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Devolution is changing the game and Sport England’s Place Partnerships are making sure physical activity is part of the plan.

England's devolution agenda is changing where power sits, plus it is also changing how places think about health, transport, housing, skills and economic growth.

The decisions made through devolution today will shape communities for decades because by embedding movement into new systems now, physical activity becomes part of how places work.

Physical activity can influence how neighbourhoods are designed, how people travel, how services are delivered and how communities thrive.

The opportunity is to move beyond seeing physical activity as an outcome and recognise it as a tool for creating better places and, across the country, Sport England's Place Partnerships are helping to make that happen.

Because places are not waiting to be invited into devolution conversations – they're starting them with health, community organisations, local authorities, education and others.

Furthermore, they are building relationships with these partners, bringing evidence and showing how physical activity can help deliver wider ambitions.

Shaping systems fit for the future

Devolution requires an approach that connects physical activity to the wider challenges facing places and it presents an opportunity to rewire systems locally.

This is to be done by better connecting policy and service areas so that it is everyone’s responsibility to support healthier places, stronger communities and better outcomes across public services through the lens of getting people more active.

This shift is already happening.

In Cumbria, our partners used a period of local government reorganisation as an opportunity to influence the future system.  

With this aim in mind Active Cumbria focused on building relationships, demonstrating value and showing how physical activity could support the ambitions of the new authorities.

Plus a shared-services prospectus helped turn the case for physical activity into a compelling opportunity for senior leaders, showing how it could add value across services rather than sit within a single agenda.

At the same time, involvement in local government redesign opened the door to shaping future ways of working, with sport and physical activity positioned as part of the solution.

Together, these opportunities created a stronger platform to influence how services could work collectively to support healthier communities.

The key lesson is simple: influence is strongest when relationships and credibility are built before decisions are made.

Elsewhere, in West Yorkshire, our partners have taken a regional approach, connecting physical activity with wider ambitions around health, transport and inclusive growth.

By aligning movement with strategic priorities, physical activity has become part of conversations about creating better places – demonstrating how activity can contribute beyond sport.

South Yorkshire provides another example of how partnerships can use evidence and collaboration to influence wider agendas.

By connecting physical activity with challenges such as health inequalities, community resilience and economic opportunity, partners have helped position movement as part of the solution and a contributor to wider outcomes.

And in Devon, our partners have focused on building the foundations for future influence.

By engaging early with local leaders and demonstrating the contribution physical activity can make, they are helping ensure movement is considered within wider discussions about place and public services – creating the opportunity to shape decisions before they are made.

Common goals across the map

These examples show there is no single route to embedding physical activity in devolution as every place has its own challenges, opportunities and priorities.

But the non-negotiable principles are clear – understand local ambitions, build trusted relationships and demonstrate the value physical activity can bring.

Strategic authorities and local leaders are focused on major challenges: improving health, boosting economic activity, tackling inequality, strengthening communities and creating better places to live.

The opportunity for our Place Partnerships is to connect movement with these wider priorities.  

Active travel supports transport ambitions, active communities support better health outcomes, physical activity supports children's development and investment in activity creates social and economic value.

The evidence is powerful, as Sport England estimates that community sport and physical activity generate £123 billion in annual social value, with a further £20 billion possible if the least active matched the most active. 

These are not just numbers. They are arguments about public services, economic growth and the future of places.

By the time a strategy is published or an investment decision is made, much of the thinking has already happened, that is why we support our Place Partnerships to be part of conversations from the beginning.

A work that goes hand in hand

Because, ultimately, this is the role of our Place Partnerships – connecting organisations, aligning priorities and creating the conditions for long-term change in supporting people to engage with, and value, being physically active.

We’re convinced that devolution will shape England's places for generations.

Decisions about transport networks, housing developments, health systems, employment and regeneration will influence whether active living becomes the easy choice for future communities.

And that’s why physical activity cannot sit on the sidelines of these conversations.

The examples from Cumbria, West Yorkshire, South Yorkshire, Devon and other places show what is possible, because when Place Partnerships build relationships, bring evidence and align with local priorities, they become trusted partners in shaping the future.

Yesterday we published the final report for Impact ’25 programme, our Women’s Rugby World Cup 2025 legacy programme. 

The programme was delivered by the Rugby Football Union (RFU) in partnership with the UK government, Sport England and UK Sport.

Backed by £14.55 million of government investment, and driven by the incredible commitment of clubs, volunteers, coaches, match officials and players, Impact '25 has helped transform opportunities for women and girls across England.

The ongoing legacy

There is a huge amount to celebrate with Impact ’25. But we can’t stop there.

Through Every Rose: Our Time, the RFU's five-year action plan published shortly after last year’s Women’s World Cup, we set an ambitious target of reaching 100,000 active female players by 2030, including 70,000 club-registered players.

Last year, almost 48,000 women and girls were playing at rugby clubs across England, and now schools, colleges and universities will play a critical role in reaching that ambition in the next four years.

Our growing workforce across the education sector is introducing more young people to the game through T1 Rugby, an accessible non-contact format that retains the unique characteristics of rugby union while providing an easy entry point into the sport.

Partnerships with organisations such as Scouts and Guides are helping us reach new audiences, while the growth in girls' and women's sections at rugby clubs means there are now more opportunities than ever for participants to continue their rugby journey.

Alongside participation growth, we are committed to ensuring women and girls can thrive in the game.

And our work on female health and wellbeing continues to develop.

This summer we announced a landmark partnership with Women in Sport and became the first major British sport to launch a standalone anti-sexism and misogyny policy, part of a broader commitment to making rugby safer, more inclusive and more welcoming.

The importance of partnership

The success of Impact '25, and what’s been happening since, demonstrate what can be achieved when different organisations and the wider community game come together behind a shared vision to drive the women’s and girls’ games forward.

We’re hugely grateful to Sport England for their involvement in Impact ’25 and value their ongoing support.

There remains huge potential in women’s and girls’ rugby, and we must not take our foot off the pedal.  

I’ve never heard anyone say “I wish my child had more screen time”.

But a clip from BBC Breakfast over the summer provided an interesting insight about what time in front of a screen can mean to some children and young people.

On the clip, we heard a girl respond to what she would do with the nine hours she typically spends online over a weekend if proposed social media restrictions for under-16s came into force.

Her answer was bold, unequivocal and somehow devastating: "…stare at a wall."

It was a funny moment, but it also pointed to something deeper.

The Youth Matters: State of the Nation survey gathered insights from more than 14,000 young people aged 11-25 and it paints a concerning picture.

The study highlights that despite being the most digitally connected generation ever, many young people are experiencing loneliness, poor wellbeing and social disconnection.

Yet their message about what would improve their lives is clear: access to safe spaces, trusted adults, better mental health support and more opportunities to take part in activities that help them connect, develop and belong.

This is why last week’s government announcement on enrichment deserves attention, as there’s a growing recognition of the role enrichment can play in supporting young people's wellbeing, development and life chances.

What do we mean by ‘enrichment’?

Enrichment refers to activities and experiences beyond the formal curriculum.

‘Sport and physical activity’ is recognised as one of five core enrichment categories, alongside arts and culture, civic engagement, nature and outdoor learning, and wider life and future skills.

At its best, enrichment does far more than keeping children and young people occupied.

It helps them discover interests, build confidence, develop relationships and gain skills that support them throughout life.

For many young people, particularly those facing disadvantage, these opportunities can be transformational.

Importantly, enrichment is increasingly being recognised not as an optional extra, but as a key part of supporting children and young people's development and wellbeing.

A new enrichment framework

In June, the Department for Education published the enrichment framework for schools and colleges, which provides schools with non-statutory guidance on creating high-quality enrichment offers.

Built around eight benchmarks, the framework reflects principles that many across the youth, education and sport sectors have long championed, including:

• designing opportunities around young people's needs, interests and voices
• making activities accessible, inclusive and enjoyable for all
• supporting participation among those facing the greatest barriers
• building strong partnerships between schools and community organisations
• understanding the impact of enrichment on wellbeing, engagement and personal development.

The Enrichment Expansion programme

Alongside the framework, the government has recently announced the Enrichment Expansion programme, backed by £22.5m and delivered via a cross-sector partnership led by the Youth Sport Trust.

The programme will support around 400 secondary schools to strengthen and co-ordinate their enrichment offer, with a particular focus on developing partnerships with local providers and community organisations.

A broader national commitment

The Enrichment Expansion programme sits within a wider package of investment designed to improve opportunities for children and young people.

This includes Every Child Can, a £132.5 million programme funded through dormant assets that will support enrichment opportunities across England, which includes after school, at weekends and during school holidays.

These developments align with the ambition within the National Youth Strategy to halve the participation gap in enrichment activities between disadvantaged young people and their peers by 2035.

Alongside wider investment in youth services, facilities and trusted adult relationships, these announcements represent a strong signal that enrichment is moving towards the centre of policy discussions about young people's wellbeing and future prospects.

What does this mean for the sport and physical activity sector?

For those working across sport and physical activity, these announcements are very welcome and recognise that sport is about far more than participation.

High-quality experiences of sport and physical activity can help young people build confidence, develop meaningful social connections, enhance their wellbeing, build valuable life skills, and establish a positive lifelong relationship with movement and physical activity, which we describe as physical literacy.

However, this should not be viewed simply as a challenge to create more opportunities.

The real opportunity is to ensure experiences are meaningful, inclusive, shaped around young people's needs and embedded within the local community.

The strongest enrichment offers will be those that bring together schools, youth services, clubs and community organisations around a shared goal: helping young people feel safe, connected and valued.

If the debate about social media has highlighted anything, it is that simply taking something away is not enough. Young people need compelling alternatives.

A positive experience of being active is something that all young people should have and, if we get it right, perhaps fewer young people will feel that their only alternative to being online is staring at a wall.

Last week I finally plucked up courage to have my BioAge measured at an EGYM showroom by St Paul's Cathedral, London.

I still have an inbuilt phobia of getting things checked out, even when there’s nothing to worry about, and I was very pleased to learn that my BioAge (that is how old my organs are compared to the numbers of birthdays I've celebrated so far) is in fact 37-years-old – a good 16 years younger than my actual age.

By coincidence, 37 was the exact age when I started my fitness journey.

Having not exercised since school, I’d gradually put on a few pounds every year and a heath check had told me I was on the borderline of being obese.

I’d signed up my old team at 20th Century Fox to an ambitious team challenge – to climb 20 peaks across the Lake District over 20 hours – and didn’t want to be the 'overweight managing director' holding people back!

And just as that experience was the kick off for me, this National Fitness Day we’re looking to welcome millions to start, or restart, their fitness journey.

Reflecting on the EGYM experience, there’s so much more to fitness than simply losing weight and also so many ways to measure success.

There’s strength, mobility and, most importantly, how you feel both physically and mentally.

These days we have the technology and insight to help people with personalised training plans that are right for them, and with so many ways to get moving.

A few weeks ago, I was inspired by a member of the team who’d taken his daughter on her first parkrun, and I decided to take may own teenage daughter out for her debut parkrun in Cheltenham.

It was great to see such an eclectic range of people out early(ish) on a Saturday morning, to run without fear of judgement or failure, just to be out there being active.

Our research shows that any form of activity – be that walking or short workouts at home – significantly increases people’s confidence in their physical health, and their intent to join a health club, gym or leisure centre.

Plus our latest consumer polling shows that sense of community, connection and friendship is also found in our nation’s gyms and leisure centres, across all generations.

Of course, it’s the first step that can be the hardest, followed by the consistency needed to turn those first efforts into regular, life-long habits.

Our industry has many great pathways so activity levels are slowly trending upwards, but activity is unequally distributed with many barriers still existing. 

These barriers can be cost and convenience, but they exist in areas super served by facilities as well as those where they’re few and far between.

The biggest barrier is in the mind – it's the uncertainty about where to start, the fear of not fitting in and the gap between wanting to change and actually showing up. National Fitness Day exists to collapse that gap.

This year we're working with organisations across the sector, as well as schools, community groups, employers and others to make that first step easy, fun and frictionless.

Free taster sessions, beginner-friendly groups, times that fit real life – all ‘Powered by You’, our theme for this year.

Because that's what National Fitness Day is for – not for people who've already decided they're fit, but for the millions like my 16-year-younger self who have a reason to be active but are looking for a way to start.

If you've been thinking about it, this is the week! This is the perfect time to take that first step.

A lot can happen in seven years. That was the last time the UK Chief Medical Officer (CMO) physical activity guidelines were updated and the context then was very different.

Boris Johnson became Prime Minister, England women’s World Cup semi-final was the most-watched television broadcast of the year, Greggs launched a meat-free version of its sausage roll and, of course, we were pre-pandemic.

Importantly, data from the 2019-20 Active Lives Adult Survey results highlighted 62.8% of the population achieved recommended activity guidelines, with 25.5% being physically inactive (if you’re wondering, this compares to 64.6% ‘active’ and 24.7% ‘inactive’ respectively in the latest 2024-25 Active Lives Adults Survey results, which look at data from the November 2024-25 period).

Updated from the 2011 version, the 2019 guidelines introduced guidance for pregnancy, postnatal activity and disabled adults, plus it enhanced messages on muscle-strengthening, balance and flexibility.

It also made clear that all movement counts – an idea that was summed up by the simple yet powerful “some is good, more is better”.

Whilst you’d be hard-pressed to find anyone that doesn’t agree that being active is good for you, navigating the various physical activity messages – particularly for those who do little or no activity at all – has remained a communicative hurdle for many.

But growing evidence and collaborative momentum over recent years is helping drive a systemic, positive shift away from ‘why physical activity?’ towards ‘how do we make it easier for everyone?’

And this brings me nicely onto the 2026 refreshed guidelines, published in the summer.

What’s new or different?

Well, we should view this refresh as an evolution rather than revolution. Let me explain.

Whilst a significant amount of new scientific literature has been published since 2019, it’s important to highlight that this evidence has primarily served to reinforce existing core activity recommendations and, therefore, these broadly remain the same.

Guidelines retain a life-course approach: under 5s, children and young people aged 5-18, adults aged 19-64 and older adults aged 65+.

The evidence has strengthened our understanding of the health benefits of being active and has helped refine activity messages with the aim to be more usable and inclusive. There is also a renewed emphasis on:

• every movement counts – even small increases from a low baseline (i.e. for those who do no or very little activity) can bring real health benefits. Research highlights that 11 minutes a day of moderate-intensity physical activity is associated with a 23% lower risk of early death. And this is exactly the idea that This Girl Can has turned into their Move 10 challenge, encouraging women to move for 10 minutes a day, 10 times in a month and to mark their progress with a free online tracker
• light-intensity activity (allowing you to carry on a conversation or even sing while performing the activity) is recognised as beneficial for your health, particularly for those who are inactive, older adults, disabled people and those living with long-term health conditions
• strength and balance activity is vital throughout our lives but particularly as we age, in order to maintain mobility and independence. Interestingly, this now specifically includes people taking GLP-1 agonist drugs to help maintain muscle strength. This is key as studies show loss of lean muscle mass can be an adverse outcome of taking these drugs, potentially impairing mobility and worsening insulin resistance. Regular physical activity also supports the prevention of weight regain
• the benefits of being active far outweigh any associated risks, including for people with disability and most long-term health conditions, as we know the fear of injury or worsening an existing health issue can be a significant barrier to becoming active. It is key that physical activity is performed for an appropriate amount of time and at an appropriate level of intensity for the individual
• the need to reduce prolonged periods of sitting (too much time sedentary is associated with risks to our health)
• stronger evidence on the importance of physical activity for women. In fact, women in the most deprived areas are significantly less likely to do two or more sessions of muscle-strengthening activity each week (key to mobility, bone health and longevity), compared to those in living in less deprived areas.

Whilst familiar, this refined messaging points to a heightened importance of activity for those who do little or no activity at all, exactly where the health and wellbeing benefits are greatest.

The evidence underpinning the guidelines continues to make the case for physical activity’s value being optimised when undertaking a combination of aerobic and muscle-strengthening activity.

Moreover, data tells us those achieving higher levels of regular activity often do so through a combination of activity types woven throughout the week, helping build a resilient activity habit.  

To help with communicating the refreshed guidelines, the suite of infographics available has been updated too.

So, whilst core activity guidelines remain consistent with 2019, we can have greater confidence in the underpinning evidence, associated health benefits (even through small increases and light-intensity activity) and messages to convey.

What are the takeaways for our sector?

• Don’t forget our own learning: whilst the headlines here are that core activity guidelines remain the same, certain aspects now have a heightened emphasis. I’d encourage everyone to take the time to read and absorb this update. Having been involved in sport, physical activity and health for over 20 years, this was a good refresher for me, plus I learned a lot too!
• Sharing with and supporting influencers: let’s share key points emphasised through this refresh, alongside updated resources, with our networks – particularly those change-makers who have the greatest influence over people that do no or little activity at all. Let’s celebrate that the evidence has never been stronger.
• Clarity of message: this refresh reinforces the idea that 150 minutes a week of moderate-intensity activity (or 75 minutes of vigorous-intensity, or a combination of both) should remain the benchmark, but we know that for many 150 minutes can feel out of reach. This means supporting and celebrating first steps, advocating that even small increases in activity can deliver real health benefits (but the more we do, the greater those benefits will be), and tailoring messages to people's needs, motivations and circumstances.

With all of these points in mind and as we consider the updated guidelines, let’s not forget about ourselves and how we role-model activity behaviours.

A walk in nature in the morning or in our lunch breaks, or a game of frisbee in the park with family, friends or colleagues are all examples of ways to add movement into our daily routines. It all adds up and there’s never a bad time to move.

Communities have always been places where people build relationships, support one another and improve their health together, and physical activity has played a role in making that happen. 

The evidence base for physical activity as a tool for prevention against health conditions continues to grow. 

Neighbourhood Health is one of the biggest shifts proposed in the NHS 10-Year Health Plan. 

While the terminology may be new, the ambition isn't. 

A fantastic opportunity for all

The UK Chief Medical Officers’ Physical Activity Guidelines set out the role of regular movement in reducing the risk of major conditions including cardiovascular disease, type 2 diabetes and some cancers. 

So what’s new now? The NHS, local authorities and the voluntary, community and social enterprises (VCSE) sector have a clear mandate to work differently – by collaborating to deliver more joined-up care that's closer to home. 

For those of us working in physical activity, this represents a significant opportunity.

At Energise Me, we're already seeing what this can look like through Sport England’s Place Expansion Programme, funded by the National Lottery. 

By supporting communities over the long term, rather than funding short-term projects, we're able to support local partnerships, build trusted relationships and work alongside communities to develop solutions that reflect local needs. 

This approach recognises something we've known for a long time - good health isn't created solely in GP surgeries or hospitals. 

It's shaped by our communities, our connections and the opportunities people have to live active, healthy lives. 

The key role of local communities

Across Hampshire and the Isle of Wight, physical activity is already helping to deliver many of the ambitions that underpin Neighbourhood Health. 

Community organisations are supporting prevention and early intervention through initiatives such as falls prevention, cardiac rehabilitation, community exercise programmes and activities to help people manage long-term conditions. 

Importantly, these programmes happen in places where people feel comfortable. 

Community centres, parks, leisure facilities and village halls are trusted environments that often reach people who are less likely to engage with traditional health services. 

Many of these individuals initially come for the activity but stay because of the friendships, peer support and the sense of belonging they discover. 

Research from Sport England demonstrates the wider value of community sport and physical activity in building social connections and improving wellbeing. 

Working alongside local partners, organisations are increasingly connecting people with advice on housing, debt, benefits and other issues that have a significant impact on health. 

This recognises that preventing ill health means addressing the wider factors that shape people's lives. 

Social prescribing approaches, supported by NHS England Social Prescribing, are helping connect people with community-based opportunities that support their health and wellbeing. 

Across Hampshire and the Isle of Wight, we're seeing these principles come together through Integrated Neighbourhood Hubs, where health services, local government and community organisations are working together around the needs of local communities. 

Organisations like Saints Foundation, the Southampton FC charity, have realigned delivery to match the neighbourhood's health footprints in the city, and are now working with over 60 health partners at their Senior Saints sessions. 

Our Place Expansion investment enables us to contribute to this work beyond simply delivering programmes. 

We're helping align organisations, using data and community insight to shape local priorities. 

We're also investing in shared roles, supporting collaborative planning through approaches such as Theory of Change, and providing test-and-learn funding so communities can develop and refine new ideas. 

By working alongside neighbourhood partners, we're helping to create the conditions for lasting change rather than delivering isolated projects. 

Alongside this, I'm proud to represent the VCSE sector on the Hampshire and Isle of Wight Neighbourhood Health Transformation Board. 

Having community organisations represented in these strategic conversations is vital if neighbourhood health is to reflect the strengths, knowledge and relationships that already exist within our communities. 

And we're already seeing the impact this approach can have in helping prevent ill health. 

This is achieved by reducing loneliness, by improving people's confidence to self-manage long-term conditions, and by strengthening local skills, volunteering and community capacity. 

But there is still work to do. 

Looking ahead

Partnerships between primary care and community organisations remain inconsistent, and awareness of local physical activity opportunities varies across the health system. 

Many VCSE organisations are also responding to increasingly complex needs while relying on short-term funding. 

If Neighbourhood Health is to fulfill its ambition, physical activity and the VCSE sector need to be recognised as integral parts of the system. 

That means sustainable investment and stronger partnerships between health and community organisations. 

But it also means better referral pathways and greater confidence among health professionals in the value of community-based support, plus continued collaboration across neighbourhoods to make the most of local insight and expertise. 

This is because Neighbourhood Health may be a national policy, but healthier neighbourhoods are created locally. 

Across Hampshire and the Isle of Wight, we've seen how continued investment, strong partnerships and community leadership can help make that vision a reality. 

By continuing to invest in people, places and relationships, we have an opportunity to ensure physical activity sits where it belongs – at the heart of healthier neighbourhoods.