E verybody Active, Every Day is what Public Health England is calling for in its recently published national framework, which aims to make physical activity the social norm. But for this to happen, there needs to be change in many areas: opportunities for exercise in the street and the workplace, more GP referrals, inspiring and inclusive school sport, public health messaging and national interventions. And the health club industry could also be part of the solution, if it’s willing to step up.
John Morgan, a GP who prescribes exercise above medication, argues that education is one of the main issues: “Much of the media messages lean towards diet for weight management. We need to change people’s mindset, so they realise weight isn’t just about what they eat but being physically active as well.”
One important change clubs could make would be to push the importance of being active over weight loss. Explain to disillusioned members that, even if the pounds are proving hard to shift, their lifestyle change will be benefiting their physical and mental health in many ways.
This is the approach ukactive is already adopting, trying to steer the focus away from obesity and towards physical activity. “Obesity has always been physical activity’s larger, more visible, headline-stealing companion. Yet Cambridge University research shows that physical inactivity is responsible for twice as many deaths as obesity,” says ukactive CEO David Stalker, who argues that current exercise guidelines are confusing and offputting, and that targeted and supportive public health messaging is needed to get people off the couch.
So what’s the best approach, and where does the health and fitness industry fit into all of this? Does a new ‘active every day’ culture have to start with schools, building the habit early, or perhaps with GPs recommending activity to patients? Do health clubs need to restructure their offering to appeal to non-gym goers, and do cities need to be designed to facilitate daily activity? We ask the experts for their thoughts...
Any ideas on how to push the PHE message? Email us: [email protected]
