sporting - Leisure Opportunities

RESEARCH
TARGETING MEN’S HEALTH
THROUGH SPORT
PREMIER LEAGUE HEALTH
A
collaboration between Leeds
Metropolitan University’s
Centre for Men’s Health and
the Carnegie Research Institute,
Premier League Health is a national
programme of men’s health delivered
through 16 Premier League football
clubs. The three-year programme
is funded by the Football Pools and
aims to improve the health of men
aged 18-35 years through a range of
activities delivered within a football
context. Jim McKenna, Professor of
Physical Activity and Health at Leeds
Metropolitan University, answers
some questions about the project:
What does the Premier League Health
programme consist of
Activities are led by staff trained
in health enhancement who are
employed by the clubs. Activities
include awareness-raising events
on match days for supporters, programmes
of weekly activities and
sustained outreach work with groups
of local men. One element of the programme
at Newcastle United involves
linking with men from the South Asian
community in Newcastle’s west end,
in particular men employed in the
fast food takeaway and taxi industries.
Knowing that this group of men
has a heightened risk of cardiovascular
disease, health trainers run a local
programme of badminton supported
with health advice delivered in local
community venues. To fit in with the
work routines of these men, sessions
are run between midnight and 2am.
What is so good about delivering
health activities through football clubs
Initial findings show that Premier
League Health (PLH) provides an informal
and supportive environment to
engage men, including those not meeting
health guidelines and not likely
to visit their GP. Our research found
that fewer than 20 per cent of men
reported taking part in sufficient physical
activity to benefit health, while
over a quarter smoked and almost
half exceeded recommended limits
for alcohol consumption. Fewer than
10 per cent visited their GP regularly,
so taking part in PLH provided participants
with a means of receiving
support with lifestyle issues. However
the impact of the programme tends to
be much broader than improvements
in areas such as weight and blood
pressure. The programmes run by
clubs such as Manchester United aim
to help unemployed men get back into
work, for example.
Is it only supporters of the football
clubs involved who take part
No, a quarter of the men were not
fans of the club where they attended
the interventions. This emphasises
the broader reach of football in connecting
with men on health issues.
What are the strongest
features of the programme
Our research found that tailoring activities
to the needs of men is important.
The oldest participant is 75 and
attends the programme at Fulham. For
this gentleman, playing football was
not appropriate, so the staff prepared
a programme of physical activity that
was more suitable for him.
All of the clubs are able to offer
examples of men who have engaged
the programme and flourished. An
important ingredient is the ability
of health trainers and staff delivering
the programme to listen, plan and
cater for men with diverse needs.
Staff are not only helping men with
poor health, but also those impacted
by unemployment, family breakdown
and substance use. Programmes are
delivered in collaboration with local
A final report into
the Premier League
Health programme
will be published by
the end of 2012
partners, including PCTs, who provide
opportunities for onward referral
to specialist health services. The programme
provided an opportunity for
some men to confirm their health status
and validate going to see their GP
before it was too late.
PHOTO ©SHUTTERSTOCK/ RTIMAGES
What are the wider implications for
the leisure industry
Sporting and leisure contexts provide
an alternative channel to reach
men with health interventions. Sports
clubs, spectator sports and venues
such as comedy clubs offer an informal
setting. Interventions can be
accessed in social groups; this helps
remove some of the perceived risk
associated with engagement.
Given that social support is an
important element of changing health
behaviours, leisure settings provide
an arena where interventions may be
developed. Activities delivered in a
community environment at times which
are more convenient may be more
appealing to some men than traditional
healthcare environments. ●
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Read Leisure Management online leisuremanagement.co.uk/digital ISSUE 2 2012 © cybertrek 2012