This week, additional attention is being given to possible solutions to the global obesity crisis in light of World Obesity Day. Forecasts for 2030 are alarming, and cross-sector collaboration and action are needed. That is why Jims, Colruyt Group’s fitness specialist, and BASO (a Belgian association for the study of obesity) have signed a declaration of commitment to make sport and physical activity in fitness and sports clubs accessible, safe and enjoyable for people with obesity and overweight. This represents a further professionalisation of the path Jims has already taken in collaborating with the healthcare sector. With the key objective of working towards a “healthy weight”, the fitness club is increasingly becoming a place where prevention, rehabilitation and care come together.
On 4 March, it is World Obesity Day. According to a study covering more than two hundred countries, more than half of the world’s adults will be overweight by 2050. In Belgium, this could rise to more than two in three adults1. To take more concrete action to address this issue, relevant partnerships and multidisciplinary knowledge sharing are essential. Jims, Colruyt Group’s fitness specialist, and BASO (Belgian Association for the Study of Obesity) are therefore joining forces. They have signed a declaration of commitment to sustainably support physical activity for people living with obesity or overweight.
Evidence-based support for physical activity for people with obesity
The memorandum signed by Jims, Colruyt Group and BASO aims to establish guidelines and actions that make fitness and sports clubs more accessible, inclusive and attractive for people with overweight and obesity, ensuring that sport and physical activity can take place in an accessible, safe and enjoyable way. Bart Van Der Schueren, President of BASO, explains: “People with overweight or obesity often experience physical, psychological and socio-economic barriers that make it difficult to start and maintain physical activity. These include body shame, fear of stigma and a lack of social support when starting and maintaining physical activity. Physical barriers also include chronic conditions that require special attention during strength and cardio training, and tailored guidance. It is unique that we have now been able to formalise commitments on this topic through cross-sector collaboration.”
Important role for fitness club: more than just a place to exercise
In concrete terms, Jims — the first fitness chain to sign the memorandum — can make a significant difference: doctors and specialists can be relieved of the follow-up relating to physical activity. Colruyt Group’s fitness specialist is thus reaffirming the path already taken with the Move for Health programme (currently in collaboration with eleven hospitals), which allows patients with obesity to continue their rehabilitation in a Jims club close to home. Pieterjan Nuitten, Head of Jims, explains: “The final day of guidance in hospital can immediately become the first day for us as the fitness sector to take over. The traditional image of the fitness club is outdated: it is more than just a place to exercise. It is also an environment for prevention, rehabilitation and care, giving us clear societal relevance. The fact that this memorandum has been co-created with healthcare specialists raises our professional approach to a higher level and sets additional goals for the future.”
From weight loss to weight health
The training and role of coaches in fitness clubs should not be underestimated in this context. “Our role is not only about losing kilos, but about ensuring a long-term ‘healthy weight’. While weight loss is a short-term result, a healthy weight focuses on sustainable strength, mobility, energy and metabolic resilience. For example, GLP-1 medication such as Wegovy can provide a boost for weight loss, but the real gain lies in a healthy weight. That is where Jims wants to make a difference.”
BASO, in turn, commits to providing scientific support and developing guidelines, while exploring opportunities to further integrate with other healthcare initiatives. “We want to create greater public awareness to better understand obesity and highlight the importance of preventive action,” says Bart Van Der Schueren.
Sustainable collaboration across sectors
This partnership fits within Colruyt Group’s health strategy, which the retail group has been actively developing in recent years. Stefan Goethaert, CEO of Colruyt Group, who also signed the memorandum, states: “As a food and health retailer, together with relevant stakeholders, we want to help make health a simple, natural and attractive choice – for customers, employees and society. This initiative fits perfectly within that vision and demonstrates our commitment to playing a meaningful role within the health ecosystem. BASO’s board is an ideal sounding board to test our vision on health and challenge us further.”
Since 2024, Colruyt Group has been the only retailer to be a member of BASO, and this membership has now been renewed. Stefan Goethaert adds: “We strongly believe in the scientific expertise organisations such as BASO bring. Through our BASO membership, we want to help shape policy recommendations within the Belgian Obesity Platform and build connections with other valuable partners in the sector.”
The memorandum can be consulted here: https://www.jims.be/fr/memorandum
1 At this rate, 60% of the world’s population will be living with overweight or obesity by 2050 | VRT NWS: news and https://www.thelancet.com/journals/lanpub/article/PIIS2468-2667(25)00049-0/fulltext
