Working DraftLast Modified 12/12/2007 01:19:38 Romance Standard TimePrinted 3/20/2007 2:54:52 PM W. Europe Standard Time

From health and sport to technologyFebruary, 2009

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The dilemma of our time: Run or die

Source: Risk factors and public health in Denmark

Men

Women

Work accidentsUnprotected sexTraffic accidents

Lack of help from othersSubstance abuse

OverweightPsychological work overload

Bad family relationsNon work related accidents

Passive smokingWork related sufferingsToo much saturated fat

Lack of fruits and vegetablesHigh blood pressure

Alcohol

SmokingEducation

Physical inactivity

8.0000 4.000 6.0002.000

Yearly number of deaths in Denmark related to risk factors

Obesity is already a huge problem in Denmark

• 1.3 million adult Danes are overweight, and 400,000 of these are obese

• Especially young men aged 16-24 are at risk of becoming obese

• Overweight amongst children have tripled within the latest 25 years

• The yearly cost of overweight in Denmark is high

• At least 2.3 billion in net cost in medication and hospital treatment

• 55,000 admissions to hospitals

• One million visits at general practitioners

• 1.8 days absent from work

• 1,100 cases of early retirement

Source: WHO; National Institution of Public Health

OW: 60%Obese: 22%

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The world gets fat…

Note: Sweden ; 32% overweight in 1989, US: 37% in 1995, UK; 35% in 1982 and 13% in1966 to give a few examples

Source: WHO; BBC news

2005:1.6 billion adults were overweight globallyAt least 400 million of them were obese

2015 projections:2.3 billion adults will be overweight700 million will be obese

OW: 23%Obese: 7%

OW: 44%Obese: 10%

OW: 42%Obese: 9%

OW: 67%Obese: 24%

OW: 52%Obese: 18%

OW: 67%Obese: 19%

OW: 54%Obese: 16%

OW: 66%Obese: 32%

+50% overweight+40-50% overweightOverweight and obese rate for selected countries

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…due to fundamental changes in the world and the consequences aresevere diseases

Source: WHO

Route causes

Consequences

• A global shift in diet towards increased intake of energy-dense foods that are high in fat and sugars but low invitamins, minerals and other micronutrients

• Decreased physical activity due to the increasingly sedentarynature of many forms of work, changing modes oftransportation, and increasing urbanization

• Cardiovascular disease – mainly heart disease and stroke –already the world’s number one cause of death

• Diabetes is a global epidemic projected to grow 50%worldwide in the next 10 years

• Musculoskeletal disorders – especially osteoarthritis• Some cancers (endometrial, breast, and colon)

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Despite this, government initiatives are non-impressive, even in Denmark

Source: Dansk idrætspolitik, Idrættens Analyseinstitut

1849 1903 1938 1945

1970 1984 1985 1991 2004

• Low public involvement

• Danish constitution

• Right to vote

• Forsamlingsfrihed

• Foreningsfrihed

• DIF receives subsidy forthe first time

• Gymnastics andshooting associations(G+S) have receivedsubsidy for many years

• Subsidy:

• DIF (DKK 35,100)

• G+S (DKK 77,120)

• Intense activity inpublic constructionwork of buildings forsport

• Tipsloven (1948)

• Fritidsloven (1954)

• ...but sport is still not atask for the state

• Increasing interest from the State

• Team Danmark (‘76)

• Lokale- og anlægsfonden (‘91)

• Idrættens Forskningsråd (‘96)

• Det Nationale Råd for Folkesundhed (‘01)

• Anti Doping DK (‘05)

• Idrættens Analyseinstitut (‘05)

• The Elite sports act

• Lotto-udvalget

• Folkeoplysningsloven • Revision of TheElite sports act

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Where governments are slow, companies take over

Source: Politiken; Børsen; Novo Nordisk; Vi cykler på arbejde; Dansk Erhverv

Novo Nordisk Novohealth• Easier access to sport and promotion of sports activities• Personal health checks• Healthy food

Healthiest company 2008• 2008 first year• Participation, among others by Nykredit, ATP og Bech-Bruun Dragsted

We bike to work campaign• Primary sponsors; DONG, Novo Nordisk and DSB• 93,901 participants in 2008

CEOs compete in marathons• Bo Rygaard, CEO Rockwool, Anders Colding Friis, CEO, STC, Vagn

Sørensen, Chairman, TDC, Henrik Sjøgreen, CEO, FIH Bank, HeineDalsgaard, CFO, Grundfos and many more

Examples of Danish health related company initiatives

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A strong focus on looks, sex and health in an ever more egofocused society has left its marks

Note: People not doing sports claim lack of time as the primary cause for not being active.The higher the education, the more active you are

Source: The Danes’ Sports Habits 2007

200719981993198719751964

FishingBowling

GolfDancingSpinning

BadmintonSoccerCycling

SwimmingAerobic

Gymnastics

RunningWalking

Fitness

Top 15 sport activities among adultsPer cent

Share of Danish adults doing sports regularlyPer cent

Men

Women

We see different ways of commercially tapping into the health wave

Source: Berlingske; Pressbox.dk; Dansk Atletik; Running26; Falck

Half a million runners set new record

In 2008, Danish Athletics have registered half amillion runners at official Danish runs for the firsttime in the history

Members of fitness centresShare of population in Denmark, CAGR

2007

8%

1990

8

Falck health careNumber of employes, CAGR

2008

112%

2001

Running26

Running26 is one of many companies offeringcoaching and training to lead a healthier life.They work with companies to engage executivesin a training project to reach a specific goal e.g., amarathon or a mountain run

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Historically, technology within the sports industry is somewhat absent

Source: nba.com; iaaf.org; apple.com; audi.com; lg.com; mg.com

1970

’s20

09Major changes in general technology Minor changes in sports

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Today, however, we see a racing take up in technology

Source: Select; Speedo; Politiken

Select iBall

• SELECT has developed an electronic system todetect whether a ball has crossed the goal line ornot

• SELECT iBall is a system based on wirelesscommunication between the ball, the frame of thegoal and a referee receiver.

• Within less than half a second, by means of anencrypted computer signal the referee can deliverhis verdict and the game can continue withoutunnecessary interruption

Speedo swinsuit

• Speedo has developed the world's fastestswimsuit

• Full-length bonded seams, ultrasonicallywelded together, creates low profile silhouetteand reduces skin friction drag

• An ultra-thin membrane precision cut by laserinto panels, then embedded into base of thefabric at strategic points to create "Hydro FormCompression.

• 108 world records and 72 Danish records in2008

Examples of new sports technology

Distance sports

Soccer

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Be aware of the future

Source: Sportandtechnology; Endomondo

Examples of upcoming technology in sports

• On-field communication from manager to player

• Sensor technology to support crucial decisions

• 3 D viewing when you want

• In seat technology

• Robot linesmen

• Wii in Olympic games sports

• Integration of routes and maps on mobile devices

• Virtual training partners

• Mobile based communities

• Injury warning technology

Endomondo is an example of combining life style trends with state of theart mobile technology

Start Endomondo on yourmobile while you exercise.Your workout data is auto-matically uploaded live whileyou exercise

While you are out there, friends canfollow you online. Afterwards, youcan log in to your personal profileand view the track, speed profile etc.

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Sign-up atwww.endomondo.com anddownload the Endotracker toyour mobile

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