Our Big Push 2026: Building Momentum, Driving Change, and Empowering 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.

Following a successful year of growth and collaboration, we're excited to begin our work as a Strategic Partner, having secured £250,000 in funding from Sport England and the National Lottery. This funding has been ring-fenced to deliver several key projects that will strengthen our impact, deepen our partnerships, and enhance the way we support women and professionals across the UK in 2026.

From improving representation and access to resources, to developing governance and professional standards, 2026 is about building momentum and creating lasting, positive change.

Key Projects for 2026

Image Library

In 2026, we are taking a powerful step towards visibility and inclusivity with the creation of an image library that better represents women in all their diversity and across a variety of physical activities. This new library will serve as a resource for professionals, partners, and the wider community, helping to challenge stereotypes and showcase real, relatable examples of active women.

Directory

We will continue to build upon the strong foundations already in place for our free directory of trusted professionals and local activities. This platform connects pregnant and postnatal women with safe, supportive opportunities to be active close to home, making it easier than ever to access trusted expertise and inclusive movement options.

Governance & Business Development

We'll be strengthening the backbone of our organisation through enhanced governance and business development. This work will ensure we remain transparent, accountable, and equipped to deliver meaningful impact for the long term.

We will refine our brand and board structures, clarify roles and responsibilities, and embed stronger systems for decision-making, risk management, and oversight. In addition, we’ll review our policies and processes to create a more efficient, resilient, and sustainable organisation ready for future growth.

This Mum Moves Ambassadors

Alongside our training partners at the Institute of Health Visiting, we’ll continue to deliver and expand the This Mum Moves educational programme. This initiative empowers health and fitness professionals to support women to be active during pregnancy and postnatally, bridging the gap between healthcare and community-based activity.

We’ll also nurture our growing network of This Mum Moves Ambassadors, providing a platform for continued learning, sharing, and collaboration across the sector.

Endorsement Scheme

Also, this year we’ll continue to strengthen our APF Endorsement Scheme. The scheme is our commitment to raising standards and promoting quality assurance across the physical activity sector.

It offers official recognition that a physical activity programme has met our best practice standards, helping women and professionals identify safe, evidence-based, and supportive options.

Looking Ahead

Our Big Push 2026 is not just a plan — it’s a movement towards greater representation, connection, and empowerment. Together, we’re working to ensure that every woman has the opportunity to stay active, supported, and celebrated throughout her motherhood journey.

We’re deeply grateful to our funders, partners, and community for standing alongside us. With your continued support, we’ll keep pushing boundaries and building a stronger, healthier, and more inclusive future for all women.

Read Our Big Push HERE