Health and fitness group, LivingWell, has introduced a lower membership fee for key workers in the UK and called for the government to lower VAT on club membership.

The new membership category is an initiative designed to support medical health workers, teachers, ambulance crews, the police and firefighters.

“With adult obesity levels currently running at 22 per cent, the discounted rate is designed to encourage greater participation and awareness of the health benefits that membership can bring to key workers, who are widely perceived as role models for the public,” said LivingWell’s newly-appointed managing director, Patrick Fitzgibbon.

The offer comes on the back of LivingWell’s call for the government to re-examine its policy of charging VAT on health club membership.

“Given the undeniable benefits of exercise to the health of the nation as outlined in the Chief Medical Officer’s report to the government, it’s disappointing that such a positive activity continues to attract VAT,” said Fitzgibbon.

“What is urgently required is a lowering of any barrier to participation in exercise.

“At a time when GPs are ‘prescribing’ fitness, health club membership should have the same zero VAT status as traditional prescriptions. It seems ludicrous to tax exercise only to use those taxes to fund treatment for diseases such as coronary heart disease when prevention is clearly the best for everyone,” he said.

There are currently 100,000 places set aside for key workers to take up at a rate of £25 per month, plus VAT. The places will be available from 1 May at all UK LivingWell clubs. Details: www.livingwell.com