Age UK Norwich Supports UEA Health Coaching Research

Age UK Norwich is pleased to support a new research project led by Jess Marshall and the research team at the University of East Anglia (UEA). The study aims to explore how Health Coaches use behaviour change techniques to support people during community-based physical activity sessions.

The project seeks to understand how Health Coaches, those who deliver sessions first-hand, help participants engage in physical activity and sustain it over time. By focusing on sessions delivered within underserved communities, the research will examine how coaches adapt their approach to address the social, economic, and physical barriers people may face when trying to stay active.

As part of the study, UEA researchers will observe Health Coaches during Age UK Norwich’s community physical activity sessions to learn more about the delivery methods and communication techniques that encourage participation and motivation. The observations will take place during the weeks commencing 10th and 17th November at a selection of Age UK Norwich’s group activities.

This research is designed to highlight the positive impact that tailored physical activity programmes can have on wellbeing, particularly for those who may otherwise be less able to access or sustain regular exercise opportunities.

“We’re delighted to partner with the University of East Anglia on this important project,” said Kelly Parkin, Health Specialist at Age UK Norwich. “Our Health Coaches play a vital role in helping older adults build confidence, stay active, and connect socially. This research will help us better understand how to support them and the communities they serve.”

Jess Marshall, the lead researcher at UEA, added:

“By working closely with organisations like Age UK Norwich, we hope to gain valuable insights into how community-based physical activity sessions can be made more inclusive and effective, ensuring that everyone has the opportunity to benefit from being active, regardless of their background or circumstances.”

The study is being conducted with the full cooperation of Age UK Norwich, and no personal data from participants will be collected. Observations will focus solely on the delivery and approach of Health Coaches, ensuring the privacy and comfort of session attendees.