Sport and women

Men play more sport than women, and participation declines with age

Research suggests how to go about redressing the balance, and help people take part at different stages of adult life

Go Where Women Are

There has been new insight published that sheds light on women and sport. The 'Go Where Women Are' insight pack explores our current understanding of women, their relevant motivations, barriers and triggers to getting more active, and what this means for sports and exercise activities and initiatives.

Find out more here.

Active Women

Initial findings from the Active Women project suggest the key to successful recruitment of women is to address common concerns, such as self-consciousness about fitness, weight or sporting ability.

Projects have successfully recruited women through:

  • Public launch events, where women can meet coaches and see activity sessions
  • Personal follow-up from coaches afterwards
  • Encouraging existing participants to bring a friend
  • Promotion across communities, using a variety of media
  • Forging links with partnership organisations to reach women from a range of backgrounds
  • Providing easy-to-access information about what sessions entail
  • Reassuring women that most others will also be beginners, and that you don't have to be in shape to enjoy sport.