Sports trust Community Leisure Services has rebranded and relaunched as Active Nation to turn itself into a campaigning organisation tackling inactivity.

The trust said the move was prompted by Department of Health figures showing that one third of children and two thirds of adults are either overweight or obese - and with just 12 per cent of the population exercising regularly, that figure is expected to rise.

A spokesperson for the trust said: "Through innovative sport and exercise programming, Active Nation hopes to educate local communities on the benefits of an active lifestyle, exciting and igniting the nation's enthusiasm for sport and exercise.

"Active Nation will be campaigning throughout England, inspiring and motivating; persuading the nation to be more active."

John Oxley, managing director of Active Nation, added: "I need little encouragement to get on my soapbox and explain exactly what we're doing and why we're doing it. I quickly find myself becoming passionate, logical and utterly convincing when articulating our message; 'persuading the nation to be active'.

"As a nation we drift towards the bottom of every health and well-being indices in the western world, yet sport and exercise is widely known to be a deterrent to cancer, osteoporosis, type II diabetes and coronary heart disease.

"It's a campaign well worth fighting for, a legacy much needed for future generations but most of all the feeling of zest, energy and delight that sport and exercise provides to everyone who participates is guaranteed!"