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PEOPLE


“I want to raise the profile of sport as the gym is not for everyone” John Oxley, managing director, Active Nation


I


n an effort to support the Olympic legacy and encourage more people to take up sport, John Oxley, the managing director of Active Nation, has


committed to doing 50 sports before turning 50 in April 2013. Active Nation is a national sport


and exercise charity aiming to encour- age the UK to become more active. The idea for Oxley’s ’50 Shades of Play’ initiative was born when Active Nation was reviewing its campaign activity post-Olympics, he says. “We were struck by the excitement that had been created but also wondered


ISSUE 1 2013 © cybertrek 2013


how we might encourage people to participate and not just spectate,” says Oxley. “I was conscious that I could do my bit to help. We have always been aware that people's lack of self esteem is used as a reason for not taking part in physical activity. I believe that if you have the desire and belief, then you can learn to play any sport in no time at all.” The challenge kicked off at


Woodmill Activities Centre in Southampton on 17 October with archery and kayaking. Oxley hopes to raise more than


£5,000 to support two charities – The


Rising Stars programme, which pro- vides funding for talented athletes for Rio 2016 and beyond, and the Sporting Chance initiative, which supports activities for people with physical and mental disabilities. “I also hope to raise the profile of


sport as a means of increasing the level of physical activity in our com- munities as the gym or a class is not for everyone,” says Oxley. “I want to get out to the venues and be visible – inspiring the public, staff, clubs and supporters along the way.”


Details: www.sportinnotime.com Read Leisure Management online leisuremanagement.co.uk/digital 11


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