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Our Vision and Values



Our Transformation Strategy 2019 - 2022

Read our Strategy Booklet online by clicking here


We are a Charity, which means we exist for community benefit and any surplus money we make is put back into our services to benefit the residents of Northumberland. Amongst the many benefits we are responsible for providing for our communities, is our commitment to improve health and well-being.

Generally most people are not as active as they should be to maintain good health and a sense of well-being. Modern living means we have to overcome all kinds of barriers in order to maintain an active, healthy lifestyle. Inactivity is sadly becoming a global problem, and the costs of treating preventable health conditions, associated with inactivity, are enormous putting immense pressure on our cherished health and social care services.

There is no doubt people need support to become more active and to lead healthier lifestyles. At Active Northumberland we want to work with our partners and our communities to develop new innovative ways of delivering services, so we can help people to be more active and lead a healthy lifestyle.

We appreciate this is a challenge, but we are committed to being successful and we’ve already started. You may have noticed that our branding in and around our centres, on our website and across our social media channels has changed! Our great ‘new look’ is just a small part of our Transformational Strategy that will result in our facilities and services progressively developing and improving.


Our Transformational Strategy will strive to achieve our VISION to be the best community leisure and wellness provider in the UK’.

Along with a ‘new look’ and our bold and brave VISION, we are delighted to introduce our VALUES and PROPOSITION, which combined, will shape the way we develop and deliver our Transformational Strategy.


Our values represent how we want to behave, we think abiding by our values will make Active Northumberland a great place to visit and to work. Our values are:

Our commitment to fun means we encourage it in everything we do to build confidence and teamwork and to attract and retain great people.

Our commitment to inclusion means we understand and respect differences, we collaborate as a team, and we break down barriers to enable people who are socially excluded, disadvantaged, isolated and vulnerable to participate and achieve their goals.

Our commitment to trust means we are honest and respect the views of others. We can accomplish more together as a team and we always do our best to provide an exceptional service.


To make sure we strive to deliver our vision, everything we do will measure up to our proposition which is to provide Great experiences in great places for everyone’.


We have produced a short video which provides a snapshot of what we do and what we can do more of. The footage has been captured over the last few years, it features our great people and our great customers who all deserve a huge thank you for their contributions. Nothing was staged or scripted, just our people and customers doing what they love.

We hope you enjoy watching it and feel inspired to join and support us as we embark on our exciting transformational journey.

More updates and information on our Transformation Strategy will follow over the next few weeks.

Download the app and get active!