{"id":18989,"date":"2019-01-31T11:17:37","date_gmt":"2019-01-31T11:17:37","guid":{"rendered":"https:\/\/ukactive.com\/news\/fitness-sector-gets-off-to-a-flyer-in-2019\/"},"modified":"2019-01-31T11:17:37","modified_gmt":"2019-01-31T11:17:37","slug":"fitness-sector-gets-off-to-a-flyer-in-2019","status":"publish","type":"post","link":"https:\/\/ukactive.com\/cy\/news\/fitness-sector-gets-off-to-a-flyer-in-2019\/","title":{"rendered":"Fitness sector gets off to a flyer in 2019"},"content":{"rendered":"

By Rob Gibson, Head of Communications, ukactive<\/a><\/strong>\u00a0<\/strong><\/p>\n

January is a notoriously busy month for the physical activity sector, as resolutions are made for a fresh focus on our health, fitness and wellbeing. This year the sector has been more creative than ever with its messaging and campaigns, and ukactive has been working hard to ensure the sector is well represented in the public eye. Here are some of the highlights.<\/p>\n

Fitness reimagined<\/strong><\/p>\n

ukactive CEO Steven Ward raised consumer awareness of the exciting new trends hitting the market, featuring as one of the \u2018Fitness Futurologists\u2019 in the January edition of Men\u2019s Health<\/a>. Ward highlighted new family offerings such as David Lloyd Clubs\u2019 Prama, as well as Oxygen FreeJumping and kids\u2019 memberships at Virgin Active.<\/p>\n

He also spoke about VR fitness products becoming mainstream across major gym chains in 2019, led by early adopter Les Mills, as well as the evolution of wearable tech for fitness.<\/p>\n

Creative campaigns<\/strong><\/p>\n

Fitness operators pulled off some excellent advertising campaigns for January. The Gym\u2019s \u201cSo I can\u201d campaign<\/a> delivered a provocative, positive message for the budget chain by capturing the diversity of people working out and their personal motivations \u2013 from \u2018vexing the ex\u2019 to beating cancer.<\/p>\n

Our operators were out in force, with Virgin Active staying true to form and delivering its own unique message: \u2018Enough\u2019<\/a>. And aggregator Pay As U Gym landed a punchy campaign which strengthened its USP using the tagline \u201cMake Life Work Out\u201d<\/a>.\u00a0<\/strong><\/p>\n

As ever, there were a broad range of takes from the press, from those hailing young people\u2019s transition from \u2018 Gin to gym<\/a>\u2019 and highlighting new fitness classes ( Telegraph<\/a> ac BBC<\/a>), to columnists challenging traditional thinking for workplace wellbeing ( Financial Times<\/a>) and revealing their January gym fears ( Gardiad<\/a>).<\/p>\n

The big picture<\/strong><\/p>\n

Despite the Brexit blackout, major health plans emerged from Westminster in the shape of the long-awaited NHS Long Term Plan.<\/p>\n

ukactive led the sector\u2019s response to the plan in HCM magazine<\/a>, with a statement which spells out the opportunities within personalised care plans, as well as the threats from cuts to public health spending. Read our full statement yma<\/a>.<\/p>\n

Frontline cuts to leisure services were reported in HuffPost\u2019s new series on the impact of austerity on communities, and ukactive responded<\/a> strongly alongside Sport England.<\/p>\n

We recognised the pressures on local authority purse strings and highlighted our joint model to introduce more Wellness Hubs to increase footfall for leisure centres.<\/p>\n

Linked to the Health Secretary\u2019s prevention agenda and social prescribing, the ukactive Communications team landed coverage of two new programmes set to improve the health of older populations, in line with our Reimagining Ageing agenda. Our Golf on Referral project with Mytime Active and England Golf made national headlines, featuring on page three of the Telegraph<\/a>.<\/p>\n

And a ground-breaking pilot to improve residents\u2019 wellbeing at Inspired Villages was covered by Wellbeing News<\/a>. Both projects are being evaluated by the ukactive Research Institute.<\/p>\n

Boutique power<\/strong><\/p>\n

Steven Ward was interviewed alongside boutique fitness experts Caoimhe Bamber (Digme Fitness) and Emma Barry, in Elite Business<\/a> magazine, tackling the issue of whether the market is sustainable.<\/p>\n

The\u00a0 feature explored the landscape for independent operators and major operators now offering boutique options, such as YARD from \u00e9nergie Fitness (hear more at ukactive\u2019s Sweat<\/a><\/strong> on 26 February).<\/p>\n

Tech trailblazers<\/strong><\/p>\n

ukactive also made sure that our sector had its voice heard during the big debate on immersive technologies at Westminster. Our response<\/a> to the Department for Digital, Culture, Media and Sport highlighted the role of Fit-Tech solutions for society, and the work of our members to drive Britain\u2019s tech innovation.<\/p>\n

And as the selection process began for ActiveLab 2019, the power of our accelerator programme was clear for all to see, as one of our alumni, Walk With Path, featured on BBC World Hacks<\/a>.\u00a0<\/strong><\/p>\n

Bookmark our News page<\/a> for all the latest news and views from ukactive and our members<\/strong><\/p><\/blockquote>","protected":false},"excerpt":{"rendered":"

By Rob Gibson, Head of Communications, ukactive\u00a0 January is a notoriously busy month for the physical activity sector, as resolutions are made for a fresh focus on our health, fitness 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