Death of the diet day

The majority of British women’s diet and fitness plans for 2008 were long-term lifestyle changes rather than short-term fixes.

Many expected their January health kicks to last for, on average, 78 days – so mid March is when most people fall off the health wagon, suggests PruHealth.

Over two thirds of women planned to embark on a new diet or fitness regime at the start of the year, and half of these see it as a short-term fix. The other half of these dieters sees it as an ongoing, permanent lifestyle change rather than an attempt to quickly lose extra pounds.

Katie Roswell, PruHealth, says: “It is encouraging to see a common move towards a long-term healthy lifestyles, rather than people opting for more short-term fixes, such as unhealthy, fad diet plans. It is also clear how important it is to maintain momentum and motivation to stick to a permanent lifestyle change. We believe it is vital to give our members the incentive they need to make a long-term change to their lifestyle. One of the ways we do this through our partnerships with major gyms that offer discounted gym memberships for customers who go to the gym frequently.”

PruHealth has links with top gyms - Cannons, LA Fitness and Virgin Active - to offer discounted gym memberships for its health insurance policyholders who go to the gym regularly PruHealth members pay an activation fee (£25) and a standard, subsidised fee for the first 3 months. Then, depending on the frequency of gym visits and the particular gym you are a member of, your next three months could start from £0 for standard LA Fitness and Cannons memberships, and typically from £5 to £15 for Virgin Active.

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