As Co-Founder and Creative Director of Active Families North East CIC, she leads the development of impactful programs that break down barriers to participation, supporting people of all ages to stay active, connected, and empowered through movement.

Before transitioning into the health and fitness industry, Amy spent over 10 years as a creative designer, working in print and publishing. Her passion for fitness, wellbeing, and leading a healthier lifestyle inspired a career change, and she has since spent over nine years as a fully qualified personal trainer, gym and group exercise instructor, and swimming teacher. Amy has also developed specialist expertise in pre & postnatal fitness and exercise for older adults, ensuring inclusive, accessible programs that support lifelong activity.

Beyond Active Families, Amy is also Co-Founder of We Are Active Soles, an award-winning innovation-led health initiative developing smart insoles to monitor fall risk and promote movement. Her leadership in social enterprise, health innovation, and community engagement has been recognised on the 2025 Future List at the North Power Women Awards.

Amy is a driven changemaker, passionate about business innovation, social impact, and empowering others to create sustainable, purpose-driven enterprises. She is a vocal advocate for women in business, equality, and leadership, using her platform to challenge barriers and support diverse, inclusive entrepreneurship. Her work is rooted in the belief that innovation should be accessible to all and that movement is a powerful tool for empowerment, confidence, and connection. Whether leading strategic growth, pitching innovative solutions, or mentoring others, Amy is committed to making a lasting impact.

Outside of work, she enjoys running, swimming, and keeping active with her family, embracing exercise as a way to build resilience, foster relationships, and inspire others to take control of their health and wellbeing.