Could financial incentives be the key to getting people more physically active?
Leisure Opportunities
Job search
Job Search
see all jobs
Latest job opportunities
London South Bank University
£25,185 - £27,577 pa, incl. of London Weighting
South London, London, UK
Chatsworth House
Circa £40,000 pa
Bakewell, UK
Eastleigh Borough Council
Band 8 - £36,528 FTE
Eastleigh, UK
Hartlepool Borough Council
Band 8 £21,589 - £22,911 pro rata
Hartlepool, UK
The Haberdashers' Aske's Boys' School
Elstree, Hertfordshire, UK

Could financial incentives be the key to getting people more physically active?

Job opportunities
Water Babies
location: Devon based but includes UK and international travel, United Kingdom
training opportunity
Institute of Swimming
location: Nationwide, United Kingdom
Chesterton Sports Centre
£18,426 - £18,795 pa, pro rata
location: Cambridge, UK
more jobs

A study by research institute RAND Europe has suggested that there is a guaranteed way to dramatically increase people's physical activity levels – by offering them tangible financial rewards.

Described as the "largest behaviour change study on physical activity" RAND charted the behaviours of more than 400,000 people in the UK, US and South Africa.

The study examined the effect of a physical activity rewards programme run by health insurer Vitality.

Vitality traditionally offers its customers "treats" – such as cinema tickets and retail vouchers – in return for regular trips to the gym, which are verified by swiping membership cards.

For the study, however, Vitality launched a new incentive with a direct financial benefit.

Called Vitality Active Rewards with Apple Watch, the programme allowed members to acquire an Apple Watch by paying a minimal up-front amount – and then reducing their monthly payments to zero by meeting their physical activity goals.

Participants taking up the Apple Watch offer increased their physical activity levels, on average, by 34 per cent – which translates to 4.8 extra days of activity per month.

Crucially, activity levels increased across the customer spectrum, regardless of health status, age or gender.

According to Vitality founder, Adrian Gore, the study proved that the incentive of not having to pay more for the watch was an effective way of increasing activity levels.

"This landmark study contributes to a deeper understanding of how people can be incentivised to live fitter and healthier lives," Gore said.

"The significance for individuals, the insurance industry and wider society is profound."

The findings were revealed at an event in London, which was attended by the UK health secretary Matt Hancock and Nobel Prize-winning economist – and author of Nudge – Richard Thaler.

Responding to the findings of the report, ukactive CEO Steven Ward said: “This unparalleled research proves that inspiring physical activity on a global scale is not only possible, but deliverable.

“This study should be at the forefront of the Health Secretary’s mind as he turns the focus towards prevention over cure. The challenge now is to develop an affordable and integrated model for physical activity that targets the communities that need it most.

“As our health and social care systems creak under the strain of an ageing society, the insurance sector has a powerful role to play in using physical activity to help us move more and age well.”

To read the full RAND Europe report, click here.

Sign up for FREE ezines & magazines
A study by research institute RAND Europe has suggested that there is a simple way to dramatically increase people's physical activity levels – by offering them tangible financial rewards.

More News

1 - 15 of 42,379
23 Jan 2020
Snap Fitness has made international expansion its priority for 2020, with plans to enter new territories during the year. The franchised fitness chain saw healthy ... More
22 Jan 2020
Action PR have created a new studio design for Everyone Active 's Fortis Powered by Speedflex fitness brand that is focussed on inclusivity and integrates ... More
22 Jan 2020
Gold's Gym completed 22 US franchise agreements and a total of 35 new openings worldwide during 2019 – the most in a single year in ... More
22 Jan 2020
Researchers at the University of Brighton in the UK have been experimenting with 3D printing technologies as a way of democratising cultural heritage, as well ... More
22 Jan 2020
Five times as many young people want to work in leisure sectors such as sport, arts, culture and entertainment as there are jobs available. The ... More
21 Jan 2020
Francl Architecture have created a new ice sports centre in the Canadian city of Surrey, British Columbia, with a vast timber roof that recalls the ... More
21 Jan 2020
F45 is expanding its UK footprint with the launch of two new studios in Manchester. The Australia-based franchised operator already has a presence in a ... More
21 Jan 2020
East Herts Council is investing £33m to improve its leisure property portfolio. The funding will be used to redevelop facilities at Grange Paddocks, Hartham and ... More
21 Jan 2020
The 2022 Birmingham Commonwealth Games will be accompanied by UK-wide festival celebrating "creativity and innovation". The festival has been backed by £120m funding from government ... More
20 Jan 2020
Trafford Council has approved plans to build a new 4,850-seater stand at Emirates Old Trafford – the home of Lancashire Cricket. The new stand will ... More
20 Jan 2020
Scotland's new multi-million pound Regional Performance Centre for Sport has opened in Dundee. The £32m multi-sport facility houses a full-size indoor artificial pitch and an ... More
17 Jan 2020
Avanton, a London-based property developer, has announced plans to create an alligator farm and enclosure to be built on the UK capital's Old Kent Road. ... More
17 Jan 2020
Rockwell Group have unveiled designs for luxury hospitality and wellness amenities at Manhattan's 550 Madison office tower, which is currently being renovated by co-owners Olayan ... More
17 Jan 2020
The Gym Group is set to continue its fast pace of growth in 2020, with plans to open – on average – around two new sites ... More
16 Jan 2020
A new product aimed at the ageing population is combining wearable fitness tech with artificial intelligence to create a device designed to help predict potentially ... More
1 - 15 of 42,379