The campaign aims to transform the way children and young people are coached in sport and physical activity, prioritising their rights, needs and enjoyment in a 'child-first' approach to help increase activity levels. It is funded by Sport England and The National Lottery and is led by the 17 partner organisations that make up the CCC.

Sport England's latest Active Lives Children survey found that less than half (47%) of children who regularly exercise strongly agree that they enjoy taking part in sport and physical activity, down from the pre-pandemic level of 51%. The same survey showed that more than half (53%) do not get enough exercise.

Enjoyment is one of the biggest motivators for children and young people to get active, which is why Play Their Way is dedicated to ensuring children have the best possible experience in sport and activity through the people who know them best – their coaches.

A 'child-first' approach to coaching is about championing every child's voice, choice and journey in sport and physical activity. The Play Their Way campaign aims to level the playing field by putting children first and helping them enjoy being active in their own way, where great coaching can inspire a child to stay active for life.

The campaign will work with England's 2.6 million coaches to build a grassroots movement aimed at increasing and improving child-first coaching in communities across the nation.