Our Director of Development, George Cull, writes on how Moving North Yorkshire is bringing people together to build physical activity into daily lives.
Setting the Scene
What if movement wasn’t something extra we had to find time for—but something woven into the fabric of our daily lives?
Earlier this year, in March, a diverse group of partners gathered at Northallerton Town Hall for the first “Moving North Yorkshire” workshop. This session marked a pivotal step in reimagining how physical activity (PA) can become a natural, inclusive, and even enjoyable part of everyday life across the county.
A Room Full of Possibility
What stood out immediately was the diversity in the room. Individuals and organisations looked around—some wondering why they were there, many meeting each other for the first time. The connection? Physical activity had, or could have, an impact on their work—whether helping patients recover more quickly or providing the places and spaces where people can be active.
We used the 3 Horizons model to explore the system as it is now and imagine what it could look like 15 to 20 years into the future.
Understanding the Barriers
Naturally, there were many perspectives on the current barriers and challenges, with broad acknowledgement of the complexity. What was noticeable was the spectrum of focus—from structural challenges like transport and facility provision to individual-level barriers. The COM-B model (Capability, Opportunity, Motivation – Behaviour) helped us unpack the behavioural drivers of activity:
- Capability: Many people lack the knowledge or confidence to move more.
- Opportunity: Infrastructure, cost of living, and time constraints limit access.
- Motivation: Language and past experiences shape how people feel about movement.
Language Matters
One theme that resonated strongly was the power of language. There was clear consensus that using words like movement or play, rather than sport, creates a more inclusive image—especially for those with negative past experiences.
This led to a powerful discussion around health messaging. The “10,000 steps” narrative, for example, can alienate people with health conditions or disabilities. Instead, the group advocated for compassionate, inclusive messaging such as:
- “Do it when you can.”
- “Your best days are good enough.”
- “Every little bit counts.”
From Fragmentation to Systems Thinking
A key outcome of the session was a shared recognition that physical activity must be embedded across all sectors—from health and education to planning and transport. This shift requires a systems approach, where partners work collaboratively rather than in silos.
The workshop surfaced a powerful set of value contrasts between the current state (Horizon 1) and the desired future (Horizon 3), including:
- From inequality to equity
- From reactive to proactive systems
- From exclusive to inclusive opportunities
- From competition to collaboration
Supporting the System Through Systems Leadership
At the heart of this transformation is systems leadership—a way of working that embraces complexity, builds trust, and fosters shared purpose.
Through Moving North Yorkshire, we are committing to developing the workforce and taking the system on a collective journey to build the skills and capabilities to lead—regardless of job title or hierarchy. It has been especially rewarding to explore Marshall Ganz’s work on Public Narrative and co-design how we might build our Story of Self, Story of Us, and Story of Now to help leaders connect personal values to collective action.
Looking Ahead
This is an exciting journey that feels like it’s building real momentum. Our upcoming Workshop 2 in July will build on this foundation by exploring how we can begin working toward our aspirational future.
What’s most important is that we continue to centre lived experiences and grow a coalition of the willing—people and organisations ready to lead change together.
Our Four Pillars for Change
To close, I want to reflect on the four pillars that underpin the process of developing our framework. These are critical to our success:
- Developing leadership behaviours that prioritise empathy, listening, and co-creation.
- Encouraging cross-sector collaboration to break down silos and align efforts.
- Building capacity in inclusive communication and compassionate practice.
- Creating space for reflection and storytelling to inspire and sustain momentum.
The journey has just begun, but the energy, insight, and commitment from Workshop 1 show that North Yorkshire is ready to move—together.
