There is a well-established link between ageing and declining health, and this is exacerbated in areas of socio-economic deprivation. Being physically active can alleviate many of the major health problems for older people, yet participation in this demographic category remains low. The present study is part of a larger programme of research concerned with a major national public health intervention, the Free Swimming Initiative. Semi-structured interviews were conducted to address local implementation of the national policy imperative in Wales and explored the views of non-users (n=20) and community leisure providers (n=7). The research was based in Abertillery – a traditional mining town in the South Wales Valleys with higher than average levels of social deprivation. Findings revealed a series of weaknesses in the delivery of this public policy intervention. They are (i) a lack of partnership infrastructure, (ii) insufficient participant involvement, (iii) evidence gap, and (iv) disjointed multiple aims.