Industry Change

In this week’s episode of Industry Change Richard speaks with Barrie Elvish the CEO of Fitness Australia. Appointed at the beginning of 2019, Barrie is striving to empower and build healthier communities alongside the fitness industry.    Despite coming from outside the fitness industry, Barrie has set a number of goals to entice Australians to live healthier, more active lives. Barrie discussed with us that 20% of Australian’s have a gym membership but only 6% are active with their memberships. This means that 94% of Australian’s are not active in gyms! Fitness Australia is now restructuring to align with more gyms and personal trainers, to encourage Australian’s to go to gyms while removing the stigma that ‘only men with six packs to go to the gym’.  Fitness Australia’s goal is to get 15% of Australians more active by 2030, and it’s up to those in the fitness industry to align with Fitness Australia to make this happen.    The problem that stops growth in the industry is perception!