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Go Where Women Are

Women in Sport

New insight sheds light on women and sport

As part of the second phase of This Girl Can, Sport England publishes its new women's insight pack Go Where Women Are.

What is it?
Go Where Women Are is about engaging women in sport and exercise on their terms and in their space whether physically or emotionally. The 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.

It pulls out key learnings that can be applied to most women and draws on a rich range of data, research and practical projects conducted over many years, including I Will If You Will pilot in Bury, Bloomingirls festival in Manchester and Active Women projects.

It also provides a deeper understanding of women's feelings about sport and exercise, their internal dialogue and fear of judgement, which the This Girl Can campaign has been developed upon.


Why is it useful?
The document has been designed to help Sport England's partners, and all those involved in the sector who want to engage women, to understand:

- The basics of how women are likely to feel and behave in relation to sport and exercise;

- What will encourage them to get active and keep it up

To help with applying this insight, we are developing a 'how to' guide for those who deliver sport and exercise. It will provide detailed advice on how you plan and deliver sport more effectively for women and girls by using practical examples from our I Will If You Will women's behaviour change pilot in Bury and will help answer questions such as:

- What resources are needed at each stage;

- Where to find good imagery;

- How to find suitable venues;

- How to respond effectively to feedback; and

- How to evaluate success.

Is it one size fits all?
Of course, one size does not fit all. Women and girls will vary both between themselves - in terms of attitudes and behaviours - and within themselves as they age and pass through different life stages.

Deliverers of sport and exercise should use the insight from this review and tailor if needed with local research to understand the barriers, motivations and triggers of their target audience.