Jump to content

Amanda Potter appointed as Strategic Director

Back to News

Posted 26th July 2023

The three Active Partnerships in the Yorkshire and Humber region are pleased to welcome Amanda Potter as their new Strategic Director.

Amanda’s role will see her develop and maintain relationships with decision and policy makers across a range of different organisations to ensure physical activity is embedded across partner’s strategic plans and operations.

This includes working alongside colleagues in the Integrated Care Partnerships, Mayoral Combined Authorities, and other regional / sub-regional bodies. Amanda will also have a regional focus, hosted by Yorkshire Sport Foundation, but working as part of the teams at Active Humber and North Yorkshire Sport.  At a national level, Amanda will work closely with Sport England to ensure connections between national and local strategy and delivery are the most effective they can be.

Amanda, an alumni of Leeds Beckett University, joins the team from her most recent role as Trade and Investment Manager at West Yorkshire Combined Authority. Prior to that, Amanda was Client Development Consultant for Thomas International.

Amanda has worked in both the public and private sectors, most notably as Head of Culture, Media and Sport at Government Office for Yorkshire & the Humber, between 2003 and 2011.  During this time, Amanda worked on behalf of Ministers and in partnership with regional organisations to deliver Government policy on culture, media, sport and specifically London 2012.

After starting on Monday, Amanda said: “I am delighted to be starting this new role. I’m looking forward to working with partners across Yorkshire & Humber to further embed sport and physical activity as an integral part of our long-term strategic planning and policy making in the region.

“At a strategic level, we need to ensure that there is a positive policy environment which continues to support delivery and encourages innovation to help more people to make physical activity part of their day-to-day routine.

“I am excited to build on our strong foundations and explore new opportunities for joint working across the region.”

Nigel Harrison, Chief Executive of Yorkshire Sport Foundation, added: “Amanda will be a fantastic asset to the three Active Partnerships and, by extension, everyone working to embed sport and physical activity at a regional, sub-regional, district and community level.”

“Amanda brings with her a wealth of knowledge and experience of working within national and local government networks which help to ensure sport and physical activity plays its full part in achieving health and economic outcomes for our communities.”

Want to add an activity, promote a job, course or volunteer opportunity?

Sign and promote your opportunity on our national finder.

Get Started