1. Skip to content

The Locality Plan Approach

We are working on a locality-based approach, based on the premise that problems and priority issues are distinctive in each of the local authority areas. Our aim is to identify and work together with partners and organisations that are best placed in each district to realise opportunities that sport and physical activity can offer to help improve the lives of Norfolk residents.

This requires tailored local insight and a broad range of partners around the table to tackle local problems with a local approach, based on data-driven insight and local knowledge.

Our Locality Plan approach seeks to:

  • Provide a more robust and holistic understanding of localities
  • Focus our priorities with regard to resource allocation
  • Highlight resource gaps to address identified priorities in each locality
  • Provide a clear rationale for engagement with local and national stakeholders around achieving shared objectives, achieving efficiencies, and attracting additional resource
  • Enable analysis of existing resource commitments and where efficiencies can be made
  • Complement existing plans and approaches – not reinvent the wheel

Over the last year we have undertaken a locality planning process to better understand the issues in Norfolk that physical activity can potentially help improve, where they are most prominent, and who shares a common interest in those issues.

The approach:

Progress to Date

Active Norfolk's Development Managers are responsible for engaging with key stakeholders and existing locality boards or forums. Working with these organisations and groups, the development managers are outlining each locality's priorities and mapping out the next steps.

If you'd like to know more about our localities approach and find out how your organisation can get involved, please contact one of the development managers using the email addresses below. Please put LOCALITIES and your district in the subject line.

Who's who:

The localities work is being led by the following Development Managers, with additional Officer support in each district.

Broadland, Breckland, Norwich and South Norfolk - Rich Hoey

West Norfolk, North Norfolk - Stephen Hulme

Great Yarmouth - Shelley Ames

Rich Hoey

Rich Hoey

Development Manager

I joined Active Norfolk in early 2018 from the Community Development team at Norwich City Council, where he was Sport Development Officer for several years. During that time, I gained extensive experience working with local, regional, and national partners on complex community engagement and health initiatives relating to sport and physical activity.

In my role as Development Manager, I am the primary Localities lead for Active Norfolk, which sees me working with district officers and key stakeholders to improve and increase the quality of sport and physical activity opportunities in key areas on a place-based approach that reflects local need.

I also oversee the Workforce, Workplace, and Events activities within Active Norfolk.

I am also a keen cyclist and runner, and seem to spend a great deal of time chasing after my spaniel, Coco!

01603 731 568
Shelley Ames

Shelley Ames

Inactivity & Health Development Manager

I joined Active Norfolk in October 2006 after completing a degree in Sport & Leisure Management at Sheffield Hallam University. I have had a number of roles and worked on a variety of projects within the Active Norfolk team, including Extended Schools, Get Into and Fit4Work. I started working on the physical activity and health agenda in February 2013, and as of January 2015 moved into my role as Physical Activity & Health Development Manager.

In my current role I am responsible for developing and maintaining the relationships with health and academic partners; strategically leading on the physical activity agenda; identifying funding streams; and ensuring that provision is targeted to reduce health inequalities.

I also lead on the Localities work within Great Yarmouth, engaging with district officers and other key stakeholders within the Borough to support a reduction in physical activity levels and health and well-being improvement using a place-based approach.

01603 731 565
Stephen Hulme

Stephen Hulme

Development Manager - Children & Young People

Whilst studying Sports Development at University I undertook a 12 month placement with Active Norfolk. Having finished my degree I returned to Norfolk as a Rural Sports Development Officer delivering the Village Games before managing projects such as Sport Makers, Satellite Clubs and School Games.

I am now the strategic lead for Children and Young People within the organisation. My role is to develop relationships and partnerships with organisations that engage with young people to improve understanding and awareness of the importance of physical activity on young people's health and well-being; identify relevant and appropriate funding opportunities; and align resources to bring about programmes and initiatives on a needs-led basis.

I am also the Localities lead for West Norfolk and North Norfolk, which sees me working with key partners across a range of sectors in those areas to identify areas of greatest need and identify the ways in which physical activity and sport can be utilised to address local problems.

01603 732381