Future of Fitness Road Show 2012 - Craig McAteer

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  • JF
  • APSE (Association for Public Service Excellence) The UK ’ s largest voluntary benchmarking service. It allows public sector services to compare performance and share best practice. The annual APSE Performance Network Awards celebrate best performers across the UK in over 20 different categories. Heywood Civic transformed a small bar area into a purpose built meeting venue accommodating 50 in conference style.
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  • Future of Fitness Road Show 2012 - Craig McAteer

    1. 1. The Future of Fitness Craig McAteer Managing DirectorRochdale Boroughwide Cultural Trust Chair SPORTA
    2. 2. The Trust Market– Over 120 trusts now in operation- growth in larger transfers– Turnover - £100,000 to £140million (Combined turnover in excess £700m )– Employ 22,000 F.T.E. staff– 175 million customer visits– Over 900 fitness facilities– All trade as a social enterprise (NPDO)
    3. 3. Opportunities and ThreatsThreats•Public Service Cuts•Unemployment / disposable income•Mixed message around exercise•Public Heath Changes•Ignorance of rapidly changing policy context•Barriers to fitnessOpportunities•Services delivered differently•Public Health – CCG via GP’s•New commissioning framework•Rationalisation of community assets www.link4life.org
    4. 4. Generating Savings www.link4life.org
    5. 5. LOCAL AUTHORITY CUTSLeeds, Kirklees and Rotherham make £115 million in cutsBorough of Poole proposes £1.3m cuts to leisure servicesDurham Leisure Services, this equates to a saving of £3.5million over the next four years www.link4life.org
    6. 6. Government spending cuts prompt fears of spor ting deser ts for children www.link4life.org
    7. 7. Public Health FundingThe Secretary of State recentlyannounced that the total budget for2013-14 will be around £5.2 billion andof this around £2.2 billion will go tolocal authorities, with the remainder forthe NHS Commissioning Board fornational programmes such asscreening, Public Health England, andthe DH for public health www.link4life.org
    8. 8. REAL OPPORTUNITIES IN HEALTH•Health Reforms-Health and Wellbeing Boards, involvement inJSNA and development of Joint Health and Wellbeing Strategies-a new commissioning structure for health•Changes in the way social care is commissioned- preventativehealth programmes could involve sport and physical activity•Movement of Public Health Function into local authority andgrowth in understanding of preventative approach and linkbetween physical and mental health-opportunity to diversify intodifferent types of physical activity/health improvement activities•NHS/Public Health/Adult Social Care and soon to be releasedChildren and Young People (Summer 2012) OutcomesFrameworks-opportunity to build “offer”
    9. 9. Obesity Britain: shocking new figures reveal growingcrisis 26% population clinically obese www.link4life.org
    10. 10. Opportunities Heath and Social Care Bill Public Health Outcomes Framework 1. Increased healthy life expectancy 2. Reduced differences in life expectancy and healthy life expectancy between communities.Domain 1- Improving the wider determinants of healthDomain 2 - Health improvementDomain 3- Health protectionDomain 4- Healthcare public health and preventing premature mortality
    11. 11. 2012-13 Spend Population* Spend per head SpendLocal Authority 1000s £ £0Halton 119.3 59 7,453Warrington 198.9 38 7,917Blackburn with Darwen 140 78 11,567Blackpool 140 112 16,539Cheshire East 363.8 28 10,704Cheshire West and Chester 327.3 30 10,313Bolton 266.5 57 15,924Bury 183.8 31 6,082Manchester 498.8 57 29,904Oldham 219.8 40 9,306Rochdale 205.2 58 12,460
    12. 12. 28,723 Capacity Bolton Reebok StadiumWhat is our strategy for 75% of inactive sedentary population
    13. 13. How do we encourage a shift topreventative health system•Evaluate successes and share evidence•Capitalise on government policy on early intervention andprevention promoting the services available through the fitnessindustry that prevent costly secondary health and social careinterventions•Cost/Benefit analysis- Social Return on InvestmentA £9 million contract fee produces £43million SROI in Health Sporta has developed a tool kit to measure
    14. 14. Health costs of physical inactivity The Health Costs of Physical InactivityGeography Cost Cost per 100,000 popRochdale £4,543,880 £2,211,812North West £127,908,653 £1,871,009England £764,661,980 £1,531,401
    15. 15. Top 5 sports in local authority with regional and England comparison Rochdale North West EnglandSport Number Rate Number Rate Number RateSwimming 20.5 12.7% 647.9 11.7% 4,838.8 11.6%Gym 17.9 11.2% 622.6 11.2% 4,494.2 10.7%Football 15.7 9.8% 452.0 8.2% 3,103.1 7.4%Cycling 7.0 4.4% 498.8 9.0% 3,875.0 9.3%Athletics 6.7 4.2% 336.4 6.1% 2,698.5 6.5%Remaining
    16. 16. Membership penetration•Change the way fitness is “packaged” and perceived•Review the “offer”•Transformational change•Consider diverse groups-race, disability, age, gender etc.•More assertive outreach into communities and with vulnerablegroups•Change Leisure Centre into Community Hubs where more people feelthere is something there for them. Eg. Integration of Dr’s surgeries,Libraries, Pharmacies.
    17. 17. Branding/Marketing strategies• Market offer as part of “holistic” healthy lifestyle (basedaround 5 ways to Wellbeing ) if needs be with other providers•Use of Social Marketing Techniques (Recent DH Strategy) anduse of customer insight and segmentation (i.e. MOSAIC) toinform strategy and service development• Social Media – how do we converse with our youngermembers• Workplace Wellbeing Programmes for employees(accreditation to Workplace Charter).
    18. 18. What will be the make-up of the public sectorworkforce in the future? www.link4life.org
    19. 19. Performance Data – Fitness510 Members 4,050 Members www.link4life.org
    20. 20. Performance Data Net (Income) / Expenditure Old Centre Open Oct 10 New Centre 09-10 10-11 11-12Swimming Lessons (£ 62,020) (£ 60,008) (£ 75,100) Sports £398,065 £486,464 £513,700 Fitness (£ 63,966) (£230,086) (£907,100) Shokk (£ 14,975) (£ 20,700) Net Expenditure £272,079 £181,395 (£489,200) Net Expenditure Improvement of £760,000 from 09-10 to 11-12 www.link4life.org
    21. 21. AnyQuestions?

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