Most Active City – London Sport’s Annual Partner Engagement Event

It’s time to stop having the same old conversations – and start embracing some of the dialogues we’ve never had before

Most Active City – London Sport’s Annual Partner Engagement Event

by Amy Hewick Amy Hewick

Sport England and Government strategies have offered an open door to those willing to meet the challenges of tackling inactivity. Now it’s up to those of us in the sector to walk through and become a part of the big, wide world.

One of the great things – maybe the greatest thing – about London is its diversity. Diversity of population; diversity of interest; diversity of business; diversity of entertainment. Close your eyes, and whatever it is you’re thinking of, there’s a good chance that you’ll find it in London.

Of course, for sport, diversity carries with it its own challenges. With diverse demographics come important considerations around adaptation of delivery, marketing, development and commissioning. What works for one group simply won’t work for another – and even organisations with the greatest track records in the world simply can’t be experts in every facet of society.

Not being experts doesn’t mean that we get to relinquish responsibility, though. Rather, we have a responsibility to make sure our plans, strategies and partnerships are as diverse as the groups we exist to serve, and as the people with whom we have least in common. It’s important that we all now see this as an opportunity to open the doors of the sport sector to the wider world, and bring together new partnerships and new approaches to connecting sport with under-represented populations.

Right now, we have an opportunity to do exactly that. Government and Sport England strategies are still fresh enough to shape the ways that physical activity and sport approach new partnerships, and the impetus is there across the sector to make it happen. Even a cursory consideration of the new focuses that are becoming apparent across the sector – tech, data, commercial engagement, learning from business – shows that there’s no lack of enthusiasm.

What’s now critical is that we don’t expend that energy having the same conversations between the same people. Almost every one of us working in sport is an advocate for the changes we need to see, so spend our time preaching to the converted? The real discussions we need to be having are with the groups that aren’t sitting around the table with us yet. They are the gatekeepers, and they are the experts in reaching the people that we haven’t yet won over. Without their help, we may never become the sport sector that we want to; without ours, they may never know what sport could help them to achieve

Most Active City - Partner Engagement Event | 7 July 2017  | The KIA Oval

When London Sport talks about helping to get 1,000,000 Londoners more active by 2020, we aren’t talking about a homogenous body. We’re talking about real people, with real lives, and real differences from one another. In a city of almost nine million people, those 1,000,000 may never meet. And as a team of 45 people London Sport can never hope to know all the things that will influence them – the good, and the bad.

That’s why we are inviting you to attend Most Active City, an event designed specifically with these new connections in mind. We are coming together on Friday 7 July at The KIA Oval, Kennington to share our research, hear your input and combine thinking with those people that are shaping the future of physical activity and sport in London.

Current confirmed workshops subjects include Innovation, Understanding and influencing less active Londoners, Youth Insight, Workforce, Technology and Innovation with more to be confirmed shortly.


Outcomes from this session will include:

  • Understand how organisations have encouraged innovative approaches, through disruptive innovation
  • Identify how to promote innovative thinking

Understanding and influencing less active Londoners

Outcomes from this session will include:

  • Gain new understanding into the lives of less active Londoners
  • Develop new ideas on how to develop interventions that meet the needs of this group

Youth Insight

Outcomes from this session will include:

  • Recognise and identify Sport England Youth Personalities
  • Using London Sport coaching toolkit to identify youth personalities
  •  Introduction to London Sports’ new Youth Personality E-module


Outcomes from this session will include:

  • Introduction to London Sports Bigger and Better Workforce research
  • Explanation of the findings from the research conducted
  • Identify recommendations arising from the research


Outcomes from this session will include:

  • Influence of technology on participation and behaviour change
  • Shaping London Sports efforts based on local need
  • Explore industry case studies

Reserve your ticket now

We really hope that you’ll be there with us to help take these conversations forward. Tickets are selling fast, and with new speakers and workshops sessions soon to be announced, we want to ensure every stakeholder for physical activity and sport has the chance to join us, learn and share perspectives on the future of London.

Tickets are on sale until 30 June, click here you buy your ticket now.