This document summarizes Gregory McLaney's research on the topic of health and fitness. It analyzes industry trends in gyms and fitness centers, presents statistics on obesity rates and physical activity levels in the UK, and examines factors influencing people's food choices and health behaviors. The research identifies opportunities to educate audiences on living a healthy lifestyle through tips and by addressing misconceptions about nutrition labeling and food marketing.

1. Topic Research: ‘Health and
Fitness’ - Analysis
Gregory McLaney

2. Industry Analysis & Industry Trends
 ‘After almost a decade of expansion, the Gyms and Fitness Centres industry
has hit a rut. Driven by rising disposable income levels, increasing health-
consciousness and concerns about appearance; gyms and health clubs have
signed up over 8.7 million gym members across the United Kingdom, which is
about 17% of the adult population. Like the economy at large, poor
performance has characterised the last few years, with lack of consumer
confidence encouraging subdued performance. As such, industry expansion
this year is only expected to advance a further 1.3%.’ – Source:
http://www.ibisworld.co.uk/market-research/gyms-fitness-centres.html
 Through this source it helped identify the United Kingdom’s percentage of gym
membership owners. With this information it helped lead us to develop ideas
around questioning people’s perception of fitness and looking good. Could
mainstream companies be brainwashing audience’s with fitness cons just to
lead their company to gain money? We wanted to investigate the true ways to
keep health and fit with or without spending money on gyms like the ’17% of
the adult population’ in the United Kingdom.
Gregory McLaney - Topic Research:
'Health & Fitness' - Analysis

3. World Health Statistics 2012: One in six adults obese,
one in three hypertensive, one in 10 diabetic.
- Source:
http://health.india.com/news/w
orld-health-statistics-2012-one-
in-six-adults-obese-one-in-three-
hypertensiveone-in-10-diabetic/
 Upon identifying this map of statistics which illustrates the ‘world health
statistics’ it is clear that the United Kingdom’s health compared to the rest of
the world is considerably good in terms of Non-communicable diseases.
However, there are still issues in the United Kingdom around health and
fitness, so we used this source as a guiding point to develop our documentary
around prices of food and the accessibility of exercising in a busy lifestyle.
Gregory McLaney - Topic Research:
'Health & Fitness' - Analysis

4. Obesity In England
 ‘Just over a quarter of adults (26% of both men and women aged 16 or over) were
classified as obese in 2010 (Body Mass Index (BMI) 30kg/m2 or over). ‘
 ‘A greater proportion of men than women (42% compared with 32%) were
classified as overweight in 2010 (BMI 25 to less than 30kg/m2).’
 ‘Women were more likely then men (46% and 34% respectively) to have a raised
waist circumference in 2010 (over 88cm for women and over 102 cm for men).’
 ‘Using both BMI and waist circumference to assess risk of health problems, 22% of
men were estimated to be at increased risk; 12% at high risk and 23% at very high
risk in 2010. Equivalent figures for women were: 14%, 19% and 25%.’ – Source:
http://www.ic.nhs.uk/webfiles/publications/003_Health_Lifestyles/OPAD12/Statistics_on_Obesity_Physical_Act
ivity_and_Diet_England_2012.pdf
 Upon identifying these statistics it has enabled us to develop a wider picture and
understanding in to the true health of the United Kingdom. Firstly, it is clear that
there is a huge percentage of men and women that are at risk of the lives just
because of poor general health and fitness. So, this lead us to identify these specific
statistics which could be illustrated through voiceover to shock audiences and
hopefully lead them to identify with tips developed in our documentary to help
their health and fitness.
Gregory McLaney - Topic Research:
'Health & Fitness' - Analysis

5. Meeting physical activity guidelines
 ‘Meeting physical activity guidelines. The percentage of men meeting physical
activity recommendations increased from 32% to 39% over ten years. The
percentage of women meeting them increased from 21% to 29% over the
same period of time.’ - Source
www.bhfactive.org.uk/files/539/physical_activity%20stats.pdf
 In this set of data it is clear that the health and fitness of people is increasing
and this is positive. With this information in mind people will want to identify
the true ways to keep fit and health, so with this data we can aim at a target
audience of people who are already health but we can also aim a the other
60% odd percent by revealing shocking statistics and truths.
Gregory McLaney - Topic Research:
'Health & Fitness' - Analysis

6. 'Health halo' effect: how healthy foods can
make us fatter
 ‘The labelling of some foods as low-fat may be encouraging us to
eat more and so contributing to the continuing rise in obesity
according to Pierre Chandon, a Professor of Marketing at Harvard
Business School.’
 ‘His research suggests we eat more if we believe foods are good
for us in what he describes as a "health halo" effect.’ – Source
http://www.bbc.co.uk/news/health-18601093
 This data was very significant in the research task. Identifying that
people are trying to eat health but do not know the truth behind
food labeling and buying food. So we can use this element to
transfer in to our documentary to further again help audience
understand the very complicated science of health and fitness.
Gregory McLaney - Topic Research:
'Health & Fitness' - Analysis

7. Take-Away & Fast-Food Restaurants in the UK:
Market Research Report
 ‘Industry Analysis & Industry Trends:
 Take-away and fast-food restaurants have suffered during the past five
years as deteriorating economic conditions led consumers to cut back on
discretionary spending. Operators in the industry are facing increasing
consumer demand for low-fat, low-sugar and low-salt (FSS) meal options.
The industry will record weak growth during 2012-13, with some
consumers trading down from more expensive restaurant meals, while
uncertain times led others to find sustenance in their favourite comfort
foods. Mobile and online technology are changing the industry, with many
operators offering online ordering and delivery services.’ – Source
http://www.ibisworld.co.uk/market-research/take-away-fast-food-restaurants.html
 This source develops figures around fast-foods and take-away, this is
insightful, due to the identification that consumers are actually looking for
foods that are ‘low-fat, low-sugar, and low-salt’, so we could expand on
this research and offer audiences ideas, tips and ways to eat healthier for
cheaper.
Gregory McLaney - Topic Research:
'Health & Fitness' - Analysis

8. Changing the behavior of the population
 If the practical problems of changing the behaviour of the population could
be addressed, the benefits to the NHS could be very significant:
 30% to 50% reductions of risk in the development of common chronic
conditions, including cancer, ischaemic heart disease, obesity and diabetes,
dementia and depression.
 Significant improvements in the efficacy of treatment of those same chronic
conditions.
 Improved outcomes, patient satisfaction and reduced costs – Source
http://www.eastmidlands.nhs.uk/about-us/publications/sem/
 The health of the general public does not just have an effect on personal
issues of health it has a massive impact on the NHS and through these
statistics it is clear that if the health and fitness issues were tackled it could
definitely have an effect the NHS. Additionally, through this research it holds
vital statistics which could be used to provoke audience away from eating
unhealthy due to the shocking diseases it can cause such as : ‘common chronic
conditions, including cancer, ischaemic heart disease, obesity and diabetes,
dementia and depression.’
Gregory McLaney - Topic Research:
'Health & Fitness' - Analysis