Fit Futures

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Fit Futures Confidentiality Agreement

The reader of this Business Plan acknowledges that the information provided is confidential; therefore, the reader agrees not to disclose it without the express written permission of Fit Futures.

This business plan has been submitted in a confidential basis solely for the benefit of selected, highly qualified investors in connection with private placement of the above securities.

It is acknowledged by the reader that information to be furnished in this business plan is in all respects confidential in nature, other than information that is in the public domain through other means.

This publication cannot be lent, sold or circulated in part or whole, by means without the publisher’s prior consent.

Thanking You

Fit Futures

Fit Futures

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Table of Contents
Table of Contents ............................................................................................ 3 List of Tables ................................................................................................... 5 List of Figures .................................................................................................. 5 Section 1 Executive Summary................................................................ 6

1.1 Description of the Business ................................................................... 6 1.2 The opportunity and Strategy ................................................................ 9 1.3 DCU Case Study ................................................................................. 10 1.4 Advantages of the Service ................................................................... 11 1.5 Funding Requirements ........................................................................ 11 1.6 Financial Projections............................................................................ 11 Section 2 Company Description .............................................................. 11

2.1 Fit Futures Objectives .......................................................................... 12 2.2 Background to its development............................................................ 13 2.3 Reasons why it’s needed ..................................................................... 14 Section 3 Market Analysis ................................................................. 16

3.1 Size of the Target Market .................................................................... 16 3.2 Market Segmentation........................................................................... 17 3.3 Profile of teenage Participant ............................................................... 18 3.5 Total market valuation ......................................................................... 19 3.6 Pricing strategy .................................................................................... 19 3.7 Economic climate................................................................................. 21 Profile of competitors ................................................................................. 22 3.8 New technologies or systems .............................................................. 24 3.9 Unique features ................................................................................... 24

Fit Futures

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Section 4 Marketing strategy ................................................................... 25 4.1 Professional contacts........................................................................... 25 4.2 Sales strategy ...................................................................................... 26 4.3 Social media ........................................................................................ 27 4.4 Marketing and communication strategy ............................................... 27 Section 5 Staffing and Operations ......................................................... 28

5.1 Location ............................................................................................... 28 5.2 Staffing ................................................................................................ 28 5.3 Staff induction Guidelines .................................................................... 29 5.4 Camper Guidelines .............................................................................. 29 Section 6 Financial Information ............................................................... 31

6.1 Funding................................................................................................ 31 Table 6: 12 month cash flow 2013 ............................................................. 33 Table 7: 12 month cash flow 2014 ............................................................. 34 Table 8: 12 month cash flow 2015 ............................................................. 35 Table 9: Trading and profit/ loss account 2013 .......................................... 36 Table 10: Trading and Profit/ loss account 2014 ....................................... 37 Table 11: Trading and profit/ loss account 2015 ........................................ 38 Table 12: Balance sheet 2013....................................................................... 39 Table 13: Balance Sheet 2014 .................................................................. 40 Table 14: Balance sheet 2015 ................................................................... 41 Section 7 Critical Risks and Assumptions ................................................... 42 S.W.O.T Analysis....................................................................................... 43 Bibliography .................................................................................................. 45

..? 33 Table 6: 12 month cash flow 2015?????????????????.. 36 Table 11: Trading and profit/ loss account 2015???????????..22 Figure 5: Target groups?????????????????????? 26 .? 32 Table 5: 12 month cash flow 2014????????????????.?..Fit Futures 5 List of Tables Table 1: Financial summary???????????????????? 10 Table 2: Typical camp day????????????????????.?? 12 Figure 2: Illustrates complication of childhood obesity??????.. 33 Table 8: Trading and Profit/ loss account 2014???????????? 34 Table 9: Trading and profit/ loss account 2015???????????? 35 Table 10: Trading and Profit/ loss account 2014???????????.. 14 Table 3: Costing to run a camp?????????????????... 20 Table 4: 12 month cash flow 2013????????????????..??. 32 Table 7: Trading and profit/ loss account 2013???????????. 17 Figure 3: Profile of competitors??????????????????. 37 Table 13: Balance Sheet 2014?????????????????. 21 Figure 4: Direct competitors????????????????????..? 39 Table 14: Balance sheet 2015??????????????????? 40 List of Figures Figure 1: Model of Fit Futures services?????????????.

Fit Futures 6 Section 1 Executive Summary 1. with increased self-efficacy and equipped with important skills on nutrition. The first phase of Fit Futures entails a mobile two day programme for transition year students in secondary schools around Ireland. health and fitness to implement into their day to day life. and reduce the level of harm related to overweight and obesity. This two day programme will include all aspects of the Fit Futures camp. supplying the participants with interactive workshops. Fit Futures hopes to achieve this by creating a sustainable environment that supports and promotes a physically active lifestyle and a healthy diet which can be transferred to the home.1 Description of the Business This proposed business plan is for a residential summer camp that will ultimately deal with the prevalent obesity levels of youth in Ireland aged 13 to 17. The aim of the camp will be to empower teenagers and their families to make healthy choices. Fit Futures hopes participants will leave gaining a broader knowledge. It will also examine the need for the service and allow sufficient time to develop an effective camp programme to a high quality assured standard. it is about what you gain. Participants of any size or shape are welcome to participate in a Fit Futures programme. The camp will also be open to a wider audience including participants from Europe and even teens from the US. This will allow Fit Futures to create awareness of the programme throughout Ireland. At Fit Futures the focus is not on what you lose. a lot of food for thought and access to more information on the Fit Future’s website. Day one will consist of learning actively with workshops on .

where they’re already spending 40% of the countries budget on public healthcare. instead of dealing with complications that accompany obesity down the road. By completing this programme Fit Futures will not only impact these teens but the enthusiasm and creative ideas implemented by the transition year students will spread throughout their school and possibly community.” As a country we must work on prevention and reducing these overweight and obesity levels. . Day two of the programme is the action day where students are given creative freedom and the opportunity to implement what they have learned in their secondary school or community. and this is just the start of the epidemic.Fit Futures 7 nutrition. There is a serious problem in Ireland with rising levels of obesity amongst teens. This task gives the students independence and confidence to manage and lead their own ideas with guidance and direction from their Fit Futures mentor. Dr Maurice Larocque. “No developed country will have such a budget. Ireland has similar overweight and obesity figures to Canada. Irish teens for the first time in history will have a shorter lifespan than their parents. This is the crucial reason why a camp of this nature is needed. At the moment Ireland does not provide a residential health and fitness service for teens to improve their lifestyle. Dr. according to obesity expert. Up to 327.000 children are either obese or overweight and experts have warned that Ireland is heading for a US-style epidemic where 33% of children have weight problems. health and keeping active. Maurice warns that publicly-funded healthcare systems like Ireland’s will not be able to pay for care of these young people in years to come.

The after care for the programme will involve an interactive online service for participants. become healthy. involving the family unit. change their lifestyle and also will be a great place to meet friends and just have fun. . helping to reduce stress and anxiety.Fit Futures 8 Fit futures camp will give the campers an opportunity to lose weight if needed. nutrition and exercise all through the means of therapeutic recreation. with the goal to improve physical. Also mid-term camps will be run to help motivate teens along their journey and provide them with another week packed full of fun workshops and adventures. confidence. Therapeutic Recreation is any programme that provides recreational activities and treatments to individuals. mental and emotional wellbeing. parents and siblings will have a large part in communication with the programme and would be encouraged to attend family weekend workshops. Fit Futures will work on every aspect of the participant’s lifestyle. working on self-esteem. As obesity is a family dynamic.

from how to prepare and cook a meal.Fit Futures 9 1. From my research there is an opportunity for the camp to thrive as obesity levels continue to rise in young people in Ireland and something needs to be done to combat this. to learning about how to stay active in the natural and urban environment around us. or experiencing Irish heritage. Participants from Ireland will be targeted within the first two years then hopefully Fit Futures can broaden its target market. Teens from Europe and the United States will be targeted in 2015 as there is a large number of teens travelling to Ireland for camps in relation to learning English. diabetic. Parents can put their mind at ease. that being broadening participant’s knowledge of health. This summer camp will also be open to children with different dietary needs such as celiac. Fit Futures camp will provide something unique by embracing different diversities and cultures offering everything other camps in the Irish market do. nutrition and fitness. gluten intolerant and many more. knowing that we will focus on consumption of the right foods and make sure their child is healthy and safe at all times. The camp will give teenagers independence. teaching them various life skills. . fitness and wellbeing. picking vegetables from the camp vegetable plot and incorporating them into a lovely nutritious meal. but with an added crucial element.2 The opportunity and Strategy Fit Futures residential summer camp is projected to open its doors to the world in 2013. increasing their self-efficacy. lactose intolerant. There is an immense opportunity in the Irish market as there is no other residential summer camp in Ireland catering towards wellbeing.

The fact that Fit Futures camp is residential will make it much more effective than an intensive day camp approach.Fit Futures 10 1. Reasons for cancellation of the programme may have included lack of interest due to no advertising or promotional strategy or lack of enthusiasm and appeal to teenagers.3 DCU Case Study In 2006 the first four week weight loss programme based in Dublin City University was aimed to tackle obesity among a group of 30 participants. The four-week DCU day camp was to include rigorous 12-hour days in which the teenagers had three exercise sessions of 40 minutes and lessons on nutrition on the college campus. Fit futures understand there are a number of causes of an individual becoming overweight or obese and I aim to examine all aspects through therapeutic recreation to improve the individual’s health. which many other weight loss targeted schemes are missing out on. it will have a camp fun environment. This was the first initiative of its kind in Ireland but from research I have found out that it never went ahead due to lack of numbers. . Children will be supervised and the programme will not just target fitness and nutrition.

929 €18.5 Funding Requirements Fit Futures has researched the possibility of seeking a loan of €30.000 repayable over 3 years.Fit Futures 11 1.060 Year 2 Year 3 .4 Advantages of the Service I am confident that if Fit Futures services are introduced to the Irish market the rising numbers of obese and overweight teens in Ireland will halt or decline.705 Net Profit €2. At the moment personal investment will be €15. children and their families can gain the knowledge and tools to help them improve their lifestyle.091 Net Margin 1% Table 1: Financial summary 4% 5% €10.281 €13. the HSE and other possible government funding opportunities. Fit Futures will support families to make realistic changes in their life.969 €307.000 and I am researching many different funding options.087 Bank €3. I want to inspire families to take action now and get fit for the future.767 €13.6 Financial Projections Summary of analysis on financial Statement Year 1 Sales €203. 1. little changes that will make a big difference in the long run. I have not included the Fit Futures Mobile Programme Financial information in this Business Plan as start-up costs will be minimal and pricing strategy will have to be discussed with the Department of Education.060 €307. 1. With the support and guidance of Fit Futures.

Fit Futures hopes to make long term changes for its participants. This programme will be mobile and run in schools around Ireland to introduce the concepts of improving one’s lifestyle with small realistic changes one can implement at home. While at camp. there is also an option to avail of two additional week long mid-term camps also. Another element to elaborate on is the Fit Futures Transition year programme. Teenagers will stay at camp for three weeks during the summer.Fit Futures 12 Section 2 Company Description 2. Fit Futures believes in ongoing support and after care with. The participants and their families will be encouraged to attend family workshops either at camp or in the community to address maintaining the participant’s new green and sustainable healthy lifestyle. therefore Fit Futures does not finish after the 3 week summer camp programme.1 Fit Futures Objectives Fit Futures will cater for teens 13-17 years of age. therefore it will also offer support through an interactive website that provides information such as menu . health and fitness. participants will be involved in workshops on nutrition. and a variety of fun activities. whilst physically exerting themselves through outdoor sports. Prior to camp. Fit Futures objective is to increase each participant’s confidence towards making the right choices in terms of nutrition. participants will undergo a medical check in order to make sure they are healthy enough to undergo a lifestyle change in terms of diet and exercise. exercise. field sports.

Sinéad Kelly has a vast amount of experience working with groups in the outdoors. fitness and nutrition tips and much more. Sinéad is very passionate about working with Therapeutic Recreation camps such as Hole in the Wall Association of Camps. Barretstown camp.Fit Futures 13 plans.g. After completing an Honours Degree in Outdoor Education and Leisure Sinéad will further her qualifications by completing a part time nutrition and personal training course. Sinéad Kelly has recently won the . Model of the Services Fit Futures aims to provide Fit Futures Fit Futures Residential Camp Mobile Transition year programme Fit Futures Family Workshops Fit Futures Interactive Website Figure 1: Model of Fit Futures services 2. forums for participants and their families.2 Background to its development The founder of fit futures. These experiences have allowed Sinéad to witness first-hand the positive impact therapeutic recreation camps can have on participants. online support. e. while also working on the Fit Futures business full time.

The closest to this for us would be Outdoor Centres or the Gealtachts. Fit futures programmes are based on reallife solutions. a therapeutic recreation camp that helps rebuild lives affected by childhood cancer. determined and motivated individual. learn new skills and push their limits in new activities. We hope are participants gain the knowledge to make the right choices. there are no gimmicks. Many of the health problems related to being overweight or obese in childhood will appear in the next generation of adults. just activities and workshops that supply the participants with tools to help them get fit for the future. learn how to make realistic goals and take one step at a time in the right direction. take risks.Fit Futures 14 2012 Innovation Awards as part of the Innovation in Business Centre. Americans for centuries have established summer camps with a variety of activities. work as part of a team. Castlebar for her proposed service. who has recently completed a 600 mile solo cycle across the UK to Ireland in aid of Barretstown.3 Reasons why it’s needed The youth of today need the opportunity to learn more about health and fitness in order to improve their lifestyle and gain independence. Sinéad is a very enthusiastic. discovering a lot along the way. I feel that the Irish childhood is lacking what many countries have been providing for years and we have not tapped into this. . Not only are outdoor centres and recreation camps a means of physical activity but they provide the opportunity for children to grow and develop. 2. The camp environment offers individuals the chance to be equal and the opportunity to face challenges directly. Fit Futures.

dance.Fit Futures 15 2. cycle or yoga.studio session. dance. 9pm Onwards Bedtime depending on age.Learn what is in the food we put into your body. Activity session 1.Tennis.healthy warm meal. Activity session 3. talent variety show. All camp fun evening activity such as ceili. 11:30am 12:30 2-3pm 3-3:30pm 3:30-4:30pm 4:30pm 6-7pm 7pm Activity session 2.adventure sports activities. run. swimming. rounders.healthy nutritious warm meal. fashion show.aerobics.treasure hunt. Table 2: A typical day at camp . well balanced. how to choose healthy alternatives and how to cook nutritious meals in a fun interactive workshop. Camp Tournament Dinner . Lunch Break. Break. Breakfast: Healthy nutritious low calorie breakfast provided by camp. Lifestyle Workshop. Field sports. boxercise or Pilates. arts and crafts. followed by chill out time. canoeing. team activities. or Quiz. drama. canoe.photography.morning walk. paddle boards. All camp activity.4 A typical Day at camp includes Monday 7:30am 9am 9:30am 10:30am Activity Optional early Bird Activity.fruit and water Your choice activity.

4 billion. With the growth of the business Fit Futures will hopefully also target Europe and potentially the US. a Fit Futures website. Fit Futures will act as a service to treat and prevent obesity in Ireland. I hope to target this market through secondary schools and also parents. this is one in five teenagers. 3. Currently there are over 300. social networking sites. and the use of many more varied marketing strategies in the initial start-up phase.Fit Futures 16 Section 3 Market Analysis The target market for Fit Futures is teenagers ranging in age from 13 to 17 years old. Fit Futures will increase the size of its target market by branching out to target teens in Northern Ireland and the UK in 2015.000 teens in Ireland who are overweight or obese.1 Size of the Target Market The residential camp will target teenagers from 13-17 years of age primarily in Ireland. Costs for treating obesity in Ireland are estimated to be €0. . online advertising. but if participants from other locations show interest they are more than welcome to attend. The above plan is in terms of targeting these areas with advertising and promotional campaigns. with varied methods including promotions on Irish food brands. Fit Futures is opening its camp and other programmes to a large market from the outset as it is not just for overweight teens or teens with obesity. Fit Futures camp will target teens in the republic of Ireland from 2013 onwards.

2 Market Segmentation Fit Futures market segment is primarily teens aged between 13 and 17 years. previously known as Carnegie camp which was the first NHS sponsored weight loss camp in the UK in 2008.Fit Futures 17 This is a niche market that has not been catered for. one organisation alone called Wellsprings has 15 camps across the US and one in the UK where people travel from all over Europe and Ireland to attend. 3. more life which are also the goals for Fit Futures camp. at the moment a residential camp like this does not exist in Ireland. There is a model internationally which seems to be attractive and popular for this age group. more health. I hope to increase teen’s awareness and knowledge of nutrition. . More-Life provides services that aim to give people: more confidence. Ireland’s report. hosting up to 250 campers per camp. more energy and ultimately. health and fitness through Fit Futures Programmes. the National Taskforce on obesity noted that there are higher levels of obesity and overweight amongst Irish adolescent girls than the international average. Other camps researched include More-Life. therefore targeting transition year students in secondary schools will allow Fit Futures to successfully reach its target market. It is evident that there is a lack of services to tackle obesity in youth in Ireland and Fit Futures hopes to create this service.

may have part time job.3 Profile of teenage Participant v Aged 13-17 v In secondary school. v May be Irish or international student. occupies time on social networking sites. high cholesterol. v May choose fast food options and snack more. with little knowledge on nutrition and exercise. v Teen who is becoming more sedentary. v Family lifestyle may be the same as the child’s. watching TV. consuming processed foods and fatty foods. breathing abnormalities and asthma to name a few. playing computer games. v Teens may be at risk to other diseases such as diabetes.Fit Futures 18 3. 3.com Figure 2: Illustrates complication of childhood obesity . but usually dependent on parents.4 Source of picture: http://mhealthinsight.

install new routines and ultimately improve the participant’s lifestyle and knowledge toward health and fitness. 3. health and fitness. posters and with a promotional strategy implemented throughout local communities in Ireland.5 Total market valuation Looking at Fit futures organisation and the nature of the venture. which the government consequently have to intervene and pay for. the Health Service Executive and the internet to target the broad market. The residential camp will be three weeks long in order to change bad habits. 3. It is important to note that a lot of these diseases can be prevented or reversed through a stable change of lifestyle such as participating in the Fit Futures programme as it helps individuals to make lasting physical and mental health changes for the better. Fit Futures residential camp prices its service based on the total cost to provide the service and then adds on a flat profit margin to make it worthwhile to be in business. We will also promote and advertise Fit Futures with the use of brochures.6 Pricing strategy As obesity is a family dynamic the parents and siblings will have a large part in the communication with the programme visiting the camp and completing a family nutrition and fitness workshop allowing parents to support their child at home. the service will be targeted towards education. . the Department of Health and Children. The 3 week residential summer camp will cost a participant €1800. We hope to enter this market through the support of the Department of Education. they are more susceptible to the conditions mentioned on the previous page.Fit Futures 19 When children with obesity become adults.

We will supply participants with 10 half days of outdoor activities over the duration of the camp. The fit Future Counselors will also be trained to run physical activities with campers. Total cost of food for one participant for 3 weeks stay is €300. Fit Futures Personal trainer will also run these workshops. This is known as miscellaneous items in the cash flow. We have worked out that 40% of the cash intake will equal the staff’s wages.) All Camp entertainment and activities These will be run by the Fit Futures camp staff. (€18 per night) Outdoor Activities Outdoor activities will be run by qualified instructors from Petersburg. (cost included above) Additional cost for entertainment materials. €50 €150 (included in wages) €260 €360 Cost €300 .(€26 per ½ day) (outgoing expense to Petersburg staff) Aerobic Activities Aerobic activities will be run by the Fit Futures personal trainer. (Costs for fitness equipment and food identified as miscellaneous items in the cash flow. Health & fitness workshops The Counselors will be trained to run fun nutrition and fitness workshops by a nutritionist and personal trainer in staff induction. (This will include cost for staff and volunteers so these will be added to outgoing daily expenses) Accommodation Accommodation will be included at Petersburg and will work out at €360 per person for 3 weeks.Fit Futures 20 Costing for camper Food Food was priced by Jemange Catering to cost €10 per person per day.

The climate is changing and adults don’t have the money to be sending their children to all these camps. € 1800 €21. technology.7 Economic climate Recent changes in the market include a number of smaller specialised summer camps being run around Ireland related to sports. teens are leaving the camp with changed habits and life skills to implement for the future. There is a decline in interest in these due to lower incomes in families as a result of the recession. Per month = €45 Total cost per camper This cost is based on a small profit margin being added to the cost of running the camp. Fit Futures camp is delivering a service that is needed in Ireland and it will be considered an investment into each child’s future. the Gealtachts and various other disciplines. Fit Futures provides participants with: An opportunity to have the “all camp experience” by living at camp for 3 fun packed weeks.600 €45 Table 3: Costing to run a camp 3. What makes Fit Futures different is parents can be reassured that Fit Futures camp is providing an important and long needed service.Fit Futures 21 Wages for Camp Insurance Wages for all staff for the 3 weeks comes toInsurance to cover all of a Fit Futures camp’s activities has been estimated by keystone Insurance at €500 annually. . so you may ask why would they send their child to this camp? Well Fit Futures offers everything the conventional camp offers but much more at a very reasonable price. art.

Its impact and cost extends to individuals. Outdoor Adventure centres.g. the Health Service Executive. communities.g. Profile of competitors Direct Competitors include summer camps already available in Ireland such as the Gealtachts. families. Obesity is one of the most important public health challenges facing Ireland. and society as a whole.g.Fit Futures 22 Tuition and workshops on nutrition and fitness are included so the participant leaves being able to transfer what they learned into their home life and continue on their new healthy journey. MacDonald camp 3 weeks€1. Colaiste Ui Chadian 3 weeks€900 13-18 years Language lessons Stay with host family Activities & day trips. Killary offers 11 nights = €930 (€85 per day) 3 weeks€1775 10-18 years Activities and Irish lessons through Irish language E. Outdoor Centres Language camps Gaeltachts Culture Camps 8-18 years Non Residential e. Adventure Ireland 3 weeks€2270 Figure 3: Profile of competitors At the moment Ireland does not offer a programme to the public such as Fit Futures. This is a brand new innovative business and a . An interactive website will help individuals achieve high success rates after camp. and English language summer camps for international participants.g. e. or US participants.799 13-18 years Irish culture and adventure camps for US teens E.

These camps have participants attending their programmes from all over Europe. personal training & activities Services under NHS Framework 3 weeks.£4250/ €5097 (€242 per day) More-life Camp 12-24 years Longest running residential weight loss camp in Europe Services are under NHS framework 3 weeks. Other more broad direct competitors include camps in the US and in the UK which are very popular. Wellsprings Camp 11-17 years Weightloss programme Offer nutrition. sports.Fit Futures 23 programme like this is needed to prevent and reduce obesity figures in Ireland at present. Both camps are very successful at present and have been able to branch out to offer a number of different services such as camps for adults and younger children. Wellsprings originating from the US and More-life established itself as a successful camp over 12 years ago.£2566/ €3077 (€150 per day) Figure 4: Direct competitors . but their core profit stands with the teen summer camp programmes as teens have the option to attend up to 9 weeks at camp on their summer holidays. Wellsprings and More life are two examples of these camps.

Fit Futures website will also have a forum for teenagers to offer support to each other. . workout plans and supportive messages to motivate participants. nutrition and fitness tips. Family Weekends will also be held to give parents a possible insight into how to support their child’s healthier change of lifestyle. confidence and much more.8 New technologies or systems Fit futures hopes to down the line also provide a phone application for participants to use after camp as extra support for teens at home.9 Unique features Fit Futures will set itself apart from competitors by having this follow-up programme online and also by hosting mid-term camps during the school year. focusing on health. online support. podcasts and a calendar of events. menu plans. Fit Futures will elevate awareness of the services through promotional strategies and continuous advertising towards the target market. teens. The app will be similar to the website providing recipes. 3. parents and the public. Fit Futures will be the first camp of this nature to deliver activities through the principles of Therapeutic Recreation.Fit Futures 24 3. tips for success. nutrition and fitness to improve the participant’s lifestyle whilst also tackling self-esteem.

the UK’s first weight loss camp to gain an insight into setting up a business like this. .1 Professional contacts On contacting Medical Director Dr Noel McCaffrey who established the DCU programme in 2006. Fit futures camp has been in contact with Professor Paul Gately. I have learned that the camp never took place as there was not enough interest and it hasn’t happened since. Fit Futures has also contacted Petersburg Outdoor Education Centre to propose a business venture of combing efforts. After meeting with Petersburg twice they are very enthusiastic and would like to discuss forming a partnership with Fit futures. It is unsure what measures they took to seek participants. marketing and promotional strategies.Fit Futures 25 Section 4 Marketing strategy 4. Fit Futures is confident that in the past six years. with a rise in obesity levels there is a strong need for this service at present and with the correct facilities and camp environment this type of business could thrive with adequate advertising. amenities and utilising the land they have in Clonbur. I have also set up a Fit Futures Focus group survey to gain an insight from parents what they would like their teen to get out of this sort of programme. Clonbur. This partnership means Fit Futures can be run out of Petersburg Outdoor Education Centre. who founded Morelife.

We have also been discussing other possibilities. . Fit Futures has also been communicating with Clinical Psychologist David Coleman. I am hoping to build a structure to house a gymnasium also acting as a hall to host entertainments and activities. David is well known for his programmes on RTE such as Teens in the Wild and Families in Trouble. such as David working with the Fit Futures team at the development stage. 4. teenagers and their families.2 Sales strategy Fit Futures sales strategy includes direct advertising. inputting his knowledge and expertise to help develop the programme to a high quality assured standard.Fit Futures 26 Petersburg is an ideal location for Fit Futures as it is fifty minutes from Galway and Mayo towns. Petersburg area consists of 18 acres with a further 16 acres of an island with an obstacle course on it. Fit Futures hopes to connect with sport partnerships such as Mayo Sport Partnership and local sports and fitness clubs. Fit Futures Website. He has always specialised in working with children. Online marketing and also advertising through sponsorships with healthy eating brands. Fit Futures is also investigating a marketing opportunity through teen magazines. As Fit Futures service will be a therapeutic recreation camp it would be very beneficial to have someone like David Coleman act as Fit Futures Brand Ambassador and front the advertising campaign.

Hopefully fit futures can change these projections for Ireland through raising awareness of the need for pro-action to eradicate the figures of obesity through the various methods mentioned previously (online. supermarkets places along their daily routines. 4.dailymail.co. Fit Futures also plans to target the public as I will be looking for volunteer Counselors for the camps.Fit Futures 27 One advertising option would be to offer free consultancy in teen magazines or a chance to win membership to Fit Futures for a year online and participation at camp. brochures and posters). Target Teens Figure 5: Target groups Target Parents Target Public . 4. leaflets. advertising what the camp is all about and a link to the web page. in doctor surgeries.4 Marketing and communication strategy The camp is about re-education and an attempt to stem the growing tide of childhood obesity.uk). Fit Futures will target teens by also targeting their parents. post offices.3 Social media Fit Futures will have an interactive website and Facebook page. It is predicted that two-thirds of children will be overweight or obese by 2050 (www. The Facebook page will also be open to questions and comments from parents and teens about Fit Futures and it will also act as a forum.

the team will consist of me. as a nutritionist and kitchen staff will be working with Fit Futures.Fit Futures 28 Section 5 5.2 Staffing Camps similar to Fit Futures in the UK tend to operate on a skeleton staff of permanent employees. I would be able to offer substantial investment for Petersburg by the possible construction of an aesthetically and environmentally pleasing outdoor structure with a gymnasium. use of outdoor amenities and adventure activities throughout the camp. While camp is not in . its beautiful location and its potential in terms of space to work with. Staffing and Operations 5. nutritionists. chefs and. As I have mentioned in the previous section I have been in contact with outdoor centres in the hopes of forming a partnership in order to cut start-up costs down and share resources making it a mutual beneficial partnership. we would also be requesting accommodation for the courses. Petersburg OEC looks to be a potential location due to its broad range of amenities.1 Location Most fit camp operators rent premises. For start-up. programme developer and instructor for the mobile programme and camp. in most cases fewer than five. Sinéad Kelly being the main fitness instructor. activities and workshops to the public and a mobile service around the country. and hire fitness trainers. in some cases. The camp business will begin small and hopefully over the years grow to a larger camp system providing more support. alternative therapists on a freelance basis which is what I intend to do. Fit Futures camp would be looking for use of kitchen facilities. typically old stately homes surrounded by rolling hills. rock wall and studio.

While camp is in session instructors will also have secretarial duties to cut down the costs of hiring two people. therefore there will be an overlap of duties to start off until the business gets off the ground. On site we will provide manual handling. Activity Leaders will have first aid and will be able to deal with any minor injuries on camp and also responsible for writing up an incident form which is explained in the Normal Operating Procedures for staff in training. for which they will collect from the nursing office on site. . a participant will need to complete a medical check with their local doctor to ensure they are physically well enough to undergo a change in diet and exercise.4 Camper Guidelines On applying for camp. 5. Parents or Guardians will also have to complete a consent form for the participant. 5. The nurse will be required for the first and last day in checking in and out medication to parents and then be on call for the rest of camp.Fit Futures 29 session I will work on administration and marketing. nutrition training and therapeutic recreation training. guidelines for sport leaders and counselors.3 Staff induction Guidelines All staff and volunteers at Fit Futures will be required to complete a garda vetting background check. On arriving at camp they will check in their medication and staff will note what times they need to take them. They will also need to note any prescriptions they have and attain the prescribed amount for the period at camp. child protection.

families. I shall be truthful and fair in enrolling campers and in my relationship with participants and staff.) recognise and support the concept that a Camp is necessarily a total community within society. respect and will be responsive to the rich human diversity of our campers. I shall be truthful and fair in representing Fit Futures by whatever medium of communication. Fit Futures Camp Director . 9. with significant impact upon its inhabitant’s capacity to learn. In addition. 5. 8. or evaluations. b. I shall provide each staff member with a written job description and contract including period and terms of employment. 4. staff. payment schedules. staff and volunteers. 7. I shall inform parents/guardians of my procedures for promptly notifying them in the event that their child is hospitalised or suffers accidental illness. 3. 10. should it be clear that the child is not benefiting from the camp experience. each member shall also require persons assuming this responsibility in Fit Futures camps to also subscribe to the Code below. together with a clearly stated refund policy.) accept. dates of arrival and departure. In recognising this concept each member of Fit Futures subscribes to this Code. I shall promptly consult with parents or guardians as to the advisability of removing a child from camp. I shall strive to be responsive and sensitive to the local community influenced by the presence of Fit Futures. and others. grow. discounts. vendors. 1.5 Fit Futures Code of Ethics The members of Fit Futures organisation: a. I shall provide a written enrolment policy for all camper applications including fees. I shall abide by this Code of Ethics of the Fit Futures Organisation. develop. 6. 2. assimilate values and relate to other persons and to the earth. observations. I shall maintain in professional confidence camper and staff information. since the organisation has determined that the Camp Director is the primary person responsible for actual camping practices. create. with the procedures for the resolution of any disputes under such Code and with any final decision under such procedures.Fit Futures 30 5. I shall honour my financial commitments to parents.

Financial Information Fit Futures is interested in setting up a relationship with the HSE to form a link with already existing schemes and programmes in communities around Ireland such as the Fit for Life scheme which is a wide range of services that provides exercise and fitness programmes to adults in Ireland. the Department of Education and the Department of Health and Children will also help with implementation of the programmes into secondary schools.Fit Futures 31 Section 6 6. Businesses or families could also sponsor a participant as the cost of camp may be in the region of €1800 with after care. A possibility for fit futures is to seek government funding. . Fit Futures will also be in contact with the Department of Education. Having a link with the HSE. Fit Futures is looking into sponsorship with local communities to send participants to camp such as through An Post or by offering scholarships. I also hope to form a link with the Health Service Executive to try and get medical-card holders onto the programme to prevent having to deal with spiralling numbers of obese adults being treated through the health care system. Health and Children to set up the transition year programme for implementation in Secondary Schools by September 2012. Hopefully in the future we will be able to establish some sort of grant foundation for families that would benefit greatly through this service but are not in a financial position to send their teen to camp.1 Funding Seeking funding such as targeting business angels is the next step for this venture.

Fit Futures once up and running also hopes to apply for the Social Entrepreneur Programme which offers participants mentoring and potential investment of up to €200. the Trading Profit and Loss Accounts and also the Balance Sheets for years 2013 to 2015.Fit Futures 32 Fit Futures is also eligible to apply for Leader Funding which I am in the process of applying for. I have also applied for various entrepreneur awards in the hopes of gaining access to funding and further business mentoring. . In the following Pages you will find the Cash Flows for 2013 to 2015.00 funding. These awards include the Think outside the Box Awards and the GMIT student enterprise awards.

000 54.800 20 30 30 30 30 30 30 20 20 20 20 20 300 300 300 300 300 300 10.091 Loyalty Rew ard Gross w ages (exact w ithdraw al) Payroll expenses (taxes.000 5.440 30.314 1. etc.442 5.440 0 0 248.000 0 0 0 0 0 0 54.664 1.314 -1.398 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec -1.400 20 30 50 300 1.314 1.200 800 -2.000 Loan 30.200 200 53.314 4.314 -859 -1.330 1.400 13.199 Miscellaneous items SUBTOTAL 15.836 1.310 Repairs & maintenance Advertising 719 Table 6: 12 month cash flow 2013 Fit Futures Car.176 185 81.314 1.314 -1.705 278.383 -201 5.825 0 0 0 0 54.600 40.398 Opening Balance 0 Net cashflow 4.314 1.314 -2.664 -1.314 1.780 1.000 TOTAL CASH RECEIPTS 45.200 200 53.084 -1.800 0 0 0 0 1.602 Cash & Bank Position (end of m onth) 4.000 964 9.314 800 800 800 -427 5.176 185 12.000 54.310 150 150 150 150 150 150 150 1.398 .33 Twelve-month cash flow Fit Futures Resedential Summer Camp 1/13 4.800 7.314 -1.314 1.000 54.600 2.314 -859 N/A 1.314 -1.867 -427 226 -427 -201 N/A 25.314 -1.084 -1.314 1.000 5.373 N/A 53.705 Cash Sales Personal Investment 15.000 30.770 3.770 -1.182 -427 4.867 200 25.152 20 30 20 30 300 2.200 200 5.000 964 9.373 800 -573 N/A 53.314 3.740 24.398 Closing Balance 4.182 N/A 5.664 3.314 -1.200 800 -1.440 30.825 5.104 240 360 500 964 964 964 964 964 964 9.383 -427 2/13 3/13 4/13 5/13 6/13 7/13 8/13 9/13 10/13 11/13 12/13 Total Item EST -427 Fiscal Year Begins: 1/13 Pre-Startup EST Cash & Bank on Hand (beginning of m onth) Jan CASH RECEIPTS 54.314 455 N/A N/A 1.664 4.600 21.050 719 500 300 10.173 N/A 53.398 -1.867 -427 5.482 6.314 -1.000 54.383 5.000 Total Cas h Intake (be fore cash out) 45.314 1.000 54.314 53.) Outdoor Activities Gymnasium Equipment 13.500 964 640 964 11.000 964 640 964 4.705 15.000 54.867 200 1.800 20 30 500 500 300 10.728 Capital purchase (Building) 24.836 1.400 220. delivery & travel Accounting & legal Accomodation Telephone Broadband Insurance 500 Loan repayments Food supply Defibrillator 1.755 -1.755 N/A 1.442 200 5.440 30.570 32.440 5.600 21.200 800 -573 800 226 N/A 5.152 20 30 500 300 5.000 CASH PAID OUT 0 0 0 7.091 N/A 245.874 Ow ners' Withdraw al N/A N/A TOTAL CASH PAID OUT 40.048 2.199 200 1.836 0 0 0 0 21.100 3.926 23.314 455 -1.000 5.825 5.800 20 30 50 300 1.800 7.440 203.614 3.314 -1.874 N/A 1.173 800 -1.

442 200 5.827 5.867 -427 1.000 964 9.442 1.664 -1.664 800 800 800 -427 5.400 299.200 3.219 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec -427 5.383 7.867 200 25.593 N/A 1.222 7.090 54.065 -427 7.219 34 Closing Balance 1.330 1.825 30.440 30.000 54.440 30.152 20 30 20 30 300 3.065 N/A 5.222 0 N/A 5.664 2.664 7.664 5.265 800 8.444 6.664 200 53.383 -1.867 25.593 -1.330 26.219 Opening Balance 3.640 964 964 964 964 964 9.400 20 30 50 300 1.608 240 360 500 964 640 4.664 64.824 10.163 25.000 5.020 -427 12.836 1.060 307.200 200 53.383 -427 2/14 3/14 4/14 5/14 6/14 7/14 8/14 9/14 10/14 11/14 12/14 Fiscal Year Begins: 1/14 Total Ite m EST -427 Pre-Startup EST Cash & Bank on Hand (beginning of m onth) 3.200 200 53.091 Jan CASH RECEIPTS 5.827 -1.664 -1.836 12.091 Net cashf low -1.871 -427 1.000 54.060 0 0 5.800 1.800 300 300 300 300 300 300 10.) Outdoor Activities Gymnasium Equipment Table 7: 12 month cash flow 2014 10.000 2.836 1.800 7.825 0 67.440 23.665 N/A 53.000 54.800 20 30 500 550 500 500 500 300 10.465 800 7.664 N/A N/A 64.265 N/A 53.600 21.664 N/A 299.152 20 30 500 300 5.867 -427 8.664 5.800 719 50 300 1.600 21.200 200 5.281 1.200 800 5.383 -1.090 0 54. etc.048 2.638 N/A 25.440 5.330 N/A 1.000 54.500 9.440 307.000 5.400 11.167 -1.570 47.440 0 0 307.825 67.167 7.560 0 200 5.383 13.000 5.000 54.600 58.867 -427 13.383 1.838 Loyalty Rew ard Gross w ages (exact w ithdraw al) Payroll expenses (taxes.664 2.600 2.867 200 1.200 800 7.Twelve-month cash flow Fit Futures Resedential Summer Camp 1/14 -1.000 54.000 964 9.176 185 12.442 1.090 0 54.219 Capital purchase (Building) Ow ners' Withdraw al N/A N/A TOTAL CASH PAID OUT 1.465 N/A 53.825 5.400 0 150 150 150 150 150 150 150 150 150 150 150 150 1.500 964 640 964 11.825 0 67.020 N/A 5.330 -1.048 2.800 7.440 30.442 5.665 800 6.638 5.825 5.176 185 7.800 20 30 50 300 1. delivery & travel Accounting & legal Fit Futures Accomodation Telephone Broadband Insurance 500 Loan repayments Food supply Def ibrillator Miscellaneous items SUBTOTAL 1.871 .444 5.664 12.929 Repairs & maintenance Advertising 719 Car.923 200 200 200 200 1.163 2.176 185 12.200 800 6.060 Cash Sales Personal Investment Loan TOTAL CASH RECEIPTS 0 Total Cas h Available (be fore cas h out) 0 CASH PAID OUT 12.440 30.152 20 30 30 30 30 30 30 20 20 20 20 20 5.836 21.923 2.664 6.952 10.219 Cash & Bank Pos ition (e nd of m onth) -1.000 122.000 964 640 964 4.440 5.167 5.440 30.

570 47.664 800 800 800 -427 5.476 5.400 299.836 0 21.640 964 964 964 964 964 9.767 N/A 299. etc.903 -427 15.176 185 0 0 12.219 Cash & Bank Position (end of m onth) -1.090 0 54.000 964 9.600 2.664 -1.560 0 200 5.836 1.929 Jan CASH RECEIPTS 5.476 N/A 25.000 54.383 -427 3/15 4/15 5/15 6/15 7/15 8/15 9/15 10/15 11/15 12/15 Fiscal Year Begins: 1/15 Pre-Startup EST -1.867 -427 20.440 30.440 0 0 307.330 1.090 0 54.200 200 53.152 20 30 30 30 30 30 20 20 20 20 20 30 5.825 0 67.923 200 200 200 200 1.090 54.152 20 30 20 30 300 3.867 25.400 11.504 800 14.000 5.) Outdoor Activities Gymnasium Equipment Repairs & maintenance Advertising 719 Fit Futures Table 8: 12 month cash flow 2015 Car.825 67.800 20 30 500 300 10.903 N/A 5.859 -427 20.710 .664 -1.200 800 13.867 200 25.664 200 53.432 -1.664 2.167 13.304 N/A 53.219 1/15 Total Item EST -427 Cash & Bank on Hand (beginning of m onth) 10.664 15.440 30.219 Closing Balance 9.500 964 640 964 11.824 10.35 Twelve-month cash flow Fit Futures Resedential Summer Camp 2/15 -427 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 5.442 200 5.442 5.000 54.222 0 N/A 5.800 7.923 2.222 7.608 240 360 500 964 640 4.825 5.168 -1.383 15.800 719 50 300 1.800 300 300 300 300 300 500 550 500 500 300 10.825 30.000 964 9.664 13.440 5.836 12.800 7.000 122.000 2.400 20 30 50 300 1.440 30.664 18.664 20.859 N/A 5.000 54.001 N/A N/A 64.283 5.440 5.710 -427 9.500 9.838 Loyalty Rew ard Gross w ages (exact w ithdraw al) Payroll expenses (taxes.060 307.000 5.176 185 7. delivery & travel Accounting & legal Accomodation Telephone Broadband Insurance 500 Loan repayments Food supply Def ibrillator Miscellaneous items SUBTOTAL 1.383 14.060 Cash Sales Personal Investment Loan TOTAL CASH RECEIPTS 0 Total Cas h Available (before cash out) 0 CASH PAID OUT 12.440 30.103 N/A 53.867 -427 15.060 0 0 5.000 5.664 64.952 10.600 21.048 2.000 964 640 964 4.383 25.664 -1.664 2.800 20 30 50 300 1.167 -1.152 20 30 500 300 5.440 307.929 Net cashf low -1.000 54.665 9.304 800 15.219 Capital purchase (Building) Ow ners' Withdraw al N/A N/A TOTAL CASH PAID OUT 1.000 54.867 -427 9.442 1.000 54.200 800 14.836 1.400 0 150 150 150 150 150 150 150 150 150 150 150 150 1.383 -1.200 800 15.440 23.432 N/A 1.825 5.442 1.664 13.001 2.200 200 53.825 0 67.600 58.800 1.383 20.504 N/A 53.283 5.867 200 1.200 3.600 21.665 -1.167 15.440 30.048 0 2.281 0 1.664 14.330 0 26.168 N/A 1.103 800 15.219 Opening Balance 10.200 200 5.176 185 12.

400 1.104 240 360 500 1.568 2. delivery & travel Accounting & legal Rent Telephone Broadband Insurance Loan interest Depreciation (Building) Depreciation (Equipment) Miscellaneous items 0 81.902 1.Fit Futures 36 Trading & Profit/Loss account 2013 Sales (Turnover) 203.) Outside services Repairs & maintenance Advertising Car.926 23.705 Cost of sales 32.600 40.050 719 2.100 3.925 Less expenses Loyalty Reward Gross w ages (exact w ithdraw al) Payroll expenses (taxes. etc.482 6.087 1% Total Expense Net profit Table 9: Trading and profit/ loss account 2013 .838 2.400 168.780 Gross profit 170.487 2.

800 719 3.440 23.Fit Futures 37 Trading & Profit/Loss account 2014 Sales (Turnover) 307.219 13.560 Gross profit 259.600 58.321 2.281 4% Total Expense Net profit Table 10: Trading and Profit/ loss account 2014 . etc.060 Cost of sales 47.400 246.400 1.) Outside services Repairs & maintenance Advertising Car.568 2. delivery & travel Accounting & legal Rent Telephone Broadband Insurance Loan interest Depreciation (Building) Depreciation (Equipment) Miscellaneous items 12.239 2.608 240 360 500 1.200 3.500 Less expenses Loyalty Reward Gross w ages (exact w ithdraw al) Payroll expenses (taxes.000 122.824 10.

400 245.969 5% Total Expense Net profit Table 11: Trading and profit/ loss account 2015 .500 Less expenses Loyalty Reward Gross w ages (exact w ithdraw al) Payroll expenses (taxes.608 240 360 500 1.060 Cost of sales 47.531 13. delivery & travel Accounting & legal Rent Telephone Broadband Insurance Loan interest Depreciation (Building) Depreciation (Equipment) Miscellaneous 12.600 58.Fit Futures 38 Trading & Profit/Loss account 2015 Sales (Turnover) 307.015 1857 2. etc.200 3.824 10.000 122.) Outside services Repairs & maintenance Advertising Car.400 1.800 719 3.560 Gross profit 259.440 23.568 2.

387 14.8 11.607 39.091 37.509 2901.998 15.084 Financed by Loan Personal Investment Retained profit 19.4 22.091 Current liabilities 0 3.084 Table 12: Balance sheet 2013 .874 2487.383 Current asset Bank 33.Fit Futures 39 Balance sheet as at 31/12/13 Fixed assests Building Equipment cost acc dep nbv 24.994 3.087 37.000 2.

286 33.Fit Futures 40 Balance sheet as at 31/12/14 Fixed assests Building Equipment cost acc dep nbv 22.929 Current liabilities 0 10.087 13.994 Current asset Bank 29.995 15.281 40.607 2.239 20.363 Financed by Loan Personal Investment Net profit yr1 Net profit yr2 9.434 10.363 Table 13: Balance Sheet 2014 .387 2.929 40.321 9.000 2.148 11.

015 18.148 2.329 Financed by Loan Personal Investment Net profit yr1 Net profit yr2 Net profit yr3 -7 15.133 9.286 1.434 Current asset Bank 25.000 2.087 13.767 44.429 29.969 44.281 13.562 18.767 Current liabilities 0 18.857 7.Fit Futures 41 Balance sheet as at 31/12/15 Fixed assests Building Equipment cost acc dep nbv 20.329 Table 14: Balance sheet 2015 .

Developing on from this is the issue that the camp may be too expensive to start up straight away.e.Fit Futures 42 Section 7 Critical Risks and Assumptions Being very passionate about Fit Futures and the services I hope to offer has led to a number of different elements being incorporated into Fit futures straight away. if there is not enough funding. I have to remember to be realistic and set S. It will be important to be realistic in terms of what Fit Futures service can achieve and I must prioritise what services to introduce now and which elements to hold off on and implement down the line.M. In this case priority will go towards the mobile transition year programme until awareness arises of the benefit of the programme and a capital return on the transition year programme is experienced and can be invested into the camp programme.A. ensuring I cover every angle of each Fit Futures service. I am very optimistic as I am very passionate and confident that this service would have an important and large positive social impact on Ireland. . As Fit Futures is such an innovative idea and I have never ventured into the business world before there may be a lot of hurdles in front of me which I am unaware of.R. I am dedicated and committed to the Business venture and I am fully aware that it may change a number of times in order to be right for the Irish market. This may be a downfall if everything is attempted at the same time and each element is not addressed appropriately.T goals. i.

O.Fit Futures 43 S. Weaknesses v As Fit Futures does not have property or land at the moment the only realistic move is to set up a programme with an already established adventure centre. There is also the possibility of offering the service completely mobile to start with to increase funds and form a link with the HSE or Department of Health and Children.T Analysis Strengths v As the founder of Fit Futures I believe in going the extra mile and providing a service that covers all aspects of wellbeing. Another option is to acquire an estate from NAMA to work from. v Fit Futures will be the only residential summer camp in Ireland of this nature that provides much more than the camp experience.W. I will have the opportunity to win a market share and gain a large customer basis. It may take a while in this economic climate to establish as a successful service. v There is the opportunity to raise people’s awareness and knowledge of health and fitness. . Opportunities v Creating such an innovative business. The recession may be preventing parents spending a large amount of money on a summer camp programme. Threats v Economic downturn and slowdowns in market growth. v There will be high start-up costs for the camp that must be recovered in order to make a profit.

providing potential for growth of the business. Fit Futures is ultimately a service to help people understand the benefits of a healthy life and to educate them in how to achieve this. It is my belief that Fit Futures has proven to be a successful business idea and has a real prospect for the Irish Market. The fact that participants will be saving money in the long run by improving their health. I have learned a lot from generating this business plan and I have gained a much greater understanding of the aspects to setting up a business. and an additional large number of teens becoming health conscious. . I will do everything in my power to make this business work and to really help all those willing to attend in order to improve their health. There is no other business in Ireland providing the same service. It is evident from the cash flow documents that there is no owner’s withdrawal showing that this company is simply here to help and provide a service that is not available in Ireland at the moment. Fit Futures will strive to educate the campers so they can continue to live a healthy life outside of camp. creating a unique target market. Fit futures target market is growing with more and more teens becoming overweight or obese. lowering future health bills means that Fit Futures camps will be a solid investment for all who attend.Fit Futures 44 On reflection after examining the SWOT analysis. with the support of the online service. it is evident that there is potential for this type of business in Ireland.

www. the Journal of Nutrition..schools.ie . Take One Small Step for Children’s Diet.co. . Weight and Health 2008. C.com . N. Blackwell Publishing.net .education.com . et al.ie . No 1. B et al.iuna.www. Comiskey. Health Service executive. 2005 Preventing diabetes and obesity in American Indian communities: the potential of environmental interventions. Sari.www. British Journal of Nursing. . .com . Available at http://www.www.getirelandactive.davidcoleman. Vol 18. Community and International Nutrition.ww.The National Dairy Council.publichealth.Holt. 2004.irishexaminer.www.Irish Universities Nutrition alliance (2008).Saksvig.Fit Futures 45 Bibliography . Vol 135.uk .ie .healthiergeneration.www..more-life.www...www. No 10.. National Teens Food Survey.Barron.ie .ie .Framework for action on obesity.dohc. Children’s perceptions of attending a residential weight-loss camp in the UK.http://mhealthinsight.com ..org . Prevalence rates and comparisons of obesity levels in Ireland. C. . 2009.hse.wellsprings.irishsportscouncil. J. available at www.ie .

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