Saunders brings more than 20 years’ leadership experience across entertainment, media and public-interest sectors. He was previously managing director of 20th Century Fox UK and has held senior roles at Sky, Paramount, Showmax Africa and Channel 4. He also served as chair of The Film & TV Charity, leading industry-wide initiatives on mental health and wellbeing.

David Stalker, chair of ukactive, said: ‘I am delighted to welcome Cameron to ukactive. His 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.’

Saunders, an avid runner and advocate for physical activity, added: ‘Physical activity is one of the most powerful and most underinvested tools we have for improving national health, productivity and wellbeing – and ukactive is uniquely placed to make that case. I can't wait to use my experience to drive forward ukactive’s mission. Together we can get more people more active, more often – and having more fun doing so.’

ukactive represents around 4,000 organisations across the UK’s physical activity sector, from gyms and leisure centres to sports providers and community programmes.