Breaking barriers and building communities: Active Humber’s vision for a healthier Humber

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Since the launch of the Humber Place Brand in June 2024, Active Humber has taken full ownership of its values, using them to drive forward a more active, healthier region.

This isn’t just alignment, it’s action. By embedding the place brand into everything they do, Active Humber is making sure physical activity isn’t just available, but truly part of the Humber’s identity.

They are leading the charge in ensuring every community has the opportunity to move, connect, and thrive.

“We’re not just supporting the Humber Place Brand—we’re living it,” says David Gent, CEO of Active Humber.

“Our commitment to breaking down barriers is shaping real opportunities for people across the region. From schools to communities, we’re ensuring that women, people with disabilities, and those who have faced obstacles to physical activity have a clear path to get involved. This is about more than just access; it’s about creating a culture where everyone in the Humber feels empowered to take control of their health and well-being.”

Active Humber is relentless in driving impact, building powerful partnerships that deliver lasting change. Specifically, their work with The Peel Project enriches the Peel Street Park community in Hull, providing opportunities for children and adults from diverse backgrounds to engage in physical activity and community support.

“Strengthening our local relationships isn’t just important—it’s essential to the region,” David adds.

“The Humber Place Brand keeps us laser-focused on making every collaboration and touchpoint count, ensuring our work creates real, tangible results for communities across the region.”

By championing authentic community stories, Active Humber brings Humber’s identity to life.

“These aren’t just stories, they’re proof of what makes this region remarkable,” David continues.

“From personal triumphs to collective milestones, we make sure the Humber’s achievements take centre stage, inspiring more people to get active and take pride in their place.”

With the Humber Place Brand embedded in everything Active Humber delivers, the organisation is driving the region forward; making sure physical activity is at the heart of a thriving, connected Humber.