Takes the viewer through some major trends in the world and gives an example on how technology combined with sport can help activate people to live healthier lives

1. Working Draft
Last Modified 12/12/2007 01:19:38 Romance Standard Time
Printed 3/20/2007 2:54:52 PM W. Europe Standard Time
From health and sport to technology
February, 2009

2. The dilemma of our time: Run or die Men
Women
Yearly number of deaths in Denmark related to risk factors
Smoking
Education
Physical inactivity
Alcohol
High blood pressure
Lack of fruits and vegetables
Too much saturated fat
Work related sufferings
Passive smoking
Non work related accidents
Bad family relations
Psychological work overload
Overweight
Substance abuse
Lack of help from others
Traffic accidents
Unprotected sex
Work accidents
0 2.000 4.000 6.000 8.000
1
Source: Risk factors and public health in Denmark

3. Obesity is already a huge problem in Denmark
• 1.3 million adult Danes are overweight, and 400,000 of these are obese
• Especially young men aged 16-24 are at risk of becoming obese
• Overweight amongst children have tripled within the latest 25 years
• The yearly cost of overweight in Denmark is high
• At least 2.3 billion in net cost in medication and hospital treatment
• 55,000 admissions to hospitals
• One million visits at general practitioners
• 1.8 days absent from work
• 1,100 cases of early retirement
Source: WHO; National Institution of Public Health

4. The world gets fat… +50% overweight
Overweight and obese rate for selected countries +40-50% overweight
OW: 44%
Obese: 10%
OW: 42%
Obese: 9%
OW: 52%
Obese: 18%
OW: 67%
Obese: 24%
OW: 66%
OW: 67%
Obese: 32%
Obese: 19% OW: 23%
Obese: 7%
OW: 60% 2005:
OW: 54%
Obese: 22% 1.6 billion adults were overweight globally
Obese: 16%
At least 400 million of them were obese
2015 projections:
2.3 billion adults will be overweight
700 million will be obese
Note: Sweden ; 32% overweight in 1989, US: 37% in 1995, UK; 35% in 1982 and 13% in
3
1966 to give a few examples
Source: WHO; BBC news

5. …due to fundamental changes in the world and the consequences are
severe diseases
• A global shift in diet towards increased intake of energy-
dense foods that are high in fat and sugars but low in
vitamins, minerals and other micronutrients
Route causes
• Decreased physical activity due to the increasingly sedentary
nature of many forms of work, changing modes of
transportation, and increasing urbanization
• Cardiovascular disease – mainly heart disease and stroke –
already the world’s number one cause of death
• Diabetes is a global epidemic projected to grow 50%
Consequences
worldwide in the next 10 years
• Musculoskeletal disorders – especially osteoarthritis
• Some cancers (endometrial, breast, and colon)
4
Source: WHO

6. Despite this, government initiatives are non-impressive, even in Denmark
1849 1903 1938 1945
• Low public involvement • DIF receives subsidy for • Subsidy: • Tipsloven (1948)
the first time
• Danish constitution • DIF (DKK 35,100) • Fritidsloven (1954)
• Gymnastics and
• Right to vote • G+S (DKK 77,120) • ...but sport is still not a
shooting associations
task for the state
• Forsamlingsfrihed • Intense activity in
(G+S) have received
subsidy for many years public construction
• Foreningsfrihed
work of buildings for
sport
1970 1984 1985 1991 2004
• Increasing interest from the State • The Elite sports act • Folkeoplysningsloven • Revision of The
Elite sports act
• Team Danmark (‘76) • Lotto-udvalget
• Lokale- og anlægsfonden (‘91)
• Idrættens Forskningsråd (‘96)
• Det Nationale Råd for Folkesundhed (‘01)
• Anti Doping DK (‘05)
• Idrættens Analyseinstitut (‘05)
5
Source: Dansk idrætspolitik, Idrættens Analyseinstitut

7. Where governments are slow, companies take over
Examples of Danish health related company initiatives
Healthiest company 2008
• 2008 first year
• Participation, among others by Nykredit, ATP og Bech-Bruun Dragsted
Novo Nordisk Novohealth
• Easier access to sport and promotion of sports activities
• Personal health checks
• Healthy food
We bike to work campaign
• Primary sponsors; DONG, Novo Nordisk and DSB
• 93,901 participants in 2008
CEOs compete in marathons
• Bo Rygaard, CEO Rockwool, Anders Colding Friis, CEO, STC, Vagn
Sørensen, Chairman, TDC, Henrik Sjøgreen, CEO, FIH Bank, Heine
Dalsgaard, CFO, Grundfos and many more
6
Source: Politiken; Børsen; Novo Nordisk; Vi cykler på arbejde; Dansk Erhverv

8. A strong focus on looks, sex and health in an ever more ego Men
focused society has left its marks Women
Share of Danish adults doing sports regularly
Per cent
1964 1975 1987 1993 1998 2007
Top 15 sport activities among adults
Per cent
Walking
Running
Fitness
Gymnastics
Aerobic
Swimming
Cycling
Soccer
Badminton
Spinning
Dancing
Golf
Bowling
Fishing
Note: People not doing sports claim lack of time as the primary cause for not being active.
7
The higher the education, the more active you are
Source: The Danes’ Sports Habits 2007

9. We see different ways of commercially tapping into the health wave
Members of fitness centres Falck health care
Share of population in Denmark, CAGR Number of employes, CAGR
112%
8%
1990 2007 2001 2008
Half a million runners set new record Running26
In 2008, Danish Athletics have registered half a Running26 is one of many companies offering
million runners at official Danish runs for the first coaching and training to lead a healthier life.
time in the history They work with companies to engage executives
in a training project to reach a specific goal e.g., a
marathon or a mountain run
8
Source: Berlingske; Pressbox.dk; Dansk Atletik; Running26; Falck

10. Historically, technology within the sports industry is somewhat absent
Minor changes in sports
Major changes in general technology
1970’s
2009
9
Source: nba.com; iaaf.org; apple.com; audi.com; lg.com; mg.com

11. Today, however, we see a racing take up in technology
Examples of new sports technology
Speedo swinsuit Select iBall
• Speedo has developed the world's fastest • SELECT has developed an electronic system to
swimsuit detect whether a ball has crossed the goal line or
not
• Full-length bonded seams, ultrasonically
• SELECT iBall is a system based on wireless
welded together, creates low profile silhouette
and reduces skin friction drag communication between the ball, the frame of the
goal and a referee receiver.
• An ultra-thin membrane precision cut by laser
• Within less than half a second, by means of an
into panels, then embedded into base of the
fabric at strategic points to create quot;Hydro Form encrypted computer signal the referee can deliver
Compression. his verdict and the game can continue without
unnecessary interruption
• 108 world records and 72 Danish records in
2008
10
Source: Select; Speedo; Politiken

12. Be aware of the future
Examples of upcoming technology in sports
• On-field communication from manager to player
• Sensor technology to support crucial decisions
• 3 D viewing when you want
Soccer
• In seat technology
• Robot linesmen
• Wii in Olympic games sports
• Integration of routes and maps on mobile devices
• Virtual training partners
Distance sports
• Mobile based communities
• Injury warning technology
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Source: Sportandtechnology; Endomondo

13. Endomondo is an example of combining life style trends with state of the
art mobile technology
Start Endomondo on your
2
mobile while you exercise.
Your workout data is auto-
Sign-up at
1 matically uploaded live while
www.endomondo.com and
you exercise
download the Endotracker to
your mobile
While you are out there, friends can
3
follow you online. Afterwards, you
can log in to your personal profile
and view the track, speed profile etc.