Elevate, the new trade show which aims to unite sectors in tackling physical inactivity, kicks off this morning (4 May) with addresses from a range of high-profile public health figures.

Running from 4-5 May 2016 at London’s Olympia, Elevate is intended to become an annual event which ‘elevates’ the importance of physical activity, showcases the best of the industry and encourages cross-sector collaboration.

The event hopes to directly address the complex societal challenge of physical inactivity and foster solutions by bringing together academia, healthcare, government, the physical activity sector and performance experts.

Starting proceedings this morning, the Chief Medical Officer for England, Dame Sally Davies, is to discuss the key role that physical activity has to play in the public health agenda, while Public Health England’s deputy director for Health and Wellbeing, Justin Varney, will present on the potential of physical activity for prevention and treatment of non-communicable diseases.

The attendance of Davies – the government's most senior health advisor – marks a significant coup for the show organisers and offers encouragement of the increasingly prominent profile that physical activity is being afforded in public health discourse. In addition to Davies’ keynote, Public Health England and Sport England have been confirmed as lead supporters, alongside London Sport and The Institute of Sport, Exercise & Health (ISEH).

Over the course of the two-day show, the thousand-plus attendees will be able to explore a free exhibition and seminar programme featuring hundreds of speakers. The show will consist of seven feature areas, two attractions and roughly 150 exhibitors, with the latest products on show from the likes of Matrix, Precor, Pulse, Cybex, Ziva, Origin, Power Plate, TRX, Octane, Concept 2, Wattbike and many more.

Elevate will run three seminar streams covering Future Performance, Physical Activity for Health and Wellbeing, and Inclusivity Strategies to Increase Participation. Speakers represent a range of organisations including EIS, UK Sport, Intelligent Health, Life Fitness, Macmillan Cancer, Nuffield Health, British Cycling, Technogym, Juniper Research and Transport for London.

As media partner for the event, Leisure Media will be present on both days (at Stand 63) and across the show. Representatives from Leisure Opportunities, Health Club Management and Sports Management will be in attendance – be sure to pop by the stand and say hi.