Stagecoach backed dementia programme scores milestone goal

A Stagecoach South Scotland–backed dementia programme has successfully achieved its goal of establishing a sustainable, ongoing community activity for people living with the syndrome and their carers after celebrating its one-year anniversary.

Launched last year in partnership with club charity, Ayr United Football Academy, the Dementia Friendly Walking Football initiative has grown from a six-week pilot into a well-attended, permanent programme.

Many of those taking part are Stagecoach customers, and the sessions have helped participants remain active, engaged and socially connected in a safe, welcoming environment.

The weekly sessions, delivered by Ayr United Football Academy’s community team, provide meaningful benefits for people living with dementia, their families and carers; offering physical activity alongside companionship, confidence and respite.

Keeping the programme free to attend has been central to its success, ensuring no one is excluded due to financial pressures.

Fraser Smith, Commercial Director for Stagecoach South Scotland, said:

"This has been a really worthwhile programme to sponsor and the results are there for everybody to see. Dementia is a brutal disease, and anything we can do to help people stay active and remain connected to their communities is incredibly worthwhile. It's been marvellous to see so many of our customers benefiting from the dedication and compassion shown by Andy and his team."

Andy McInnes, Walking Football Co-ordinator at Ayr United Football Academy, added:

"The support from Stagecoach has been absolutely vital in helping us turn this from a pilot into a lasting programme - their support was the final piece in the jigsaw.

"These sessions are about far more than football; they give people living with dementia, along with their carers and families, a safe space to connect, feel supported and enjoy being active together. Seeing the impact week after week has been incredibly rewarding."

Alongside supporting the sessions, Stagecoach teams have engaged with participants and carers to offer travel guidance and information on concessionary bus passes, helping people maintain independence and access essential services.

The success of the programme highlights the powerful role that collaboration between Stagecoach and Ayr United Football Academy can play in tackling social isolation and supporting people living with dementia across Ayrshire.