New research shows that over three-quarters of women and girls would play more sport if it better reflected the customer-friendly experience of shopping. Sport England today joined the Women’s Sport and Fitness Foundation (WSFF) at their national conference in London to highlight the issue.
Currently, eight out of ten women do little physical activity and just three per cent play organised team sports.
The research was commissioned as part of the first national strategy to increase the number of women doing sport and physical activity, launched at WSFF’s annual conference – an event being attended by Olympics Minister Tessa Jowell and Paralympic Gold Medalist Dame Tanni Grey-Thompson DBE.
The research reveals that:
- More than half of all women (55%) would exercise more if facilities were of a better quality - and the trusted British retail brands, known for their high levels of customer service, are the models sport should follow
- When asked which high street retailer would design the most female-friendly sports facility, nearly one fifth (18%) of women and girls chose Marks and Spencer followed by John Lewis and Boots, while 10-15 year olds preferred Primark (32%).
Among the things sport can learn from retailers are: the importance of clean changing rooms (top of the list for 52% of women and girls); discounts for repeat visits/loyalty cards (47%); and the ability to try before you buy (45%). 42% of those questioned said having a wide range of things to do in one place would encourage them to do more sport and just under a third said providing areas to socialise would be a real incentive.
In the changing room, eight out of ten rated the privacy of a cubicle as essential. The next biggest priority was hair dryers (56%), followed by full-length mirrors (28%), free towels (23%) and music (20%). Privacy and hair styling is a particular issue for school age girls; 91% said changing cubicles were a must-have and that hair dryers (62%) and straighteners (25%) were also essential. WSFF is urging schools to invest in changing facilities if they want to attract more girls to sport.
Sue Tibballs, WSFF Chief Executive, said:
“Sport needs to give the customer what she wants. Women enjoy spending time and money on the high street because retailers invest in creating an environment and experience that are designed specifically for them. There are 30 million women and girls in the UK, most of whom don’t play any sport at all. If we’re to build a genuine 2012 legacy, sport must start genuinely investing in women.”
Sport England’s Director of Sport, Phil Smith, is sitting on the panel of sport experts at today’s conference. He said:
“This research is important in helping us understand the type of experience women want so that we can be successful in getting one million people doing more sport by 2013.
“Sport England makes a point of ensuring that all facilities that receive funding from us meet our accessibility standards. This includes providing moveable floors in swimming pools, to support mothers with young children, and safe, clean and comfortable changing rooms and child-care facilities.
“We are pleased to be working with the WSFF to encourage more women and girls into grassroots sport.”
The WSFF Creating a Nation of Active Women conference is taking place at The Emirates Stadium, London, from 09.30 on Monday 24 November 2008.
Speakers include:
- Tessa Jowell, Minister for the Olympics
- Dame Tanni Grey-Thompson DBE, Paralympic Gold Medalist
- Dame Kelly Holmes CBE, Double Gold Olympic Medalist
- Heather Frederiksen, Paralympic Gold Medalist
- Phil Smith, Director of Sport, Sport England
- Donna de Varona, Olympic Gold Medalist, First President & Chairman, Women’s Sports Foundation USA
- Mercedes Coghen, CEO, Madrid 2016 Olympic Bid
- Stephanie Ankrah, Marketing Manager, Women’s Training, Nike
- Kate Spicer, Freelance Journalist & Broadcaster, and Writer of Cycle Girl column, Sunday Times
- Margot Raggett, CEO, Lexis PR - Dove’s Campaign for Real Beauty
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