The message that we should all do five sessions of vigorous exercise a week is entirely counter productive, claims health club chain Esporta after conducting a three-year review of the government’s physical activity initiatives.

Mark Talley, Esporta’s head of fitness, said: “Although programmes such as Everyday Sport are welcome, they are undermined by the constant repetition of the five-a-week message, which strikes most inactive people as an unmanageable shift in behaviour and lifestyle.”

Consequently, the group has developed the Esporta Activity Engagement Model, which recommends just one session of physical activity per week for new members in the first two months.

Designed for relatively inactive individuals, the model involves three consultations – which could be carried out by a fitness instructor, nurse, teacher or even a friend – over this period.

Esporta plans to present its model to the Department of Health and the DCMS over the coming weeks.

“We are on a mission to eradicate the five-a-week message from national, regional and local campaigns,” said Talley.