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British Land turns to ball game to boost shopping centre visitors

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British Land is planning to roll out wallball at its retail and commercial developments to tempt shoppers and office workers to take a little more exercise. Similar to the Spanish pelota vasca and the public school game Eton Fives, the game is being touted as a cheaper and more accessible alternative to trim trails, outdoor gyms and multi-use games cages as planners and public health experts nudge Britain in a less sedentary direction. Government data shows only two-thirds of people in England are physically active, meaning they do at least 150 minutes of moderate exercise a week. The number falls to less than half for children and young people, according to the Office for Health Improvement and Disparities. This week, two wallball courts will open at the Surrey Quays shopping centre in Rotherhithe, south-east London, replacing a car wash. Roger Madelin, the British Land executive in joint charge of the area's £4bn 10-year redevelopment, said walls could be added to other locations if it proved popular. British Land owns shopping centres, including Meadowhall in Sheffield, and office complexes, including Broadgate in the City of London. "In trying to get people active on the streets I am keen to try anything," said Madelin, who believes the game could lure tenants in its office complexes away from their desks and attract families to shopping centres.

The Guardian

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