The power of data and insight

It was a privilege for Sport England and 4GLOBAL to be invited by the International Society of Physical Activity and Health to share the Moving Communities story at its global conference in Mérida (Mexico) last month.

Presenting on the international stage marked a significant milestone for a service that began six years ago.

Knowledge is power (and clarity)

The occasion was also a powerful endorsement of the collaborative approach that has united a wide range of partners across the sector behind a shared ambition – to demonstrate the value and impact of sport and physical activity through data and insight. 

For those unfamiliar with it, Moving Communities is a national data and insight platform that helps organisations understand who is taking part in sport and physical activity, who is missing out and what difference investment is making. 

By bringing together data from multiple sources into a consistent framework, partners are able to get a clearer picture of need, impact and inequalities, helping them make better decisions about where to invest resources and how to maximise outcomes for communities.

Our presentation showcased how a common data framework has created a step change in the way sport and physical activity are understood, measured and valued. 

Furthermore, by bringing together multiple disparate datasets into a single evidence base, Moving Communities has helped unlock investment, strengthen business cases and influence funding decisions at both local and national levels. 

It’s great to see that what began as a programme focused primarily on public leisure facilities has evolved into something much broader. 

Today, Moving Communities supports place-based approaches, informs strategic decision-making and enables a growing range of stakeholders, including local authorities, national governing bodies, active partnerships and other sector organisations.

Backing decisions for the betterment of all

The aim? To better understand and evidence their contribution to increasing physical activity and reducing inequalities.

The response from delegates was overwhelmingly positive, with representatives from several countries highlighting the scale and maturity of the programme, and recognising it as a model they aspire to replicate.   

It also stimulated discussion around the adoption of national data standards and the power of social value.

Our presentation reflected the conference theme of 'Going Global for Local Impact', demonstrating how Moving Communities enables partners and programmes to evidence their contribution to a much bigger national story.

It illustrated how robust, consistent data can empower organisations to tell compelling stories about impact while supporting strategic investment where it is needed most.

Throughout the conference, it was clear that Moving Communities is regarded as the kind of infrastructure many countries aspire to create to help position sport and physical activity as a key priority in a crowded policy landscape. 

Many countries are on similar journeys.

Collaborations make us stronger

However, only few have developed systems with the same ability to inform investment decisions, support community outcomes and strengthen the case for physical activity within an increasingly complex and competitive policy environment.

A key part of that success has been Moving Communities' ability to demonstrate value to government and funding partners. 

The evidence and insight generated through the programme have helped strengthen the case for significant investment in the sector.

This also includes funding initiatives such as the Swimming Pool Support Fund and wider investment in public sector leisure. 

Equally important has been the role of the Moving Communities Board, which brings together leaders from across the sector to work collaboratively, shape priorities, unlock the programme's potential and maximise its influence.

The conference brought together researchers, policymakers and practitioners from more than 30 countries, united by a commitment to tackle inequality through physical activity. 

Discussions spanned a wide range of cross cutting themes, including children and young people, environmental sustainability and the challenge of translating research into policy and practice. 

There was a strong sense of optimism about the progress being made globally, coupled with a recognition that there is still much to learn from one another. 

A global model we're proud of

One of the strongest messages that I took away from the conference was the consistent focus on equity rather than simply participation. 

Discussions repeatedly challenged delegates to think beyond overall activity levels.

The goal was instead to ask who has the opportunity to be active, who is being left behind and how evidence can be used to address those inequalities. 

The experiences from around the world are a key takeaway which Sport England can reflect on given our Uniting the Movement strategy.

As we left Mérida, one message stood out clearly: Moving Communities is no longer just a national story. 

It is increasingly being recognised as a global example of how data, insight and collaboration can drive investment, influence policy and unlock greater impact for communities through sport and physical activity.