A collaborative approach
We’re committed to reducing inactivity within LSEGs. We believe it’s important to understand the differing motivations and barriers for specific audiences when it comes to sport and physical activity, rather than a one size fits all approach responding to stereotypes.
Importantly, LSEGs cannot be thought of as one homogenous group of people. A complex backdrop of economic and health inequalities magnifies the impact of barriers to getting active felt by all, such as confidence or knowing where to go, through to cost, lack of time and appropriate opportunity. This is why there isn’t a single reason for inactivity among those in LSEGs.
That's why we believe a collaborative approach will address the fundamental issue of reducing inactivity within LSEGs. In practise, this means working in partnership with a variety of organisations across sectors who know and understand the specific audiences we want to target, including partners who we’ve traditionally not worked with.
By ensuring investments are research and evidence-based, we can help deliver more opportunities for people within LSEGs to get involved with sport and physical activity.
Our strategy - Towards an Active Nation
Encouraging people who belong to LSEGs to get more involved in sport and activity is a crucial part of our Towards an Active Nation strategy.
Our vision is that everyone in England, regardless of age, background or ability, feels able to take
part in sport or activity.
This bold and ambitious strategy means we’re going to need to work in different ways to make sure everyone can get the most out of getting active.