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The Moving Mums Initiative was launched in 2024 to address maternal and infant health inequalities in Sheffield’s underserved communities. Commissioned by Sheffield Teaching Hospitals NHS Foundation Trust, the project was delivered by the Active Pregnancy Foundation, with Sheffield Hallam University, Yorkshire Sport Foundation, and the National Centre for Sport and Exercise Medicine as delivery partners.
Over its six-month duration, the initiative laid the groundwork for improving maternal and infant health outcomes by harnessing the benefits of physical activity. Targeting the neighbourhoods of Burngreave, Parson Cross, and Darnall, it has established a strong foundation for promoting accessible, culturally sensitive, and diverse physical activity programmes for pregnant and postnatal women in these communities.
“It was really nice to see some information about the importance of physical activity while being pregnant in the waiting room at the hospital. It’s a time where you get lots of information, so to have it displayed really clearly prompted a discussion between me and my husband while we were in the waiting room about how I can stay active now and then get back to activity after the arrival of my next child. It was also exciting to know that opportunities exist locally to do this with my child as well.” Sophie, 38.
Key Findings and Achievements:
Understanding Barriers: Research identified specific barriers to engagement in physical activity, including cultural constraints, lack of guidance, and limited awareness. Tailored messaging, representative images, and offering choice in activities were found to be essential enablers in overcoming these challenges.
Upskilling Professionals: The initiative trained 40 professionals through the Active Pregnancy Foundation’s This Mum Moves Ambassador educational programme, creating a multi-disciplinary cohort of professionals who are now equipped to confidently promote physical activity in line with the Chief Medical Officer’s guidelines. Additionally, twelve fitness instructors were upskilled by Core Fitness Education to become Level 3 Pre- and Postnatal Exercise Instructors.
Tailored Resources: New resources, including a local activity brochure, now make it easier for women to find and engage in suitable physical activities across the three target areas.
Empowering Local Providers: Community organisations, including the Sheffield Wednesday FC Community Programme, received funding to expand their activity offerings for pregnant and postnatal women.
“The Moving Mums Initiative is a fantastic example of stakeholders coming together to address health inequalities in Sheffield,” said Dr Marlize De Vivo, Project Lead. “This community-driven approach has shown that empowering women with the right tools and support can lead to transformative health outcomes for women and their families.”
Professor of Maternal and Infant Health, Hora Soltani said: “We know that women and babies from underserved communities face huge inequities in accessing services; this is reflected in health inequalities for mothers and babies across the country. The research we conducted as part of this project provides important insight into the challenges and facilitators to improve access to physical activity for underserved communities.”
“This project highlights the vital role of accessible, community-led physical activity interventions can have on the health and wellbeing of women and their families. It is imperative this model is evaluated further and rolled out to improve outcomes for women and babies from more communities” said Fleur Roberts, Sheffield Teaching Hospitals NHS Foundation Trust. "The Sheffield physical activity brochure developed alongside the initiative is a fantastic resource for all our patients. We hope the future is bright for encouraging improvements to physical fitness during and after pregnancy. We are absolutely delighted to have collaborated with the Active Pregnancy Foundation to successfully deliver this project to support women to "get fit for your baby and get fit for your birth by becoming a moving mum.”
Sean Graves, Health Manager, Sheffield Wednesday Foundation, said, “The MMI has provided insight into communities and how accessible services can be in different areas of Sheffield, it has allowed ourselves at SWFCCP to develop are programmes and create new opportunities for mums in the community. We know that women and babies from underserved communities face huge inequities in accessing services; this is reflected in health inequalities for mothers and babies across the country. The research we conducted as part of this project provides important insight into the challenges and facilitators to improve access to physical activity for underserved communities.”
“As a GP in Sheffield, I regularly consult with women during their pre- and postnatal journeys. At a turning point in their lives, I have seen how having supportive conversations with women about being more active for both physical & mental health and wellbeing can be transformative - not just for them but for the entire family. This Mum Moves Ambassador training is a great way to build confidence in having conversations about the benefits of being active. The training provides excellent resources and support, such as the Active Pregnancy Foundation website. It’s a valuable source of evidence-based information I can share with both my patients and colleagues." Dr Jo Maher, Sheffield GP, Physical Activity Clinical Champion and This Mum Moves Ambassador
"As a mother who has personally navigated the challenges of staying active during pregnancy, I know firsthand how difficult it can be to find the right support and services. During my own journey, I experienced a lack of accessible options and support for staying active, which made me realise just how much needs to change. The Moving Mums Initiative is a response to that need, aiming to provide better resources and opportunities for women in their childbearing years. At Yorkshire Sport Foundation, we are proud to be part of a project that seeks to break down barriers and ensure that all women, no matter their background, have the support they need to lead healthier, more active lives throughout pregnancy and beyond."
Rachael Weston, Development Manager (Sheffield), Yorkshire Sport Foundation
Next Steps and Recommendations:
The project highlights the need for sustained collaboration, ongoing training for healthcare professionals, and investment in diverse, accessible physical activity programmes. Harnessing technology and deepening community partnerships will be critical to furthering the initiative’s impact.
An end-of-project networking event was held on the 21st of November to share insights and foster collaboration among stakeholders. We look forward to building on this project to ensure its long-term sustainability and expand its reach to benefit more communities.
Associated Links
About Sheffield Hallam University
Sheffield Hallam University's vision is to become the world's leading applied university, transforming lives and creating opportunities for people from all backgrounds. With more than 28,000 students, it is one of the UK's largest universities and a leading provider of health education and teacher training. Sheffield Hallam also educates more students from underrepresented backgrounds than any other UK university. The application of knowledge is at the heart of everything the University does, from students’ learning and experience to business partnerships and innovative research addressing real world challenges.
About Sheffield Teaching Hospitals NHS Foundation Trust
Sheffield Teaching Hospitals funded this project through the ‘Dragons Den’ competition and we very much appreciate the opportunity the Trust has given us to support this initiating project. As a multi-disciplinary maternity team, we recognised that despite improvements to healthcare maternal and foetal morbidity is still increasing particularly post pandemic. The rates of maternal obesity, gestational diabetes and type 2 diabetes are rising leading to poorer outcomes during and after pregnancy. This is directly linked to social deprivation, exacerbating health inequalities for current and future generations.
We wanted to begin a change in practice in Sheffield where pregnant people are encouraged to, and have improved access to, physical activity as part of their standard maternity care called "The Moving Mums initiative”. We wanted to investigate three socially deprived areas of Sheffield to find out what pregnant people wanted from physical activity, what barriers there were and how to access it.
About Yorkshire Sport Foundation
Yorkshire Sport Foundation is a National Lottery funded charity working across the nine districts of South Yorkshire and West Yorkshire, and part of a network of England-wide Active Partnerships.
We believe in the power of movement, physical activity and sport to change people’s lives, bring us together and tackle inequalities. We want as many people as possible to enjoy all the benefits being active can bring.
Our vision is to create a vibrant, healthy and prosperous Yorkshire through everyone moving more. To do this we will connect, influence and support the work of local, regional and national organisations.