Fitness industry launches MoreActive4Life initiative

The fitness industry, led by the Fitness Industry Association (FIA) is donating £3m worth of resources to get Britons more active through the MoreActive4Life initiative.

It will form part of the Government’s umbrella Change4Life £275m campaign created to encourage the nation to “eat well, move more, live longer”.

The FIA will provide 40,000 hours of access to trained exercise professionals and local clubs/leisure centres across England from July 1.

Health clubs and leisure centres across the country, including Central YMCA, Curves, LA Fitness and Nuffield Health, as well as local authority fitness centres, will launch programmes aimed at encouraging people to take their first steps to a more active lifestyle.

Gym managers will also visit GP surgeries, bus depots, local high streets and other busy community hubs to talk about the campaign.

Fitness centres will put on free family weekends, in-gym classes, picnics and walking groups.

In April, the Government unveiled the second instalment of its Change4Life advertising push.

The ad, created by M&C Saatchi using Aardman Animations designed characters, aims to encourage parents to ensure children get at least 60 “active minutes” per day.

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