Our Board

The Active Norfolk Board

Last updated December 2021

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.

If you are looking for the latest board minutes, click here.

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


Greg is the Chief Executive at Royal Norfolk Agricultural Association. He is an accomplished professional with a significant track-record in business (market research and insight) and at the highest levels in the military. Both have contributed towards shaping leadership competencies, honed commercial acumen and provided deep insight into the workings of people.

Expertise in leadership, consulting skills, business development, organisation and change management. Recent involvement in higher education as a council member and non-executive Chair of the Business School Advisory Board for one of the UK’s leading Russell Group Universities.

Specialties: 30 years experience of running professional service businesses, with clients in the UK, Europe and North America and from across the spectrum of private, public and not-for-profit sectors. Specific experience in marketing and communications for consumer products, financial services, technology and defence organisations.

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. 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 and is currently coaching with Norwich City Hockey Club and Norfolk County Hockey Association.

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. 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.

In his spare time Bob likes to play golf and cricket.

Hayley Mace

Hayley is Head of Communications and Engagement at the Local Enterprise Partnership, delivering the LEP’s communications and engagement strategy.

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 the LEP Hayley worked in a number of PR and communications roles including 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.

Sheila Oxtoby

Sheila is the Chief Executive of Great Yarmouth Borough Council.

In her role Sheila works with councillors and partners to maximise opportunities for Great Yarmouth residents and businesses to drive economic growth in the area, broaden the tourism offer, promote Yarmouth’s cultural heritage, and find sustainable ways to address complex challenges to meet the needs of local communities.

Kevin Revell

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.

Chris Turner

Chris is currently Deputy Director of Quality at the Norwich Clinical Commissioning Group, responsible for clinical contracting standards, patient safety, clinical effectiveness, and patient experience. He has a wide range of experience in the health and social care sector and local government, working closely with stakeholders on quality assurance and service redesign.

Chris is a dual-registered practitioner with a degree in adult nursing and postgraduate degrees in nursing and social work, and has published several research papers on mobile working and telehealth technology.

Outside of work, Chris enjoys fitness, socialising, computing, and further learning.

James Heale

James has a wealth of experience in school leadership, most recently as executive headteacher at a multi-academy trust in Hertfordshire. Having started out as a PE teacher in Hemel Hempstead in the 1990s, his career has seen him transform outcomes and behaviour within individual schools as well as developing initiatives including The PiXL Club, Tower Hamlets Education Partnership, and Flywheel Learning to improve school leadership and outcomes on a wider scale.

He has served on three governing bodies and trust boards and is experienced in partnership working, strategic guidance, and encouraging innovation.

Having recently relocated to Norfolk, James is keen to continue promoting the transformative affect that sport and physical activity can have on individuals, teams, and wider communities.

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. 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.

Sadie Parker

Sadie Parker is the Associate Director of Primary Care for Norfolk and Waveney CCGs, responsible for the strategic commissioning of primary care. This includes delegated commissioning from NHS England for the 104 GPs 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 STP 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 develop primary care networks.

Sadie previously worked at NHS 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 across the whole borough and achieving support from Southend practices to move to fully delegated commissioning. Prior to that she was the head of primary care at Suffolk Primary Care Trust before moving into the role of Head of Operations at NHS Ipswich and East Suffolk CCG.

Margaret Dewsbury

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

Margaret has worked with voluntary and community groups since the 1970s. She became a district councillor in 1991 and is the longest serving member on South Norfolk District council, becoming a Norfolk County councillor in 2013.

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.

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