ACTIVE BLACK COUNTRY EXPANDS TEAM

Active Black Country has strengthened its team with the addition of five new members of staff – appointing transport and health leads, two community engagement officers, and a digital inclusion manager.

In newly-created positions, Erica Martin joins as Transport and Physical Activity Strategic Lead, with Alys Murphy becoming Health and Physical Activity Strategic Lead.

Erica says she shares Active Black Country’s vision of “creating a future where movement and active travel are accessible to everyone, regardless of age, ability, or background.”

“In my role, I see an incredible opportunity to integrate physical activity into transport planning and delivery across the four local authorities, ensuring that cycling, walking and wheeling become safe, connected and preferred choices for communities in the Black Country,” Erica adds.

In her role, working in partnership with health and care partners across the Black Country, Alys says: “There is an opportunity to further improve equality of access across the region, working in collaboration with those at the heart of the community. By building strong partnerships, I am confident we can create inclusive environments where everyone can thrive through movement. “

Active Black Country has also appointed two Community Engagement Officers. Masuma Begum and Saqib Amin will work closely with a range of partners to maximise the breadth of local opportunities for Black Country communities to be physically active and support a healthier lifestyle.

“Being active should feel natural, not out of reach,” Masuma says.

“I believe in building a Black Country where movement is part of everyday life, accessible to all, regardless of background, ability, or circumstance. Through Active Black Country, we are creating spaces of belonging, opportunity, and healthier communities for everyone.”

Saqib aims to draw on previous roles working to unlock the potential in people and communities.

“I've seen first-hand how a single opportunity—a connection, a resource, a supportive relationship—can be the catalyst for profound change,” he says.

“I am dedicated to the mission to use the power of physical activity to influence opportunities and support everyone in the Black Country to enjoy an active, healthy lifestyle. I look forward to pouring that passion into these communities and together we can deliver transformative impact.”

Active Black Country has also recruited its first Digital Inclusion Manager. Zara Seehra will lead the development and implementation of ABC’s Digital Strategy and Skills Blueprint to tackle the digital barriers that prevent people from being active.

“I’m motivated by the belief that digital inclusion is key to creating fairness and belonging,” Zara says.

“Joining Active Black Country gives me the opportunity to help ensure everyone, regardless of background or circumstance, can connect, participate, and thrive in an increasingly digital and active world. I look forward to building on the great work already taking place across the region and collaborating with Sport England, the West Midlands Combined Authority (WMCA), local authorities, and community partners to make this vision a reality.”

Ian Carey, CEO of Active Black Country, says: “I am delighted to welcome our new colleagues. They join at an exciting time in the growth of our charity as we expand our place-based work and add a digital inclusion focus. They bring a wealth of experience and skills to support our mission to use the power of sport and physical activity so that everyone living in the Black Country can access the health and wellbeing benefits of an active lifestyle.”

Pictured from left to right: Zara Seehra, Digital Inclusion Manager, Erica Martin, Transport and Physical Activity Strategic Lead, Masuma Begum, Community Engagement Officer, Alys Murphy, Health and Physical Activity Strategic Lead, Saqib Amin, Community Engagement Officer.