It is widely accepted that obesity is a ticking timebomb that could lead to an explosion of all manner of health problems, and that the Bradford district does have some problems in this regard.

The true extent of the level of inactivity, according to figures revealed today, may prove something of a shock to many people, though.

The district is the fourth worst in the country in terms of lack of activity, with nearly 38 per cent of people not taking enough exercise.

And the consequences go far beyond simply finding belts harder to tighten or shirts stretching a bit further. Bradford and other bottom-of-the-table performers have 342 deaths per 100,000, as opposed to just 242 in those areas where people exercise more.

As senior Bradford councillor Andrew Thornton accepts, the district has an issue with life expectancy issues.

While no one can force people to change their diet or exercise more, it is vital that everyone is fully aware of the potential consequences of being overweight – and has access to the facilities to help tackle the problem.

People need to be fully aware of the stark reality of inactivity and lack of exercise for themselves and their children. The bottom line is it will store up a host of unpleasant health problems as they get older and could well significantly reduce their life expectancy.

No one would pretend that it is easy to get off your backside and start exercising – however, the alternative is to stay on the couch and risk illness, medical conditions and an increased risk of an early death.

That is the clear message that needs to be drummed home to everyone – particularly parents – before it is too late.