Fitness sector to plough £3m into getting Britons active

4Free: Access to fitness experts
4Free: Access to fitness experts

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

The MoreActive4Life launch forms part of the Government’s £275m Change4Life initiative 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 1 July.

Health clubs and leisure centres across the UK, including Central YMCA, Curves, LA Fitness and Nuffield Health Fitness and Wellbeing Centres, 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, 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 make sure their children get at least 60 “active minutes” per day.


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