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RIAS partners with National Trust to get Britain walking!

People will be stepping into their walking boots and enjoying spectacular country and coastal walks thanks to a new partnership between over 50s insurer RIAS and the National Trust.

The partnership has been announced as research from RIAS shows that as many as 86 per cent of us are failing to walk the recommended 10,000 steps needed each day to promote a healthy heart and prevent obesity.

RIAS is working in partnership with the National Trust by sponsoring a series of National Trust walking guides, to encourage people to enjoy the huge number of countryside and coastal walks which the National Trust has throughout Britain. The National Trust website will feature a range of downloadable walking guides which will provide invaluable information, maps and directions for those wanting to put their best foot forward and get walking.

Janet Connor, Managing Director of RIAS, said: “With the beautiful walks offered by the National Trust, there are lots of opportunities to clock up the recommended 10,000 steps a day. Our research shows that people are more likely to meet this target if they live in areas of outstanding natural beauty such as the Lake District and the South Downs. Through our sponsorship of the National Trust, we want to show that you’re never far from a beautiful walk wherever you live in England, Wales and Northern Ireland.”

The research revealed:

·Over a third (40%) of people in the 60+ bracket, as well as 35% of those in their 30s or 40s, walk a worrying 10,000 or fewer steps each week, suggesting that work, family and social commitments are being prioritised over health *

·Only 33 per cent of all adults walk the recommended daily distance during a week

RIAS selected the National Trust, which has 3.5 million members and 49,000 volunteers throughout England, Wales and Northern Ireland, due to its relevance to the interests of the over 50s market. As a respected and trusted brand, the National Trust fits well with the RIAS philosophy of offering quality and reassurance to their policyholders.

For more information on the RIAS/National Trust walking initiative visit .

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Editor’s Notes:

The British Heart Foundation advise thirty minutes of moderate-intensity physical activity on five days of the week is the minimum amount needed to promote and maintain health. For many people, more vigorous activity will offer even greater health benefits than moderate activity. During moderate exercise you should be breathing more heavily than normal and feel slightly warmer. (

The NHS also recommends 10,000 steps a day. Research shows that walking 10,000 steps a day will significantly improve health, build stamina and burn excess calories. (

All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 2,026 adults. Fieldwork was undertaken 10-12 September 2007. The figures have been weighted and are representative of all GB adults (aged 18+).
* These figures were calculated from grouping those that walk 5 miles per day or less.

The sponsorship deal is being brokered and managed by Genesis Partnerships.

About RIAS

·RIAS was established in 1992 and is a specialist provider of insurance products for the over 50s age group

·RIAS negotiates with a panel of insurers to secure competitive, value for money products

·RIAS has over 880,000 customers and employs over 1,200 people across two locations - Bournemouth and Belfast

·In July 2007 RIAS’ home insurance contents and buildings policies received four ‘Best Buy’ awards from Which? magazine

RIAS is part of Fortis (Insurance UK), a leading provider of award-winning personal and commercial lines insurance solutions in the UK and the 2007 General Insurer of the Year at the British Insurance Awards. Its customer-centric strategy has been to align its activities to how customers want to buy insurance, based on delivering high-quality products, manufactured at costs better than market norms.

Its unique multi-distribution capability enables Fortis to deliver products face-to-face, by phone (inbound and outbound), over the Internet and via SMS technology. Aligning its business activities with its partners' general insurance strategies enables Fortis to offer end-to-end white label and branded capabilities in product development, marketing, campaign management, sales, fulfilment and award-winning claims management, providing a seamless integration with partner brands.

Insuring in excess of 6.6 million customers and working with a range of partners, Fortis is recognised for delivering consistent and high-quality customer experiences. It employs 2748 people as of 31/03/07 with a head office based in Eastleigh and others in Gloucester, Bournemouth, Stoke-on-Trent and Haywards Heath. In 2006, its profit before tax was £77.5 million and its GWP was 688.3 million.

For more information, contact:

James Bishop/Louise Gough
JBA Public Relations
Tel: 020 8875 5460
Email: or

This press release was distributed by ResponseSource Press Release Wire on behalf of Thinc PR (JBA Public Relations) in the following categories: Health, Leisure & Hobbies, Environment & Nature, for more information visit