We all use the term 'sector' to describe what we think is the sport, recreation, physical activity and wellbeing sector. In our experience whilst they are different things to providers they are all part of a sector to the consumer. As a Sports Think Tank we are not constrained by our title and we hope increasingly the 4-500,000 of us who work across this vibrant sector will break down these barriers.

At a recent meeting we were reminded that for many the word 'sport' was toxic to some individuals and communities. We had this experience when working on a physical activity commission where the battle lines were drawn over the use of the word sport in the report. Some organisations wanted it removing completely. We understand these 'concerns and if we are evidence driven we accept that in some circumstances sport is not the terminology or answer. That's why we are evidence and consumer focussed and not tied to any specific grouping in our sector. We have spent too many meetings discussing terminology, and not for the right consumer facing reasons, but for funding and positioning.

We are working towards a time when we all recognise with millions of participants in each part of the sector, and many like us present as participants in each silo we are all contributing to the success of an active nation. Our combined challenge however is not those we have already attracted but how we attract the millions of inactive through ours doors, turnstiles and gates.