destination, with organisers
confirming the six-million-square-metre site will become a Global Village after the event closes.
The owner of one of Australia's best-known waterparks has acquired a major competitor,
creating a new attractions business spanning two of the country's largest visitor destinations.
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.
+ More news
COMPANY PROFILES
Sally Corporation Our services include: Dark ride design & build; Redevelopment of existing attractions; High-quality [more...]
IAAPA EMEA IAAPA Expo Europe was established in 2006 and has grown to the largest international conference and [more...]
Clip 'n Climb Clip ‘n Climb currently offers facility owners and
investors more than 40 colourful and unique
Cha [more...]
Taylor Made Designs Founded in 1993, Taylor Made
Designs supply corporate clothing
and brand-enhancing merchandise
to [more...]
