Case Study: Active Leeds
Transforming Men's Health Culture in a High-Pressure, Male-Dominated Environment
When a member of their team sadly died due to heart disease, the leadership at Active Leeds knew something had to change.
Like many large operational services, the organisation faced a number of common challenges:
- A predominantly male workforce
- Low engagement in health and wellbeing activities
- High levels of silent stress, stigma, and underreported mental health concerns
Active Leeds recognised that traditional wellbeing offers weren’t cutting through. What they needed was something different — a male-friendly, peer-led intervention that spoke to their people in their language.
That’s where the Manbassador™ Programme came in.
The Manbassador™ Approach: From Idea to Impact
Transform Men's Health at Work with Manbassador™
With support from the Wellbeing Lead Academy, Active Leeds implemented the full Manbassador™ Blueprint — from strategic set-up through to recruitment, training and launch.
In just a few months, the team had:
- Trained 10 diverse Manbassadors™ across the service
- Created a visible campaign identity with black Manbassador™ T-Shirts, posters and site visits
- Hosted 8 outreach events and completed 15 workforce site visits
- Provided 1-to-1 listening and signposting support for male colleagues
- Made 27 formal referrals to further wellbeing services
- Delivered 41 peer-led conversations that would never have happened otherwise
Importantly, the Manbassadors™ were not just fitness instructors or frontline workers — they came from across the service, proving that any man, from any background, can be a powerful role model for change.
“One year into the Manbassador™ Programme, the impact is clear. We've supported colleagues through mental health, addiction, and long-term health issues. We're proud to wear the Manbassador Lanyard and T-Shirt”
Neil Jones, Manbassador™ Lead, Active Leeds