United Kingdom - June 2024

United Kingdom - June 2024

For further information on exhibiting contact Lucy Findlay, Event Director.

Saudi Arabia - November 2024

Saudi Arabia - November 2024

For further information on exhibiting contact Lucy Findlay, Event Director

India - February 2025

India - February 2025

For further information on exhibiting contact Lucy Findlay, Event Director

What part does digital play in the activation plans to make activity more accessible and appeal to excluded groups?

Wednesday 14th June 11:55 - 12:35

Activating the Nation

We want to explore what role digital technology has to promote physical activity and inclusivity for marginalised communities. The main focus will be on designing a successful activation plan that leverages digital technology while ensuring privacy and data security, community engagement, and avoiding negative connotations associated with technology.

Within the discussion we’d like to get your insight on the role of OpenActive, incentives, and support for implementation, monitoring, and evaluation, and the importance of integrating digital tools with on-the-ground efforts to promote physical activity.


Andy Farr

Strategic Director

Parkwood Leisure

Andy is widely recognised as one of the most innovative and forward-thinking leaders in the sector. In his role as Strategic Director, Andy is responsible for shaping the strategic direction of the company, including seeking new business opportunities, driving innovation, improving third party partnerships and overseeing Parkwood's marketing and business development departments.

He joined Parkwood Leisure in September 2022 from British Cycling where he spent 3 1⁄2 years overseeing the development of their new operating model and business plan. He also co-designed and implemented their Places to Ride investment programme.

Andy has worked in the industry for more than 20 years and has worked with national and international clients including Sport England, UK Sport, SportScotland, Sport Wales, Singapore Government, World Bank and a number of high profile NGBs and local authorities.

Charlie Merrett-Clarke

Chief Operating Officer


Charlie is a Beagle dog-dad, Wimbledon Warrior (seasonal tennis player), and Macaroni Cheese enthusiast, enjoying his time as a Director at Playfinder, powering Bookteq.

His work sits at the intersection between digital and data, and their applications across sport, activity, and leisure. He has experience both publishing and consuming open data, providing the tools for operators and providers to open their data, providing solutions to NGBs and APs to showcase open data to get more people active, and now involved in Playfinder as a marketplace (data user) and Bookteq as a booking system (data publisher).

He has been involved in OpenActive (OA) since before its formal inception, championing the initiative until and since its being funded by Sport England and stewarded by the ODI and now invited to sit on the first OA Steering Committee.

Barry Lloyd

Programme Manager

British Paralympic Association

Barry joined the British Paralympic Association in July 2021, just ahead of the Tokyo Games. He worked at Rethink Mental Illness before that as the Physical Activity Lead on a Sport England-funded programme, as part of The Richmond Group’s We Are Undefeatable campaign. He also owns a small sports coaching business based in Mid Wales.

Heading up the Parasport programme has meant immersing himself in open data. The focus is on growing the Parasport platform to ensure more disabled people across the UK have the information they need to become more active. A key part of that will be supporting organisations and improving the quality and accessibility of information provided through open data.

Outside of work, Barry recently became involved as a trustee for a small local learning disability charity. He enjoys getting both the pedal and motor bike out on the road, walking his dog AJ and following everything Wales football and rugby related as well as anything else sporting that happens to be on the TV, particularly Manchester United!

Adam Freeman-Pask

Head of Digital Innovation

Sport England

Adam is part of Sport England’s Innovation and Digital team, which focuses on supporting our sector with applying innovation and digital to develop solutions that help people who are least active.

His role advocates for the importance of innovation and digital skills across the sector via initiatives that help organisations understand their maturity levels, as well as develop specific skills such as digital service design and digital marketing, to help reach underserved audiences. These skills are supported by the adoption and development of the open data standards like OpenActive, which is maintained by the Open Data Institute.

Before working at Sport England, Adam was a management consultant at PA Consulting, working on digital transforming public services at organisations like, Highways England, Driving & Vehicle Standards Agency, local authorities, and national charities.

Adam also has a competitive background in sport, being part of the Great Britain Rowing Team from 2008 to 2015. He has won medals at World and European Championships, and all three World Cup regattas in different disciplines before obtaining selection for Team GB at the London 2012 Games.

Kelly Gordon

Director of Development and Executive Lead for NETBALLHer

England Netball

Kelly Gordon is an experienced sports development professional. She has
worked for a range of organisations at a strategic level across her career, including
Sport England, England Netball and PwC.
Kelly is Director of Development and Executive Lead for NETBALLHer at England
Netball. Kelly led the development of England Netball's 10year Adventure Strategy
and is responsible for the Game for Life participation strategy. She is leading the
implementation of NETBALLHer - an initiative that is driving systemic change in the
understanding of women's health across the sport and beyond.
Kelly is also Director of KGSport consultancy services. Established in 2013, KGSport
specialises in taking a purpose driven approach to driving growth in participation
across the sport and physical activity sector with a specific focus on female
engagement. Clients include Sport England, PwC, Forestry England, British
Canoeing, England Athletics, the FA, British Triathlon, RFL and PwC.

Kelly is an age group triathlete and mum to Benjamin - a karting and rugby obsessed 12year old.

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Lucy Findlay

Event Director

+44 (0)7826068242