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Transforming complex information and systems into a compelling investment plan.

Active Lincolnshire, formerly a county sports partnership, had shifted its focus over the last decade from sports toward reducing inactivity and promoting health prevention. This expanded role gave Active Lincolnshire a different focus and role within the county, moving away from delivery to an influencing and enabling role. This meant a need to consider existing and future priorities, including the role they play with different stakeholders

When the potential for significant financial support for priority places emerged, Active Lincolnshire needed a cohesive business plan to demonstrate that it was fit for further investment. They turned to Jo Metcalfe at ThinkforWellbeing for support.

Emma Tatlow, the CEO of Active Lincolnshire, worked with the board and staff to clarify the organisation’s role so it could further its transition from supporting sports participation to a broader mandate tackling inequalities through physical activity, all while aligning with the county-wide Let’s Move Lincolnshire strategy.

Clarity and Simplification

ThinkforWellbeing was commissioned to simplify Active Lincolnshire’s business plan, ensuring it was focused and actionable.

Having previously been a board member at Active Lincolnshire, Jo had a deep understanding of its journey and the complexities it faced, so was well placed to support Emma in shaping the new business plan.

Key steps in the project included:

  • Engagement with the CEO: Jo began by understanding Emma’s vision for the organisation and reviewing the current business plan.
  • Workshops with the Leadership Team: To align the team, Jo facilitated workshops that brought clarity to the organisation’s goals and roles, ensuring everyone was on the same page.
  • Collaborative planning: Jo acted as a critical friend throughout the process, providing tools, frameworks, and guidance that enabled Emma to take ownership of the plan.
  • Board engagement: A key part of the process involved presenting the business plan to the board and facilitating discussions to understand’ the Board’s views on the direction of the charity and to secure their commitment to the plan. The board’s approval was essential in ensuring alignment and support for the new direction.
  • Focus on simplicity and clarity: Jo emphasised the need for a clear and simple business plan that could guide the organisation internally and be presented to external stakeholders, including Sport England, to secure future growth opportunities.

Emma said:

““Working with ThinkforWellbeing provided professional guidance and expertise to help us shape what is now a very clear and compelling business plan. Jo took a set of complex information, systems and knowledge and enabled us to find clarity and a strategic approach to our priorities. Jo supported me as CEO – as both a mentor and a guide – during the process and the outcome has been a very clear business plan that links directly to the vision and mission of the organisation.

Now it is very clear for our Board, team and stakeholders what our priorities for the next three years are. We are continually referring to the plan to guide our work – it’s a live document and provides strategic direction for the organisation. Jo is exceptionally efficient, professional and experienced. She brought a huge amount of value to Active Lincolnshire in the delivery of this piece of work.

Results

By the end of the project, Active Lincolnshire had a business plan that was clear, focused, and aligned with its strategy.

Key steps in the project included:

  • Increased confidence and clarity: Emma and the leadership team were more confident in their direction, with a clear understanding of their role in the county-wide strategy.
  • Board and team alignment: The board, leadership team, and staff were unified around a shared purpose, with clarity on their priorities moving forward.
  • Improved stakeholder engagement: The new business plan enabled Active Lincolnshire to have more targeted conversations with key stakeholders, enhancing their ability to secure significant investments.
  • Organisational structure: Jo also advised on necessary structural changes, including the recruitment of new team members with the skills needed to drive the organisation’s future success.

Looking Ahead

The business plan positioned Active Lincolnshire to attract significant investment from Sport England for priority places in the county. With renewed clarity and a new structure in place, Active Lincolnshire is well on its way to achieving its goal of reducing inactivity and promoting health equity across the county.

For ThinkforWellbeing, this project exemplifies the value of simplifying complex systems and empowering leaders to take ownership of change. By encouraging collaboration and focusing on clarity, Jo helped Active Lincolnshire chart a course toward long-term success and community impact.

This collaboration underscores ThinkforWellbeing’s expertise in supporting organisations that are navigating complex challenges and transitions, using a strategic yet human-centred approach.

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