Meet the Team, Zara Seehra, Digital Inclusion Manager

Describe your role and responsibilities as Digital Inclusion Manager

I focus on helping make physical activity more accessible through digital innovation, inclusion and community insight. My role involves working with partners, local authorities and residents to improve how people discover, access and engage with opportunities to be active. A big part of my work is ensuring digital experiences work for everyone - especially those who may face barriers around confidence, access or connectivity. No two days are the same, which is exactly how I like it!

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

Active Black Country does a fantastic job of bringing diverse people, places and organisations together to create opportunities that genuinely improve lives. Whether it’s supporting communities, improving local access to activity, encouraging volunteering or helping people build confidence, the work is always people-first. What I really value is the focus on long-term impact - not just getting people active today, but helping create healthier futures for children, families and older adults across the region. There’s a real sense of passion and purpose behind the work.

What do you like most about the Black Country?

The people - definitely! The Black Country has such a strong sense of identity, resilience and community spirit, and there’s a real warmth to the area. I also love the mix of urban energy and green spaces; one minute you’re in the middle of a busy town centre and the next you’re walking through beautiful canals, parks or countryside trails. It’s a region full of character and potential. I think it’s essential that we create safe spaces and build trust with residents so people living locally and those visiting the region can get the best out of the Black Country.

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

One of my biggest achievements recently has been helping shape Active Black Country’s digital inclusion approach and turning complex ideas into practical action that can benefit local communities. I’m particularly proud of helping position digital inclusion as part of the wider conversation around physical activity, health and place-based change – and that’s only made possible by the great team I work alongside. Seeing strategic ideas begin to influence real projects, partnerships and future investment conversations has been incredibly rewarding. It’s exciting to know the work could make a lasting difference for future generations.

Describe yourself in three words?

Creative, driven and thoughtful.

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

For me, physical activity is about energy, balance and headspace as much as fitness. I enjoy gym training (usually with a good playlist!), martial arts, badminton and long National Trust walks - anything that helps me reset mentally while staying active physically. Exercise gives me structure, confidence and a way to switch off from busy days, especially through movement outdoors or challenging myself to improve. I also think staying active helps us show younger generations and older adults alike that movement can be enjoyable, empowering and part of everyday life.