When Alosh moved to the UK to pursue a master’s degree in sports management, his dream was to work in professional sports. “I was blinded by the flashy lights, thinking of Real Madrid or an IPL team,” he admits. However, he discovered that cricket in the UK was vastly different from what he had known. “The game here is expensive and time-consuming. It can cost up to £1,000 with new kits, club fees, and match fees. Back home, you just needed a friend and a tennis ball.” 

This disparity highlighted a critical challenge: cricket in the UK is largely inaccessible, especially to the younger generation and older adults who once played in school. “I spoke to older people who shared beautiful stories of playing cricket in school or watching matches in the 1960s. But they had lost touch. It’s an institutional game here, not something you can just play in a park.” 

Determined to bridge this gap, Alosh co-founded Cricketqube, a project aimed at making the sport accessible to everyone. “We wanted to make it inclusive, using indoor facilities and adapted equipment like softer balls. We also aimed to make it accessible to people in wheelchairs, or those with Parkinson’s or dementia,” he explains.  

Cricketqube was set to launch in 2020, but the pandemic delayed their plans. Initially, Cricketqube aimed to run tournaments with indoor teams, but the pandemic shifted their focus. “We started offering sessions at care homes and community centres instead,” Alosh explains. “When we finally started in late 2021, we realised many participants had lost their partners during the pandemic. It was their first time venturing out and meeting new people. These sessions became a lifeline,” Alosh reflects. 

One of the most heartwarming moments for him was witnessing friendships that blossomed from these sessions. “People in their 60s and 70s, who met during our cricket sessions, now go on holidays together. It’s incredible how something as simple as cricket can help people rebuild their social lives.” 

Currently, Cricketqube operates mainly in the Northeast, but Alosh plans to expand. “We run weekly sessions in North Tyneside, Gateshead, Newcastle, and Northumberland. We’ve also done one-off sessions in Bristol and Manchester,” he explains. “We’re starting sessions in Edinburgh this month and hope to see success in Scotland.” 

Cricketqube engages with hundreds of people weekly, including care home sessions, family events, and Parkinson’s UK sessions. “We probably interact with 900 to 1,000 people a year and aim to have about 16 weekly sessions by the end of this year, including new ones in Scotland.” For Alosh, success is more about impact rather than numbers. “We’re creating friendships, helping people get fitter, and offering a way to reconnect with a sport they once loved.” The impact of Cricketque is clearly evident. “61% of people say they visit the GP less often since starting our sessions, and 87% feel happier after participating. We’ve also reduced NHS spending on dementia care,” Alosh shares. 

It hasn’t been an easy journey. “There were moments when I thought, ‘I can’t go on.’ But each time, something happened that made me push through.” Financial sustainability is a real challenge. “We’re a CIC (Community Interest Company), so we rely on a mix of traded income and grant funding. We get paid for summer camps and care home sessions, and we also deliver sessions for other providers. We depend on funding from the National Lottery and Newcastle Council,” Alosh explains. Sustainability remains a challenge, with many programmes relying on project-based funding. “We constantly seek new funding opportunities and face challenges in finding committed staff and managing a diverse team. Despite this, leading and innovating is rewarding.” 

Looking beyond the Northeast, Alosh envisions expanding internationally. “If our model works in an area with low disposable income and health challenges, it can succeed elsewhere. We aim to reach major cities like Manchester, Birmingham, and London and address issues like ageing populations, obesity, and loneliness.” 

Inclusivity is a key focus. “We have dedicated family sessions for Black and South Asian families in Newcastle,” Alosh explains. These sessions foster intergenerational interaction and community integration. The organisation also supports young people and women in cricket, bridging gaps left by emerging clubs. 

A profound aspect of their work is bridging generational divides. “Our youngest participant is 3, and the oldest is 104,” Alosh reveals. The organisation values interactions across ages, believing that diverse voices lead to better innovation and solutions. Alosh sees cricket as a bridge across generations. “Cricket connected me to people older than me when I was young, and now it’s connecting older generations who’ve lost touch with the game.” 

Reflecting on their impact, Alosh emphasises the importance of creating safe, inclusive spaces. “When your family is there, you’re really comfortable,” he says. This approach not only encourages physical activity but also fosters community and cultural integration. 

Looking to the future their approach involves integrating technology and Alosh and his team are now making a healthy ageing app . “Over the last 18 months we’ve collaborated with IoCT (Internet of Caring Things) to enhance our offerings using technology.” Cricketqube’s collaboration with NICA’s IOCT programme and Voice (our community of citizen co innovators) has been instrumental in this regard. When Alosh first explored working with IoCT, he recognised the opportunity to use tech solutions to support older adults. “We saw a lot of potential for technology to benefit social enterprises and the older population,” he explains. “IoCT helped us refine our ideas and provided the tools and expertise needed to turn them into reality.”