I couldn't agree more. I think the messaging has to come from all levels. There are the tax credits, the free pools, but we need messaging coming from everywhere to engage the communities, to motivate people to push their communities to develop those free resources, to energize movement on all levels. Active living is more than just the gym membership.
The messaging has to come from the top and it has to come from the bottom and everybody needs to work together to get Canadians active and recognize what active living is and what it means to be active.