Meet the Team, Rana Aytug, Strategic Lead for Impact

1. Describe your role and responsibilities as Strategic Lead for Impact.

My role is to help us better understand and demonstrate the difference our work makes for people and communities across the Black Country. I lead on the development of our Impact Framework and our approach to monitoring, evaluation and learning. A key part of this involves bringing together data, insight and lived experience to build a fuller picture of the role physical activity can play in tackling inequalities, improving wellbeing and supporting healthier, more connected communities. I work closely with colleagues, local authorities and wider stakeholders to strengthen how we measure impact, share learning and use evidence to shape future practice.

2. How is Active Black Country making a difference in getting people active across Dudley, Sandwell, Walsall and Wolverhampton?

At the heart of our work is a commitment to listening, building trusted relationships and collaborating with local communities and partners across the system to support long-term change. We recognise that opportunities to be physically active are shaped by a wide range of social, economic and environmental factors. Through our partnerships and thematic areas of work, we support approaches that are more connected, inclusive and responsive to the experiences of local communities, particularly those facing the greatest inequalities. The impact of this can be seen not only in increased physical activity, but also in stronger community connections, improved wellbeing, greater confidence and a stronger sense of belonging across Dudley, Sandwell, Walsall and Wolverhampton.

3. What do you like most about the Black Country?

There is a deep sense of community and pride in place across the Black Country. Through my work, I’ve seen the passion, care and commitment within local communities and grassroots organisations. That resilience and willingness to collaborate creates a strong sense of connection across communities. It’s something really special and inspiring.

4. In your work, what has been your biggest personal achievement recently?

Our work is shaped through strong collaboration with colleagues, partners and communities. Within that, I’m really proud of the role I’ve played in further developing and embedding Active Black Country’s Impact Framework and strengthening a culture of learning. One of the exciting developments linked to this has been the ABC Impact Hub and Interactive Map. It is a powerful tool that helps us better understand the Black Country context, identify opportunities, and use evidence more effectively to influence positive and long-term change for local communities.

5. Describe yourself in three words?

Caring, insightful and steadfast.

6. Describe what physical activity means to you and how it benefits your physical and mental wellbeing?

Physical activity is a really important part of my life and plays a significant role in supporting my overall wellbeing. Personally, I enjoy playing tennis because it brings together movement, focus and social connection. I also enjoy walking outdoors, which gives me space to slow down, reflect and feel more connected both to myself and to my surroundings.

Coming from an Architecture and Spatial Planning background, I’ve always been interested in how our lived experiences shape and are shaped by our environments. Access to safe, well-designed, accessible and inclusive spaces influences how people move, connect and feel, making them essential to supporting both physical and mental wellbeing. In turn, people give meaning to spaces, helping to create a stronger sense of place.