About Us
On a mission to improve the health and wellbeing of the nation, one community at a time.
We believe in the power of sport
Not just what happens when we compete — but when it is used in the workplace, in the home, and in the everyday lives of people. Sport builds discipline, creates belonging, develops resilience, and forms communities that look out for one another. These are qualities that can be used to lay the foundations of a healthier nation.
The Sports Circle was created to build on those foundations so no one is excluded from the benefits.
Why we exist
Good health — both physical and mental — is something we all want but take for granted until a life-changing shock forces a rethink of priorities. The challenges facing the nation’s health are wide-ranging and well documented, but not always well understood.
What is becoming increasingly clear is that being reactive and waiting until people are unwell before intervening is costly and often too late. The evidence — and common sense — points firmly in one direction: proactive, preventative action is better for people and better for the system.
Sport is increasingly embracing this and has built habits, communities and the mindsets that keep people well. It creates a feeling of belonging that motivates and a consistency that beats reactive intervention.
The Sports Circle was built on that belief — and on the conviction that the benefits of an active, connected, supported life should not be a privilege. Health inequalities are real, and closing them requires more than awareness. It requires action, access, and a platform designed to reach everyone.
That is what we are here to do.
How we do it
We’re more than a wellbeing platform. We’re an ecosystem designed to serve all our members — from the individual looking to take control of their health, through the small business owner looking to genuinely support their people, to the community organisation trying to be a catalyst for change.
Our platform brings together physical and mental health support, financial wellbeing tools, lifestyle rewards, and community value — all underpinned by a whole of life 24/7 support service — facilitated by application of the principles of sport.
We believe healthcare needs to be holistic, not linear so the two areas of health chosen to be at the heart of our service cover both mental and physical health. Sudden cardiac death and mental health challenges are two health risks that continue to cost lives and often carry no visible warning until the damage is done. This is where the power of sport comes in.
The Sports Circle operates alongside Circle+ CIC, our Community Interest Company — the social arm of everything we do. While The Sports Circle serves members, small businesses, and partners, Circle+ CIC ensures that the value created can be shared with the communities that need it most. It’s not a bolt-on. It’s built in. And as our community grows, so does the ability of Circle+ to serve it. Every new member, every new partner, every new circle increases our ability to give back. This is the 1+1=3 principle at the heart of how we work — when individuals and organisations come together, the impact is always greater than the sum of its parts.
Modern healthcare needs to be proactive and the culture around it needs to change. Identifying and addressing issues before they become life threatening is not just better medicine, it’s a better way of living. Doing so as a community is The Sports Circle way — engaging, preventative, and built to positively change culture and communities. This is Sport as a Service in action.
Our Circle
The circle is our symbol for a reason. It has no hierarchy. No one is more or less important than anyone else. No top. No bottom. Just connection, continuity, and community. It’s a symbol of complete support for everyone who is inside it, and in our circle we welcome all who can be said to #HaveAHeart.
Everything we build — our products, our partnerships, our platform — comes back to that shape. Inclusive by design. Powered by the people within it. Built for the long term.
We give first. Those who can, give back. Together we create the perfect circle.
Our Founder
The Sports Circle was founded by Francis Duku — a lifelong sportsperson and fitness enthusiast, grassroots football advocate, and is widely recognised for a number of off field sports administration roles he holds both at local and national level.
Francis built The Sports Circle from a simple but powerful conviction: that sport already has the answers to a number of the biggest health and wellbeing challenges many people face. The challenge is then to make those answers accessible to everyone — starting with the communities that need them most.
Frequently Asked Questions
Do you offer cardiac screening?
Yes. Through our community arm, Circle+ CIC, we deliver cardiac screening in partnership with MIAL Healthcare and Cardio Phoenix. This sits at the heart of our #SaferTogether campaign, which exists to protect players and participants at every level of sport.
Why is mental health such a big part of what you do?
Sport has always been one of the most powerful tools for positively impacting mental wellbeing — but it needs a flexible and easily accessible infrastructure to underpin it. We make sure that infrastructure is always available.
Can organisations join The Sports Circle?
Absolutely. We have a dedicated community and organisational membership structure, and we work with sports clubs, leagues, county associations, employers, charities and more. If you’re responsible for a group of people’s wellbeing, we’ve built something for you.
What is Sports Circle TV?
Sports Circle TV is our community health infotainment broadcast platform — giving community organisations a voice, stage, and opportunity to engage people like never before.