ABSTRACT
We have recently seen an increasing focus on football as prevention and adjunct to medical treatment. This will arguably result in the development of ‘football for health’ initiatives, holding the potential to attract and activate participants which in many cases are unfamiliar to the game. It is very plausible that the organisation of these will require a different form than ‘traditional’ association football which holds a rather strong focus on skill development and competitive aspects. This chapter scrutinises central issues important to the implementation process of an activity titled Football Fitness realised by local voluntary organised football clubs. Moreover, we discuss future perspectives of the initiative. Shortly, Football Fitness (FF), developed by the Danish Football Association, has a focus on health and enjoyment rather than skills and tactics, and the aim is to promote football as a health-improving, easily accessible, low-cost/sustainable, flexible and fun type of exercise. The target group is primarily adults (25+) of both gender and the clubs can adopt and organise FF in a form they feel suitable. Following our analysis, we argue for strong awareness regarding the cooperation of implementational actors and how the content, including expected outcomes, of a given initiative match the organisational context in which it is to be realised.
