Political engagement powered by you

Rob Gibson Interim Director of Policy and Communications ukactive

Most WellNation readers will have played their part in National Fitness Day, the campaign founded by Energie Fitness before it was gifted to ukactive to help it to grow. This year saw us celebrate its 14th anniversary and the theme, ‘Powered by you’, showed our ambition to go even further with the engagement we delivered with our members and generating greater political support. It’s no secret that the key to ‘NFD’ is the creativity and energy of ukactive’s incredible members and this year was no exception, with fantastic activations across the UK, from the large multi-site gym and leisure operators to the independents on our high streets and suppliers nationwide. ukactive staff visited our members’ sites across the regions to meet the teams and help capture the energy and stories to add to the countless social media posts which saw the campaign trending across X and reaching many more people on Instagram, Facebook, LinkedIn and through media coverage.

Simple human stories and local engagement are helping our sector’s value resonate more strongly in Westminster

But this year’s campaign was also notable for the support secured from over 50 MPs. In advance of the day, ukactive hosted a stall complete with exercise bike and dumbbells in Portcullis House at Westminster, sparking conversations with passing MPs and staffers, who were then matched with our members’ facilities in their constituencies to visit on the day.

Like all good campaigns, NFD provides an important spotlight amid the wider agenda. Just as this national celebration of fi tness inspires people in communities, it can also reach more in Westminster, which is particularly important given the seismic shift in new MPs following the General Election. And in the same way we extend the length of our campaign message beyond simply one day, NFD forms part of a much wider programme of political engagement too – from Fit For Offi ce with Myzone in the spring, to regular meetings with MPs and Government departments throughout the calendar, where the more sober business of policy is addressed. The meetings cover a range of issues, from the return on investment in facilities and programmes for the NHS and the economy, to ongoing operational threats, supported by local and national data.

The challenges posed by the economy and the machinery of Government are clear to all, but the conversations held with MPs around NFD reflect a growing understanding and appreciation of our sector’s work and challenges. Our relationship with physical activity is deeply personal and talking to MPs, the same is true. From the MP who told me about her back problems and the importance of exercise, to the response from the Sports Minister who joined us to meet staff at Dearneside Leisure Centre and Gym, and the Peers who spoke passionately in the Lords to support our amendments to the Planning and Infrastructure Bill, the value is coming to life through personal engagement. Of course, the challenge is converting advocacy into the tangible change we seek, but NFD showed that simple human interactions and local storytelling remain as important as ever to support our mission.