The FIA searches for celebrity to be the fitness industry’s 'Jamie Oliver'

In response to the government’s green paper on youth services – Youth Matters – the Fitness Industry Association (FIA) has revealed it is searching for a high-profile celebrity who can become the fitness industry’s answer to Jamie Oliver, to help make young people more active.

Youth Matters outlines proposals to give young people more influence over the activities available to them locally.

The FIA believes that targeting young people is central to making the UK healthier and recommends that sporting role models be an integral part of the thinking behind youth services.