The UK’s trade body for the physical activity sector, UK Active has announced that Cameron Saunders will take over from Huw Edwards as CEO in April.
A senior leader with more than 20 years’ experience running complex, high-profile organisations across entertainment, media and public-interest sectors, Saunders’ previous appointments include being managing director of 20th Century Fox UK, as well as senior positions at Sky, Paramount, Showmax Africa and Channel 4.
He also has trade association experience, having served on the Board of Cinema First, the UK’s trade body for the film industry, where he played a lead role aligning rival cinema operators and film studios around shared priorities and convening senior leaders through structured roundtables.
Alongside his commercial career, Saunders served as chair of The Film & TV Charity, where he led industry-wide action on mental health and wellbeing.
He is a keen endurance runner and has helped to raise more than £200,000 for charity.
Saunders says he can’t wait to use his experience to drive forward UK Active’s mission: “Physical activity is one of the most powerful and most underinvested tools we have for improving national health, productivity and wellbeing and UK Active is uniquely placed to make that case,” he said.
“With unparalleled access to expertise across the sector, there’s a real opportunity for UK Active to act as a trusted convenor, catalyst and national voice – increasing its influence, relevance and impact with members, government and the public.”
David Stalker, chair of UK Active, said: “Cameron’s leadership record and his experience bringing an industry together will help us to build on our work to improve our services and grow our sector’s impact.
“Cameron joins UK Active at an important time for our sector’s future and I look forward to working with him and our members to capitalise on the clear opportunities we have to get more people active across the UK.”
Huw Edwards announced in October that he would be leaving the trade association, after six years as CEO.
