ExCeL London, UK

ExCeL London, UK

18 Jun - 19 Jun 2025

For further information on exhibiting contact Lucy Findlay-Beale, Event Director.

IICC Dwarka, Delhi, India

IICC Dwarka, Delhi, India

25 Sep - 26 Sep 2025

For further information on exhibiting contact Lucy Findlay-Beale, Event Director

Gamification of fitness: are we just playing at being active or is it really making a difference?

Wednesday 12th June 10:30 - 11:10

Collaborate

Gamification: maintaining your streak, making it to the next level, topping the leader board – is now a familiar part of the fitness sector. Increasingly it’s also being adopted by the health sector to drive people to move more. But how does it work and what does it take to develop a successful gamification strategy? Join our panel of experts to examine:

  • Why gamification works and what approaches you can adopt in your business;
  • How to develop virtual communities around competition – and how competing with yourself is a key part of gamification;
  • The opportunities for fitness and health sectors to partner in gamifying fitness to drive more movement – and attract more loyal customers;
  • The future of gamification: is it now an expected element of any fitness journey?

The session will deliver insights into how gamification works, approaches from connected, physical

and technology-driven gamification experts and give you ideas on what questions to ask if you are considering gamification as part of your business strategy.

Speakers

Katherine Knight

Director

Intelligent Health

Katherine has over twenty-five years’ experience in sport and physical activity and is passionate about making a positive impact at scale. She began at The Football Association in the nineties as part of a small team working on women’s football. She built the first ever Marketing and Communication strategy which helped it become the top female participation sport in England, second team participation sport (to men’s football) and even shifted cultural norms for women. It was mission led, put the athletes at the centre and made transformative change.

For the last 10 years she has been a Director at Intelligent Health, founded by Dr William Bird MBE, where the focus is on tackling inequalities, ill health and climate change through building active communities. Katherine has guided the growth of a mass participation game called Beat the Street that encourages people to improve their health through small changes to daily behaviour – through walking, wheeling and cycling. Typically 10% of a place takes part, with the largest game in Sheffield attracting 60,000 participants – adults and children. Using social marketing and trusted behaviour change techniques it’s become one of the most effective mass behaviour change programmes in public health.

Katherine has led Beat the Street’s national work with Sport England since 2017, building it into a programme that has been taken across England and is now recognised as a transformational tool for places. The programme combines community engagement, behavioural science, data insight, project management and marketing expertise. It all sits on digital platform that allows delivery at scale and leverages innovative technology and gamification.

Beat the Street works like a high-profile mass sports event hosted in a place, but for residents themselves to take part, turning where they live and work into a playground and allowing them to enjoy spending time together whatever their age or ability. It works because it’s easy, accessible simple and timely but most of all it’s fun. For places and partners, it provides access to valuable data that can drive insight for health and the wider system to deliver population level change.

Beat the Street has worked in over 170 places and with 1.8 million participants. Typically, 87% register and of these, 53% are adults and 47% children. With Sport England there have been 57 places and over 730,000 participants. Tackling inequality sits at the heart and data shows a third have joined from IMD 1-2 populations, 71% of adult participants are women, 19% have a disability or long-term condition, and there is over-representation or mirrored Black, Asian and other ethnically diverse groups compared to local data sets. There is an on average an 8% decrease in inactivity for adults following the game phase.

In her spare time, Katherine is Chair of Rounders England and although she has retired from playing football she still loves heading out for walks with her family and friends.

David Martin

Senior Vice President

British Esports

Currently serving as the Senior Vice President of British Esports, Dave brings extensive experience and expertise to the national federation.

In addition to his role at British Esports, Dave holds the position of CEO at Esports Global, an investment and consultancy firm specialising in esports, and served as a Strategic Advisor to FINTECH Circle.

He also supports operations at Resolve Esports and was formerly co-owner of the London Royal Ravens Call of Duty franchise, further showcasing his multifaceted involvement in the esports industry.

With over two decades of experience advising the esports and education sectors, Dave has worked closely with government bodies, professional institutions, and employers both in the UK and internationally.

At British Esports, Dave serves as the Senior Vice President, leveraging his extensive expertise to cultivate relationships with key strategic partners, policymakers, esports organisations, and athletes. His responsibilities span various areas, including Education, International Relations, Research & Innovation, Strategy & Development, Policy & Standards, Stakeholder Engagement, Relationship Management, Safeguarding, Coaching, and Special Projects.

Jen Zweibel

Chief Operating Officer

Brawn Power

High-performance, award-winning Change Leader with a multi-decade track record in excelling in B2C international P&L dynamics while maintaining multi-million-dollar operating budgets. Continually augmenting a progressive, internationally focused-career within high-end luxury and CPG companies.

Currently, Jen is COO and co-founder of Brawn Power a fast growing fitness tech start up in London. Brawn is revolutionising the fitness sector by making lifting more accessible and inclusive. Brawn's mission is to provide a fully digitised lifting experience, offering workout tracking, progress charting, and innovative solutions for both gym members and personal trainers.

David Birch

CEO

Endurance Zone

David is a creative business leader who's making waves in the world of sports, fitness, and wellbeing.

Back in 2020, David got tired of seeing unimpressive perks and discounts wherever he turned in the fitness world. He knew there had to be a better way to treat members, so he started Endurance Zone. His goal? To give companies a way to reward customers with benefits that they would actually use and enjoy, helping to keep customers engaged and coming back for more. Thanks to his vision, Endurance Zone quickly grew into the biggest name in sports rewards around the globe.

David now leads a global team which supports a whole host of different organisations from governing bodies, gyms and health organisations to fitness apps and professional sports teams.

Endurance Zone are powering the likes of Virgin Active, Sweatcoin, British Cycling, Echelon and many more.

When he's not shaking things up in the business world, David loves to stay active. He's swapped his rugby gear for a bike, embracing cycling after his days playing for rugby for England. He understands what everyday fitness, sports and health consumers go through because he's one of them, and he's always looking out for new ways to improve the sector.

All Enquiries

 

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