Recent research has highlighted the dangers and costs of global health and fitness issues. Within the next ten years China, India, and the United Kingdom are projecting losses in national income of US$828 billion due to reduced economic productivity associated with chronic disease.
These health problems include high blood pressure, and high blood cholesterol – often caused by smoking – weight gain, inactivity, and poor diet. The long-term effect of this situation is a much lower life expectancy.
The picture is similar across Europe, where we face tough health challenges, such as heart disease, which is cited as the number one killer, causing almost twice as many fatalities as cancer. These premature deaths in
Europe is closely linked to social inequality, particularly related to lower income brackets and less privileged communities. As a way of countering this health crisis, we look at the range of fitness apps now available and the type of people using them.
From this comparison, we then discuss a case study regarding the development and deployment of a fitness app aimed at the unfit – and people whose interest in the ‘beautiful game’ can be brought to bear upon their own fitness through the ‘gamification’ of digital fitness.
We conclude this white paper with some simple recommendations for encouraging engagement in fitness activity in those least interested in it.