For further information on exhibiting contact Lucy Findlay, Event Director.
Elevate 2023, the leading trade show in the UK focused on fitness, sport, and physical activity, hosted a memorable panel last month, blending stimulating conversation and captivating artwork to tackle the debate around the future of the industry.
The session "Language in Health, Fitness, and Leisure: Redrawing the Future" of the Thought Leaders Stage was hosted by David Stalker, President at Europe Active. The session was constructed to provide a comprehensive overview of the current state of the health, fitness, and leisure sectors, shedding light on how the sector needs to move forward to meet the populations evolving needs.
Muir Gray, Director of The Optimal Ageing Programme, explored the language used in these industries, encouraging participants to rethink their communication approaches via a video presentation. His approach explored traditional use of language and the impact this has on behaviours and actions.
Tanya Hall, EGYM, provided an honest and open view on how the sector fails to market and support those not driven by aesthetics, highlighting how the movement towards health with easy-to-access data is essential for engaging the inactive.
The focus of the session was the audience and the range of experts in the room that Elevate brings together. Rather than a traditional panel session with the audience asking questions, Stalker turned this on its head – asking the audience their thoughts, experiences, concerns and proposals – highlighting that the whole sector must work together to deliver change and become more forward-thinking.
A live illustrator visually captured the key points and discussions, providing a creative summary of the main takeaways from the conversation, which we are delighted to share with the sector.
One of the key findings highlighted during the session was the need to change the language to reflect the shift of the sector towards health. It emphasised moving from "leisure" to "population health" and shifting the focus from "acceptance" to "welcoming." The session also stressed that the industry should move beyond the pursuit of appearance and reject previous marketing messages that have proven to be counter productive and not respected by the health markets.
"The Language in Health, Fitness, and Leisure: Redrawing the Future" session aimed to challenge and reimagine the language used within these industries. By fostering critical discussions and capturing diverse viewpoints, it sought to shape a more purposeful and future-oriented communication framework.
Elevate 2023 extends its gratitude to the special guests and industry professionals who actively participated in this thought-provoking session, recognising their integral role in shaping the future of the health, fitness, and leisure sectors.