The new strategy talks a great deal about moving and movement – is this part of a new vocabulary for Sport England?
Our overall aim of Uniting the Movement is to bring together the huge range of organisations and people operating across the sport and physical activity ecosystem. We want to work together to build a more equal and inclusive sector, and to champion the life changing impact of moving through being involved in sport, exercise, or physical activity.
Ultimately, our choice of language and vocabulary is driven by the findings of our consultation work, within which the term ‘movement’ showed itself to be a common phrase, so while our focus will always be on sport and physical activity, movement is the overall purpose that is driving our strategy. When we move we are stronger – whether as individuals, communities or society as a whole.
What do you anticipate will be the toughest aspects to deliver and what can be done about that?
First and foremost we cannot ignore the huge challenges that the pandemic has created, not only for those who make sport, leisure and physical activity happen, but also in relation to the routines so many people have had to put on pause with the nation’s health in mind.
These challenges are our focus in the short-term. We need to support the sector to recover from the biggest crisis in a generation and reinvent vibrant and relevant sport and physical activities that appeal and provide opportunities to everyone.
This recovery will require wide-ranging partnership and collaboration – with community groups and leisure centres who are closest to the people we want to reach; with health services which can influence and signpost people into activity; and with schools and colleges which need the expertise of providers to create great and positive experiences for children and young people.
We’re aware that true collaboration is tough as it takes capacity, certain skills and capabilities. But this is where the real opportunities and rewards lie. We know we can’t do it alone, but if we get this right, Uniting the Movement has the capacity to deliver a nation where people live happier, healthier and more fulfilled lives.
Which part of the new strategy are you personally most excited about?
Of all the issues COVID-19 has highlighted, the one it has really cemented in my mind is just how important sport and physical activity is to the nation. This has been reflected in words from the prime minister, reports in the national and regional media almost daily and through the messages I and many others continue to receive reaffirming the role sport plays in people’s lives.
Grassroots sport – whether we’re talking about people playing, volunteering, coaching or otherwise – brings communities together and helps to improve people’s health and wellbeing. Against the odds, clubs and organisations have done everything they can over these difficult months to keep their members and players engaged. Our continuing to support this not just to survive but thrive in the future excites me the most.
But this comes with a strong caveat. We know that the current ‘offer’ across grassroots sport and activity is not equal and the pandemic has made that inequality worse. Recognising that our approach must be disproportionately focused on those least well served currently and manifesting that in our ambition and investment is equally significant to me.
Who was responsible for writing the strategy?
While I had ultimate sign off and that followed formal board approval, there was a brilliant small team within Sport England who led its creation and drafting. But they would be the first to acknowledge too the spirit of collaboration that sits at its heart. Uniting the Movement is a product of the input of thousands of people from hundreds of organisations, all of whom shaped our thinking over 18 months of consultation. We cast the net wide to ensure the experiences and opinions of a diverse range of audiences helped shape the final document
What changes do you think it will lead to?
We want to be able to look back in a decade and chart a journey of real change when it comes both to increasing how we all think about the nation’s – and our own – health and wellbeing, and that everyone can have the opportunity to be active in a safe accessible enjoyable environment that makes sense and can fit in to their own lives.
That is the heart of Uniting the Movement – ensuring sport and physical activity is truly available for all. We have been very clear in identifying that tackling inequalities is crucial to this becoming a reality and this means providing in particular women, people from Asian and Black backgrounds, disabled people and people with long-term health conditions with improved choice and opportunities to be active.
In 10 years, I want the idea that your opportunity to get involved in sport and physical activity can depend on your background, gender, bank balance or postcode to be consigned to history.
