Lisa Nandy, secretary of state at the UK government's Department of Culture, Media and Sport (DCMS) gave a speech to the sector this week at a summit hosted by Manchester’s Science and Industry Museum. She outlined plans to use her department to unlock growth.

The DCMS invited leaders from 150 'strategically important organisations' to the event. Invitees spanned the creative industries, sport, media, youth services, tourism and the arts and included Warner Bros, Amazon, Channel 4 and the football Premier League.

None of the physical activity sector's bodies were invited, however, UK Active and CIMSPA's major sponsor, Sport England, was in attendance, along with some NGBs including British Cycling and the English Football League.

In her speech Nandy talked about the government’s ambition to collaborate with the £170 million culture, media and sport sectors to unlock growth: “I hope you can see it through our investment in grassroots sport and our determination that the legacy of the Paris Olympics and Euro 2024 is measured not just in trophies, but also in choices and chances for every child, wherever they live and whatever their background," she said.

“My message to each and every one of you is that if you share that belief in our country, if you have that zest to make change and if you want to challenge us and are willing to be challenged in turn, I promise you that we will walk alongside you. We will have your back and we will give voice to the country many of us have believed in all our lifetimes but never quite yet seen.”

When asked about the lack of representation from the sector at the event, a DCMS spokesperson told HCM that the physical activity and fitness sector is of importance to the new government and that "Wednesday's event is just the first in a series of events DCMS ministers will carry out around the country to engage the DCMS sectors".

The DCMS also posted on X following the event, confirming the physical activity sector is recognised by the government: “The sport, leisure and physical activity sector is central to our national mission for growth", it said. "Culture Secretary @lisanandy wants the legacy of events such as the Paris Olympics and Euro 2024 to be measured not only in medals, but also in choices and chances for every child, whatever their background.”

UK Active told HCM it's already in talks with the government, saying: “We welcome the Secretary of State’s message that our sector is central to national growth and we have been in regular conversation with her department and other government departments, about the importance of our shared ambition to get more people active," said CEO, Huw Edwards. "We're working together with our members to help the new government understand the value of our sector and the essential role physical activity plays in supporting the health, happiness and productivity of the nation.”

Industry thought leader and longtime government advisor, Martyn Allison, says it’s important not to get hung up on the fact that Lisa Nandy’s first speech was focused more on culture, heritage and museums and less on physical activity, but instead to focus on understanding the values and purpose of the new government, so we can more powerfully influence outcomes as a sector.

“Nandy is clear the government will challenge us to embrace change, but also invites us to challenge them,” he said. “Let’s do that not with shouts for more money, but with the evidence of what's already working and targeted requests to change policies and behaviours that are getting in the way.

"Let’s show we don’t need a government to make us collaborate as a sector rather than compete,” he argued.

Prime Minister, Sir Keir Starmer, earlier said he was “very committed” to ensuring that the success of Team GB could be translated into grass roots participation, saying physical activity makes “a huge difference for young people.”

Starmer made the comments during an interview with BBC sports editor, Dan Roan, at the Olympic Games in Paris.

He told Roan he wants the UK to remain an Olympic and Paralympic superpower, and is proud of TeamGB. When Roan questioned him about the multi-million shortfall that UK Sport faces, he said this is the subject of an ongoing discussion. Although he acknowledged budgets are tight, the Prime Minister was clear be believes it's important to 'invest in the next TeamGB' by supporting physical activity at the grassroots.