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Shimano takes lead in global physical inactivity crisis


Shimano has joined some of the biggest and most iconic sporting goods companies in the world to support a call for urgent action to tackle the growing physical inactivity crisis.

New data from the World Health Organisation (WHO) reveals that physical inactivity levels have reached an all-time high with 31% of adults across the globe not meeting the recommended levels of physical activity – just 150 minutes of moderate exercise a week.

Shimano, the owner of fishing and bicycle manufacturing brands, along with Decathlon – the world’s largest sports retailer and owner of the Caperlan fishing brand – has joined forces with the likes of industry super giants Nike, ASICS, Under Armour, Adidas and PUMA to support a call for urgent action to tackle the crisis.

The sporting goods and fitness industries are working hard to tackle physical inactivity through a four-point action plan and targeted community level interventions.

Shimano President Taizo Shimano (below) said: “In today’s global society, physical inactivity has unfortunately increasingly become the norm. The trend among adolescents and adults is a crisis with profound implications for mental and physical health.

“At Shimano our mission is: ‘To promote health and happiness through the enjoyment of nature and the world around us’. This is how people connect with our cycling and fishing components and we are motivated to do all we can to live up to this mission.

“Tackling such a crisis requires every corporation to take responsibility to act positively to impact current and future generations. It requires the sporting goods industry to work together and show our common desire for health and happiness.

“We are grateful to be part of the WHO and proud to share the ambition for positive change with all corporations and organisations involved.”

Barbara Martin Coppola, CEO of Decathlon (below), said: “Physical activity is a major issue for communities right across the globe. Movement can have an indelibly positive impact on people’s wellbeing, both mentally and physically, even if it is only a few minutes a day.

“At Decathlon, we are huge advocates of helping people to incorporate movement into their daily routine for the benefit of not only their individual health, but also for society as a whole. Through our purpose – ‘To move people through the wonders of sport’ – our aim is to build a happier, healthier world by making is easier for people to practice the sports they love in ways that suit them.”


  1. Raise awareness of the crisis because it is not getting sufficient government or media attention and needs a stronger strategic and co-ordinated response from the private sector.
  2. Support people to lead more physically active lives by building on the expertise of the industry in marketing the power of sport and physical activity to the world.
  3. Leveraging the power of major sporting events to raise awareness of the importance of physical activity and deliver community-level initiatives targeting inactive people.
  4. Create partnerships within the business community and across sectors to co-create a new era of workplace health, active travel and physical activity initiatives encouraging employees to engage in active lifestyles.

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