Community Activator Coach Apprenticeship Level 2

On successful completion of the apprenticeship, learners will be equipped with the practical skills, behavioural insight, and community engagement expertise needed to progress into roles such as Community Sports Activator, Wellbeing Coach, or Physical Activity Coordinator—helping to build healthier, more active communities while supporting inclusive participation, social cohesion, and the development of green and sustainable community programmes.

The Community Activator Coach Standard will underpin occupations such as an Activator, Sports Coach, Activity Leader, Community Worker or Outreach Officer. These roles are predominantly employed by sport for social change charities; SMEs who operate in the sport and physical activity sector; local authorities; sports clubs; leisure centres; youth work agencies; housing associations and outdoor education centres and are deployed to primarily work with inactive groups of people.

The wider sport and activity sector plays an important role in improving the health and wellbeing of the nation and provides a positive environment which supports (especially young) people to grow and develop through sport and physical activity. The Community Activator Coach promotes, delivers and coaches fun, inclusive and engaging activities that help whole communities to change their behaviour, adopt and keep to a physically active lifestyle.

Community Activator Coaches are more than activity and sports leaders – they understand communities and customers. They will be equipped with the specialist knowledge needed to effectively work with one customer group (such as inactive teenagers) but also be knowledgeable about other inactive customer groups whom they may be expected to work with on occasions.

When competent they will be experienced working with a range of different communities and all kinds of customers who are likely to be defined as inactive, sedentary or not doing enough physical activity in their lives.

They also know how to make communities and lives better through physical activity, organised play and sport. The Community Activator Coach will be a positive role model who builds good rapport with customers – especially those who are young, inactive, or from low-income and marginalised communities.

The Community Activator Coach often works alongside youth workers, the police and community safety agencies to make neighbourhoods safer and works alongside health workers to make residents fitter and healthier. The role is a flexible one and individuals can expect to work varied and unsociable hours, including evenings, weekends and school holidays.

Core Knowledge

• Benefits of physical activity for individuals, families, and communities.
• Importance of leading and promoting healthy, active lifestyles
• Principles of behaviour change applied to sport and physical activity.
• Techniques to keep individuals engaged and active.
• Customer Insight & Motivation Gathering and applying customer feedback.
• Understanding motivations and removing barriers to participation.
• Importance of effective leadership in physical activity sessions. Coaching techniques for engaging different audiences.
• Use of informal spaces and local settings to promote activity.
• Organising and supporting community-level events and festivals.
• Developing motivational relationships and rapport with participants.
• Being a positive role model within the community.
• Event Promotion & Delivery: Using national events (e.g. Commonwealth Games) to boost local engagement.
• Working with local organisations to run tailored neighbourhood events.
• Welfare Principles of safeguarding, first aid, mental wellbeing, and inclusion. Managing group behaviour and supporting vulnerable adults and children.
• Using social media and tech to reach different customer groups.
• Importance of accurate record-keeping and evaluation using tools (e.g. Upshot, Active Lives).

Key Skills

• Plan and adapt sessions based on feedback. Lead fun, inclusive, and effective activities.
• Deliver sport and physical activity sessions that build lasting habits.
•  Build strong motivational relationships with customers.
• Promote community sport and physical activity offers.
• Support people through their behaviour change journey.
• Work with local assets: sports clubs, volunteers, public services, youth workers.
• Help customers co-create volunteering and social action opportunities.
•  Inclusive Participation Support families to be active together.
• Adapt delivery for diverse needs (e.g. young people, older adults, disabled customers).
• Programme Design & Development Contribute to the creation and improvement of community activity programmes.
• Align with organisational values, policies, and procedures.
• Assist in the delivery of community events and festivals. Promote outdoor exercise, informal play, and social sport opportunities.
• Safety & Behaviour Management Maintain wellbeing and safety of self and others.
• Manage disruptive behaviours within group settings.
• Utilise social media and tech appropriately to communicate with target groups.
• Monitor and evaluate activity using digital platforms and reporting tools.