More than just a game.
Breaking down barriers to sport - creating opportunities and belonging for those who need it most.
Why We Exist
Far too many young people are locked out of sport due to negative past experiences, cost, or lack of access. This doesn’t just limit their physical activity and health – the consequences go a lot further. Sport and activities offer so much more than just exercise – Swindon’s children and young people have said they want to see affordable support, positive activities, and mental wellbeing support* – and sport can deliver all of this.
*data from Swindon Borough Council’s Health Needs Report 2024
At WAY, our vision is to meet young people where they’re at. For so many young people, sport is an easy, approachable, and enjoyable way to do something they love. It allows them to receive support and journey long-term with trusted coaches in a positive, inclusive environment that feels far more comfortable than sitting down to talk about their feelings. We break down the barriers to sport and turn it into a pathway to opportunity, support, and belonging for the young people who need it most.
An Overview
The last 12 months, in numbers…
Children and Young People Supported
Sport Sessions Delivered
Programmes established
"Out of everything that I do, this is the most fun". - Young person, aged 9
Our Programmes
Below are our sports and games programmes, co-produced with children and young people, and tried and tested across Swindon. Take a look for yourself below…
World Games
World Games are our co-created, inclusive activities designed to engage individuals who may feel discouraged by or uninterested in traditional sports. Our goal is to provide a lasting positive experience of physical activity by introducing fun, engaging, sport-based activities in a relational way. We collaborate closely with schools and partner organisations to reach those who need it most, reduce barriers to participation, and tailor sessions to individual needs.
Grassroots/Rooted Project
This project supports children and young people from marginalised communities, focusing on community cohesion and integration. We co-create sports and games sessions with the young people and key community leaders to build a welcoming environment where participants can play sport and connect with each other and the coaches. As trust and relationships grow, we guide young people toward involvement in our other projects and programmes, helping them integrate into the wider community.
WAY United
Our football programme that was created in response to young people expressing a need for affordable, local sports clubs – especially football – in their community. In answer, we launched WAY United, a free and accessible football club. It operates in areas of high deprivation where young people often lack the funds or transport to join other sports clubs. Through this programme, we aim to reduce youth involvement in violence, promote physical activity for those who need it most, and build positive relationships in community for those who need it most.
Alternative Provision
Our programme supports students who struggle with traditional classroom learning and benefit from a change of environment. We offer engaging sports activities combined with informal mentoring from our coaches. Sessions are held in small groups to ensure personalised support and teaching tailored to individual needs and learning styles. Our main goals are to engage students, help them achieve and take pride in their progress, and provide the support they need to succeed both in and out of the classroom.
Jack's Story
Jack couldn’t do a session without getting upset, angry and threatening other students. He has a stronger sense of fairness and hates losing, so anytime he felt something wasn’t fair or if he was losing, he would struggle to regulate his emotions. However, once we adjusted the games to focus on working as one team, he found it much easier to overcome challenges. Jack showed signs of frustration and came close to disengaging, however, with the encouragement of his peers, he found he was able to overcome that and continued to join in. He took part multiple sessions without a single incident and enjoyed every session whilst encouraging his peers in different activities.
*Young person's name changed to protect identity
Get Involved
Co-produce with us
At WAY we specialise in co-production – working with other organisations to create high impact projects that see lasting change in the lives of young people of their communities. Could you work with us to co-produce or partner to run one of our programmes?
Become a volunteer coach
Could you give a some time every week to be a coach and journey alongside young people through the WAY Sports project? Being a consistent, trusted figure for young people in a fun and safe environment can change the direction of their future. This could be your way of making a tangible and lasting change in your community – just by playing sport!