At The APF, we’ve always believed in the power of movement during the childbearing years, not just for physical health, but for confidence, wellbeing, and connection. A recent case study from Greater Manchester Moving brings this to life, showing how midwives, when equipped with the right tools and knowledge, are more confident to initiate conversations about movement, and more consistent in the messages they share. More importantly, women feel it.

We’re so excited to welcome two outstanding consultants to The APF team, Erin Hedger as Head of Partnership, Digital & Communications and Dr Lou Atkinson as Head of Insights & Impact. Both bring deep expertise and a shared commitment to strengthening our work supporting women to be active before, during and after pregnancy.

Over half (57%) of pregnant women and mothers with children under the age of one have felt excluded or unwelcome when trying to be active. The research was conducted by Sport England’s This Girl Can campaign as part of its new chapter to ensure no woman is left behind from the world of sport and physical activity. It found that alongside feelings of exclusion, pregnant women and new mums from lower income backgrounds face a number of barriers to movement.

As we step into 2026, we’re unveiling Our Big Push – a bold and forward-looking strategy that builds on the progress and partnerships we’ve achieved so far. This year marks an exciting new chapter for The APF, as we continue our mission to empower women to move with confidence, visibility, and support throughout every stage of pregnancy and motherhood.

Thank to everyone who has sponsored us so far, here is an update on the weekend activities.