Falling on your Feet began with spotting a gap for a dance programme – it began with an idea. No-one was supplying a dance and health programme for over 65s in Newcastle, designed to counter social isolation and overcome fear of falling. The “end users” (participants) didn’t even know there was a gap and they didn’t know they were missing out. I had to find an experienced and talented choreographer … I then had to find a Commissioner (NHS CCGH … Then a space … then market the programme (service) using a variety of means to draw in the participants. It was a complete joy….so much so the choreographer wanted to show their work to an audience…who were added to the supply chain as end user (!) during the process….both in person and online to our film.