Despite the well-documented benefits of physical activity, millions across England remain inactive, with those in the most deprived areas twice as likely to be inactive as those in wealthier regions. This crisis drives health inequalities, with life expectancy varying by up to 17 years depending on where people live. Barriers such as financial strain, long-term health conditions, and a lack of accessible facilities continue to prevent many from participating in sports and exercise.
To tackle this, Sport England has launched a £250 million, five-year initiative, expanding its place-based work into 53 high-need areas. By funding grassroots projects, partnering with local organisations, and amplifying its message through national and regional media, the campaign aims to remove barriers to activity and ensure that where you live doesn’t determine your ability to be active. The initiative doesn’t just aim to get people moving, it’s about transforming lives, strengthening communities, and reducing long-standing inequalities in health and wellbeing.
Challenge
- Widening Inequality in Physical Activity: Those living in the most deprived areas of England are twice as likely to be inactive compared to those in the least deprived areas.
- Health and Economic Barriers: Rising living costs and long-term health conditions are major factors preventing people from engaging in regular exercise, with lower-income households disproportionately affected.
- Disproportionate Impact on Marginalised Groups: Women, people from lower socio-economic backgrounds, and Black and Asian communities are among the least likely to be physically active, facing additional cultural, financial, and structural barriers to participation.
- Limited Access to Facilities: Many communities lack safe, affordable, and welcoming spaces to participate in physical activity, exacerbating inactivity rates.
Key Statistics
- Inactivity Gap: People in the most deprived areas of England are twice as likely to be inactive as those in the least deprived.
- Life Expectancy Crisis: In the most deprived areas, life expectancy can be up to 17 years lower than in wealthier parts of England.
- Investment for Change: Sport England is investing £250 million over five years to expand sports access in 53 high-need areas, funding grassroots projects and breaking down participation barriers.
- Childhood Inactivity Gap: In Richmond upon Thames, 62% of children are active, while in Thurrock, just 34% are.
- Proven Success: In early pilot programmes, activity levels in Doncaster increased by 12% among children and young people.
Action
Targeted Investment in High-Need Areas
Sport England provided funding and support to 53 locations across England, prioritising communities where inactivity is most prevalent. By working with local authorities, grassroots organisations, and community groups, the initiative aimed to remove economic and logistical barriers to participation. Investments focused on tailored programmes that met the needs of different communities, ensuring sustainability beyond initial funding.
Real-Life Case Studies: Transforming Lives Across England
The initiative was brought to life through real-life case studies that highlighted the diverse challenges and solutions in different regions:
- Blackpool – Ian Carey (Active Black Country): Subsidised sports sessions made exercise more affordable for lower-income families.
- Liverpool – Richard Johnston (Active Cumbria): Walking football programme helped older adults stay active and socially connected.
- Birmingham – Amanda Tomlinson (Active Black Country): Disability-inclusive sports facilities improved access for individuals with additional needs.
- Cornwall – Steve Neale (Wiltshire & Swindon Sport): Beach yoga and low-cost fitness classes provided activity options in remote areas.
- Thurrock & Harlow – Juliette Raison (Active Essex): Place-based fitness programmes integrated sports into everyday community life.
- Hull – David Gent (Active Humber): Community sports hubs offered free and subsidised activities to boost participation.
These case studies demonstrated how targeted funding and community-driven solutions can drive long-term improvements in physical activity levels.
Extensive Media Outreach
Sport England’s message was amplified across major national and regional platforms, ensuring that the initiative reached millions of people. The campaign was widely covered across major TV and radio networks, including:
- Sky News Radio
- Sky News TV
- Bauer Essex
- Bauer North West
- Greatest Hits Network
- Radio News Wire
- BBC Sports TV
- BBC Midlands Tonight
- ITV Anglia TV
- Times Radio
- TalkSPORT
This extensive media presence ensured that the conversation around accessibility in sports reached policymakers, community leaders, and the general public, driving greater awareness and engagement.
Results
- Massive Media Reach: The campaign secured 12,094 media opportunities across national and regional platforms. Coverage spanned high-profile networks such as Sky News Radio, Sky News TV, Bauer Essex, Bauer North West, BBC Sports TV, Greatest Hits Network, and TalkSPORT, ensuring maximum visibility for Sport England’s initiative.
- Public Engagement: Real-life case studies, expert insights, and local storytelling helped drive awareness, with extensive national and regional media coverage highlighting the programme’s impact. The campaign’s messaging reached millions, raising awareness of the urgent need for inclusive access to physical activity.
- Measurable Impact on Accessibility: By focusing on 53 high-need areas and partnering with local organisations, this initiative is making physical activity more accessible. Real-life examples show the impact, with more people from underrepresented groups getting involved, and early results from pilot areas demonstrating reductions in inactivity.
