Government's Impact On The Health And The Fitness Industry

In the early 1970’s the United Kingdom’s state welfare, the ability to ensure economic and social well-being to meet the needs of the citizens, (Taylor-Gooby, 2013) was in a very good position until the economic crisis in 1976. This saw the introduction of privatization of government responsibilities, such as housing and education, where ‘contracting’ these services out to private organisations saved money, taking pressure off local authorities who’s spending was minimized to what the government deemed essential. (Adams, 1994) Since the 1980’s, involvement from private and commercial firms within the fitness industry, including gyms and health products, has increased. These firms are interested in profit and commercially advertising their products

(EHFA, 2013) Contemporary discourse (a communicated message) within this field suggests fitness enhances health, being free from disease or illness, and wellness, being in a positive state of health and a biological and psychological well-being illustrated by a quality of life and sense of well-being. (Bouchard et al, 1990) But is this discourse correct? 5.2 million adults, in the UK, are now members of private gyms, (Mintel, 2010) with discourse suggesting physical activity needs to become part of our lives, the following aims to argue if commercial and private involvement is positively enhancing health and wellbeing, is it really the panacea to society’s ills as discourse suggests, looking at the real impact it may be having on the individual in the UK. By first looking at the impact of marketing, its creation of an ‘ideal body image’ and its consequential impact and lastly it’s impact on addressing obesity in the

This essay argues commercial contemporary discourse has ‘our bodies reflected back to us through a lens of products and services’ Maguire (2008) encouraging it to be part of our daily lifestyles. Were given a huge freedom of choice but at a costly expense, both financially, in terms buying products and services but also mentally and physical exhaustion, with ‘leisure becoming work’ as Parker stated 30 years ago, (Stone, 1958; in Parker, 1976: 6) using free time to work towards goals and improve yourself, with upmost importance on obtaining this ‘created’ ideal body, but if not met consequently leading to further health issues such as anorexia and bulimia, suggesting for many it will not enhance health and wellbeing. It displays that commercial intentions are to enhance health and wellbeing but ultimately seen through manipulating the consumer to maximise profit. Though if commercial and private firms are going to fully communicate change and enhance health and wellbeing there needs to be coherency of the message, coming from the public, private and health sectors to name a