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About us

A West Wales where being active is part of everyday life, for everyone.

Activate West Wales was established in 2023 to support collaboration across four local authority areas: Carmarthenshire, Pembrokeshire, Swansea, and Neath Port Talbot.

We believe that by reducing barriers and connecting organisations, we can help communities live healthier, happier lives across West Wales.

By bringing together leaders and organisations from a wide range of sectors, we can ensure that everyone in West Wales, regardless of age, background or ability has an opportunity to be physically active.

Our mission

We aim to activate West Wales by creating the conditions for a more active region, supporting our partners to lead boldly, collaborate regionally and take action locally. Together, we will build strong relationships through:

Collaboration: Working together across the region to create real, lasting change.

Inclusion: Ensuring opportunities to be active are accessible to everyone.

Insight-led Action: Using evidence, listening, and learning to guide our decisions.

Enablement: Making sure communities and partners have what they need to take action and create change.

Putting ideas into action

Six innovative projects are now underway, involving 35+ partners:

Hooked

Welsh Boxing with Scarlets, Ospreys and Colegau Cymru use boxing to engage young women in deprived areas, delivered in non‑traditional spaces and led by local ambassadors to promote confidence, connection and collaboration.

Tri Together: Your Time to Tri

Welsh Triathalon with Beicio Cymru, Run Wales and Carmarthenshire Council provide run, bike and swim activities co‑designed by women for women.

Equity in Action

FAW with Wales Netball and Swansea Sport & Health Team work with women in a local mosque, led by peer coaches to build confidence and leadership.

Peer Research

StreetGames with national and local partners train young women as researchers to uncover what helps or hinders participation. Their insights will inform national organisations to support development and participation opportunities for women and girls.

Pembrokeshire Girls’ Insight

Sport Pembrokeshire and local partners work across four towns to understand girls’ experiences of being active and their barriers. Their insight will inform the development of appropriate opportunities to increase physical activities for girls.

Women & Girls Engagement Officer

A new regional role connecting partners and sharing learning, collaborating resources and strengthening inclusive provision for women and girls across Carmarthenshire, Pembrokeshire, Swansea and Neath Port Talbot

“Being active has given me confidence, making me feel more like myself again”

Jane Doe

Carmarthenshire

Meet the
activate team

Meet the team who are behind Activate West Wales, driving change to make physical activity a normal part of everyday life.

Jamie Rewbridge

Chief Executive Officer

Jamie leads the overall direction of the Partnership, drawing on a long career in local government and public service. With extensive experience in leisure, health and wellbeing, he understands how councils and communities can work together to deliver meaningful change.

He is focused on strengthening the organisation’s sustainability, diversifying income, building strong partnerships and ensuring the Partnership can grow its impact across the region.

Away from work, Jamie is deeply involved in grassroots sport. He coaches junior rugby, and still finds time to play touch rugby, padel and football, keeping him closely connected to the communities the Partnership serves.

Kate Williams

Head of Strategic Partnerships and Development

Kate brings people together around a shared ambition to help West Wales become a place where everyone has the chance to be active. Her background is rooted in partnership working, governance and turning insight into practical action.

She is particularly motivated by tackling inequality and making sure children and communities who face the greatest barriers are not left behind. Kate thrives on connecting ideas, organisations and local intelligence to shape better decisions and stronger collaboration.

Outside of work, she’s active in her local hockey community and a regular gym-goer, valuing the friendships, confidence and resilience that sport builds.

Alice Hope

Strategic Lead for Women and Girls, West Wales Sports Partnership

Alice leads the Partnership’s work to improve opportunities for women and girls across West Wales, taking a systems approach that brings people together to understand challenges and drive meaningful change. She works closely with partners to shift the conditions that shape participation and create environments where women and girls can thrive.

Alongside her strategic role, Alice is a player coach within a women’s rugby club, giving her grounded insight into grassroots sport and the value of supportive, welcoming spaces.

Passionate about confidence, visibility and leadership pathways, she ensures women and girls’ voices shape decisions. Central to her work is the Movement over Moments strategy, connecting the great work and inspiring moments across West Wales into a sustained movement for long-term change.

Let's activate West Wales together

Building a West Wales where being active is part of everyday life takes leadership, collaboration and people willing to think beyond their own delivery. We want to work with organisations and individuals ready to shape long-term, change. Our aim is to build partnerships with strategic leaders and decision makers, funders and investors, community and delivery partners, health, education, workforce partners and more.