Transforming a Generation (TAG)

Lifetime in the community

TAG, the charity which specialises in training 18-24 year olds ‘Not in Education, Employment  or Training’ (NEETs), has a goal to help 1,800 young people achieve a level 2 REPs recognised qualification, as well as employment in the health and fitness industry.

Following the success of the recent TAG pilot, Lifetime has now been chosen to be a partner, along with the National Skills Academy for Sport and Active Leisure, for the official programme roll-out which has attracted £11.7 million funding for training and the support of leading operators such as David Lloyd Leisure, DC Leisure, Fitness First, GLL and LA Fitness – an initiative which Lifetime is proud to have developed from the outset and be part of going forward.

The six month programmes, which combine academic and work placement training, start in January and will initially launch in ten venues: eight of which are in London and two in Birmingham. And by the end of 2010 there will be 34 training venues nationwide!

Every student will be assigned a dedicated mentor, whose responsibility also includes the development of tailored 24-month Personal Development Plan for each student and ensure it is achieved.

If creating a new generation of talented sports coaches, administrators and community health workers fits with your business’ ethos or as a tutor you want to inspire and transform the lives of our youth and become a mentor for the programme, then please get in touch.

TAG facts

TAG is an original new concept, developed specifically for 18-24 year olds who are not in employment, education or training (NEET) and who have limited professional (and therefore lifestyle) opportunities.

• It is not just a training course, or a job club, but is designed to provide this community with the skills to be successful at work, help them embark on a career not just secure a job and educate them to help them make profound decisions about their lifestyle, values and role in society.
• TAG was set up in 2008 by the philanthropist Fred Turok who is also Chairman of one of Britain's leading health and fitness chains LA Fitness and the fitness trade body, the Fitness Industry Association (FIA).

The other members of the group responsible for creating and implementing the TAG programme include:

• Shaun Bailey, founder of the charity My Generation.
• Heather Frankham, CEO, Lifetime, leading fitness training provider.
• Stephen Studd, Group Chief Executive Officer, Skills Active the Sector Skills Council for Active Leisure and Learning.

It's objectives are to:

• Help young people who face limited prospects of even securing a job, have a career and lead fulfilling and productive lives
• secure jobs for at least 50% of TAG graduates.
• Ensure every graduate achieves a Level 2 Fitness Instructor qualification and has an exit strategy which will leverage their
• Open 100 TAG centres within 5 years.
• TAG's intensive six month programme focuses on preparing young people for work by combining modules on core business skills with academic work, practical training and three work placements - including a two week placement overseas.
• The programme content also includes modules on lifestyle, health and well-being issues as well as exposure to communities which experience profound socio-economic and opportunities depravation - e.g. a township in South Africa.
• The purpose of this element of the programme is to help put the TAG students own lives in perspective and provide them with an opportunity to live and experience another culture and another way of life.
• Every student has a two-year Personal Development Plan which is managed by a dedicated mentor who works with him/her for the entire period.
• The Pilot was launched in London in September 2008 with three further TAG Centres scheduled to be opened in London within 12 months.