Locked in a room in the bowels of the cavernous Birmingham NEC, Olympic rower Zac Purchase and Paralympian judo player, Ian Rose take a break from meeting exhibitors and delegates at Leisure Industry Week, to answer questions from regional radio stations across the UK.
 

Zac and Ian, both part of a nationwide launch of a new athlete led initiative to generate funds for their fellow sportsmen and women, sit around a blue table rehearsing the key messages on how the initiative brings benefits to all business, individuals and regional economies. Oh, and don’t forget to plug www.britishathletes.org was the plaintiff plea from their minder for the day

The phone rings...and the interviews begin.
 

But why launch now?
 

Christmas is the answer to that one. It is the primary market for staff rewards and bonuses, also the gift market. We need time to get this established in the minds of all key decision makers. There were of course other reasons.
 

Seeking independent funding and to help the overall cause the British Athlete Commission (BAC) started to investigate alternative solutions. It has taken four months to develop, and from the outset was always envisaged to help achieve these objectives.
 

The athletes message is clear, we are not seeking sponsorship. Instead, the BAC mindful of the recessionary times affecting us all, are providing opportunities for business and individuals to support the athletes at no extra cost.

The launch letter signed by 40 Olympians and Paralympians and sent to 240 business leaders, is seeking consideration of diverting just £25 per employee from existing bonuses, rewards, benefits and perks budgets into a specially commissioned edition of a discount directory.
 

It will mean that every employee in an organisation receives a reward package of a minimum £10,000 worth of offers from restaurants, leisure facilities, tourism attractions and retailers. These discount directories already sell over 100,000 copies a year, and after extensive trials in corporates around the UK undertaken by our partners at Invitation Media, we know it will be popular with employees across the country.
 

The same principle applies to individuals; this initiative is for those sports lovers that already contribute to the £3.2 billion on gift vouchers and cards. Membership packages come complete with an array of discounts, to give people the opportunity to save money whilst supporting the athletes. This is where we can help stimulate economic activity, we are providing distinct free of charge marketing platforms to help

By way of a heartfelt thank you, over 300 elite athletes are on hand to update their supporters with regular features, articles, blogs and the like. It enables athletes to support everyone, but also enable them to focus on achieving their (and our) sporting goals.

So for business and individuals a visit to www.britishathletes.org on the Pledge Your Support page, there are five ways to support the athletes, hey I have just realised that’s one for every ring!

David Cotton: Is not an elite athlete and is unlikely ever to be one, though his golf game is getting slightly better. He is the creator of this concept.