The health and fitness market has grown enormously in recent years. Catalysts include an aging population, an explosive increase in "Western" diseases such as Type 2 diabetes, and growing awareness of health issues among a broad swath of the population. Information technology is taking on a key role here.

This sports connection has developed into a particularly popular platform in the CeBIT Life area under the name Sports & Prevention. It is designed as a B2C event that focuses on user needs and encourages visitors to the broadly based information area in Hall 22 to become physically active. In contrast to the CeBIT Gov Health & Vitality area, the core focus here is on individual experience, with the sports focus highlighted by the "Germany is moving" event and the CeBIT Run.

This marketplace has not only established itself as a draw for consumers and professionals such as fitness center operators, but also attracts growing interest from public authorities, health insurance providers and businesses. Forward-looking decision makers can benefit from significant cost-saving potential with the fitness and ICT duo.

In tight budgetary times, health insurance providers pay more attention to public health issues and invest more in expanding their fitness and prevention options. Companies and public agencies are also looking at employee fitness programs with more interest, mainly as a means to reduce health-related absenteeism, while increasingly difficult employment succession problems spotlight the need to prevent early retirement.

Experts believe that the health and fitness boom is just beginning. In addition to its public health implications, fitness is becoming a key lifestyle factor in terms of supporting quality of life, as indicated by the constantly rising number of fitness center members.

"Sports & Prevention" - a project that moves people with a lasting effect.