Research Report: Understanding Women’s Lives – Engaging Women in Sport
Published Our innovative semi ethnographic qualitative approach to unlock new insight around: women’s lives in modern Britain and what’s important to them, women’s perceptions of sport versus fitness and how we need to re position sport to appeal to women and how to tap into women’s values in order to activate behaviour change towards increased levels of physical activity. This report summarises the key findings of the […]
Case Study: Why Are Women Reluctant to Run? – Experiences of parkrun
Published 43% of 120,000 parkrunners are female, yet they are more likely to be classified as ‘reluctant runners’ than men. Through a series of interviews and focus groups with parkrun volunteers and participants this case study sheds light on the motivations and barriers women face in taking part in parkrun on a regular basis. Report Contents: Barriers and motivations to participation Interview […]
Case Study: Should I Stay or Should I Go? British Gymnastics
Published Women in Sport undertook a research project to support this need and investigate what influences girls aged 11 to 13 years to keep taking part in gymnastics. The project explored whether products British Gymnastics have put in place, specifically TeamGym and MY Club, are helping to retain female gymnasts and to establish the role […]
Case Study: Engage-HER – Challenging Sport Deliverers in Northern Ireland
Published Women exercise significantly less than men in Northern Ireland; 45% of women have participated in sport in the previous 12 months, as opposed to 59% of men. As a result, we partnered up with Sported Northern Ireland to explore how an effective partnership would help make an impact on the participation levels. Report Content […]
Research Report: Small Changes, Big Difference for Visually Impaired Women
Published 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. Secondly, women are more likely to have a visual impairment. By understanding the lives of visually impaired women, Women in […]
Research Report: Exploring the Transition from Recreational to Challenge Rides
Published 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. Women in Sport embarked on a project to investigate how to transition those women who are cycling recreationally to take part in challenge rides. My biggest concern […]
Research Report: Measuring Impact: ‘This Girl Can Run’ for England Athletics
Published 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 (aligned to the parent campaign). Women in Sport worked in partnership with England Athletics on a research project to further understand the highly engaged online […]
Research Report: Say Yes to Success – the commercial benefits of partnership with professional women’s sports
Published 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, and highlight the commercial benefits that exist for companies willing to enter into meaningful partnerships with women’s sports. Decisions about whether to invest cannot be made on existing […]
Research Report: Trophy Women? No More Board Games – Getting gender diversity on boards
Published Following six years of research by Women in Sport into the gender diversity of sports boards, 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%. If you compare this to our first set of […]
Research Report: Trophy Women? Checklist for Change – Tools to diversify your board
Published Our proposed Checklist for Change lays out the core elements to which sports organisations should aspire, to build upon successes so far, and promote the benefits of having more women on boards and at executive level. Here, we set out six core goals for National Governing Bodies (NGBs) and other publicly funded sports bodies […]