Burton & District Mind is rewriting the rulebook on mental health support, proving that sometimes the most effective therapy happens not in a clinical setting, but on a cricket pitch or in a boxing ring.
What started as a modest walking football initiative has evolved into a groundbreaking national model that’s catching the attention of everyone from the England cricket team to Toyota, and it’s all happening right here in Burton and surrounding villages. The organisation’s journey took an unexpected turn when they introduced “Bat and Chat Cricket,” a programme that combines cricket coaching with mental health support. The concept is deceptively simple: get men active first, then create space for conversation.
When men get to that point where they’re all riled up and the adrenaline’s flowing, that’s when they’ll open up about their feelings, They won’t do that cold. So now we can do some psychoeducation, mindfulness, self-care, recovery planning. It’s about meeting people where they are.
The programme’s success caught the attention of Mind nationally after a tragic suicide of a former England cricket player Graham Thorpe. When the family approached Mind with funds to support mental health work, the national organisation pointed them directly to Burton & District Minds pioneering project. The BBC Breakfast news covered the story, and suddenly Burton & District Mind found themselves fielding calls from cricket clubs across the country wanting to replicate their model. The England cricket team took notice too, the former cricketer’s family and National Mind created special headbands which sold out within weeks, with all proceeds funding Bat and Chat Cricket programmes nationwide. The programme is now named Thorpey’s Bat & Chat.
This thing has just exploded, We still get phone calls from cricket clubs all over the country asking how to get involved. Even crown green bowling clubs are knocking on our door and tennis clubs are asking how they can get in on this. It’s incredible.
The programme has been running at Queen Street Community Centre from 10am to 12pm, and its timing has proven particularly effective in welcoming participants from diverse cultural backgrounds. The schedule naturally accommodates the rhythms of community life, with the 12pm finish allowing participants to attend Friday prayers at nearby places of worship.
Cricket has this wonderful ability to bring people together across different backgrounds, The sport itself has deep cultural significance for many communities, and that’s helped us connect with people who might not have felt comfortable accessing traditional mental health services.
Joanne Smith, from Remedies Holistic & Wellbeing services, who has also been central to delivering these programmes, emphasises the importance of the format. Unlike football where everyone is constantly in action, cricket’s structure naturally encourages conversation. Participants have to sit and wait while others bat or bowl, creating organic opportunities for connection and dialogue.
It’s not a full game, It’s an introduction to the sport, cricket coaching really. But what’s beautiful is that while you’re waiting, you’re talking. And once men start opening up, the conversations flow naturally.”
The success of Bat and Chat Cricket has inspired Burton & District Mind to expand their sports-based approach. They’re now launching a mixed martial arts programme, originally conceived as “Boxing and Banter,” aimed at engaging younger people and those in alternative education provisions and supported housing schemes. But perhaps the most profound lesson from Burton & District Mind’s work is about cultural competence and genuine community engagement. Keri is refreshingly candid about the need to ensure their services are accessible and welcoming to everyone in Burton’s diverse community.
We recognise that historically, mental health services haven’t always been accessible to everyone. With over 76,000 people in Burton, and one in four people bravely admitting to having a mental health problem, we have a responsibility to make sure our support reaches right across our community
This realisation has led to fundamental changes in how the organisation operates. When staff member Danny advocated for meeting community members in their homes, against policy, Keri listened.
He helped us understand that for some families, being welcomed into their home creates a level of trust and comfort that’s essential for meaningful conversation. We realised we needed to adapt our approach to respect different cultural preferences around where and how support is offered.
The charity has also recognised that therapeutic approaches need to be culturally informed and relevant.
We’ve learned that what works for one person might not resonate with another. Mindfulness has roots in Eastern traditions, forest bathing comes from Japanese practice. We need to acknowledge these origins and be respectful about how we offer different approaches to wellbeing.
This cultural awareness extends to how they engage with communities. Keri describes a pivotal moment attending an open day at the local mosque, realising that true integration is about building genuine relationships and mutual understanding.
Real community engagement is about being invited in and building trust. It’s about listening, learning, and being willing to adapt. We have to be humble enough to ask questions and recognise when we need to do things differently. That’s when real partnership starts.
The charity is also working closely with local councils on community cohesion projects, recognising the unique dynamics of diversity and the importance of bringing people together.
We’re working on community cohesion and sometimes having honest conversations about what we don’t know is the most important step. Being open about learning and growing helps build authentic relationships.
Burton & District Mind’s approach is yielding results that traditional mental health services have struggled to achieve. They’re reaching people from all backgrounds across the community, breaking down barriers through sport, cultural sensitivity, and genuine partnership.
The charity’s work demonstrates that effective mental health support isn’t one-size-fits-all. It requires creativity, cultural awareness, and a willingness to meet people where they are, whether that’s on a cricket pitch, in a boxing ring, or in someone’s living room. As Keri puts it:
Everyone deserves access to mental health support that feels right for them. We’re committed to making sure our services are welcoming, respectful, and accessible to everyone in our community.
From a small walking football group to a nationally recognised model for mental health support, Burton & District Mind is proving that innovation, cultural sensitivity, and community partnership can transform lives. And they’re doing it all from right here in Burton, one cricket ball, one conversation, and one connection at a time. For more information about Burton & District Mind’s services and programmes, visit their website or contact them directly. Bat and Chat Cricket runs at Queen Street Community Centre in 12-week programmes, with the next one due to begin early 2026. The organisation continues to expand its sports-based mental health initiatives across Burton and the surrounding towns.
