10,000 people supported through the Active NoW physical activity referral pathway
The Active NoW programme has reached a major milestone, with over 10,000 people now referred by healthcare professionals across Norfolk and Waveney to begin their journey towards improved health through physical activity.
What is Active NoW?
Launched in January 2023 as part of the Norfolk and Waveney Integrated Care System’s commitment to preventative care, Active NoW offers a personalised referral pathway for individuals who are classed as inactive and living with a long-term health condition whose condition could be managed or improved by being more active.
Healthcare professionals can refer eligible individuals into the programme, where they are supported by the Active NoW coordination centre at South Norfolk and Broadland Councils to access local, inclusive opportunities, from exercise referral gym-based sessions to structured group activities and community activities, all provided by trained, trusted local partners.
Demonstrating real impact across the system
Since its conception, the Active NoW programme has seen referrals from over 200 organisations, with more than 10,000 individuals supported to date. Notably, 45% of referrals have come from individuals living in the two most deprived areas of Norfolk and Waveney, demonstrating the programme’s reach in tackling health inequalities.
- 69% were matched with a suitable activity
- 67% took up activity within six months
- 66% increased their activity after six months
Active NoW is designed to work alongside clinical care and enables healthcare professionals to refer patients quickly and easily into physical activity based on their needs.
By having a single point of access for referrals it eliminates the need for guesswork in the referral process, and lightens the load on professionals who would otherwise need to be well-informed about local physical activity options. It also gives healthcare professionals the peace of mind that their patients are being supported into physical activity by appropriately qualified and trained staff.
“Active NoW has built momentum since its introduction just over 2 years ago, and to reach 10,000 referrals is a real milestone.
It is testament to the hard work and collaboration for all that have been involved, and a great example of what an Integrated Care System can offer. We hope to be around for years to come and keep supporting those long-term conditions to be as active as possible.”
Ryan Hughes, Active Norfolk
Working in partnership for better health
With over 10,000 referrals made, the programme is now embedded in more clinical settings and continues to grow, with a widening network of activity providers across Norfolk and Waveney. As pressure on NHS services continues, Active NoW offers a scalable, evidence-informed intervention to improve population health outcomes, reduce inequalities, and support the prevention agenda.
The success of the programme has been made possible thanks to a growing network of over 50 physical activity providers across Norfolk & Waveney. This includes larger leisure operators as well as smaller community-based organisations and providers, all of whom are working together to ensure there is a wide range of activities available that can be tailored to the needs, preferences and abilities of each person referred. This variety plays a key role in supporting individuals to find the right option for them and increases the chances of long-term engagement and better health outcomes.
Get involved
The Active NoW team is keen to continue working with local authority teams, ICB leaders, and health and care professionals to embed and scale the programme further, ensuring physical activity remains a key pillar of local health and wellbeing strategies.
Referrals into Active NoW can be made via SystmOne / EMIS or via the online referral form.
For more information on the Active NoW referral pathway and partnership opportunities, please contact Amy Story by emailing [email protected]