A new partnership between the Fitness Industry Association (FIA) and supermarket chain Asda has been launched in a bid to bring sport and physical activity into the heart of hard-to-reach communities.

Under the banner 'Asda Active: Getting Britain Moving', the new partnership will sponsor 20 large-scale community sporting events taking place in playing fields and green spaces close to Asda stores across the UK.

According to FIA chief executive David Stalker, FIA will use its experience across the physical activity sector to act as the hub for the project - which also includes Sport England and outdoor recreation charity Fields in Trust.

"The new campaign will capitalise on partnership links within the Department of Health's Change Life campaign, as well as working with local authorities to build connections in these communities to make all the events a success," said Stalker.

"Asda is looking to FIA members to provide the activity legacy from this campaign - to support attendees of these community events to stay active afterwards by offering guidance about where they can access affordable local activities and facilities.

"As part of this, FIA members local to the events will be invited to come along and promote affordable offers for their facilities."

The events, which will take place over the summer, are expected to attract around 50,000 people in total. The number of participants will offer the FIA and its partners a unique data capture opportunity before, during and after the events.

As part of this, FIA and Asda will be building up a consumer panel and will be able to share data with FIA members in each catchment area, helping them develop their local community engagement strategies, as well as generating unique insights into the barriers and motivations regarding getting more people, more active, more often.

To read an article written by David Stalker on the initiative, click here for Health Club Management May 2012, p.24

For more information on the scheme, click here to visit www.asda.com