Who Are We?
The physical activity sector is complex but it shares a single goal: to grow the number of people enjoying the benefits of an active lifestyle. In doing so it also hopes to contribute to a reduction in many of the social and health inequalities which exist within our society, by bringing movement to communities who are currently least likely to take part. At Proper Active we aim to contribute to these aspirations through work which supports one or more of 3 core aims:
Setting the Right Context
When we look around at our everyday life - where we live and work, what we read and watch, the people around us - we see an active lifestyle is the norm for anyone
Making Positive Opportunities the Norm
Having welcoming and enjoyable opportunities to get involved exist everywhere for everyone and not just those lucky enough to be in the right place at the right time
Developing the Right Infrastructure
However someone chooses to get active, the infrastructure is in place to support them to do so across all areas of our society
Our 3 core aims are underscored by 3 principles for how we work:
Robust insight about what works, for who, in what circumstances
Using our resources, whenever possible, to support those who will benefit most
Supporting people & organisations when they are ready to change
Proper Active was created by Dannielle Roberts in 2019 to help end the lottery of sporting experience and bring positive opportunities to people of all backgrounds and abilities.
Growing up, Dannielle had always seen physical activity as an exclusive environment reserved for the talented. That was until she had a different experience, as part of a local team who valued enjoyment over results. It was only then that she realised what physical activity could offer and it became her mission to make opportunities like this the norm.
Dannielle is a behavioural scientist and social researcher with broad experience of complex behavioural challenges across multiple sectors. She is also a sports coach who has worked extensively with those new to getting active. Find out more on LinkedIn.