United Kingdom - June 2024

United Kingdom - June 2024

For further information on exhibiting contact Lucy Findlay, Event Director.

Saudi Arabia - November 2024

Saudi Arabia - November 2024

For further information on exhibiting contact Lucy Findlay, Event Director

India - February 2025

India - February 2025

For further information on exhibiting contact Lucy Findlay, Event Director

Strength training: The CMO’s forgotten guideline and why it’s fundamental to growing your client base

Wednesday 14th June 11:40 - 12:20

Future Performance and Wellbeing

The publication of the Chief Medical Officer's (CMO) guidelines for physical activity highlights muscle strengthening as "fundamental to the ability to perform daily tasks". The guidelines recommend that all UK adults undertake muscle strength exercises "at least twice a week". In previous iterations of the guidelines the focus was on moderate to vigorous aerobic physical activity – with muscle strength playing second fiddle. The guidance now positions strength training equally alongside aerobic activity but there is much less awareness of this.

As a nation we hear a lot in the media about the importance of ‘being active’ but very few of the general public are aware of the importance of strength training for their long-term health and have very little understanding of how to approach this even if they do and so often are also intimidated by the image and language used to talk about it.

Reaching new audiences of people who may never have stepped into a gym before or considered lifting weights is fundamental not only to the health of the nation but to the growth of your business and our sector as a whole.

In this session, we want to look at how to grow awareness of the importance of strength training, how to encourage more people of all ages to participate and look at different ways to deliver that training.


Oliver Patrick

Clinical Director

Pillar Wellbeing

Oliver Patrick is a Physiologist and leading expert in lifestyle management. He speaks widely on the application of contemporary wellbeing strategies and consults to businesses and individuals globally. Oliver was Head of Physiology at Nuffield Hospitals where he co-founded and led the largest team of applied physiologists, wellbeing advisors and nutritionists in the UK. In 2009 Oliver co-founded Viavi on London’s Harley St, to deliver the most advanced health assessment and health evaluation service available globally. In his clinical role at Viavi, Oliver worked alongside each key discipline of medicine to drive accelerated health outcomes in his clients.

Alongside advanced health assessments Oliver co-founded the first Lifestyle medicine gym in Oxford, tailoring exercise and lifestyle advice to the non-exercise market. Latterly Oliver runs a corporate wellbeing consultancy service, is Clinical Director for Pillar Wellbeing, and has founded Future Practice, an industry specific education platform to drive practical coaching skills in the broader undervalued areas of lifestyle (beyond movement and nutrition) particularly stress, sleep, environmental toxicity and mindset.

Fraser Smith

Co-Founder & COO

Vive Fitness

Fraser is the co-founder & COO of Vive Fitness in Westminster and Park Lane Four Seasons. He has over 15 years’ experience in the fitness industry as a strength and conditioning coach, mentor, manager and studio owner. Prior to Vive Fitness, Fraser worked in Premier League and International Football as a Sport Scientist & Nutritionist.

He is highly qualified, with an MSc Human Nutrition and a BSc (Hns) Sport & Exercise Science, a Certified Level 2 EMS Trainer, and a Level 4 Lower Back Pain Management Specialist and Exercise Movement Specialist.

Fraser has enjoyed working with clients of all ages and abilities at Vive Fitness, with goals ranging from rowing the Atlantic Ocean, Sahara desert crossings, professional MMA fighters through to helping members lose 20kg and aiding people in their 80’s alleviate their back pain.

His passion and enthusiasm for the sports & fitness industry is evident in everything he does.

Marianne Boyle

Director of Membership and Sector Development


Dawn Tuckwell


Action Group

Dawn is the Co-Founder and Director of Action Group, a full-service PR and Communications agency specialising in Health and Fitness. Having worked in the industry for over 20 years, both within clubs and in communications, Dawn believes firmly in the power of partnerships and collaboration and is passionate about finding ways to encourage physical activity in people of all ages and abilities.

Dawn sits on the ukactive Suppliers’ Board providing advice and support for the sector and is one of the founding members of RISE, the UK women in fitness organisation campaigning to ensure equality within the industry.

Exhibit at Elevate

Are you interested in participating at Elevate
Contact the sales team and see how exhibiting can help your business:

Lucy Findlay

Event Director

+44 (0)7826068242