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FIA launch new name and brand identity ukactive

ukactive, formerly FIA (Fitness Industry Association), rebrand was recently launched to embrace the organisation’s broader remit and deliver its vision to get more people, more active, more often.

The new name ukactive is part of a wider rebranding exercise undertaken by the organisation involving an in-depth stakeholder consultation process questioning delegates on what they felt the organisation should focus on moving forward.   The sector has changed significantly over the last 20 years and the organisation has now evolved its brand to be fit for purpose across the sector; as the representative body of physical activity, fitness, health and wellbeing.

Chris Ratcliffe, Director of Development at the English Federation of Disability Sport comments on what the rebrand means to Inclusive Fitness,

EFDS welcome the rebrand as it supports EFDS’s vision that disabled people are active for life and are included in ukactive’s more people, more active, more often vision.   We hope that the leisure industry will now embrace the untapped market and encourage more disabled people to participate in more active lifestyles.

With the support of partners such as the ukactive, we can ensure disabled people enjoy being active at a level they want to and reap the many health and wellbeing benefits of physical activity. The FIA has been an advocate in supporting EFDS to establish our renowned Inclusive Fitness Initiative (IFI) which has changed the industry to be more accessible.  Thanks to the IFI, many more opportunities exist for disabled people to access local facilities and are being included within leisure service provision.

EFDS are looking forward to working with ukactive to build a better insight on disabled people and their needs in fitness to ensure disabled people are included within their mission of more people, more active, more often. With this insight we can fully understand the physical and psychological barriers to being active, and support the appropriate behaviour change for all disabled individuals to get active.