Helping Inactive People Find Their Way Into Movement

Sport England

We spent time with people doing little or no physical activity, listening to the real barriers that make moving more feel daunting - from confidence and health to simple day‑to‑day pressures.

Using groups, video self‑ethnography and follow‑up interviews, we explored what exercise means in their lives, what they believe it can (and can’t) do, and the messages that genuinely shift motivation.

We tested different language, framing and media to understand what helps people imagine taking the first small step - and what pushes them away.

From this, we developed a practical three‑stage model to support behaviour change, now shaping Sport England and PHE strategies.

Impact:

A grounded, human‑led behaviour‑change model helping Sport England inspire the least active to feel empowered, capable and ready to move more.