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 - Uniting the Movement
Uniting the Movement, our 10-year strategy launched in 2021, is our plan to make being physically active a normal part of life for everyone in England – to make it easier for all of us as we go about our everyday lives.
Because currently, it’s not always a level playing field.
There are deep-rooted inequalities in sport and physical activity, which mean there are people who feel excluded from being active because the right options and opportunities aren’t there.
If you’re in a lower socioeconomic group (NS-SEC 6-8), you’re more likely to be inactive than people in higher social groups.
This inequality, as well as others, is at the very core of Uniting the Movement and we have a laser focus on tackling them in all that we do, because providing opportunities to people and communities that have traditionally been left behind, and helping to remove the barriers to activity, has never been more important