ACTIVE UPRISING

The physical activity industry’s flagship summit took place in March, attracting a record-breaking crowd

More than 500 industry leaders, policymakers and innovators packed into London’s Queen Elizabeth II Centre for the annual Active Uprising event – organised by ukactive – on Thursday 6 March. The event featured keynote speeches, talks on current issues and lively panel discussions under the theme “No Growth without Health: Physical Activity’s Role in National Renewal”. Topics ranged from the sector’s current state and Gen Z to branding.

The main theme, however, was the physical activity industry’s drive to become part of the healthcare sector and to utilise its potential to drive economic growth.

Growth through health

Ukactive’s outgoing chair, Mike Farrar, opened the event with a call for the government to better utilise the sector in order to achieve its own economic growth ambitions. He urged there to be “substantial investment” into the sector as the NHS promises to move towards more prevention.

“As it reaches for quick wins, our government has a great opportunity to stand four square in support of the industry that sits behind a healthier nation – the physical activity industry,” Farrar said.

“I know that the Government can achieve growth through health – a nation that is more physically active will be more economically active. Any growth plans will need to focus on immediate growth as well as long-term strategy such as plans for airport runways.

“This sector can help deliver on ambitions for economic growth in this parliament. Our industry is growing, but we can, and wish, to do so much more. Putting more energy into backing sectors on the up, helping drive greater growth in our sector, will not only have significant economic benefits but also helpthe NHS – this is a win-win. Our industry is growing, but that progress can be accelerated by taking off the handbrake that’s holding back our sector.

A more active nation is a more economically active one – investing in our sector is a win-win

“Social prescribing and building physical activity into care pathways now provide the opportunity for the NHS to address the needs of tens of thousands of people suffering from chronic conditions and to help them avoid costly hospital admissions and loss of independent living.

This is where the forthcoming 10-year vision for health can really signal a shift in priorities and resources by establishing a new relationship between the NHS and the physical activity sector.

“If we do not address our population’s worsening health with true preventative measures, our economy will struggle immensely to be supercharged, the way we all hope.”

The former CEO of the NHS Confederation also announced the publication of a new blueprint, tipped as a vital step towards securing national health, growth and renewal. The document, shaped in collaboration with Active Partnerships, NHS England, Government officials, Sport England, NHS Horizons and ukactive members, aims to provide the optimal framework to enable the NHS to work with the physical activity sector to build a healthier nation.

The blueprint outlines principles and actions that will support the NHS and its partners to achieve the 10-year vision for health and care. It features eight key components which aim to help ensure the right governance, partnerships, pathways and messaging are being delivered to drive the uptake of physical activity provisions and support the health of local communities.

One of the ambitions – in the long term – is for the delivery of the components within the blueprint to put an end to the current ‘postcode lottery’ when it comes to physical activity and health interventions, by enabling the delivery of industry-led physical activity programmes and initiatives to be integrated fully into the health and care system.

Prevention

Following his opening speech Farrar had a “fireside chat” with Paul Corrigan, a strategic advisor to the Secretary of State for Health and Social Care. Corrigan was appointed to the role in July 2024 and now works closely with Wes Streeting – the Secretary of State for Health – shaping the government’s 10-year health plan and provide independent scrutiny of its structure and implementation.

Corrigan offered his insights on how the government has committed to three strategic shifts in its mission for health: from hospital to community, from analogue to digital, and from treatment to prevention. He also discussed the physical activity sector’s role in primary prevention.

“If we carry on doing what we’re doing in the same way that we’re doing it, the health service will collapse – in fact, it is collapsing now,” he said. “There are 18 million people with long-term conditions in this country.”

He also pointed out the difficulties in delivering on the government’s three ambitions – especially when it came to involving external operators and organisations. This was particularly evident in trying to make the business case – or evidence savings – through social prescribing, due to the financial model of the NHS.

“Keeping somebody from getting iller will transform the future of the fortunes of the health service – and we know social prescribing can keep someone from getting more ill. But how do you turn that into cash,” Corrigan said, describing how GPs operate as their own businesses and hospitals are their own separate entities. “Keeping someone out of hospital is great, but it doesn’t generate any income – the saving doesn’t come back to the cost.”

Corrigan also highlighted the NHS’s urgent need for partnerships, especially at a local level. He described it as an area where the physical activity industry could make real inroads.

“The NHS has been a bad partner and it cannot afford to continue to be a really bad partner – it needs relationships outside of itself in order to solve the problems of health,” he said.

“The answer to this is actually in every locality. How do you get someone who hasn’t thought about being active in their health to be active? That’s not going to happen in Whitehall, it’s going to happen in hearts and minds and how we as the NHS work in localities with you, the physical activity sector.”

Strength in numbers

The event also saw the introduction of the Make Britain Stronger campaign, which is aimed at raising awareness of Chief Medical Officer’s (CMO) strength guidelines. The CMO recommends all adults undertake some form of strength exercises two days each week to develop or maintain strength in the major muscle groups – from heavy gardening and carrying heavy shopping, to resistance exercise and gym.

The NHS can’t fix this alone – it needs local partners like the physical activity sector

Launched by Team GB weightlifter, Emily Campbell, the Make Britain Stronger campaign urges Brits to do two weight sessions a week for health and wellbeing benefits.

“There are many different forms of strength training which make it accessible to all,” she said. “You can start without any kit at all, using your own bodyweight and then begin to increase the weights you lift in the safe, supportive environment of a gym or leisure centre in your neighbourhood.

“Strength training isn’t just about how much you can lift, it can be hugely beneficial to prevent injury, reduce the risk of pain and illness, and even help us to build confi dence and mental resilience.

“My journey has taken me to the Olympic podium, but my greatest challenge is to leave a legacy that makes strength training part of everyday life for people from all communities.

“Strength training can really make every one of us feel incredible, and I’m committed to helping as many people as possible unlock their full potential.”

Influencing government

The day also included a panel discussion on how the physical activity sector can help address poor health and economic growth. Chaired by Marianne Boyle, Director of Membership Engagement at ukactive, the panel included Laura-Jane Rawlings MBE, CEO, Youth Employment UK; Jordan Cummins, UK Competitiveness Director, CBI and Adam Memon, Director of Strategy, NHS England.

Cummins had some practical advice for the sector when it comes to influencing government.

“It is important to follow the tactical with the strategic work”, Cummins said.

“Producing reports that evidence all the health, financial and economic benefits that the physical activity sector can provide is great. But that needs to be followed by strategic work - start identifying and putting forward frameworks for funding. There’s a lot that the physical activity sector can learn from how the environment - and sustainability - have become a priority across society.”

Other keynote sessions included Mark Shayler, Innovation and Environmental Advisor who discussed sustainability in business and how leaders can’t make money from a dead planet. Claire Rollins, Portfolio Leader at Banyan Software took the stage to explain how to build high-performing teams for sustainable business growth. Delegates also heard from Iain Pringle, Loyalty Consultant and Managing Partner at New World Loyalty, who shared his expertise on how rewards and incentives can shape our choices and transform behaviour.

The next ukactive flagship event – ukactive Awards 2025 – will take place on 30 October at The International Convention Centre in Birmingham.