1. ACTIVITAT FÍSICA, SALUT I
OFERTA DE SERVEIS
ESPORTIUS
toni llop

3. The social role of sport
Enhancing public health through physical activity
• Lack of physical activity reinforces the occurrence of overweight, obesity
and a number of chronic conditions such as cardio-vascular diseases and
diabetes, which reduce the quality of life, put individuals' lives at risk and
are a burden on health budgets and the economy.
• ... the recognised potential of the sport movement to foster health-
enhancing physical activity often remains under-utilised and needs to be
developed
• The Commission recommends strengthening the cooperation between the
health, education and sport sectors to be promoted at ministerial level in the
Member States in order to define and implement coherent strategies to
reduce overweight, obesity and other health risks. In this context, the
Commission encourages Member States to examine how to promote the
concept of active living through the national education and training systems,
including the training of teachers
• Sport organisations are encouraged to take into account their potential for
health-enhancing physical activity and to undertake activities for this
purpose. The Commission will facilitate the exchange of information and
good practice, in particular in relation to young people, with a focus on the
grassroots level.

4. The economic dimension of sport
• Sport is a dynamic and fast-growing sector with an underestimated macro-
economic impact, and can contribute to the Lisbon objectives of growth and
job creation. It can serve as a tool for local and regional development, urban
regeneration or rural development. Sport has synergies with tourism and
can stimulate the upgrading of infrastructure and the emergence of new
partnerships for financing sport and leisure facilities.
• Although sound and comparable data on the economic weight of sport are
generally lacking, its importance is confirmed by studies and analyses of
national accounts, the economics of large-scale sporting events, and
physical inactivity costs, including for the ageing population.
• A study presented during the Austrian Presidency in 2006 suggested that
sport in a broader sense generated value-added of 407 billion euros in
2004, accounting for 3.7% of EU GDP, and employment for 15 million
people or 5.4% of the labour force. This contribution of sport should be
made more visible and promoted in EU policies
• On the other hand, notwithstanding the overall economic importance of
sport, the vast majority of sporting activities takes place in non-profit
structures, many of which depend on public support to provide access to
sporting activities to all citizens.

5. The organization of sport
• The political debate on sport in Europe often attributes
considerable importance to the so-called "European Sport
Model". The Commission considers that certain values and
traditions of European sport should be promoted. In view of the
diversity and complexities of European sport structures it
considers, however, that it is unrealistic to try to define a unified
model of organisation of sport in Europe. Moreover, economic
and social developments that are common to the majority of the
Member States (increasing commercialisation, challenges to
public spending, increasing numbers of participants and
stagnation in the number of voluntary workers) have resulted in
new challenges for the organisation of sport in Europe. The
emergence of new stakeholders (participants outside the
organised disciplines, professional sports clubs, etc.) is posing
new questions as regards governance, democracy and
representation of interests within the sport movement.

6. The benefits of physical activity and
sports

7. Values developed through the practice
of physical activity and sport

8. The organization of sport: the
places of practice

9. 198... 20… (1)
Inversió pública Instal.lacions esportives
Esport tradicional
Nous models de pràctica
Demanda d’activitat individual (no reglada)
Aparició d’una nova oferta
Constitució d’un sector d’activitat
(negoci, màrqueting, mercat, clients,agents…)

10. 198... 20… (2)
80’s: IMATGE Culte per la imatge corporal. Valoració pel
rendiment muscular. Predomini de la
força. Aparició d’equipament esportiu
alternatiu. Trascendència de la imatge
com a èxit social. Preferència pel
bodybuilding (ells) i l’aerobic (elles)
90’s: BENESTAR Adaptació dels programes d’activitat a
condicions personals. Introducció del
90’s BENESTAR reconeixement mèdic esportiu. Valoració
funcional bàsica i atenció més
personalitzada. Entrenament de la
resistència i no només la força.
Generalització de l’activitat a l’aigua

11. 198... 20… (3)
Recerca de la relació cos ment. Evolució
00’s WELLNESS activitats de relaxació. Interiorització.
Importació activitats orientals. Fugida de
la intensitat de l’exercici. Valoració pel
benestar psìquic i físic. Ús de l’aigua
com a element de relaxació.

12. Salut i activitat física …
COM ES
PRESETEN
PLEGATS AVUI?
… sector en creixement

19. FORTALECES

20. SE
CT
O R
CO
NS
O LI
DA
T

21. OR
IE
NT
AC
IÓ
PE
RS
ON
AL

22. PR
RE OVE
CE ÏD
RC OR
A S:
I IN
VE
ST
IG
AC
I Ó

23. PR
OV
EÏ
DO
RS
:E
XP
ER
IÈ
NC
I A

24. ES
PE
CI
AL
IT
ZA
CI
Ó

25. CA
PT
AC
IÓ
CO
N ST
AN
T

26. OPORTUNITATS

27. AL
IA
NC
ES
:E
DU
CA
CI
Ó

28. AL
IA
NC
ES
:L
LO
C
DE
TR
E BA
LL

29. AL
IA
NC
ES
:L
LO
C
DE
TR
E BA
LL

30. HÀ
BI
T
DE
SA
LU
T
iF
AM
ÍL
IA

31. AL
IA
NC
ES
:S
AL
UT
PÚ
BL
IC
A

32. AL
IA
NC
ES
:C
EN
TR
E S
DE
SA
LU
T

33. AL
IA
PR N C
IV E S
AD :
E S AS
D E SE G
SA UR
LU AN
T CE
S

34. AL
IA
PR N C
IV E S
AD :
E S AS
D E SE G
SA UR
LU AN
T CE
S

35. AL
IA
PR N C
IV E S
AD :
E S AS
DE GSE
SA UR
LU AN
T CE
S

36. AL
IAN
PR CE
IVA S:
DE AS S
S D EG
E S UR
AL A N
UT CE
S

37. AC
RE
INT DIT
ER AC
VE IÓ
NC PR
IÓ OF
PÚ ES
BL SIO
ICA NA
L :

38. AC
RE
INT DIT
ER AC
VE IÓ
NC PR
IÓ OF
PR ES
IV A SIO
DA NA
L :

39. AMENACES

40. ÍNDEX DE ROTACIÓ
58,31%
54,71%
60% 50,55%
48,27%
45,28% 45,06%
50%
35,62%
40%
30%
20%
10%
0%
> 10.000 8.000-10.000 6.000-8.000 4.000-6.000 2.000-4.000 < 2.000 average of the
members members members members members members city
Informe d’indicadors de gestió de les instal.lacions
esportives municipals 2007
Institut Barcelona Esports.Ajuntament de Barcelona

41. TEMPS DE PERMANÈNCIA
70%
63,36%
55,55%
60%
41,88%
50%
40%
20,91%
30% 17,59%
11,33%
20% 7,49%
10%
0%
<3 months <6 months <9 months <12 months 13-24 months 25-36 months >36 months
Estudi temps de permanència centre esportiu 2007
Mostra: 13 centres esportius ciutat de Barcelona i àrea metropolitana. 29.862 baixes
Grup Ubae&Eurofintess

42. DARRER ÚS ENREGISTRAT PER LES
PERSONES QUE HAN ESDEVINGUT BAIXA
41,24%
45%
40%
35%
30%
25%
20% 14,97%
15% 9,70% 11,82%
6,84% 5,33% 4,52%
5,59%
10%
5%
0%
1week 2 week 3 week 4 week 1-1.5 months 1.5-2 months 2-3 months more than 3
months
Survey of Ubae&Eurofintess group : January-Abril 2008.
Based on the 7282 members who dropped out

43. AR
G UM
EN
T
DE
VE
ND
A

44. IN
V ER
SI
Ó
RE
Q UE
RI
D A

45. IN
TE
CO GR
L. A C
LE IÓ
CT D
IU E T
S
I C OTS
ON E
DI LS
CI
ON
S

46. IN
TE
CO RP
ND RE
IC TA
IO CI
NS Ó
DE AC
TI
PR VIT
ÀC AT
TI S
CA I

47. IN
TE
CO RP
ND RE
IC TA
IO CI
NS Ó
DE AC
TI
PR VIT
ÀC AT
TI S
CA I

48. Thank you for your
attention
toni.llop@ubae.cat