‘If I could remove the word “leisure” from my vocabulary, I would,’
says chief executive Duncan Kerr. ‘I believe we’re more akin to a public health organisation supporting health professionals to improve the quality of life of the communities we serve.
‘We need to be more aware of the language we use within the sector if we want to appeal to a broader community base, particularly when trying to inspire those with health conditions, injury, illness or people who have been inactive for a period of time. We try to use appropriate language for the individual we’re talking to and, for some, using words like “fitness” or “leisure” can create the wrong impression and become a barrier to participation.
‘Person-centred, meaningful interactions, tailored to the individual in front of us, are key. That’s the kind of conversation we want to have.’
Wave Active’s latest impact report reflects that approach. Rather than focusing primarily on participation and usage figures, it highlights people’s health journeys and the difference its services have made to the local community.
Kerr says: ‘The NHS wants evidence that what you’re doing actually works, not simply how many people came through the door or how much revenue has been generated. We want to monitor people’s health over time so we can demonstrate the long-term impact of being part of Wave Active. That’s much more aligned with the NHS’s evidence-based approach.’
This philosophy has driven the development of integrated health services. The Hillbrow Health and Wellbeing Centre, jointly owned and operated with South Downs Health and Care GP Federation, brings together NHS primary care and community leisure services. This summer, Wave Active will also open the Newhaven Health Hub, co-locating its facilities with two GP practices to provide more integrated community care.
Building these relationships takes time, says Kerr: ‘I regularly hear people say it’s too difficult to work with the NHS. You need what I call “relentless resilience”. Be consistent, keep turning up and having conversations – eventually you’ll find the right person who opens the door to a different conversation and, ultimately, a partnership.’
Kerr believes the opportunity has never been greater: ‘The NHS increasingly recognises it can’t solve today’s health challenges on its own. Professionals are looking outside traditional healthcare for solutions, and that’s where our sector has a huge opportunity.’
The challenge now is ensuring operators present their services in ways that commissioners, clinicians and healthcare partners immediately recognise. As the experience of Wave Active demonstrates, speaking the NHS’s language is not simply about changing terminology. It is about positioning leisure as an essential part of the wider health system and ensuring the sector is recognised for the contribution it already makes to improving the nation’s health.