Nicole McKeating-Jones

Job role:

I’m the Strategic Lead for Place Partnerships at GM Moving. This work is part of a national approach led by Sport England to tackle long-standing inequalities in sport, physical activity and movement. At its heart, the goal is simple: make it easier for people to move in ways that work for them, where they live. The reality is more complex.

Place Partnerships aren’t about delivering more programmes to communities. They’re about changing how we work with communities, shifting power, mindsets and behaviours so that movement becomes a natural part of everyday life. That means working alongside partners across Greater Manchester to build approaches shaped by local people, not imposed on them.

As the lead organisation in Greater Manchester, GM Moving sets the overall strategic direction for the approach. My role is to hold that strategic vision and support our 10 borough teams to bring it to life locally. Every place has its own strengths and our job is to create the conditions for those strengths to grow. I also act as a relationship lead for Trafford, Salford, Stockport, Manchester and Rochdale, working closely with partners to connect ideas, share learning and help local work thrive.

Date joined:

July 2019

Professional background:

I left school with few GCSEs but a strong love for sport, physical activity and movement. I started as an apprentice at my local leisure trust in Kent, where I discovered how powerful it is to help people move in ways that work for them. I became a qualified personal trainer and later set up a sports coaching company focused on making physical education fun and accessible for children. While working full-time, I completed a first-class degree in Physical Activity and Physical Education. I’ve since worked as a primary school PE coordinator, a School Games Coordinator with Kent Sport, and on an exercise referral programme in Tameside.

I joined GM Moving in 2019 and have held several roles, including Active Ageing Lead, before moving into my current position in 2024.

What type of movement/sport/physical activity brings you joy?

I’ve loved sport, physical activity and movement since I was a kid: cycling, street hockey, Kerby (undefeated Quickthorn Crescent Champion 1998-1999), football and rugby. These days, you’ll usually find me in a local green space or park with my 5-year-old or playing 9-a-side football with a local team set up by mums from a junior club. I still enjoy getting on my bike when I can, especially for getting around in spring and summer and I love sharing my passion for movement with my son, whether that’s playing in the garden or inventing new sports (trampoline basketball is our current favourite).