This research looked at the management of identity change within Physical Education and School Sport (PESS) at one of the first Free schools in England. Opened as a new institution within an unfamiliar setting, the school had to contend with limited resources for an ambitious programme based upon a full complement of examination courses and an emphasis on prestigious team sports using a traditional public-school model. A single case study methodology revealed that subsequent changes in identity stemmed from staffing issues, alongside a shift in personal philosophies towards a more inclusive ideology. Both senior management and middle management agreed that PESS needed to offer more sports to more pupils while still contributing towards the school's "knowledge rich" achievement-based ethos. Using Goffman's concept of "impression management", changes are explained by the analysis of a team "performance" communication to parents, identified by interviewees as key policy actors in the life of the school. This approach has been successful in justifying change, a finding that will help to understand the extent to which parental expectations are managed at Free schools. However, elements of traditionalism remain within the school's games-based PESS programme and possibilities for innovation are interpreted by policy actors as necessitating changes in content rather than within pedagogy or curriculum design. Recommendations for future study include the need to fully understand the freedoms associated with Free schools, particularly expectations for curriculum innovation.