ukactive’s annual Flame Conference got underway in Telford today (1 July), with operators and suppliers alike no doubt anxious to discover if they will be the recipient of a coveted Flame Award.

The two-day event kicked off with the now traditional 18-holes at Shifnal Golf Club, followed by the pre-conference reception dinner and a speech from sports scientist and celebrity fitness trainer Professor Greg Whyte.

The business end of proceedings begins tomorrow (2 July) with a packed day of seminars. Keynote speaker Magnus Lindkvist – the world-renowned futurologist – will lead things off by delivering two highly-anticipated morning sessions. Lindkvist will be followed by Green & Black’s co-founder Jo Fairley, rugby legend Will Greenwood and film star Sebastien Foucan in addressing the physical activity community, while a selection of industry experts will also deliver themed breakout sessions.

The highlight for many will be the Flame Ball of Fire on Wednesday night, where 14 Flame Awards - sponsored by Matrix - will be presented to those who have burned brightest in the health and fitness industry over the past 12 months.

Health Club Management will be on hand throughout, live reporting on the latest developments throughout the conference.