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Children up to the age of seven are like sponges. They look up to adults and copy what they do. So I thought if I could create a positive role model - a superhero, if you like - who moves around and has a balanced lifestyle - then they would be motivated to move more.

Magnus Scheving

I honestly think that kids should not exercise: they should keep fit through play. The most important age is zero to seven, both for the kid and the parent - for parents, because this is the time when your kid learns how to walk, talk and other behaviour.

Magnus Scheving

It's a fact that kids watch TV. But if you think back, when you watched cowboy movies, you would go out and play cowboys. TV and movies motivate people.

Magnus Scheving

Health is never going to go out of fashion.

Magnus Scheving

Getting kids moving is a key factor in tackling obesity and health problems among the young.

Magnus Scheving

Children don't really understand the concept of health. You can't give them an apple and say 'if you eat this you will be healthy when you're older' because they don't understand. You have to find a different way to motivate them.

Magnus Scheving

Children don't really understand the concept of health. You can't give them an apple and say 'if you eat this you will be healthy when you're older' because they don't understand. You have to find a different way to motivate them.

Magnus Scheving

You think aerobics is not a cool sport? I think you are wrong. It requires amazing discipline - flexibility, fitness, knowledge. And you have to do it with a big smile on your face. Also, I once performed in front of 10,000 screaming women. I tell you something, I'd rather do that than kick a ball around in front of a few men.

Magnus Scheving

The worst mistake you can make with children is to talk to them in a condescending, patronising way and think that you can teach them something. You have to understand that it is you who will be learning from them. You have to get into their world and see things from their perspective.

Magnus Scheving

There are lots of things I am not good at. I'm not that good a singer. And I'm a good dad but a lousy husband because I work far too much and am not at home as much as I would like.

Magnus Scheving