Daniel Derrick, CEO Move More
22nd March 2025
Move More has changed dramatically since its constitution in 2017 as has the need in society and therefore a strategic review was required. Following a period of consultation with the staff team and Trustee board we made some small but important changes to our strategy to reference our wider holistic approach towards physical activity, health and mental wellbeing.
Our vision has evolved in a subtle yet significant way, transitioning from ‘Every Child Active’ to ‘Every Child Thrives’. While we remain deeply committed to the transformative power of physical activity, we recognise that true well-being extends beyond movement alone. Over the past few years, our priorities have naturally expanded, shaped by our ongoing work and further reinforced by our response to the COVID-19 pandemic. The pandemic made it clear that while physical activity is essential, it must go hand in hand with mental well-being support—not only for children but also for their parents and guardians. As a result, we have refined our Mission and Strategic Objectives to reflect a more comprehensive approach that prioritises personal, social, and emotional development. Our work has evolved into a holistic offering that now encompasses mental well-being, sleep, nutrition, and child behaviours, all while staying true to our original mission—championing the power of physical activity.
The word ‘Every’ within our vision and the phrase ‘irrespective of their circumstances’ within our mission, are important aspects of what drives us an organisation. We recognise that children today are facing increasing inequalities that significantly impact their ability to engage in physical activity and maintain positive mental well-being. These disparities can create barriers that prevent many young people from accessing the opportunities they need to lead active, healthy lives. In response, we are committed to placing a particular focus on supporting children and young people who are most affected, including those with special educational needs or disabilities and those from lower-income families. By prioritising these groups, we aim to create inclusive, accessible opportunities that empower every child to develop healthy habits, build confidence, and experience the many benefits of an active lifestyle, regardless of their background or circumstances.
We have also reaffirmed our commitment to fostering a proactive approach that focuses on building sustainable, lifelong behaviours. We recognise that establishing these positive habits during childhood is essential, as it lays the foundation for long-term well-being. By instilling the importance of an active and healthy lifestyle early on, we can help ensure that individuals carry these behaviours into adulthood, reaping the physical, mental, and social benefits that contribute to a healthier, happier life.
We previously made the mistake (of which I think most do) of having far too many values as an organisation and these were quite generic words with little sentiment to what we truly valued as an organisation, more of a tick list of what you would hope most purpose led organisations to have in place. More to the point no one could ever remember what they were! To change this we embarked on a consultation journey with staff and trustees to come to a place where we could agree on no more than 3 values that would encompass our true values.
Throughout the process we debated the semantics of what was a value and what was a behaviour, so to move the conversation on, we have changed from ‘values’ and settled on ‘The Move More Way’, a phrase which we have used informally for a little while now. The Move More Way; Child at Heart, Work Together and Make a Difference I feel represents what we are about as an organisation. I am pretty confident that if you asked any member of staff what our values are, they would be able to answer with the above. The consultation process we embarked on helped with staff buy in and they now sit really well within the charity, living the move more way on a daily basis.
This new strategy clearly sets out what our strategic priorities are over the next 3 years, and I look forward to seeing the plan come to fruition. The need for our work continues to grow and by living the Move More way we can continue to adapt, evolve and grow.
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