Heart of the Game is a community-first health initiative using the power of football to help local people take control of their heart health.
Delivered by Freedom Leisure in partnership with the Gloucestershire FA, Blackbridge Charitable Community Benefit Society (CCBS) and Gloucester City AFC the programme brings free, accessible blood pressure checks and lifestyle support directly into trusted local spaces across Gloucester and the Cotswolds.
We launched Heart of the game in February 2026
The campaign successfully launched Heart of the Game at Gloucester City’s home win against Weymouth FC on Saturday 7 February, marking an exciting start for the community-focused heart health initiative.
Throughout the afternoon there was a constant queue of fans keen to ‘know their numbers’, highlighting both the appetite for accessible health checks and the value of delivering them in familiar, trusted spaces. Each participant received a Heart of the Game pin badge to recognise their involvement and spark further conversations about heart health beyond matchday.
The launch also showcased strong support from the local football community. Representatives from four grassroots clubs already signed up to the programme; Abbeymead Rovers, Tuffley Rovers, Rising Stars and Gloucester City were in attendance, underlining the project’s ambition to work through football networks across the county.
Find out more about Blackbridge CCBS
Find out more about the Gloucestershire FA
Find out more about Gloucester City AFC
Case studies from the Heart of the Game project
During the project, Heart of the Game will deliver more than 1,000 community blood pressure checks at football matches, leisure centres, community venues and local roadshows. Participants will also be supported to take the next step, with access to physical activity programmes, lifestyle guidance and Exercise on Referral services through Freedom Leisure.
The initiative aligns with the One Gloucestershire Integrated Care System Hypertension Strategy and the NHS Know Your Numbers campaign, focusing on early identification, prevention and long-term behaviour change. By embedding health checks into everyday community life, Heart of the Game removes barriers, reduces stigma, and makes prevention simple and social.
Learn more about hypertension, why regular blood pressure checks are important, and how monitoring your blood pressure can help protect your long-term health by visiting the links below.
Blood Pressure UK - Click here
British Heart Foundation - Click here
NHS Website - Click here