Stakeholders react to launch of ukactive

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22 November 2012

ukactive is the new brand name and identity for the FIA (Fitness Industry Association).

Founded in 1991, the FIA began life as a trade body for the traditional fitness industry. Over 20 years later, the sector has changed and the organisation has now evolved its brand to be fit for purpose across the sector; as the representative body of physical activity, fitness, health and wellbeing.

The new name ukactive is part of a wider rebranding exercise undertaken by the organisation involving an in-depth stakeholder consultation process questioning delegates on what they felt the organisation should focus on moving forward. These results were analysed and feedback was collated to form the future business strategy and develop the creative brief. The overriding theme from this process was the breadth and depth of organisations, who either directly or indirectly work with the organisation and that the name FIA (Fitness Industry Association) did not adequately describe this.

Several key stakeholders have offered their support for ukactive. Sports Minister Hugh Robertson said "The London 2012 Olympic and Paralympic Games have given us this country's best ever summer of sport.  However, it is vital to deliver on the stated aims of 'inspiring a generation' and bodies like ukactive have a key role to play in making this happen."

He was joined by Public Health Minister Anna Soubry who said "I welcome today's announcement regarding the creation of ukactive. Everyone has a role to play tackling the damaging effects of inactive lifestyles. ukactive will bring together a broad spectrum of stakeholders with the common aim of getting more people, more active, more often. I look forward to working with ukactive and its member organisations to promote active lifestyles, to increase participation in sport and physical activity and, ultimately, to deliver improved public health outcomes."

Key bodies within the sector have also been forthcoming with their support. Richard Lewis, Chair of Sport England said "We have already worked with the FIA on a number of projects, for example the Quest for Leisure scheme, business performance benchmarking and spogo - the sport and fitness finder. We look forward to continuing to work with ukactive to help more people become more active." John Steele, CEO of Youth Sport Trust said that "The Youth Sport Trust is devoted to changing young people's lives through sport. Supporting them to be physically active is crucial to giving them the best sporting start in life, so we fully support the aims of ukactive to get more people, more active, more often." Tim Lamb, CEO of the Sport and Recreation Alliance said that "the FIA has a broad reach into the health and physical activity sector and we look forward to working with them, as ukactive, in their mission to get more people, more active, more often."

Support has been received from across the active lifestyles sector with key bodies such as Sustrans registering their support. Malcolm Shepherd, CEO of Sustrans said "we share with ukactive a mission to help more people become more active more often and we are fully supportive of this rebrand.  We look forward to working with the ukactive team in the future."

Craig Mcateer, Chairman of Sporta the body that represents cultural and leisure trusts said that they are "committed to working in partnership with ukactive and other industry organisations to make a greater impact in this area and get more people, more active, more often."

Martin Long, CEO of LA fitness said that "We at LA Fitness have always been members of the industry association since it's early inception. As we have evolved, our sector today has a far broader reach than it did in its early formative days; and we now truly support people to take the first steps in improving their health and wellbeing and I am delighted that the industry has collectively embraced this. We have evolved and we now have a national organisation dedicated to helping businesses to get ukactive."

Pete Todd of independent club Pontefract Squash and Golf Club said "I am delighted to be a member of ukactive and represent independent fitness clubs on the Board. One of my clubs key objectives, is to engage with the local community, to become more active more often and it is reassuring to know that there is a national organisation with the exact same mission."

National Governing Bodies of Sport have also been forthcoming with their support. Richard Caborn, ex-Sports Minister and current Chairman of the Amateur Boxing Association said "Initiatives such as spogo demonstrate the unique skills and connections that ukactive can bring to the table, and National Governing Bodies are well placed to seize the opportunity it provides to improve the health of the nation by getting more people, more active, more often."  

From across the wider sector, Dr Rod Jacques, President of the Faculty of Sport and Exercise Medicine said "as physical inactivity is an endemic social problem requiring collaboration and partnership. As such, we are delighted to be working with ukactive to achieve this shared goal." Mike Kelly, Director of the Centre for Public Health Excellence at NICE said that he is "looking forward to working with ukactive to develop the evidence base so we can embed physical activity in all aspects of the work of the NHS" 


Responding to the support received for ukactive, David Stalker, CEO, said "I'm delighted that ukactive has been so warmly received by its peers. We worked very hard over the past twelve months to take on board the views of our key stakeholders. ukactive takes up where the FIA left off in working with key partners to improve the health of the nation by getting more people, more active, more often. We can only do this in partnership and it's great to have a head start as a result of the support we've received to date."


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