Name

Active Norfolk

Legal name

Active Norfolk

Website

https://activenorfolk.org

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Headquarters

HQ city

Norwich

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Grant Funding: Primary revenue from Sport England National Lottery funding and government grants including DfE Holiday Activities and Food (HAF) programme. Distributed £2,959,098 across Norfolk in 2024-25.
2. Commissioned Services: NHS/ICB commissioned services including Active NoW exercise referral pathway (£3,006,758 worth of funding delivered), and health system integration work through Integrated Care System.
3. Partnership Funding: Local authority co-investment in Active Communities Officers through Framework and Action Plans with all district councils. Sport England Place Partnerships funding (£173,166 across King Lynn & West Norfolk and Great Yarmouth).

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels5 records

Core offering

Active Norfolk is the Active Partnership for Norfolk that coordinates and delivers a portfolio of sport, physical activity and wellbeing programmes through a network of 400+ partners and embedded Active Communities Officers in every district council. Its core offerings include the NHS-commissioned Active NoW exercise referral pathway, men's mental health football programme All To Play For, the DfE HAF-funded Big Norfolk Holiday Fun for disadvantaged children, Norfolk School Games, Opening Schools Facilities, Special Olympics Norfolk, the DRAGONs disability accessibility review project, the Norfolk Moves social movement, Place Partnerships, and the Every Move Activity Finder online platform.

Product overview

Active Norfolk is a physical activity partnership organization operating as a portfolio of community health and wellbeing programs rather than a unified technology product. The organization structures its work across three life-stage programs: Start Active (children and young people), Live Active (adults), and Age Active (older adults). Key named programs include Active NoW (health referral pathway), All To Play For (men's mental health through football), DRAGONs On The Move (disability accessibility reviews), Special Olympics Norfolk, Big Norfolk Holiday Fun (holiday activities for vulnerable children), Norfolk Moves (social movement), Opening Schools Facilities, and Creating Active Schools. Supporting infrastructure includes the Every Move Activity Finder platform, a Safeguarding Hub with resources and training, and Place Partnerships addressing regional inequalities. The organization also provides a Resource Library and publishes news and case studies.

Differentiator

Problem solved

Functional benefit

Brands

• Active NoW: Physical activity referral pathway helping people across Norfolk and Waveney become more physically active to improve their health and wellbeing.
• Norfolk Moves
• Big Norfolk Holiday Fun
• All To Play For
• Norfolk School Games
• DRAGONs On The Move
• Special Olympics Norfolk
• Opening Schools Facilities (OSF)
• Active Futures
• Safer Hub

Products and services

• Active NoW A NHS-commissioned physical activity referral pathway that helps people across Norfolk and Waveney become more physically active to improve health and wellbeing, particularly those living with long-term conditions such as hypertension, diabetes, obesity, musculoskeletal conditions and mental health challenges. Referred participants are supported into physical activity with a 70% successful completion rate and a 69% sustained activity increase at 6 months.
• All To Play For A free, weekly football programme supporting adult men aged 18+ in Norfolk who may be struggling with their mental health, delivered in partnership with Norfolk & Suffolk NHS Foundation Trust and Reframe Coaching. It includes a two-way referral pathway with the NSFT Early Intervention in Psychosis team and a community intervention at Hellesdon Hospital male ward, generating an estimated £14 of social value for every £1 invested.
• Big Norfolk Holiday Fun A Department for Education Holiday Activities and Food (HAF)-funded programme providing safe physical activity, food and enrichment for children aged 5-16 eligible for free school meals or otherwise considered vulnerable during school holidays. In 2024-25 it engaged 6,701 children (86% FSM-eligible, 29% SEND).
• Norfolk School Games A national school sport initiative delivered in Norfolk that engages 35,223 young people across a programme of competitive and developmental events (25 events hosted with 2,000+ young people attended at UEA Sportspark in 2024-25) under Youth Sport Trust guidance and Active Norfolk strategic leads.
• Opening Schools Facilities A Sport England / Department for Education-aligned programme helping schools open their existing sports facilities to the wider community by partnering with sporting organisations to deliver activities, with a focus on SEND, girls, ethnically diverse communities and FSM-eligible groups. It achieved over 14,000 attendances in 2024-25 across 51 schools via 5,904 sessions.
• Special Olympics Norfolk Inclusive sports training and competition for children and adults with intellectual disabilities across Norfolk, delivered in partnership with Special Olympics GB as part of the wider disability sport connectivity blueprint.
• DRAGONs On The Move A project supporting young adults with disabilities (Disability Real Action Group of Norfolk / NANSA) to assess how accessible and user-friendly clubs and leisure centres are across Norfolk, conducting user-led accessibility reviews that drive inclusivity improvements at facilities such as Alive West Norfolk.
• Every Move Activity Finder An online platform (activityfinder.net / everymovenorfolk.activityfinder.net) that enables the public across Norfolk to discover physical activity opportunities, classes, clubs and sessions by location, audience and activity type.
• Norfolk Moves A county-wide social movement and Norfolk Moves Charter commitment platform that unites communities, organisations, sports and activity providers, and individuals around combatting inequalities and removing barriers to physical activity across Norfolk.
• Safer Hub A safeguarding and welfare hub providing resources, training, guidance, policies and reporting procedures for creating safer sporting environments across Norfolk for children, young people and adults at risk.
• Sport Welfare Officer Programme A county-level welfare officer service funded by Sport England's £14.83 million National Lottery investment (2023-2027) that supports more than 100 clubs in Norfolk and 28 National Governing Bodies, providing local safeguarding support, training and mentoring for Club Welfare Officers in response to The Whyte Review.
• Place Partnerships A Sport England Place Partnership programme addressing inactivity, deprivation and health inequalities in King's Lynn & West Norfolk and Great Yarmouth (top 10% nationally for inactivity), funding a project coordinator and insight and evaluation officer and embedding physical activity within each place-based health and wellbeing partnership.
• Active Futures An early years programme providing training for early years settings to enable more physical activity to be blended into daily activities for young children.
• Get Out Get Active An inclusive opportunities programme aimed at getting inactive people active through accessible community sessions delivered by local partners.

Quantifiable outcome

• 12,500+ people referred to Active NoW since 2023; 70% successfully supported into physical activity; 69% maintained activity increase after 6 months
• +4 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

23 partnerships are on record, tiered core, strategic and minor.

• Norfolk & Suffolk NHS Foundation TrustcoreStrategic or Co-development PartnerCollaborative partner for All To Play For programme. NSFT staff refer patients to sessions; early intervention team has established two-way referral pathway. Hellesdon Hospital male ward participates with community intervention.
• NHS Norfolk & Waveney ICBcoreStrategic or Co-development PartnerActive NoW commissioned by ICB and South Norfolk & Broadland DC. Active Norfolk chairs ICS Physical Activity Strategic Leadership Group. Works with CVD-R working group on physical activity access.
• Norfolk County CouncilcoreStrategic or Co-development PartnerFramework and Action Plan partnership. Co-investment in Active Communities Officers. Compliance with DCMS Tier 3 Code for Sports Governance.
• Active Partnerships NetworkcoreStrategic or Co-development PartnerNetwork of 43 Active Partnerships across England working collaboratively on welfare, place-based initiatives, and physical activity strategy.
• NSPCC Child Protection in Sport UnitstrategicStrategic or Co-development PartnerPartner in national Sport Welfare Officer network. Collaborates on safeguarding guidance and training for clubs.
• Ann Craft TruststrategicStrategic or Co-development PartnerPartner in Sport Welfare Officer network focusing on safeguarding adults in sport. Provides frameworks and resources.
• Norfolk Safeguarding Children PartnershipstrategicStrategic or Co-development PartnerActive Norfolk works with Safer Programme to promote safeguarding across all programmes. Raises awareness with partner organisations.
• Norfolk Safeguarding Adults BoardstrategicStrategic or Co-development PartnerPartnership for adult safeguarding in sport. Active Norfolk has Adult Safeguarding Policy and Procedures.
• Special Olympics GBcoreStrategic or Co-development PartnerPartnership to deliver Special Olympics inclusive sports for people with intellectual disabilities. Co-developed disability sport connectivity blueprint.
• National Governing BodiesstrategicStrategic or Co-development Partner28 NGBs engaged through Sport Welfare Officer programme. Joint club visits and coordination on safeguarding and welfare.
• UEA SportsparkstrategicStrategic or Co-development PartnerVenue sponsorship for Norfolk School Games - £10,000 committed for venue hire. Hosted 25 events with 2,000+ young people attending.
• Youth Sport TruststrategicStrategic or Co-development PartnerNational partner providing guidance for Norfolk School Games programme delivery.
• King's Lynn & West Norfolk Borough CouncilcoreStrategic or Co-development PartnerPlace Partnership area. Joint development award application with Sport England. West Norfolk Health & Wellbeing Partnership engagement. Working towards Marmot Place status.
• Great Yarmouth Borough CouncilcoreStrategic or Co-development PartnerPlace Partnership area. Top 10% nationally for inactivity, deprivation and health inequality. Engagement with senior management team to embed physical activity.
• All Norfolk District CouncilscoreStrategic or Co-development PartnerActive Communities Officers embedded in all 7 district councils (Norwich, Great Yarmouth, King's Lynn & West Norfolk, Breckland, North Norfolk, South Norfolk, Broadland) with bespoke Framework for Action documents.
• District Councils (all areas)coreStrategic or Co-development PartnerAll local authority areas have shared investment in Active Communities Team with unique Framework and Action Plan in each area. Active Communities Officers bridge organisations and support weaving physical activity into policy.
• DRAGONs (Disability Real Action Group of Norfolk / NANSA)coreStrategic or Co-development PartnerYoung people with disabilities conducting accessibility reviews of leisure facilities and clubs. Drive inclusivity improvements based on lived experience.
• West Norfolk Rugby ClubstrategicChannel Partner/ Reseller/ DistributorCommunity sport pathway partner for West Norfolk Rugby Schools Programme. Girls' section expanded with full teams now fielded.
• Alive West NorfolkstrategicStrategic or Co-development PartnerLeisure provider with multiple sites reviewed by DRAGONs for accessibility. Deep partnership developed with ongoing collaboration on inclusive practices.
• Hebron Housing TruststrategicStrategic or Co-development PartnerSupported housing provider for women. Test and Learn funding partnership for women-only activity sessions. Participants shape programme through feedback.
• Local Authority Designated Officer (LADO)strategicStrategic or Co-development PartnerReferral point for concerns about professionals working with children. Sport Welfare Officer coordinates awareness with local network.
• Norfolk ConstabularystrategicStrategic or Co-development PartnerPartnership through RISE programme in North Lynn community. Police engaged in place-based approach to tackle crime and rebuild community.
• Reframe CoachingminorStrategic or Co-development PartnerLocal gambling support charity integrated into All To Play For sessions. Provides localised support as alternative to national helplines.

Scale indicators21 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• UK Active: Industry body representing the physical activity sector (gyms, leisure centres, operators). Comparable as the wider ecosystem incumbent within which Active Norfolk's leisure-partner-enabled programmes operate.
• Sport England: National body that funds Active Norfolk directly through National Lottery money and coordinates the Active Partnerships network across England. Comparable as the strategic and funding incumbent over Active Norfolk's operating model and broader physical-activity ecosystem.

Direct peers

• London Sport: Active Partnership for London with the same national-network operating model, Sport England funding lineage, and place-based physical activity mission. Comparable despite London being a much larger and more complex geography.
• GreaterSport: Active Partnership for Greater Manchester operating the same Sport England-funded county/region-level model. Directly comparable in mission, funding sources, NHS partnership approach, and community sport coordination remit.
• Yorkshire Sport Foundation: Active Partnership for the Yorkshire region, operating an analogous Sport England-funded model of community sport coordination, NHS partnership, and local-authority embedded delivery.
• Active Sussex: Active Partnership for Sussex with the same Sport England / National Lottery funding structure, ICS partnership model, and portfolio of community sport/wellbeing programmes as Active Norfolk.
• Active Essex: Another Active Partnership operating the same county-level community physical activity coordination model in Essex. Closest direct peer — same funding structure (Sport England/National Lottery), same local-authority-embedded delivery model, same ICS integration, same Active Communities Officer approach.

Emerging players

• StreetGames: National sport charity focused on engaging underserved young people in community sport, operating across multiple UK regions. Comparable in target demographic (inactive/vulnerable young people) and free-to-access community sport delivery model, though not an Active Partnership.
• Activity Alliance: National disability sport organisation working to make activity more inclusive. Highly comparable to Active Norfolk's DRAGONs, Special Olympics and inclusive sport work and shares the Sport England funding and partnership ecosystem.
• Access Sport: UK charity that uses sport to transform disadvantaged young lives. Comparable mission and beneficiary profile to Active Norfolk's Big Norfolk Holiday Fun and Start Active programmes, with similar grant-funded operating model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ActiveNorfolk
• Facebookfacebook.com/activenorfolk
• LinkedInlinkedin.com/company/active-norfolk

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Active Norfolk