The European Health and Fitness Association (EHFA) has rebranded under the new name EuropeActive, as part of a concerted shift towards becoming an EU-level research institute, while maintaining its involvement with policymaking.

This change is part of a larger rebranding effort, meant to expand its field of expertise by covering more of the fitness, physical activity and well-being sector and positioning EuropeActive as the independent European umbrella organisation for the sector.

In addition, there will be a new membership platform launched in the coming weeks, which will serve as a hub for knowledge exchange, where members will be able to share research and focus on translating that into something the fitness sector can understand and absorb.

"We aim to develop a strong brand based on a membership strategy to strengthen the position of the industry and to promote the importance of the role fitness can play in health-enhancing activity," said executive director Nathalie Smeeman.

The rebrand brings it in line with the UK health and fitness industry association ukactive, while the new organisation is also replicating ukactive ambitions and wording in stating it plans to "turn back the tide of inactivity and ensure that more people become more active."

There are also parallels in the way EHFA is expanding the boundaries of the "health and fitness" terms, to allow it to embrace the wider world of movement, healthy nutrition and general well-being, in the same way the UK body did with its name change from FIA in 2012.

EHFA has, among its membership, more than 10,000 facilities, 19 national trade associa­tions, industry leading suppliers, education providers and individuals.

It was founded in 1996 as a not-for-profit organisation to represent the interests of the European health and fitness sector at the EU level. With an office and staff in Brussels since 2007, EHFA has been recognised as the official representative body for the sector.

Keeping the background and system of standards and qualifications, EuropeActive says it will continue its mission to decrease the levels of over-weight, obesity, and inactivity that unavoidably result from current social trends reducing levels of activity.