New Strategic Director for Physical Activity as Sam Bacon joins Active Bradford and JU:MP

Sam Bacon is the Strategic Director for Physical Activity at Active Bradford. With a background in both charity campaigning and senior-level political roles, Sam brings a wealth of experience that will shape the future of physical activity initiatives across the Bradford District.

Sam has held senior positions in British politics and government, including serving as a Shadow Cabinet Special Advisor for the Labour party in Parliament and Head of Press. He has also worked as a Head of Policy in the Civil Service, where he contributed to shaping policies that impact communities nationwide. Prior to his political career, Sam was deeply involved in the charity sector and is a published author on best practices for working with volunteers.

Outside of his professional role, Sam is a passionate sports coach. His experience includes working with the GB World Class Start rowing programme and currently coaching junior ice hockey for the Bradford Bulldogs Ice Hockey Club. His deep commitment to physical activity and community development aligns perfectly with the missions of Active Bradford and its delivery of the JU:MP (Join Us: Move. Play) programme.

This is a new post designed to strategically lead Active Bradford and the JU:MP programme, working collaboratively to ensure strategic partners are positively engaged and working together towards a whole system approach for tackling inactivity across Bradford District.

Sam will work to develop the strategic plans for the deepening and expansion phase of Place-Based physical activity with Sport England and engage with partners locally and nationally. This includes leading efforts to increase physical activity opportunities for young people and communities across the district, promoting healthier and more active lifestyles.

“We are thrilled to have Sam on board as our new Strategic Director for Physical Activity. His extensive experience in strategy and community engagement, combined with his passion for sport and physical activity, makes him the perfect fit for this role. Sam’s leadership will be instrumental in driving forward our mission to make Bradford a more active and healthy district,” says Sally Barber, Director of Physical Activity, Born in Bradford Research and

Active Bradford Board Member