1. The Future of Fitness
Craig McAteer
Managing Director
Rochdale Boroughwide Cultural Trust
Chair SPORTA
2. The Trust Market
– Over 120 trusts now in operation- growth in larger
transfers
– Turnover - £100,000 to £140million
(Combined turnover in excess £700m )
– Employ 22,000 F.T.E. staff
– 175 million customer visits
– Over 900 fitness facilities
– All trade as a social enterprise (NPDO)
3. Opportunities and Threats
Threats
•Public Service Cuts
•Unemployment / disposable income
•Mixed message around exercise
•Public Heath Changes
•Ignorance of rapidly changing policy context
•Barriers to fitness
Opportunities
•Services delivered differently
•Public Health – CCG via GP’s
•New commissioning framework
•Rationalisation of community assets
www.link4life.org
5. LOCAL AUTHORITY CUTS
Leeds, Kirklees and Rotherham make £115 million in cuts
Borough of Poole proposes £1.3m cuts to leisure services
Durham Leisure Services, this equates to a saving of £3.5
million over the next four years
www.link4life.org
7. Public Health Funding
The Secretary of State recently
announced that the total budget for
2013-14 will be around £5.2 billion and
of this around £2.2 billion will go to
local authorities, with the remainder for
the NHS Commissioning Board for
national programmes such as
screening, Public Health England, and
the DH for public health
www.link4life.org
8. REAL OPPORTUNITIES IN HEALTH
•Health Reforms-Health and Wellbeing Boards, involvement in
JSNA and development of Joint Health and Wellbeing Strategies-
a new commissioning structure for health
•Changes in the way social care is commissioned- preventative
health programmes could involve sport and physical activity
•Movement of Public Health Function into local authority and
growth in understanding of preventative approach and link
between physical and mental health-opportunity to diversify into
different types of physical activity/health improvement activities
•NHS/Public Health/Adult Social Care and soon to be released
Children and Young People (Summer 2012) Outcomes
Frameworks-opportunity to build “offer”
9. Obesity Britain: shocking new figures reveal growing
crisis 26% population clinically obese
www.link4life.org
10. Opportunities
Heath and Social Care Bill
Public Health Outcomes Framework
1. Increased healthy life expectancy
2. Reduced differences in life expectancy and
healthy life expectancy between communities.
Domain 1- Improving the wider determinants of health
Domain 2 - Health improvement
Domain 3- Health protection
Domain 4- Healthcare public health and preventing
premature mortality
11. 2012-13
Spend Population* Spend per head Spend
Local Authority 1000s £ £0
Halton 119.3 59 7,453
Warrington 198.9 38 7,917
Blackburn with Darwen 140 78 11,567
Blackpool 140 112 16,539
Cheshire East 363.8 28 10,704
Cheshire West and Chester 327.3 30 10,313
Bolton 266.5 57 15,924
Bury 183.8 31 6,082
Manchester 498.8 57 29,904
Oldham 219.8 40 9,306
Rochdale 205.2 58 12,460
12. 28,723 Capacity Bolton Reebok Stadium
What is our strategy for 75% of inactive sedentary population
13. How do we encourage a shift to
preventative health system
•Evaluate successes and share evidence
•Capitalise on government policy on early intervention and
prevention promoting the services available through the fitness
industry that prevent costly secondary health and social care
interventions
•Cost/Benefit analysis- Social Return on Investment
A £9 million contract fee produces £43million SROI in Health
Sporta has developed a tool kit to measure
14. Health costs of physical inactivity
The Health Costs of Physical Inactivity
Geography
Cost Cost per 100,000 pop
Rochdale £4,543,880 £2,211,812
North West £127,908,653 £1,871,009
England £764,661,980 £1,531,401
15. Top 5 sports in local authority with regional and England comparison
Rochdale North West England
Sport
Number Rate Number Rate Number Rate
Swimming 20.5 12.7% 647.9 11.7% 4,838.8 11.6%
Gym 17.9 11.2% 622.6 11.2% 4,494.2 10.7%
Football 15.7 9.8% 452.0 8.2% 3,103.1 7.4%
Cycling 7.0 4.4% 498.8 9.0% 3,875.0 9.3%
Athletics 6.7 4.2% 336.4 6.1% 2,698.5 6.5%
Remaining
16. Membership penetration
•Change the way fitness is “packaged” and perceived
•Review the “offer”
•Transformational change
•Consider diverse groups-race, disability, age, gender etc.
•More assertive outreach into communities and with vulnerable
groups
•Change Leisure Centre into Community Hubs where more people feel
there is something there for them. Eg. Integration of Dr’s surgeries,
Libraries, Pharmacies.
17. Branding/Marketing strategies
• Market offer as part of “holistic” healthy lifestyle (based
around 5 ways to Wellbeing ) if needs be with other providers
•Use of Social Marketing Techniques (Recent DH Strategy) and
use of customer insight and segmentation (i.e. MOSAIC) to
inform strategy and service development
• Social Media – how do we converse with our younger
members
• Workplace Wellbeing Programmes for employees
(accreditation to Workplace Charter).
18. What will be the make-up of the public sector
workforce in the future?
www.link4life.org
20. Performance Data
Net (Income) / Expenditure
Old Centre Open Oct 10 New Centre
09-10 10-11 11-12
Swimming Lessons (£ 62,020) (£ 60,008) (£ 75,100)
Sports £398,065 £486,464 £513,700
Fitness (£ 63,966) (£230,086) (£907,100)
Shokk (£ 14,975) (£ 20,700)
Net Expenditure £272,079 £181,395 (£489,200)
Net Expenditure Improvement of £760,000
from 09-10 to 11-12
www.link4life.org
APSE (Association for Public Service Excellence) The UK ’ s largest voluntary benchmarking service. It allows public sector services to compare performance and share best practice. The annual APSE Performance Network Awards celebrate best performers across the UK in over 20 different categories. Heywood Civic transformed a small bar area into a purpose built meeting venue accommodating 50 in conference style.
