The Moments That Stick: Harnessing the Olympics to Shape a Generation
When I think about the Paris Olympics, it’s not the medals that come to mind. It’s cheering Keely Hodgkinson down the home straight and trying to suppress a yelp mid-meeting (sorry team!) when Sorato Anraku fell off the climbing wall, handing Toby Roberts the victory. These are the moments that stick – the stories we’ll tell long after the games are over.
As a former PE teacher and lifelong sports fanatic, I’ve seen my share of unforgettable moments– Jonny Wilkinson in 2003, Andrew Flintoff in 2005, Mo Farah in 2012 and, most recently, Chloe Kelly in 2022.
But here’s the harsh truth. While these moments are inspiring, the state of physical activity in the UK is anything but. Only 63.4% of adults in England are physically active, and just 47% of 13-16-year-olds meet national physical activity guidelines. For certain groups, the challenges are even more pronounced:
43% of teenage girls who once considered themselves ‘sporty’ disengage from sport after primary school.
Disabled children are falling behind, with only 52% active by age 16 compared to 72% of their non-disabled peers.
Young people from less affluent backgrounds are less active, with just 44% meeting physical activity guidelines.
The gap between Asian and Black children and their White peers continues to widen, driven by cultural and societal factors that demand attention.
These aren’t just statistics; they’re a call to action.
Representation is key. Young people often tell us how much it means to see role models who “look like me.” When they see someone who shares their background or has faced similar struggles, it can be a game-changer, inspiring them to participate and believe in their potential.
That’s where the Sure Breaking Limits programme comes in. It’s not just about giving young people access to sports; it’s about showing them what’s possible and giving them the confidence to chase it.
The programme aims to empower millions of young people with confidence and opportunities to change their lives through movement. This comes to life when we support passionate teachers and coaches in helping young people discover their own unique way to stay active.
One of the most impactful elements of the programme is the involvement of Olympians and Paralympians who visit schools to take part in movement workshops and sports days. Their presence makes a profound difference. As one primary school teacher put it: "The role models provided by the programme, especially Olympians, make a real difference. They help students see that they can achieve great things too, no matter their background."
Take Daryll Neita, Paris Olympics Silver Medalist, for example. She was first scouted on a primary school sports day, beating the boys in races when she caught the eye of a talent scout. That moment of recognition changed her life, taking her from local competitions to representing Team GB on the world stage. Or consider Penny Healey, Team GB’s youngest archer, who was inspired to take up the sport after watching Disney’s Brave. These stories show the power of early encouragement and the lasting impact it can have on a young person’s future.
For us, it’s not just about the athletes. It’s about the teachers, coaches, and mentors who guide them. These educators play a critical role in shaping the future of young athletes. By equipping them with the right tools, resources, and encouragement, we can amplify their impact far beyond the classroom or sports pitch.
Through programmes like Breaking Limits, we can build a culture where every young person feels empowered to reach their fullest potential, backed by a strong network of support. And who knows? The next time you leap out of your chair, it might be for a young athlete whose journey began because someone, somewhere, believed in them.
To hear more about our work with Sure, and how we can help to build advocacy for your brand amongst young people, get in touch with Becky Hipkiss on becky.hipkiss@wearefutures.com