Sport Wales – Over 60s Strength Training Programme Film

Client: Sport Wales
Content: Promo Video, Corporate, Unscripted

Sport Wales is the national organisation responsible for developing and promoting sport and physical activity across Wales. Working alongside the Welsh Government, local authorities, community groups and sports organisations, Sport Wales supports initiatives that encourage people of all ages and abilities to lead active, healthy lives. Through programmes such as the 60+ Active Leisure Scheme, Sport Wales helps create opportunities for older adults to remain physically active, socially connected and engaged within their communities.

Project Brief:

Focus Shift Films was commissioned by Sport Wales to produce a documentary-style video showcasing the success of an over-60s strength training programme at SSC Weightlifting Club in Pontypool, Torfaen. The film aimed to highlight the positive impact of regular strength training on older adults, demonstrating how the programme supports physical health, mental wellbeing and social connection. Through authentic storytelling, Sport Wales wanted to encourage greater participation in community-based physical activity programmes while raising awareness of the support available through the Welsh Government-funded 60+ Active Leisure Scheme.

Creative Approach:

• To challenge common perceptions around ageing and physical activity, we approached the film with a strong focus on empowerment and visual storytelling. We captured training sessions using cinematic slow-motion sequences that showcased participants lifting weights with confidence, determination and strength. By highlighting the intensity and achievement involved in the sessions, the film presented older adults in a way that felt inspiring and aspirational, moving beyond traditional portrayals of exercise programmes for older people.

• Alongside the action-led footage, we conducted a series of interviews with programme participants and organisers to bring personal experiences to the forefront of the story. These conversations provided genuine insight into the physical, mental and social benefits of the programme, with participants sharing how strength training had improved their mobility, confidence, stamina and overall quality of life. By combining powerful visuals with authentic testimony, the final film celebrated the strength of the individuals involved while demonstrating the wider value of community-based physical activity programmes across Wales.

• As with all Sport Wales content, we delivered a version of the video with English subtitles on, and another with Welsh, as well as several shorts in portrait. We work within the guidelines of Sport Wales’ brand to ensure uniformity across all of their content.

Final Product