1. Is fitness and physical activity at a crossroads?

2. Private Sector is Looking Sick

3. CVA and closures
Klick Fitness is a disaster
DLL / PURE / The GYM up for sale
lost £16 million last year
Total Fitness Closures and Losses
handing franchises back
Curves close over 100 sites

4. 488 million visits a year of trusts
Total number of trusts in 2013 – 1166
1.6 million members of trusts

5. Alternative Classes Growing In Popularity

6. Are we deceiving ourselves?

8. NHS £4 million
2000 GP’s now refer to weight
watchers
50 years experience

11. The consumer response : participate or party?

12. The digitally enhanced Olympics

13. Performative spectating

14. “Which of the following, if any, have you done on the internet in the last 6 months? Used a
service (such as Facebook, reddit, Digg, del.icio.us or Twitter) to share something I’ve found
online”
2010: 37%
2011: 39%
2012: 42%
Source: nVision Research | Base all individuals aged 16-74, GB
Sharing society : strengthening in momentum

15. • The BBC says it saw a peak of 26.9 million
viewers tuning in for the opening ceremony;
some 26.3 million remained sufficiently
captivated to watch the closing ceremony.
• Channel 4, meanwhile, reported an
audience of 11.2 million for the opening of
the Paralympics, the station’s biggest total
for more than 10 years.
A golden games

16. Sport UK : an upward lift?
Sport UK : an upward lift?
Fitness and sport : an upward lift?

17.  Yet in initial post-Olympic
tracking, some of the
greatest enthusiasm has
been expressed for greate
levels of participation
among children.
Did we inspire a (future) generation
Source: ComRes/nVision | Base: 2,026 online respondents, GB, Au

18. • During London 2012, records were not
set only on the track, in the ring, in the
water and around the velodrome…
• So too did the major social networks see
intense levels of activity. Twitter, for
example, announced that the athletics had
created a new highest “tweets per minute”
rate. And the Photo-Phile Culture
flourished too, with Instagram reporting
that it had hosted 650,000+ photos
carrying the #olympics hashtag. The
numbers “following” or “liking” various
high-profile athletes also leapt in number.
• In such a context, it seems legitimate to
talk of the social games, with networks
becoming the quick and easy outlet
through which millions of spectators
shared their locations, views and
excitement.
Or are we more ready to share our performative leisure
experience

19. Social followers : the Olympic boost
Sources: Facebook and Twitte

20. Twitter claimed that it had been the “front row seat for all the action” -
noting that 150 million Olympic-related tweets had been posted during
the 16 days of the Games, with highlights and records including:
• Bolt winning the 200m sprint final (80,000+ tweets per minute).
• Bolt winning the 100m (74,000+)
• Murray winning tennis gold (57,000+)
• 9 Olympians generating 1 million+ tweets each.
Twitter records : going faster than Bolt

21. Social games : encouragement not hard to find

22. Legacy
The London games have thus created a nation of professionalised spectators – and it
is this which will be 2012’s most immediate legacy.

23. Examples of participation and performative leisure

24. Comhairle Nan Eilean Siar

26. South Lanarkshire Leisure & Culture

27. Aberdeenshire Council

28. Thank you for your time
David Minton
Director
The Leisure Database Company
david@theleisuredatabase.com
www.theleisuredatabase.com
www.splashpath.com
www.thegymjam.com