Proper Active is on a mission to change the way people think and feel about being physically active.

The benefits of an active lifestyle are wide reaching and well known but, to state the obvious, they are only realised when people actually take part. For many people the idea of a traditional sporting environment brings them out in a cold sweat and physical activity is seen as the domain of fitness fanatics and sports stars; not something for people like them.

Proper Active is a strategic research consultancy and part of a growing movement recognising that, in order to grow the number of people enjoying an active lifestyle, we need more welcoming environments where anyone can feel at home, regardless of background or ability.

Whilst there are amazing examples out there, the quality of sporting experience shouldn't feel like a lottery. We want an amazing experience to be the norm for everyone and we are here to support brilliant organisations who want to make make that a reality.