The functional fitness revolution
Sam Willet gravatar avitar

The functional fitness revolution

Author: Sam Willet | Posted on: 3 December 2015

Is going to the gym too boring, too expensive or just downright intimidating? Is there a plethora of takeaways offering tempting, reasonably priced cuisine from around the world on your doorstep?

If your answer to these questions is yes, then I’m sure you’ll agree that free, accessible, fun opportunities for exercise are exactly what you need. In September 2015, we were excited to produce a suitably energetic video for someone working hard to supply these opportunities in her local area.

Rachael Doyle of Dudley Metropolitan Borough Council was nominated for ‘Most Inspiring Physical Activity Professional’ at UK Active’s National Active Training Awards. Dudley Council wanted a video to showcase the great work that Rachael and her fellow trainers are doing across the borough, and to show the benefits that their classes give to those who attend.

Rachael Doyle, nominee for Most Inspiring Physical Activity Professional

The classes focus on functional fitness. These are exercises that simulate everyday movements you use at home, at work or in sport and provide a full body workout. As well as making local people healthier, the classes have also given a career boost for the trainers involved, improving their knowledge of physical training and motivating them to further pursue their careers in this area.

This video was great fun to film. The participants were truly inspiring, giving their all to achieve their fitness goals, which were many and varied. Some just wanted to stay active or recover after an injury, while others were looking to lose weight and a number were in training for events or other sporting activities.

For this project, the aim was to focus on the opportunities available to encourage more people to get involved. We achieved this by filming the wide range of classes, and including information on what is available using on-screen graphics. As well as contributions from those involved, it was important to get plenty of footage of the activities in progress, to capture the movement, energy and fun of the classes.

Functional fitness classes run by Dudley Council involve the local community

Most of all, it’s the editing which gives this video its impact. We’ve timed the cuts with the movements, not leaving any shot to linger on screen too long. We’ve also used funky music with a high tempo to compliment the frequent cuts, all of which gives the video its fast pace. The editor, Jon Nicholas, said he was looking for the video to have an ‘eye tingling’ effect on the viewer, and although there was information to get across, the sequences were chosen for their entertainment value.

Projects such as this from local councils are absolutely vital in the battle to help our NHS cope with the rise in obesity-related illnesses. This isn’t a problem which is going away - quite the opposite - so it’s obvious that we need to increase our provision of low-cost sport and exercise. I hope promoting projects like this will encourage more people to get involved.

Related Posts

Cycling towards a healthier, happier Birmingham

Forging a community is key for sporting success

Tackling the growing problem facing grassroots sports

Author: Sam Willet

Sam Willet gravatar avitar
Sam is a Producer and Client Manager at Ember Television. He has worked in online media since graduating with an MA in Film and TV from the University of Birmingham, and loves a good human interest story. You can contact him at [email protected]
The functional fitness revolution



Marketing is about give and take

Brands need to be able to adjust their marketing strategies according to the kind of people they want to attract. In the age of instant communication, how a brand chooses to communicate with their audience is of paramount importance.


Why should brands be interested in experiential marketing?

With consumer tastes gravitating further towards experiences as opposed to just products, how can marketing follow suit?


How can content curation make your brand valuable?

Getting your message heard amongst the overflow of information online can sometimes feel like a fool's errand. But, through content curation, businesses can find benefits in this surfeit of choice.


How does music play into the distinctive atmosphere of Peaky Blinders?

Music is a big part of the BBC's Peaky Blinders. But how does the show's distinctive sonic identity help to convey its gritty, sinister atmosphere?