At the heart of our work at TaAF is the belief that when people begin to shift their mindsets, change their approach and build new skills, they are the key to changing the systems and places around them for the better.
As we approach the end of our Accelerator funding phase, we are celebrating the people who have been on this journey with us, those who’ve not only changed themselves, but helped shape the communities and systems around them for the better.
What happens when someone is trusted to lead in a way that feels natural to them? For Matt Donnelly, it meant stepping into his strengths, connecting through conversations, and quietly reshaping how a rural village in the Ribble Valley moved. A change was set in motion, not by imposing new structures or programmes, but by backing a person to lead in their own way.
Trying to Fit In
Matt didn’t set out to “change a system.” When he relocated from a busy town to a small rural village, he recognised a big difference in how people perceived and accessed physical activity. With a background in the fitness industry as a personal trainer, he had spent years supporting people in formal, structured settings. But those roles hadn’t always welcomed his approach. After being “kicked out” of a gym for trying to do things differently, he found himself moving through roles where he felt like he never quite fit in.
Strengths and Building Trust
When Matt began his journey with TaAF, he was given time and importantly trust to do what he does best: listen, connect. That trust allowed Matt to fully step into his strengths, and that’s where the change began.
“In any other role that I’ve done, my skills or the way I work has never been really appreciated. I’ve never had the opportunity to think of an idea and run with it before.”
Matt’s way of working; informal, relational and reflective, is accepted and valued. Through Clifton Strengths coaching, he gained insight into his strengths which include Ideation, Connectedness, Input and Adaptability. Qualities that once made him feel like an outsider became a foundation for confidence.
“Learning the strengths has helped me accept the stuff I’ve been bothered by! Now I know how to work around those… back up the way I do things.”
That shift unlocked something, Matt became more confident in sharing ideas, willing to try new things and more comfortable with learning through doing. “It was OK to make mistakes.” That feeling of being allowed to be creative and try new things was important. Just as important was the opportunity to have time to review, reflect and adapt as things unfolded. Being given that space in his work became an important part of how he developed, both personally and professionally.
Listening and Walking the Loop
Matt started by building trust in his community. Matt walked around Dunsop Bridge, he worked on his laptop in the local café, he listened, picked up ‘nuggets’ of insight and made connections with people.
“I realised if I just walked around the village loop… people would stop and talk!”
What followed was a quiet cultural shift in the way the community of Dunsop Bridge engaged in physical activity. A once infrequently used playing field has become a community hub. Rounders games and Park Play sessions on Saturdays are now the norm.
GP’s started referring patients to Matt for support. Local parents helped run the sessions they attend with their children. The Parish Council supported the use of green spaces, local schools joined in and the community raised funds to buy equipment. Neighbouring village ‘Hurst Green’ heard of the progress and wanted to get involved. This led to identifying community champions in those villages.
Ripples Across the Valley
Through his focus on relationship building, Matt’s work began to ripple outward—he’s become a trusted voice in the community, earning a role as trustee on the local Play Area Committee and forging connections with the farming community, field nurses, and national charitable organisations.
His relaxed, authentic approach helped him build credibility quickly, allowing him to connect with people in ways others may have met resistance, especially within communities that face unique challenges to physical activity. The farming community’s engagement stands testament to his ability to earn trust and create meaningful, lasting impact.
His colleague said “A random personal trainer would’ve been laughed at, but Matt just got it. He was one of them. He listened, and people engaged when he talked. He’s got this energy and passion that draws people in.”
From facilitating Park Play sessions in his village in a voluntary capacity, Matt is now ParkPlay coordinator for Lancashire, supporting existing teams in the Ribble Valley and Burnley, and looking for opportunities to launch the initiative in new locations. Two more Park Plays will be launching this month; Queen’s Park in Blackburn and Bolton by Bowland in Ribble Valley and it’s planned a further two will commence later this year.
“I’m proud to share what we’ve done in the Ribble Valley with the national Park Play national charity, and to receive their focused support to expand the programme across Pennine Lancashire.”
Working in a different way
Working in a way we’re learning together, building trust, and doing things differently is central didn’t just allow Matt to lead in his own way – it changed how he sees himself and what’s possible.
“It’s been incredibly rewarding to collaborate with fellow partners in TaAF and to engage new volunteers right across the county.”
He’s developed the confidence to trust his instincts, the skills to work across systems, and the mindset to adapt, reflect and lead with intention.
Change in me, change in the system
Matt’s story shows how lasting change can start with the smallest of things – a conversation, a moment of trust, an idea given space to grow. Through his time with TaAF, he’s moved from questioning where he fits, to knowing the value he brings. He’s grown in confidence, learned to trust his instincts, and developed new ways of working that are rooted in connection, reflection and community.
What’s changed for Matt is how he sees his role, not as someone delivering activity, but as someone enabling change. That shift in mindset and approach hasn’t just shaped him; it’s helped spark a different way of collaboration in the communities and system around him.