THE Armed Forces is connecting with a key recruitment demographic by showcasing role models and high-calibre sporting competitions.
Last month more than 40 servicemen and women from the Army, Navy and RAF travelled to Colchester’s Merville Barracks to compete in the UK Armed Forces Strongman and Strongwoman competition.
It was a culmination of a year of intense qualifiers and training, where participants lifted from around 80kg to 120kg in a variety of events including the fireman’s carry and the iconic Atlas Stones.
In the past year, the sport has been formally recognised within the Armed Forces and has grown bigger and better.
Recruit - Colonel Stu Allen said the Armed Forces is appealing to demographics who enjoy sport and the gym (Image: Claudia Bradley, Newsquest)
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Colonel Stu Allen, Chair of UK Armed Forces Strongman and Strongwoman, believes its growing popularity is helping the Armed Forces to connect with key recruitment demographics, such as 16 to 24-year-olds.
He said: “If you look at the demographics that we try to recruit, a huge number of them now see the gym as their go-to place to socialise, to get fitter, to build their confidence and their resilience.
“We’re trying to attract those sorts of people into the army. What [UK Armed Forces Strongman and Strongwoman] does is showcase role models and people that are in that environment.
“It shows the army is a great place where you can develop those skills and that physical and mental strength – which I think is really important.”
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