As delegates from around the world come together for the IHRSA Annual Convention & Trade Show this month, it seems a perfect time to challenge ourselves to drive even deeper levels of co- operation and mutual learning. What are the opportunities for idea sharing on a global scale? For the adoption of projects that have proved successful in other markets? Perhaps even for specifically designing initiatives to run in multiple countries?
On page 30, we talk to Despina Spanou – principal advisor on Health & Consumers in the European Commission, and chair of the EU Platform for Action on Diet, Physical Activity and Health – about European-level efforts to address obesity, and the role the health and fitness industry can play in this.
As Spanou explains, physical activity has always been part of the EU’s obesity strategy – a strategy that launched in 2007 to run to the end of 2013. However, nutrition took a front seat for the first few years. But in 2011, the EU renewed its commitment to fight obesity – “a bit like within a within a marriage, when after a few years you renew your vows,” explains Spanou – with an updated set of objectives that include a greater emphasis on physical activity.
So what does this mean for us? Essentially it means the EU has recognised the vital role that physical activity can play in the prevention and treatment of obesity – and the lifestyle diseases associated with obesity – and sees our sector as a credible partner. That in itself is great news. More specifically, through its Platform for Action on Diet, Physical Activity and Health – which brings together all stakeholders, from the fitness sector to the food industry to the medical community – the EU is keen to hear of ideas that might encourage people to become more active. “If someone has an idea of an action, they should approach their national body – the FIA in the UK, for example – who can in turn refer to EHFA to bring the idea to the Platform,” urges Spanou. Funding is available to help get these projects off the ground.
So what types of initiative are they looking for? “Key among the criteria for acceptance is the need to provide measurable outcomes. Any action is good, but we have to focus on projects that can prove delivery against our EU-level strategic objectives.” We are also encouraged to think beyond our usual horizons: “As far as possible, [projects] should be co-ordinated actions across Europe, rather than being specific to just one area or country. At the very least, they should offer best practice that can be replicated elsewhere.
“We also try to implement actions with a lot of different stakeholders working together; the biggest impact can often be gained by working across sectors.” This ties in with the FIA’s approach in the UK, where a range of partnership ventures are already in place – the government-led Responsibility Deal, for example, in which the fitness industry is working alongside brands such as Lloyds bank, the Co-op, GSK and Asda.
This all sounds very high level, and admittedly it can be easy to feel like too small a cog in too large a machine to really make a difference on a national, or even international, stage. However, a good idea is often scaleable. If you have a project that’s worked well in your local community – perhaps bringing activity and healthy living to new population groups – ask yourself this: is there any reason why it couldn’t work elsewhere? If the answer is no, now might be the time to offer it to a wider audience.
