Research Report: Silver Linings – Engaging Women in Sport in Later Life
Why are women continuing to miss out on the benefits that sport and physical activity brings as they get older?
Why are women continuing to miss out on the benefits that sport and physical activity brings as they get older?
The health benefits of leading an active lifestyle are widely known and researched but – until now – there has been little research into the socio-economic benefits of taking part in sport and physical activity.
Participation in sport and physical activity declines in the colder, darker autumn and winter months. This report outlines the barriers to women taking part in sport in the winter and how to tackle autumn/winter drop-out rates.
This report uses a behaviour change model to identify opportunities for sport to make better use of influence figures in order to get more women and girls participating.
Our innovative new insight around: women’s lives in modern Britain, what’s important to them and women’s perceptions of sport versus fitness.
Women with a visual impairment were chosen as the focus of this exploratory research for two reasons. Firstly, sports participation is low among people with a visual impairment, even compared with other disability groups.
There are a number of cycling challenge rides across the country each year and we know that women who participate in these cycle more regularly each week.
A digital campaign was created to activate Sport England’s ‘This Girl Can’ campaign around running, to include content that would inspire, inform and engage women aged 14 to 40.
Through interviews with sponsors, broadcasters and organisers of four major women’s sports we reveal the details behind some exciting developments made in the last few years.
Female representation on the boards of National Governing Bodies (NGBs) and other sports organisations that are funded and supported by Sport England and UK Sport, is finally averaging 30%.