Fitness Industry Association

The Fitness Industry Association (FIA) was a British Government–funded initiative established to analyse national health and fitness behaviours. Backed by government objectives, the FIA gathered data from registered health clubs, gyms, local sports centres, and fitness facilities across the UK to map trends and assess physical activity across key demographics. A structured three-part reporting system was developed. The primary output was a 16-page A4 report, rich in infographics, designed to deliver clear, accessible data. This was accompanied by a disc containing dynamic datasets and expert analysis from leading health and fitness authorities. A supplementary guidebook was produced to support policy implementation, featuring a coded system to track demographic response and regional programme engagement.

Illustration // Statistical Interpretation // Concept Development // Creative Direction // Design Project Management

Government Report