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



How to turn good content into good SEO?

As complex and technical as SEO may seem, the creative skillset of content marketers puts them in a good position when it comes to addressing the fundamentals.


Case study: Shining a spotlight on Applied Theatre at BCU

When promoting the Royal Birmingham Conservatoire's course in Applied Theatre, we had the creative challenge of showing prospective students a different side to the world of theatre.


What role does music have to play in marketing?

It may not communicate your brands message as directly as writing or visual flair, but music can give life to your brand and its content.


How to attract followers for your LinkedIn company page

7 ways to get followers for your LinkedIn company page - sharing engaging content is perhaps the most important step, but there's more you can do.