Creating an Active Black Country - a strategy to unite the Black Country to create active, healthier people and places - read more

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What We Do

We work collaboratively with a range of local partners to inspire and enable people to lead an active lifestyle.

Our core purpose is to understand the region's communities and residents, connect and collaborate with partners and influence policy, strategy, investment and delivery of interventions.

We work collaboratively with a range of local partners to inspire and enable people to lead an active lifestyle, creating a broad and diverse range of opportunities for individuals that are both inclusive and attainable

As a commissioner:
Where we hold programme investment we will distribute our funding in line with addressing inequalities, working with those greatest in need to realise a broader impact.

As an enabler:
We will seek to strengthen communities across the Black Country and support those partnerships who can support great community led activity.

As a lead, a broker or a facilitator:
We will strengthen our networks locally, regionally and nationally actively sharing ideas, knowledge and evidence. We will collaborate with those who can make a difference and reflect the diversity across our communities. We recognise we can’t deliver this vision alone and will play our part, leading from the front or supporting from behind, to ensure our common purpose is realised.

As an innovator:
Embracing new ideas from people, communities and partners with fresh approaches to complex problems. We will be open to ideas generation, new approaches, partners and thereby grow new best practices. As an advocate: We will champion the Black Country and continuously seek to promote and advance its successes within the region and to a wider audience.

As an advocate:
We will champion the Black Country and continuously seek to promote and advance its successes within the region and to a wider audience.

As an interpreter:
We will understand the needs of the communities and individuals which we seek to represent and serve.


There are 6 objectives that represent the key areas of focus for all Black Country partners to identify with and work towards, to create a future where all ages, abilities and backgrounds are able to be active, move more and play.

Within these 6 objectives, Active Black Country has a set of priorities to focus on over the next 2 years.  More details can be found by clicking in the boxes below.

  • Communities

    Increase the range of opportunities to be active across Black Country communities, ensuring they are inclusive, attainable and support stronger, better connected, resilient communities

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  • Education

    Provide young people the best start in life through a range of varied and diverse opportunities to be active

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  • Health & Wellbeing

    Champion and advocate the role being active can play in contributing to wider outcomes across the health system and tackling health inequalities

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  • Healthy Placemaking

    Increasing the diverse range of physical assets, networks, facilities and places that can get people active

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  • Workforce, Skills and Employment

    Lead the development of a 'People Plan' for the Black Country to inspire, motivate and guide others to be active and support the development of sport

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INSIGHT HUB

Timely data and learnings in relation to physical activity and sport in the Black Country and the added value we can offer.

Read more about the Insight Hub

ACTIVATION ACADEMY

Resources and training material to support the Black Country sport & physical activity workforce

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