Our Board

The Active Norfolk Board

Last updated April 2022

We are looking for a new Chairperson of our board! Click here to find out more.

Active Norfolk’s Board provides strategic direction and oversight for our organisation, and comprises a diverse team with up to 12 members drawn from a diverse range sectors including local government, economic development, health, and the private sector. All our Board members are appointed for the value they bring to our work.

Their overall aims and objectives are:

  • To set the values, strategic direction and policy of Active Norfolk
  • To advocate for sport and physical activity, and for Active Norfolk
  • To ensure Active Norfolk is fit for purpose
  • To advise on the annual business plan and associated budget, and receive performance management information
  • To scrutinise Active Norfolk’s governance, risk management, financial management, strategy implementation and delivery team performance
  • To manage the Board recruitment process

The Board is committed to encouraging partnership working between agencies to maximise the effectiveness of our organisation and our ability to maximise health outcomes for the people of Norfolk.


Active Norfolk’s Board

This section is about Active Norfolk’s Board. If you’re looking for information about our team, visit the Staff page for more information.

We are committed to achieving gender parity and greater diversity generally (including BAME, disability, and LGBT) across the Board and the senior leadership of the organisation.

Greg Smith

Chair

Greg joined our Board as Chair in 2016. His career spans running market research and insight businesses and at the highest levels in the military.

Greg joined our Board as Chair in 2016. His career spans running market research and insight businesses and at the highest levels in the military.

These have contributed towards shaping leadership competencies, honed commercial acumen and provided deep insight into the workings of people. He returned to Norfolk in 2011 and was CEO of the Royal Norfolk Agricultural Association until 2020.

He brings non-executive experience as a council member and non-executive Chair of the Business School Advisory Board at Newcastle University, he chairs a Government arms-length body, is a Governor at Norwich School and a trustee of an agricultural education charity.

Nowadays, as well as farming and gardening, Greg is a keen walker and sailor and enjoys encouraging others to keep fit and active.

Ian Roberts

Norfolk-born Ian loves sport and played football and cricket for several local senior clubs. He moved into coaching when his three, now adult, sons started their sporting journeys.

Norfolk-born Ian loves sport and played football and cricket for several local senior clubs. He moved into coaching when his three, now adult, sons started their sporting journeys. He obtained level 2 qualifications in both football and cricket and coached at club and county youth level in both sports. When his daughter took up hockey, Ian qualified as a level 2 hockey coach again working with both club and county age group teams.

An accountant by training, Ian held senior positions with major blue chip companies before establishing a financial planning and wealth management company of which he is director.

Ian is passionate about getting young people involved in sport as he recognises that it is crucial to their physical, mental and social development.

Bob Rose

Bob is an energetic leader with extensive management and financial experience.

Bob is an energetic leader with extensive management and financial experience. Skilled in negotiation, strategic thinking and with the capability and understanding to achieve change. A leader whose team supports him.

Bob was Managing Partner of leading regional accountancy and advisory firm Larking Gowen from 1997 to 2013. He is now Business Consultant and Founder at Business Direction.

Bob spends his non-working time on maintaining his smallholding, running and cycling.

Hayley Mace

Hayley is Head of Communications and Advocacy at the University of East Anglia, looking after the university’s corporate, reputation, student and alumni communications.

Hayley is Head of Communications and Advocacy at the University of East Anglia, looking after the university’s corporate, reputation, student and alumni communications.

She has extensive experience in in all aspects of communications and engagement, including media relations, events and digital communications, as well as stakeholder and project management.

Prior to joining UEA, Hayley worked in a number of PR and communications roles including local government, agriculture, food, tourism and health.

Outside of work, Hayley is an active member of a local women’s running club, and also enjoys hiking and watching cricket.

Margaret Dewsbury

Margaret is the Norfolk County Council member for Hingham in South Norfolk and the Cabinet Member for Communities and Partnerships.

Margaret is the Norfolk County Council member for Hingham in South Norfolk and the Cabinet Member for Communities and Partnerships.

Margaret has been involved with voluntary and community groups since the 1970s. Her career focused on childcare. During her career she has worked for Children’s Services and Ofsted supporting Early Years and Childcare facilities as well as Holiday Playschemes for older children. She recognises the value of encouraging children to get involved in physical activities/play from an early age to keep them fit and healthy.

She became a District Councillor in 1991 and is the longest serving member on South Norfolk District Council. She joined Norfolk County Council in 2013 and is currently a Cabinet Member with responsibility for over a dozen different services including The Fire Service, Trading Standards, Arts and Culture, Customer Services and Information, Adult Learning and Equality, Diversity and Inclusion.

Margaret is keen to work with Active Norfolk to encourage communities to run and/or promote local social events for all ages which combat loneliness and obesity, promote good health and wellbeing, and provide opportunities for people to keep fit in fun and enjoyable ways.

James Heale

James is a leadership expert with a track record of success at providing executive coaching and personalised leadership development programmes to ambitious individuals and organisations.

James is a leadership expert with a track record of success at providing executive coaching and personalised leadership development programmes to ambitious individuals and organisations. James’s breadth of experience and passion for sharing best practice has made him a sought-after figure amongst high performing organisations that are focussed on achieving success.

James established Flywheel Learning in 2017, following six, successful years as a secondary school Headteacher and Executive Headteacher in West London. He serves as Director of Leadership and Development for Tower Hamlets Education Partnership, supporting nearly one hundred East London schools operating in one of the most diverse and deprived boroughs in the country. James is also Strategic Lead for the School of PiXL Leadership, designing and delivering virtual and face to face leadership programmes for member schools across Great Britain and Northern Ireland. He works across the country with a large number of leaders, CEOs and C-suite executives as an executive coach.

Having started his career as a PE teacher and keen sportsman despite being born with a physical disability, he understands the transformative impact of sport on individuals and communities. He has served on a number of governing bodies and trust boards and is experienced in partnership working. James relocated to Norfolk in 2019 and has been involved with Active Norfolk since 2020.

Kevin Revell

Kevin is an experienced leader and business coach with a background in financial services and technology.

Kevin is an experienced leader and business coach with a background in financial services and technology. He spent ten years as a senior member of the management team at Virgin Money, following senior IT roles at Royal Bank of Scotland and The One Account. His strengths include strategic planning and delivery, governance, and data analysis. He currently works as an Executive and Management Coach.

A certified England Athletics coach, Kevin played hockey competitively for 20 years before taking up endurance running. He’s completed over 30 marathons, although these days his times are getting steadily less competitive! He has practical experience in setting up running clubs, coaching and event management.

Kevin spent seven years as a volunteer trustee for Move On East, supporting the rehabilitation of ex-offenders across Norfolk, and currently volunteers as a listener and leader at The Samaritans. He is also a trustee of The Great Hospital in Norwich.

Sadie Parker

Sadie Parker is the Associate Director of Primary Care for Norfolk and Waveney CCG, responsible for the strategic commissioning of primary care.

Sadie Parker is the Associate Director of Primary Care for Norfolk and Waveney CCG, responsible for the strategic commissioning of primary care.

This includes delegated commissioning from NHS England for the 105 practices in Norfolk and Waveney, the General Practice Forward View programme, including the recruitment and retention of general practice staff, and the strategic development of integrated primary and community care through the integrated care system primary and community care workstream. She works closely with colleagues in health and care organisations across Norfolk and Waveney, along with GP providers as they further develop primary care networks.

Sadie has 25 years’ transformation and commissioning experience in the NHS, having previously worked at NHS Great Yarmouth and Waveney CCG as the Director of Primary Care, Southend CCG as Associate Director of Primary Care and Engagement, developing a locality approach with local primary care services to work in a more integrated way and moving to fully delegated commissioning. Prior to that she was the head of primary care at NHS Suffolk Primary Care Trust before moving into the role of Head of Operations at NHS Ipswich and East Suffolk CCG.

Phil McSweeney

Phil worked at a senior level in the NHS for three decades before moving into a private sector role supporting startups in the health and technology sectors.

Phil worked at a senior level in the NHS for three decades before moving into a private sector role supporting startups in the health and technology sectors. He started his NHS career as a clinician before going into senior management, eventually becoming an Executive Board Member and Chief Operating Officer for Basildon Primary Care Trust with responsibilities including leadership, workforce management, and service delivery

Over the past 12 years Phil has used his skills and experience to help a range of innovative startups and founders to successfully grow their businesses, mentoring and coaching them in areas such as strategic planning, fundraising, financial planning, governance, and branding.

Phil is ambitious about harnessing the power of physical activity to help more people achieve their full potential. He enjoys walking, cycling, gardening, and pilates.

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