2. What is “The Fitness Product”? Activity for Health Health Related General Fitness Sport Body Building Elite Fitness The Fitness Product Continuum

5. Who Exercises? 44% On the Subs Bench Could be persuaded 20% Couch Potatoes Hard to Reach 20% Sporty Types 16% Mild Enthusiasts Keen but could do more

9. Who Do We Focus On? The Keenies The Referred The Rest! The Chris Tynan Theory!

12. The Cycle of Doom! Exclusion Inactivity Disease Inactivity

13. Tower Block Living Key Features Young adults No children Low incomes State benefits High unemployment High rise flats Poor health/smokers Amongst the poorest in all senses With thanks to the Leisure Database Company

14. Welfare Borderline Key Features Families Many young children Low incomes State benefits High deprivation Council housing Public transport Heavy watchers of TV Use cash With thanks to the Leisure Database Company

24. YMCA Activate England – Activating the “Hard to Reach” Case Study

25. Children’s Interactive Programme – Sutton Coldfield YMCA

34. Pathway to Activity – Stoke on Trent YMCA

35. The Challenge I used to sleep a lot more. I would stay up most of the night and then sleep all day. I never really wanted to do anything. This has changed that!” Challenge beneficiary – Tyne & Wear YMCA

36. The Challenge – Nottinghamshire YMCA

48. Who Exercises? 44% On the Subs Bench Could be persuaded Strategy: Remove Barriers, Support Behaviour Change. Try before you buy 20% Couch Potatoes Hard to Reach Strategy: Educate, Inform, Support Behaviour Change. Activate at Community Level. Peer motivators. Reach the young 20% Sporty Types Strategy: Recruit, Retain, Excellent Customer Service 16% Mild Enthusiasts Keen but could do more Strategy: Reach out, Recruit, Products fit for purpose

49. Children’s Interactive Programme – Hornsey YMCA And finally………………….