It is widely recognised that increased physical activity enhances mental wellbeing, reduces the risk of chronic conditions, boosts productivity, and alleviates pressures on health services. Yet, there are factors limiting access to regular, meaningful movement for large sections of the population. Here, West Wales Sports Partnership (WWSP)’s CEO Jamie Rewbridge tells us about what they’re doing to help.
WWSP is a not-for-profit organisation committed to transforming the physical activity landscape across Carmarthenshire, Swansea, Neath Port Talbot, and Pembrokeshire. Based in our offices in the Institute of Life Science at Swansea University, WWSP draws on diverse expertise from education, sport, marketing, finance, and public service to inspire healthier lifestyles and stronger communities.
As a proud member of the National Institute for Sport and Health, WWSP works across sectors to foster a healthier region through data-driven insight and strategic collaboration. Our partners span local authorities, national governing bodies of sport, the health and education sectors, third-sector organisations, and commercial enterprises. These collaborations extend our reach, enhance our impact, and enable us to co-design innovative, community-focused solutions.
Strengthening the Sport and Physical Activity System
Positive experiences in sport and physical activity are essential — especially for underrepresented groups. Our work focuses on:
- Embedding system-wide thinking to encourage active lifestyles in and beyond the workplace
- Supporting employers to champion movement through community-focused programmes
- Strengthening the wider sports system to ensure inclusive and engaging experiences from grassroots participation to elite performance
Collaboration in systems Change
Genuine collaboration means harnessing the unique strengths of every sector to achieve shared outcomes. In health, education, and sport, this requires breaking down silos, connecting professionals, and embedding physical activity into everyday life.
A whole-system approach allows us to address the root causes of inactivity — whether by integrating movement into clinical care pathways, designing school environments that support active habits, or reimagining urban spaces to make daily activity the easy choice.
Insight and Research: the foundation for Action
Understanding who needs support and where change is most urgent is key. Groundbreaking research from the National Institute for Sport & Health — including the Health Needs Assessment report—provides the evidence we need to shift from assumption to action. Insight fuels targeted, effective strategies that deliver long-term results.
the role of Health and Education
Health and education systems have a critical role to play. Schools shape lifelong behaviours, while healthcare professionals are uniquely positioned to prescribe movement as part of prevention and treatment. When these sectors work in tandem, their combined influence can transform the region’s health outcomes.
Imagine a future where physical activity is routinely prescribed in clinics, embedded into every school day, and supported by built environments that make movement easy and enjoyable. That future is possible — if we act together.
Moving Forward — Together
The journey towards a more active and healthier West Wales must be a collective one. By deepening partnerships, sharing insight, and removing barriers between sectors, we can redesign systems that place movement at the heart of everyday life.
The insights from National Institute for Sport & Health are invaluable—but it is our shared action that brings them to life. Now is the time to collaborate, innovate, and activate.
Let’s reshape our communities — together.
CONNECT WITH WWSP
We are always looking to build new relationships with individuals and organisations who share our mission. If you’re interested in being part of this transformation, we’d love to hear from you: info@wwsp.wales