Amping Up Tennis & Fitness
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HEALTH &
FITNESS
2021
Amping Up
PHIT AMERICA
Tennis
& Fitness
For sports industry veteran Jim Baugh, getting
kids healthy has been a lifelong passion, and PHIT
America is helping make it happen.
By Cindy Cantrell
As he approaches the half-century Sports and a board member of the “further driven” by data such as the
mark in the tennis business, Jim USTA and Sports & Fitness Industry UNICEF 2020 Report Card ranking
Baugh has earned the right to reflect Association. U.S. children last in physical health
and appreciate his numerous contri- Baugh’s current passion is “getting among 38 countries and 32nd in skills
butions that have helped revolution- kids healthier and smarter” through and mental wellbeing.
ize the industry. But instead, he deter- PHIT America, a nonprofit organiza- “Our kids are in trouble because
minedly deflects attention and praise tion he founded in 2013 to help spot- people don’t give the proper respect
from the awards adorning his office. light PHIT Act legislation pending in for what physical activity does for the
“It’s plain and simple,” says Baugh, Congress, which will allow Americans body, mind and spirit,” he adds. “We
an inductee of the Sports Industry to use pre-tax medical accounts to pay have to get more Americans active and
Hall of Fame and Tennis Industry for physical activity expenses, such as playing sports. And it starts with P.E.
Hall of Fame, and who was named The tennis and fitness clubs, programs and for schoolchildren.”
Sporting Life’s Most Powerful Person equipment.
in Tennis in the Last 25 Years in 1996, By 2030, he aims to reach the 50 Promoting Health & Fitness
and RSI’s Person of the Year in 2003. million schoolchildren—or 93 percent In a way, Baugh’s involvement with
“None of it means squat unless I make of students nationwide—who do PHIT America is a return to his roots.
a difference in this world.” not meet healthy standards set by While in graduate school in the 1970s,
Make no mistake, Baugh has al- the Centers for Disease Control and he established a new physical educa-
ready left an indelible mark through Prevention of participating in physical tion program that he then taught
his past tenures as president of Wil- activity at least three days a week. to students in grades 1 to 8 for two
son Sporting Goods and the Tennis “This inactivity pandemic will years. Since that time, Baugh founded
Industry Association, vice president not turn around unless we turn it Cardio Tennis and PE4Life, as well as
of sales and marketing at Prince around,” says Baugh, noting he is co-authored and helped pass the 2000
20 RACQUET SPORTS INDUSTRY April 2021 www.tennisindustrymag.com
An estimated 75,000 kids
participate in AMPED, a before-
school running and walking
fitness program that may be
paired with an after-school sport.
PEP (Physical Education for Prog- school, incentivized running and “AMPED overcomes two of the
ress) Act appropriating $900 million walking fitness program that may biggest issues kids face through
toward high school phys ed programs. be paired with an after-school sport inactivity: health issues and learning
In a continuation of that theme, component using specially designed limitations,” Baugh says, noting that
PHIT America (phitamerica.org) equipment for beginners. sedentary kids have been shown to
offers fun beginner programs for While AMPED+ Tennis will receive less blood flow to the brain.
lifetime sports in order to improve be launched with USTA support, “AMPED is low-cost and proven to get
children’s physical and mental health AMPED+ Golf will be offered through kids moving and having fun.”
for lifelong happiness. To date, the the Payne Stewart Kids Golf Founda-
organization has introduced more tion. PHIT America is also looking to Commitments for Programs
than 600,000 kids to physical activity work closely with SPEEDO so kids In September 2019, PHIT America
at over 1,000 schools. learn swim safety and basic skills in received a multi-million-dollar
PHOTO COURTESY PHIT AMERICA
Of those, an estimated 75,000 kids AMPED+ Swimming, and AMPED+ commitment from the Seattle-based
in more than 120 elementary schools Play Fit is being developed using Julia Love Pritt Private Foundation,
participate in AMPED, a before- games with a focus on fitness. which accelerates PHIT's fundraising
When you consider the huge benefits that exercise at school has on academic,
physical and emotional health—but that P.E. is currently offered in just 48 percent
of American schools—you realize that we are failing.
www.tennisindustrymag.com April 2021 RACQUET SPORTS INDUSTRY 21
The $10,000 Britto Coloring
Contest includes Britto-
HEALTH & designed templates for different
FITNESS sports, including tennis (below),
2021 that kids can color for prizes.
too sedentary and unhealthy, so we
are promoting the Let’s Get Kids to
Play Campaign For Happy Healthy
Kids artwork through my network.
The coloring contest will engage kids
while we promote the importance of
physical activity and sports for im-
proved health. I hope everyone can get
involved with this important mission
and support PHIT America.”
Baugh said he is proud that PHIT
timetable to help establish more fit- Britto Coloring Contest. Children may America is playing a role in getting more
ness programs in American schools. download any of 10 coloring pages, schoolchildren physically active and
To raise awareness of its nation- including a tennis coloring page, at playing sports during the school day.
wide commitment and mission, PHIT https://phitamerica.org/key-pro- “When you stop and consider
America has also teamed with more grams/play/10-000-romero-britto- the huge benefits that exercise at
than 1,000 local Ambassadors and Fan coloring-contest or create their own school has on academic, physical and
Club members, presenting sponsor entry to be submitted through April emotional health—but that P.E. is
Julia Love Pritt Private Foundation 15. Individual prizes will be awarded, currently offered in just 48 percent of
and dozens of partners, including Wil- as well as a grand prize for the winning American schools—you realize that we
son, Life Fitness and Athletic DNA. student’s school. are failing,” Baugh says.
Most recently, PHIT America “Ever since I learned about PHIT “I believe that all my experiences in
and internationally renowned artist America, I saw the need to dedicate the industry have led me to this mo-
Romero Britto launched the Let’s Get myself to getting kids healthier and ment in time to change children’s lives
Kids to Play Campaign For Happy happier through increased physical through PHIT America. I’m excited
Healthy Kids featuring the $10,000 activity,” Britto says. “Kids are way and committed to getting it done.” •
Ever since I learned about PHIT America, says Britto, I saw the need to dedicate myself
to getting kids healthier and happier through increased physical activity.
So we are promoting the Let’s Get Kids to Play Campaign For Happy Healthy Kids.
22 RACQUET SPORTS INDUSTRY April 2021 www.tennisindustrymag.com
PHITAMERICA.ORG:
FIND OUT WHAT
YOU CAN DO
1 / JOIN THE MOVEMENT AT
PHITAMERICA.ORG.
Go to the “About” tab to find out how
to become a sponsor, Ambassador, Fan
Club member and more.
2 / PHIT AMERICA PROGRAMS.
Check out the “Key Programs” tab
on the website for more about PHIT
America’s core AMPED program for
schoolchildren, including how tennis
and other sports can fit into it. The
AMPED+Tennis program includes
six sessions per child, uses equipment
designed for beginners and is imple-
mented by trained staff.
3 / JOIN THE PLAY CAMPAIGN.
The PLAY Campaign tab includes how
to get involved in the Romero Britto
social media campaign “Let’s Get Kids
to Play,” and also links to the $10,000
Britto Coloring Contest, where you
can download a Britto-inspired tem-
plate, including one for tennis.
4 / CHECK OUT DATA ON THE
INACTIVITY PANDEMIC.
Visit IP.PHITAmerica.org for key
trends, facts and research on the dan-
gers facing our kids today.
IMAGES COURTESY PHIT AMERICA, ROMERO BRITTO
5 / DONATE AND MAKE A
DIFFERENCE IN KIDS’ LIVES.
All amounts are welcome, but a $100
donation, which gets 10 kids healthy,
includes two free Britto-designed face
masks, and a $4,400 donation will get
a whole school active and healthy for
three years. PHIT welcomes private
and corporate donations.
6 / SIGN THE PETITION.
Under the “Key Programs” tab, sign
the Petition for Healthy Kids and
support providing kids with at least
30 minutes of physical activity at least
three days a week in school.
www.tennisindustrymag.com April 2021 RACQUET SPORTS INDUSTRY 23
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