About MOVE Quality

It’s all about the process!

“Our concern is that it is quite easy to promote and develop programmes for hard-to-reach boys and men, but that girls and women are often neglected. It’s a luxury for a really local grassroots organisation like ours to have this kind of support.”

Pamela Castro

Aston Sport and Community Club, UK

What is MOVE Quality?

We believe that great quality initiatives which inspire more people to be physically active should be rewarded. We also know there are potentially great initiatives out there for hard-to-reach populations that just need a helping hand to make a bigger impact.

MOVE Quality aims to identify these initiatives, build the capacity of the organisations delivering them and reward their achievements with a certificate. That’s because validation should be more than patting an organisation on the back – it should be the result of a quality building process.

MOVE Quality is a 12-month process consisting of a series of development and evaluation phases culminating in a certificate recognising demonstrative improvement.

MOVE Quality is for any sport organisation and local authority in Europe that is carrying out physical activity initiatives for hard-to-reach populations and wishes to develop the quality of their initiatives. The sport organisation and/or local authority must be willing to allow their progress and achievements to be externally evaluated, and commit to taking part in the activities that shape the MOVE Quality development process.

MOVE Quality is part of the NowWeMOVE campaign.

What are hard-to-reach populations?

With 59% of the European population stating that they are rarely or never physically active (Eurobarometer, 2014), it could be argued that a large proportion of the European population is hard-to-reach when it comes to their uptake of physical activity initiatives.

But there are some groups in society that are more difficult to engage in physical activity than others due to various factors, including their access to facilities, motivation, physical capabilities, lack of knowledge about where they can participate in recreation, cost and other circumstances (Dunn, Drust, Murphy & Richardson, 2012, p. 282). These groups include:

  • Youth with difficult backgrounds or behavioural problems
  • Women and girls
  • Ethnic minorities
  • Elderly people
  • Disabled people
  • Homeless people


Dunn, K. et al. (2012). The challenge of engaging hard-to-reach populations in regular sport and physical activity. Available online at https://easm.net/download/2012/1eb65832a5f4de925e287c5f999281bb.pdf

Eurobarometer. (2014). Special Eurobarometer 412 – “Sport and physical activity”. Available online at https://ec.europa.eu/health/nutrition_physical_activity/docs/ebs_412_en.pdf

What is NowWeMOVE?

NowWeMOVE is Europe’s biggest campaign promoting sport and physical activity. Launched in 2012 by ISCA, it brings stakeholders in the sport for all from a variety of sectors together to tackle the physical inactivity epidemic across Europe. The cross-sector vision of the campaign is to get “100 million more Europeans active in sport and physical activity by 2020.

The overall objectives of the campaign are to raise awareness of the benefits of sport and physical activity among European citizens; promote opportunities to be active in sport and physical activity; and enable sustainable and innovative capacity building for providers of physical activity initiatives through open-source solutions and advocacy.

Click on the image below to visit the NowWeMOVE website