A Converse executive turned social entrepreneur is on a mission to unearth a new generation of All Stars from across the North East of England.
Peter Gonsalves is seeking to improve the lives of people in Sunderland and its surrounding areas by increasing participation in new and emerging sports.
Boasting over 35 years of experience working in corporate and grassroots sports, Peter set up his own community interest company, Ready… Go! in December 2024, after receiving support from the North East BIC.
Initially hosting classes for young people to try new sports such as VX (of which he was named GlobalVX Person of the Year in 2023), crossminton and street racket, the ultimate aim of the organisation is to help people of all ages and backgrounds get into sport.
Peter said: “I’ve worked in the industry and coached grassroots sports for the best part of three decades, and I genuinely believe that sports coaches have a responsibility to help tackle rising rates of obesity and social inequality.
“This is why I set up Ready… Go!, to help make sport more accessible by bringing new games such as VX, street racket and crossminton, which are really fun and accessible to people of all ages and backgrounds, to the fore.”
In a previous role working for American footwear giant, Converse, Peter was responsible for helping introduce new lines to the European market, one of which was the brand’s cheerleader shoe.
Prior to this, the cheerleader shoe had never been sold on the continent. However Peter helped to introduce it to a whole new market, and he is hoping to replicate this success through Ready… Go!
“Over recent years, we’ve seen first-hand how increasing digital media usage has led to sports such as Padel becoming more and more popular, and there are a lot more which are also rising in popularity.
“In fact, the BBC recently named VX – a British sport – ‘the best sport you’ve never heard of’, so we really see it as something that can help bring people together and get more people involved in physical activity.”
Peter currently delivers his sessions from Young Asian Voices, a multicultural youth and community centre on the outskirts of Sunderland city centre.
However, as demand continues to grow, he is hoping to team up with local and national gym chains to deliver sessions, as well as partnering with the NHS Social Prescribing.
He said: “Inactivity is affecting every generation and the North East suffers from some of the highest rates.
“That is why we’re seeking to enter into partnerships with schools, community groups, gyms and the NHS to reach even more areas and help even more people get into sport.
“It is key not only for tackling health inequality, but also raising life prospects and improving mental health, so it could have a real societal and economic impact.
“To achieve this however, we need the support of the community and like-minded organisations, so I would urge anyone, no matter what their age and ability, to give one of our sports a go. There really is something for everyone.”
Peter set up the community interest company (CIC) after receiving support from the BIC, which has supported thousands of social entrepreneurs across the region since its launch in 1994.
The BIC’s social enterprise support in Sunderland helps the development of the social economy within the city through the Wear Together Initiative, working with local residents and groups to start a social enterprise or co-operative and help the city’s social enterprises to develop and grow.
Anthony McDermott, social enterprise adviser at the North East BIC, said: “It has been fantastic supporting Peter on his journey so far.
“The North East has some of the highest levels of health inequality and encouraging people young and old to get involved in physical activities, like those delivered by Ready… Go!, is a proven way of tackling the issue.
“It is an organisation which could really help transform lives and communities across the region and we would like to wish him all the best for the future as the organisation continues to go from strength to strength.”
The Wear Together Initiative has received £312,000 from the Government’s UK Shared Prosperity Fund Programme which is managed in Sunderland by Sunderland City Council on behalf of the Sunderland Partnership.
Peter can be reached by calling 07852749946 or emailing info@readygosportsltd.com