A new year-long initiative to encourage families to get fit is being launched on 9 January 2009 by lifestyle provider Fit For Sport and is calling for health clubs to partner up with the scheme.

The main aim for the campaign called 'Fitter Families' is to contribute to reducing the growing levels of adult and child obesity, which is anticipated to include 90 per cent of the UK adult population by 2050, and 33 per cent of children. Health clubs taking part will be able to brand themselves as a 'Fitter Families' club providing they offer family-friendly fitness activities that are 'simple, achievable and sustainable', and in turn will tap into a substantial percentage of the population that don't already attend gyms. Schools, primary care trusts and GP surgeries will also be able to get involved.

Project manager Eugene Gilkes told Leisure Opportunities: "The scheme is aimed at the 50 per cent of the population that has never been to a health club for various reasons, but wants to change themselves and get healthier. "This scheme will give a means for health clubs to encourage this percental into their facility, and we ask them to look for fun ways to engage families such as classes that teach them to play and be active together."

The Fitter Families campaign will offer advice on how people can take the small achievable steps and aims to bring families together and to be a support structure for sustaining the activity levels. The initiative will be supported by a three-month nationwide marketing campaign which includes a roadshow traveling across 10 UK cities, encouraging families to take part in activity challenges, as part of a mission to find the fittest families. There will also be a book fronted by former England striker Ian Wright.

Generate Sponsorship was recently commissioned to secure an exclusive sponsor for the campaign.