Active Black Country
Active Black Country is a UK charity and Sport England-funded Active Partnership that tackles physical inactivity across the Black Country (Dudley, Sandwell, Walsall, Wolverhampton) by delivering programmes, campaigns, and digital platforms through local authorities, schools, and community partners.
- Company typePrivate
- Founded2006
- HeadquartersBrierley Hill, United Kingdom
- Headcount1–10
- GTM typeB2B
- OfferingServices
What Active Black Country does
Active Black Country is a UK charitable company limited by guarantee (company number 14537800, charity number 1210894) that operates as one of 43 Sport England-funded Active Partnerships, with a geographic mandate covering the Black Country region — Dudley, Sandwell, Walsall, and Wolverhampton — serving a population of approximately 1.2 million across 30 towns. Its purpose is to tackle the region's elevated physical inactivity rate (34.9% versus the 24.7% England average), with particular focus on 8 priority wards in areas of multiple deprivation. The organisation was founded in 2006 as an unincorporated entity hosted by Black Country Consortium Ltd and became an independent charitable company in December 2022.
The organisation runs a portfolio of programmes rather than discrete commercial products. Core digital platforms include the Activity Finder (Black Country Moving) for locating physical activity opportunities, the Insight Hub (developed with the University of Wolverhampton) for place-based data and learnings, the Black Country Schools Hub for Primary PE and Sport Premium best practice, and the Water Safety Resource Hub. Complementary programmes include Community Cycling Clubs (with Cycling UK and TfWM), Black Country School Games, Activation Academy workforce training, Safeguarding Services, Inclusion & Diversity programmes (Get Out Get Active, BAME, disability, women & girls, LGBTQ+, faith), and campaigns such as Move Together (launched May 2025 with four local authorities). The underlying technology stack is conventional web/directory infrastructure; no proprietary models, API, or AI capabilities are disclosed.
Revenue is derived from grant funding rather than commercial sales. Sport England is the primary funder delivering core activity across Health and Wellbeing, Education, Communities, and Workforce thematic areas; partnership programme funding from Canal & River Trust, Swim England, and Royal Life Saving Society UK supports the Water Safety Programme; and minor costed income is generated from Added Value Services (Performance Management Framework, Monitoring & Evaluation, Insight Gaps). All community-facing services are provided free of charge, and revenue is not publicly disclosed. Distribution is partnership-led: local authorities, schools, faith centres, community organisations, and the Activity Finder digital platform. Headcount is small (1-10 employees) with a leadership team led by CEO Ian Carey, Director of Partnerships Lesley Hill, and a Board that includes strategic leads covering impact, transport, communities, communications, health, digital inclusion, and safeguarding.
Active Black Country firmographics
Firmographics- Name
- Active Black Country
- Legal name
- Active Black Country Limited
- Website
- https://activeblackcountry.co.uk
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Active Black Country is a UK charity and Sport England-funded Active Partnership that tackles physical inactivity across the Black Country (Dudley, Sandwell, Walsall, Wolverhampton) by delivering programmes, campaigns, and digital platforms through local authorities, schools, and community partners.
- Ownership category
- akta.pro rank
Active Black Country industry classification
Industry- Product category
- Community Sport and Physical Activity Services
- NAICS
- Civic and Social Organizations (813410), Social Advocacy Organizations (8133), Fitness and Recreational Sports Centers (71394)
- SIC
- Services-Membership Organizations (8600), Services-Social Services (8300), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Community Health, Prevention & Health Education (BPAGACAC)
- akta.pro secondary industries
- Health Promotion, Prevention & Community Health Programs (BPAIAJAC), Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF)
Keywords
Where Active Black Country is headquartered
LocationHeadquarters
- HQ city
- Brierley Hill
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Active Black Country business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Others
Revenue model
- Sport England Funding: Primary funding from Sport England to deliver the primary role of tackling inactivity by working across thematic areas of Health and Wellbeing, Education, Communities and Workforce
- Partnership Programme Funding: Funding from partners including Canal & River Trust, Swim England, and Royal Life Saving Society UK for water safety programme delivery
- Added Value Services: Costed additional services including Performance Management Framework, Monitoring and Evaluation, and Insight Gaps provided over and above funded agreement
Go-to-market motion2 records
Distribution channels5 records
Marketing channels6 records
Active Black Country product offering
Product offeringCore offering
Active Black Country is a charity and one of 43 Sport England-funded Active Partnerships that delivers programmes, training, resources, and digital platforms to tackle physical inactivity across the Black Country region (Dudley, Sandwell, Walsall, Wolverhampton). It collaborates with local authorities, schools, health sector partners, community organisations, and faith centres to coordinate, commission, and broker physical activity opportunities, with a strategic focus on Health and Wellbeing, Education, Communities, and Workforce.
Product overview
Active Black Country is a charity operating as one of 43 Active Partnerships in England, funded by Sport England. The organization functions as an enabling/coordinating entity rather than a product company, delivering a portfolio of interconnected programmes and platforms. Core digital products include the Activity Finder (Black Country Moving) for locating physical activity opportunities, the Insight Hub for data and research, the Black Country Schools Hub for PE best practice, and the Water Safety Resource Hub. Complementary programmes include Community Cycling Clubs, the Black Country School Games, Activation Academy for workforce training, Safeguarding Services, and inclusion initiatives (GOGA, Inclusion & Diversity). The organization serves as a strategic broker connecting local authorities, health providers, education institutions, and community organizations across Dudley, Sandwell, Walsall, and Wolverhampton to increase physical activity and reduce health inequalities.
Differentiator
Problem solved
Functional benefit
Products and services
- Activity Finder (Black Country Moving) An online platform that enables residents across the Black Country to find sport and physical activity opportunities and to navigate from their door to activity locations on foot, by bike, or via public transport, including a facility search function.
- Insight Hub An interactive data and learning resource in partnership with the University of Wolverhampton that provides place-based insight, thematic learnings, and national insight articles on physical activity and sport across GP surgeries, community centres, faith centres, educational establishments, parks, leisure centres, and other settings in the Black Country.
- Black Country Schools Hub A resource database showcasing best practice for Primary PE and Sport Premium funding across the Black Country, covering five key indicators including engagement, profile raising, staff skills, range of sports, competitive sport participation, and swimming requirements.
- Black Country Water Safety Resource Hub An educational platform that provides water safety resources for educators, community groups, and families, including lesson plans, practical activities, and interactive videos, delivered with Royal Life Saving Society UK, Canal & River Trust, and Swim England.
- Black Country School Games An annual competitive sports event showcasing young people's energy and passion for sport, leadership, and competition, with resources for Key Stage 1, Key Stage 2, Secondary, Inclusive, Early Years, and Pre-School categories.
- Community Cycling Clubs A network of community-led cycling clubs across the Black Country targeting areas of deprivation, offering Learn to Ride sessions, Get Back into Cycling programmes, bike availability, and ride leader training in partnership with Cycling UK.
- Activation Academy An online training platform helping people of influence tackle inactivity within communities, offering courses including Mental Health Awareness for Sport and Physical Activity and other workforce development programmes.
- Inclusion & Diversity Services Programmes addressing equity of opportunity including Cultural Diversity, Disability/Long Term Health Conditions, Mental Wellbeing, Women & Girls, LGBTQ+, and Faith and Sport initiatives.
- Get Out Get Active (GOGA) A programme exploring the potential of faith centres to reach inactive disabled and non-disabled residents, including a toolkit for faith centres and a social prescribing approach with faith leader training.
- Safeguarding Services Safeguarding support for children and adults at risk, including a Designated Safeguarding Lead, Deputy Safeguarding Lead, policies, training, and key contacts for Dudley, Sandwell, Walsall, and Wolverhampton.
Quantifiable outcome
- 89,500 (50.1%) of 5-16 year olds in Black Country achieving 60+ minutes of activity a day
- +3 more outcomes
Companies that use Active Black Country
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
Active Black Country technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Active Black Country partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core, major, supporting and historical.
- Four Local Authorities (Dudley, Sandwell, Walsall, Wolverhampton)coreStrategic partners in the Move Together campaign and broader physical activity strategy. Collaborate on policy, strategy, investment and delivery of interventions across the Black Country.
- Canal & River TrustmajorPartner in Water Safety Programme supporting vital water safety messages to children and young people across the Black Country.
- Swim EnglandmajorPartner in Water Safety Programme providing resources and support for swimming and water safety education.
- Royal Life Saving Society UKmajorPartner in Water Safety Programme dedicated to drowning prevention and water safety education.
- University of WolverhamptonmajorInsight Hub partnership providing academic collaboration and research support for physical activity data and learnings.
- Sporting EqualssupportingOrganisation promoting ethnic diversity across sport and physical activity, providing resources and guidance for BAME community engagement.
- Activity AlliancesupportingNational partner enabling organisations to support disabled individuals to be and stay active. Partner in Get Out Get Active (GOGA) programme.
- Cycling UKmajorPartners on Community Cycling Clubs programme targeting areas of deprivation across the Black Country, providing led rides, learn to ride programmes, and bike access.
- Transport for West Midlands (TfWM)majorCollaboration on cycling infrastructure development and active travel initiatives across the Black Country.
- West Midlands Police Crime CommissionermajorPartnership through Violence Reduction Unit to utilise sport and physical activity as diversionary activity for young people.
- MINDsupportingMental health charity partner working on mental health awareness across the region through West Midlands Physical Activity Network.
- Rethink Mental HealthsupportingMental health charity partner supporting local organisations and clubs to be more accessible to people experiencing mental health issues.
- Black Country Housing GroupsupportingHost organisation for board member Kaye Coulthard; represents social housing sector engagement in physical activity initiatives.
- Black Country Consortium LtdhistoricalFormer host agency from 2006; Active Black Country became independent company limited by guarantee with charitable status in December 2022.
- Living StreetssupportingPartnership on WOW (Walk Once a Week) initiative encouraging sustainable travel to school for children.
- Ann Craft TrustsupportingLeading UK Authority on Safeguarding Disabled Children and Adults at Risk, providing resources for best practice in safeguarding.
Scale indicators9 records
Recent moves7 records
Expansion highlights5 records
Active Black Country competitors and assessment
Company assessmentMarket position
Strengths4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Active Black Country social profiles
Digital presenceActive Black Country compliance and trust
Trust signalCompliance2 records
Active Black Country financial estimates
Financial estimateRevenue estimate
Valuation estimate
Active Black Country leadership team
Management profileNumber of profiles
Profiles11 records
Active Black Country funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Active Black Country M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Active Black Country
What does Active Black Country do?
Active Black Country is a charity and one of 43 Sport England-funded Active Partnerships that delivers programmes, training, resources, and digital platforms to tackle physical inactivity across the Black Country region (Dudley, Sandwell, Walsall, Wolverhampton). It collaborates with local authorities, schools, health sector partners, community organisations, and faith centres to coordinate, commission, and broker physical activity opportunities, with a strategic focus on Health and Wellbeing, Education, Communities, and Workforce.
Is Active Black Country a public or private company?
Active Black Country is a private company. It is classified as nonprofit foundation owned and is currently operating.
When was Active Black Country founded?
Active Black Country was founded in 2006. It employs 1 to 10 people.
Where is Active Black Country based?
Active Black Country is headquartered in Brierley Hill, United Kingdom, in the Europe region.
How does Active Black Country make money?
Three revenue lines are on record. Sport England Funding is the primary driver. The others are partnership Programme Funding and added Value Services.
Does Active Black Country have an API?
No public API is recorded for Active Black Country.
What industry is Active Black Country in?
Active Black Country's product category is Community Sport and Physical Activity Services. Its primary akta.pro industry code is BPAGACAC, Community Health, Prevention & Health Education, with a secondary code of BPAIAJAC, Health Promotion, Prevention & Community Health Programs. Its NAICS code is 813410 and its SIC code is 8600.