Dr Jo Maher is Sheffield’s Place-based Physical Activity Clinical Champion (PACC). Having been in post for a year, she shares some of her experiences with us.
I’ve seen first-hand that while there is general awareness of the benefits of physical activity (PA), its impact — the so-called ‘miracle cure’ — is often underestimated. Time pressures and competing clinical demands mean that even when healthcare professionals are motivated, they don’t always feel they have the tools or capacity to embed PA into routine care.
I’ve found teams are much more receptive when PA is framed as a small, achievable, evidence-based intervention that supports the care they’re already delivering — not as ‘one more thing to do’. The Place-Based PACC role adds real value here, allowing me to tailor conversations using local knowledge of services, pressures, and opportunities.
Partnering with an Active Partnership (Move More Sheffield) has been essential. Their insight keeps me up to date with what’s happening in the local PA landscape, making conversations broader and more holistic, focused on health and wellbeing and not just healthcare. They also bring valuable local data and insight, which helps strengthen the case for PA in clinical and strategic discussions. Having figures around service uptake, patient feedback, or condition-specific benefits can be a powerful way to engage decision-makers and demonstrate impact.
Personally and professionally, this role is hugely rewarding
Personally and professionally, this role is hugely rewarding. It’s brought together several things I care deeply about — supporting colleagues, health promotion, and the belief that good communication sits at the heart of medical practice. The role has enriched my practice as a GP, made my main role more enjoyable, and helped me learn a great deal from colleagues working in other settings.
Seeing colleagues have ‘lightbulb moments’ about the role of PA in recovery, self-management, or mental health is incredibly motivating.
Jo is hosted by the National Centre for Sports and Exercise Medicine, Sheffield that was granted funding from Sheffield Council and South Yorkshire Integrated Care Board (ICB) for a Place-based PACC.
If you are interested in discussing the possibilities a Place-based PACC could offer your place, please contact our PACC Relationship Manager Sarah Glover at sarah.glover@intelligenthealth.co.uk
