EMOTIONAL &MOTIVATIONALISSUES IN THE UK HEALTHAND FITNESS INDUSTRYBROUGHT TO YOU BY
THE MAJORITY OF OUR BAD HABITS WITH REGARDS TO DIET ANDEXERCISE ROUTINES STEM FROM EMOTIONAL AND MOTIVATIONALISSUES.On a d...
Q1IN YOUR EXPERIENCE,WHAT ARE THE MAINBARRIERS TO LIVING AHEALTHY LIFESTYLE?EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HE...
Lack Of TimeMost of my clients lead incredibly busy lives, with work dominating themajority of their time, and any spare t...
Lack Of KnowledgeTo understand why people are not getting the correct advice and informationwe need to look at where that ...
The issues with using the government as a source of advice couldn’t bemore different. Our knowledge of the human body is i...
Q2SO WHAT IS THERESULT OF THIS LACKOF KNOWLEDGE?EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 7
A lack of results closely followed by anunderstandable lack of motivation. Whenpeople fail to see or feel an improvement,t...
Q3WHAT ISSUES DO YOUCOME ACROSS ON ADAILY BASIS THATINHIBIT PEOPLE FROMFOLLOWING A DIET ORFITNESS PLAN?EMOTIONAL AND MOTIV...
No matter the individual, making thedecision to contact a personal trainerrepresents a major decision, and almostalways re...
people find it easier to go cold turkey and completely overhaul their exerciseand eating habits, where others prefer to ma...
of Ben & Jerry’s ice cream if we’ve had a tough day at work. This issue isexacerbated by the availability of huge quantiti...
The key with all these motivational factors is striking the right balanceand understanding that everyone is an individual....
Q4HOW CANWORKING WITH APERSONAL TRAINERHELP TO OVERCOMEMOTIVATIONALISSUES?EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEAL...
When working with a personal trainer ornutritionist people are far more likely tosee results, and when they do they are al...
Q5WHAT ROLE DOESTECHNOLOGY PLAY ININCREASINGMOTIVATION ANDSUCCESS LEVELS?EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALT...
I believe technology has a huge role toplay in curbing the obesity epidemic andassociated illnesses. Smartphones and theIn...
Zombies, Run! goes further with the gamification aspect than any otherapp and illustrates technology’s potential to combin...
If you show people how to eat a clean, non-processed diet then the body willbegin to work correctly, releasing hormones to...
Q6WHAT ARE YOURFINAL THOUGHTS?EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 20
We need to acknowledge that there is nomiracle pill or fitness programme that willhelp us become fit and healthy overnight...
THANKSFOR READINGBROUGHT TO YOU BYGet In TouchPomegranate are pioneering new methods for driving the engagementand retenti...
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Emotional and Motivational Issues in the UK Health and Fitness Industry

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In this paper, Pomegranate explore the subject of motivation in health and offer some key insight into one of the nation's most pressing issues: the motivational and emotional issues inhibiting people from leading a healthy lifestyle or making significant lifestyle changes.

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Emotional and Motivational Issues in the UK Health and Fitness Industry

  1. 1. EMOTIONAL &MOTIVATIONALISSUES IN THE UK HEALTHAND FITNESS INDUSTRYBROUGHT TO YOU BY
  2. 2. THE MAJORITY OF OUR BAD HABITS WITH REGARDS TO DIET ANDEXERCISE ROUTINES STEM FROM EMOTIONAL AND MOTIVATIONALISSUES.On a daily basis we are bombarded witharticles on the latest fitness and dietcrazes, images of morbidly obese childrenand scarily thin celebrities.Girls as young as 5 are being treated for anorexia and a quarter of theUK adult population are now classified as obese. We are a nation that isworryingly obsessed with the way we look.Most of us spend our days sat at a desk opting for a fast food, processedlunch as it’s ‘easy.’ Our lives are now so busy that many people struggle tofind time for exercise and healthy eating, and if they do, they opt for faddyroutines that more often than not result in failure and disappointment. Ingeneral, many of us struggle to find the motivation to make any significantlifestyle changes.The majority of our bad habits with regards to diet and exercise routinesstem from emotional and motivational issues, which have become part of amuch wider culturally rooted problem. Understanding these emotional andmotivational issues is the first step in addressing society’s poor attitude todieting and fitness. By addressing these issues and combining improvedaccess to knowledge with technological advancements, we can start to getour nation’s health back on track.To gain a deeper understanding of the issues facing those in the health andfitness industry and how we can overcome them, we have interviewedIan Male, a fitness and wellbeing expert currently working as a personaltrainer for Greenwich Training.EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 2
  3. 3. Q1IN YOUR EXPERIENCE,WHAT ARE THE MAINBARRIERS TO LIVING AHEALTHY LIFESTYLE?EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 3
  4. 4. Lack Of TimeMost of my clients lead incredibly busy lives, with work dominating themajority of their time, and any spare time taken up with domestic chores.This lack of free time results in high stress levels, leaving them feelingdemotivated and in need of an indulgence. This finds the majority of usopting for a night in front of the television or at the pub, understandablyfinding it an infinitely more appealing prospect than a dimly lit basement torun on a treadmill for an hour.Likewise, the prospect of slaving away in the kitchen once they finally headfor home sees them taking a detour to the supermarket and its array ofready-made-meals or ordering a takeaway. This also results in prolongedelevated cortisol (the stress hormone) release, which carries with it a wholeraft of health implications.Lack Of MoneyThrough talking to health club members, most see eating healthily as amore expensive option than the aforementioned processed foods, which canbe cheaply produced and sold. Couple that with the convenience factor and awealth of misinformation both on food labelling and in the mass media, andyou have a seriously flawed food culture.With regards to exercise, many people feel it is a luxury that they simplycannot afford. That said, despite the current economic climate, healthclub membership has actually risen across the UK over the past 5 years.The combination of local councils running subsidised schemes, and aheightened awareness of the potential benefits of exercise has led to anincrease in people signing up to get fit. But the majority of these people willfail to actually attend their new health club after the first month, when alack of time, visible progress and motivation combines to override their bestintentions.EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 4THOSE WHO DO NOT FIND TIME FOR EXERCISE WILL HAVE TOFIND TIME FOR ILLNESS. - Edward Stanely
  5. 5. Lack Of KnowledgeTo understand why people are not getting the correct advice and informationwe need to look at where that information is obtained. In the overwhelmingmajority of cases it is either from the mass media or the government. Theproblem with this becomes clear when we analyse what drives the selectionof information.The mass media are not motivated by scientific data or results, but simplywhich diet or exercise protocol will gain the most traction with the publicand sell the most magazines/draw the most website views and click-throughs. Their bottom line is profit, not our health and wellbeing.Our society seems to place a greater importance on how people look thantheir health and wellbeing. As a result people are often driven to try ‘fad’ or‘celebrity’ diets in order to gain results quickly, more often than not leadingto yo-yo dieting. In a recent poll the average 45-year-old admitted to tryingno fewer than 61 diets. This is an alarming illustration of the pressurespeople feel, but equally shows that the majority of us are prepared to makean effort. More importance should be placed on health-related goals suchas lowering body fat or gaining lean muscle rather than chasing a certainphysique. It is the health and fitness industry’s responsibility, along with thegovernment, to educate people and give them the safest methods to exactlong-term improvements in their health and wellbeing.A lot of my clients seem to aspire to celebrity figures of one sort or another,and while it’s great to have these inspirational physiques to motivate us,quite often they are an unrealistic goal for the individual or, particularly inthe case of females, an unhealthy example exhibiting excessive weight losswhich comes with a raft of health issues all its own.EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 5THE SADDEST ASPECT OF LIFE RIGHT NOW IS THAT SCIENCEGATHERS KNOWLEDGE FASTER THAN SOCIETY GATHERS WISDOM- Isaac Asimov
  6. 6. The issues with using the government as a source of advice couldn’t bemore different. Our knowledge of the human body is increasing incrediblyquickly, with hundreds of thousands of peer-reviewed studies publishedevery year on a variety of topics. Graduating medical students are often told“half of what we’ve taught you is wrong, however at present we don’t knowwhich half”. In other words, you will need to keep reading and learning inorder to offer people the very best advice and treatments. Unfortunately oneof the characterisations of large companies and governing bodies such asthe NHS is that any changes to policies or official guidelines take years toimplement, resulting in out of date or inaccurate advice in most cases.EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 6IN A RECENT POLL THE AVERAGE 45-YEAR-OLD ADMITTED TOTRYING NO FEWER THAN 61 DIETS
  7. 7. Q2SO WHAT IS THERESULT OF THIS LACKOF KNOWLEDGE?EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 7
  8. 8. A lack of results closely followed by anunderstandable lack of motivation. Whenpeople fail to see or feel an improvement,they will simply revert to their previoushabits.Every year 50% of us make a New Year’s resolution, however 88% of us failin sticking to it. A huge factor in this is boredom. At first heading to the gymeach week or eating a healthy breakfast is a fun and interesting change,which we feel highly motivated to continue with. However over time we cometo see it as a chore, and find ourselves increasingly tempted to break ournew regime. This usually coincides with a drop off in results compared tothose observed in the first few weeks.The best way to combat this is to ensure that we are still seeing and feelingresults, but the human body will only change as a response to a stimulus.This means that to improve any aspect of your fitness, you will need topush your body out of its comfort zone. By doing this you create a strongstimulus, and a more dramatic response from the body. However, afterapproximately six weeks the body adapts and is able to perform the tasksyou are asking of it. This leads to something called the plateauing effect,where progress slows or stops altogether unless the stimulus is changed. Agood training plan should always be periodised to avoid this, however it is anelement missing from the majority of exercise plans available through theaforementioned sources.90% of our immune system lies in our digestive tract, however simpledietary changes, which can heal a huge proportion of modern afflictions,are routinely overlooked in favour of prescription medication. Time and timeagain I prescribe dietary changes and supplementation for my clients, andsee their symptoms for conditions such as crohns, irritable bowel syndromeand arrythmia disappear completely within six months. They are able toavoid surgery, or greatly reduce the number of prescribed medications andin some cases stop them altogether.Put simply, the most efficient way to effect a permanent improvement inhealth is to improve the quality of the information provided.EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 8
  9. 9. Q3WHAT ISSUES DO YOUCOME ACROSS ON ADAILY BASIS THATINHIBIT PEOPLE FROMFOLLOWING A DIET ORFITNESS PLAN?EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 9
  10. 10. No matter the individual, making thedecision to contact a personal trainerrepresents a major decision, and almostalways results from a significant change orevent.This pivotal moment or tipping point is usually quite informative and canoften be used to determine the underlying motivations and goals of theindividual. The following are issues that I encounter on a daily basis, andwhile they don’t all apply to everyone, I believe several different factorsapply to most people, rather than one single issue. Determining which ofthese will illicit the biggest response is key to gaining the best results in thequickest time with the minimum of perceived effort.Emotional• Self-confidence - This can be a powerful reason for joining a healthclub or working with a trainer, however at the same time it can be abarrier as well. Quite often I meet with prospective clients who see theinitial consultation as daunting, and worry that their physical limitationsmight lead them to be judged in some way. Many people have so little self-confidence that they feel they need to improve their fitness before enlistinga trainer, which is incredibly counter-productive. Other people realise thatbecoming healthier or transforming their physique will give them more self-confidence. It is part of my job as a fitness professional to ensure that theclient feels encouraged and supported rather than bullied into exercising,as negative associations lead to sub-optimal results, with the focus on howthey’re perceived rather than the exercise itself, and a fear of failure.• Lack of willpower - Similar to the issue with exercise participation, clientswill often fall off the wagon and binge on unhealthy foods after followinga nutritional framework for a few days. This can happen for a variety ofreasons, and if these can’t be identified before, then it is very important tospot them and ensure we take measures to avoid them going forward. Againit is possible to adjust goals according to the individual, for example someEMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 10
  11. 11. people find it easier to go cold turkey and completely overhaul their exerciseand eating habits, where others prefer to make small changes graduallyover time.• Peer pressure - While most people associate peer pressure with ourformative school years, peer pressure plays a huge part in every aspect ofour lives, especially our exercise and eating habits. The habits and decisionsof individual’s will be greatly influenced by the people they work with, asthey spend the majority of their waking hours with them. If everyone elseis heading to the gym before or after coming into the office each day, youare far more likely to do the same. The same is true if the majority of yourcolleagues lead sedentary lives. These pressures don’t only come at workthough; both friendship groups and family members influence people’sdecisions, so this can be a huge factor to consider when setting goals.• Body image - I would say that altering or maintaining body compositionaccounts for around 90% of people who exercise. This can be a difficult issuefor two reasons. Firstly, weight loss is incredibly hard to achieve throughexercise alone. Many people struggle to come to terms with the fact thatthey need to eat healthily as well as exercise regularly, with good nutritionactually having more of an effect than exercise on weight loss. If gainingmuscle is the goal rather than dropping pounds, this is far harder to achieve,requiring on average three relatively intense sessions of resistance trainingcoupled with strict nutrition to gain results. Secondly that how people seethemselves in the mirror is often different to how they actually look. This iswhy before-and-after photos or measurements are always useful tools, asthey give you ammunition to support the progress that some clients maystruggle to see.• Nutrition - British society has an increasingly unhealthy relationshipwith food, with more and more people using it as a crutch to improve theirmood or state of mind. On one hand we make unhealthy choices whenwe’re depressed or feel we deserve a treat, for example eating an entire tubEMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 11NO ONE CAN MAKE YOU FEEL INFERIOR WITHOUT YOUR CONSENT- Eleanor Roosevelt
  12. 12. of Ben & Jerry’s ice cream if we’ve had a tough day at work. This issue isexacerbated by the availability of huge quantities of the processed, unhealthyfoods on various promotions in every supermarket up and down the country.On the other hand, more people are skipping meals and not eating sufficientamounts because they feel they’ve gained weight or need to lose weight tofeel better about themselves.Motivational• Mentoring - As mentioned earlier, having a personal trainer who you seeregularly acts as a powerful motivator for most people, however for thosewho can’t afford this a lack of motivation is the single most common reasonpeople fail to continue exercising.• Goal setting - By creating targets or goals that are pre-agreed with myclients and achievable, we create a reason for them to stay committed.Some great examples of this are any upcoming events such as a familywedding or holiday, or performing a body-weight pull-up for the first time.After this has been achieved it is important to re-evaluate and set newtargets.• Plateauing - The majority of people who make a significant change to theirexercise and/or eating habits will see an immediate and obvious changewhich acts as a fantastic motivator. However after a few weeks or monthsthese results can plateau as the body adapts and becomes used to thechanges. Again at this point we re-evaluate and establish new goals, andchange something in order to give the body a greater stimulus, for exampleswitching the focus of you exercise sessions from weight loss to strengthgain. This kick-starts the body and ensures the client sees continuedprogress, which in turn motivates them.• Competition - A common tactic employed by health clubs and weight-loss companies that can really drive participation and improve people’sperformance is establishing competitions or leaderboards. In my experienceeveryone loves to see their name in lights, and that innate sense ofcompetitiveness can really drive people to push themselves and exceed theirown expectations and goals.EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 12
  13. 13. The key with all these motivational factors is striking the right balanceand understanding that everyone is an individual. Where some people willlove competing with a workmate to get the quickest 5k time or lose themost weight, others will find the idea incredibly intimidating, so it is alwaysimportant to make these things optional.EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 13OUR GREATEST WEAKNESS LIES IN GIVING UP. THE MOSTCERTAIN WAY TO SUCCEED IS ALWAYS TO TRY JUST ONE MORE TIME- Thomas A. Edison
  14. 14. Q4HOW CANWORKING WITH APERSONAL TRAINERHELP TO OVERCOMEMOTIVATIONALISSUES?EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 14
  15. 15. When working with a personal trainer ornutritionist people are far more likely tosee results, and when they do they are alsofar more likely to continue exercising andmaking healthier choices.Fewer than 25% of regular gym users achieve the goals they set out whenthey join. Of that 25%, over 90% work with a health and fitness professional.In my personal experience there is one overriding factor though - motivation.In the majority of my clients simply knowing that they have an appointmentwith me in the diary motivates them to stay on track. Of course it helps thatthey have expert advice and knowledge on hand, but nothing can beat theknowledge that they are going to be held to account for any poor choicesthey’ve made. This social pressure, which is created entirely from within, isthe key to gaining results and permanent improvements in health.However the vast majority cannot afford to pay a personal trainer ornutritionist, so have to rely instead on quick-fix workout programmesand ‘fad’ diets, which unfortunately set unrealistic targets and normallyyield poor results. With this in mind, I believe the best way to alter andencourage people to lead healthier lives is to give them access to as manyof the benefits of working with a personal trainer as possible without thefinancial costs. While this might sound unrealistic, a huge step could betaken simply by educating people and giving them the knowledge to makethe most of their efforts. Positive results drive continued participation bothin individuals but also in their friends, family members and colleagues,creating a healthier society over time. In business the Pareto principlestates that in the majority of cases, 80% of the effects come from 20% of thecauses. I believe this could also be applied to the nation’s health problem; byidentifying the most effective methods used by personal fitness trainers andreplicating them, it would be possible to educate people on the best ways toimprove and maintain their health and in turn the health of their families.EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 15FEWER THAN 25% OF REGULAR GYM USERS ACHIEVE THE GOALSTHEY SET OUT WHEN THEY JOIN
  16. 16. Q5WHAT ROLE DOESTECHNOLOGY PLAY ININCREASINGMOTIVATION ANDSUCCESS LEVELS?EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 16
  17. 17. I believe technology has a huge role toplay in curbing the obesity epidemic andassociated illnesses. Smartphones and theInternet, when utilised correctly, offer anincredible platform to revolutionise the waywe stay healthy.Both hardware and software such as Nike+ and Zombies, Run! have alreadyfound success through creating an online community where likemindedindividuals can meet and push each other to excel and gain great results.Nike+ uses motion sensors or the accelerometers found in smartphones tomonitor and measure a users’ activity levels, earning them “NikeFuel” whichcan be shared via social networks and used to earn trophies or completechallenges. With over 11 million users it is proving a huge success andillustrates people’s receptiveness to new and innovative ways of exercising.EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 17NIKE+ DASHBOARD NIKE+ DEVICE SELECTION
  18. 18. Zombies, Run! goes further with the gamification aspect than any otherapp and illustrates technology’s potential to combine exercise and gamingto improve participation and results. This downloadable smartphone appplays out a developing story where the user is being chased by the undeadbetween music tracks, prompting an interval-training style of training. Asthe user completes runs they collect supplies like ammunition and medicinewhich can then be distributed by the user on their home computer in a SimCity-style platform game.From a nutritional standpoint, things are far less advanced. Most appsfocus solely on calorie counting - an incredibly inefficient and old-fashionedmethod of monitoring food intake. One of the most popular apps of thistype is My Fitness Pal, which allows users to log the amount of caloriesconsumed each day, and the amount of calories expended throughexercise. They have an incredibly extensive database of most widelyavailable foods, coupled with a relatively simplistic system that calculatescalorie expenditure based on your weight, age, and the type and durationof exercise. While calorie counting does tend to yield reasonable weightloss results, it is by no means the most efficient method and is rarelysustainable, meaning people usually put the weight back on once they reachtheir target weight. It also places no importance on the correct proportionsof nutrients, and makes no effort to actually educate people what to eat.EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 18ZOMBIES, RUN! DASHBOARD ZOMBIES, RUN! INTERFACES
  19. 19. If you show people how to eat a clean, non-processed diet then the body willbegin to work correctly, releasing hormones to limit your food intake andrendering calorie-counting obsolete. I believe the key here is to give peopleless choice, and to provide them with a weekly shopping list and a set menu,based on their likes and dislikes. By gaining more information about eachuser, it would be possible to generate a food and meal plan specificallytailored to give them the most efficient route to their target.In my experience people are far more likely to follow a rigid meal plan orselection of suitable recipes than a rough set of principles. By saying tosomeone “if you eat exactly what I’m telling you to, when I’m telling youto for the next four weeks, you will see huge improvements in your bodycomposition, guaranteed” you are making a commitment to them, which inturn motivates them to make the same commitment in return.There are hundreds of other health and fitness apps currently available, itseven a category all of its own in Apple’s AppStore!However no-one has managed thecomplete solution yet - an onlinecommunity where both diet and exercisecan be tracked easily and accurately, withengaging gamification aspects combinedwith expert knowledge and advice whichusers can access easily and instantly.EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 19
  20. 20. Q6WHAT ARE YOURFINAL THOUGHTS?EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 20
  21. 21. We need to acknowledge that there is nomiracle pill or fitness programme that willhelp us become fit and healthy overnight.Some people will simply not be willing to put in the work to get wherethey need to be, and for many it is a long road back to a truly healthy bodycomposition. I would argue that by identifying the people who are willing tomake the effort and focussing all our energy on helping them, we will seefar greater results than by trying to help everyone.I have trained many individuals, from a bride-to-be who lost 3 stone over 4months, to experienced marathon runners who took over an hour off theirprevious best time. This has shown me that while every case is different, onething is constant; everyone is motivated by something or someone, and ifyou can harness that drive and set achievable goals then almost any clientcan and will get the results they want.EMOTIONAL AND MOTIVATIONAL ISSUES IN THE UK HEALTH AND FITNESS INDUSTRY 21ContributorIan MaleIan is fitness and wellbeing expert currently working as apersonal trainer for Greenwich Training.“I’ve been a Personal Trainer for over 3 years, working atvarious different gyms around London. For me, the key tokeeping fit and staying fit is making exercise enjoyable, itshouldn’t be a chore.”ian@greenwichtraining.com
  22. 22. THANKSFOR READINGBROUGHT TO YOU BYGet In TouchPomegranate are pioneering new methods for driving the engagementand retention of people within digital environments. We work closely withsubject specialists to help us gain crucial and unique insight into howissues impacting our work and life are rooted in deeper emotional andmotivational issues.If you would like to know how we are helping businesses, organisationsand charities to better connect with their audiences, then call Duncan on0207 336 7322 to find out more about Pomegranate’sEmotional Ignition™.hello@pomegranate.co.uk+44 (0)20 7336 7322www.pomegranate.co.uk

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