| South East business thrives through innovation to tackle childhood obesity |
|
Duncan Lawson from East Grinstead, West Sussex, is seeing his business thrive despite the current unfavourable economic climate. Duncan’s company, Instyle Fitness, enjoys an annual turnover of half a million pounds and saw a remarkable 40% growth in the first three months of 2009, and all due to an innovation which could result in childhood obesity levels being significantly reduced. This business success is due to the fact that Instyle Fitness are pioneering a brand new concept called WebRacing™ which is not only a novel way for children and adults to keep fit, it also incorporates social networking and computer gaming into the mix. The result is a dynamic challenge in virtual racing which takes the user’s mind off the physical exertion they are experiencing and concentrates it on the competitive aspect of the game. Due to the fun nature of WebRacing™ it attracts many children to the sport, potentially offering a much-needed solution to the extensive problem of childhood obesity in the UK. It is estimated that one in four children is medically obese, a worrying statistic which, according to Professor Colin Waine, chairman of the National Obesity Forum, represents a "public health time bomb" as for the first time ever a new generation is approaching adulthood with a lower life expectancy than their parents. Duncan, a former professional windsurfer, came across the concept of motivational exercise while working in the pharmaceuticals in the 80’s. "The pharmaceutical industry was well aware even then of the huge problem that obesity was going to become. It also realised that exercise would become a major trend, but that the majority of the population would need added motivation to exercise. I later met neuroscientist Dr Ken Burres who had invented the original WebRacing™ software but didn’t have the ability to take it to market, and so we became partners. We knew that consumers weren’t ready for it in the 90s, so we were able to slow down the development of the technology ensuring it became ready once consumers were." Duncan is looking forward to this autumn when his business will turn an important corner - the first fully fitted WebRacing™ equipment will be available for home purchase on the high street. Bikes, treadmills, cross trainers, rowers and kayak trainers will allow users to compete with others or against themselves with a ghost rider. Bike users, for example, can ride a virtual track on roads, famous courses, through mountains, cross-country, in a velodrome or even on the moon! "This is great way for the family to keep fit together – adults and kids love it" says Duncan. "Traditional exercise equipment offers no interaction or mental stimulation, whereas WebRacing™ keeps you focused and psychologically engaged, meaning you burn more calories and achieve greater muscle tone over the same period." - Ends – |
